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Multiple Benefits in Makeup More Important to Consumers

Posted: June 25, 2012

According to the Makeup In-Depth Consumer Report 2012 by The NPD Group, Inc., over 8 in 10 (86%) women tell NPD that they use makeup products with skin care benefits. In addition, 61% of the women surveyed said they use makeup products with benefits that are similar to the ones contained in their skin care products.

Regardless of age, moisturizing and SPF protection are the two most sought after benefits in all makeup products, but the age of the makeup user impacts the benefits sought. Older women are more likely to seek products that pack moisturizing and anti-aging benefits, while younger women prefer products that help control oil and acne.

“It can be said that makeup products with skin care benefits create a perception of ‘more bang for the buck,’ and consumers may believe they are getting more value. As such, it could be inferred that women perceive additional value from layering,” said Karen Grant, vice president and senior global industry analyst, The NPD Group.

What’s Most Important in a Foundation, Mascara, and Lipstick/Lip Gloss?

‘Evens out skin tone’ is ranked as the most important benefit in a foundation, with over three-fourths (76%) of foundation users today rating this as an important benefit. In addition, ‘evens out skin tone’ is also ranked as the most important foundation benefit by each age and race/ethnic group evaluated. SPF protection, moisturizing, and oil-free/won’t clog pores follow, and are ranked among the top five benefits considered important by each age group and race/ethnicity.

When it comes to mascara, consumers tell us that thickening/volume and lengthening are the most important mascara benefits, with over 6 in 10 mentions each (63% and 62%). Anti-clumping follows closely, with 56% of mascara users rating the benefit important. Defining (separates lashes) and waterproof or water resistant round out the top five mascara benefits in terms of importance among women overall, as well as among each age and race/ethnicity evaluated.