New technologies and innovative ingredients have raised the bar on skin care product effectiveness. Every year, the science of product development continues to evolve, yielding major advantages for consumers, while upping the level of competition among beauty brands eager to serve an increasingly savvy buyer.
Although product efficacy has increased, women still struggle with the same facial skin issues at each stage in her life. When analyzing results of The Benchmarking Company’s (TBC) skin care buyer studies of both yesterday and today, the same top five skin problems surface for each generation, and consumers continue to seek holy grail products that will alleviate these consistently troublesome concerns.
The following is a peek inside these chronic concerns, product desires, buying habits, and most appealing skin care keywords and claims revealed by female-identifying consumers in a 2021 and 2022 study of more than 2,000 respondents. The top skin care issues by generation are consistent with those recorded from TBC skin care studies conducted in 2016 and 2019 among thousands of beauty-buying consumers.
Gen Z (Ages 25 and Under)
Acne is by far the top skin care concern among beauty buyers ages 25 and under (T-1), but only 50% of Gen Z buyers surveyed in a December 2021 study believe that acne products on the market meet their needs.