When it comes to skin care concerns, ingredients and general education, consumers are sidestepping brands and dermatologists and heading to Google or their favorite social platforms. What can brand leadership, R&D and marketing learn from their behaviors?
U.S. prestige skin care sales grew 12% in 2022, according to NPD data, with body products growing at more than three times the rate of facial products.
Kline reports that “97% of consumers have continued to use the same number of skin care products in their at-home regimens or even increased the number of products that they use daily over the last six months.” At the same time, “many of these consumers plan to spend the same amount—or more—on professional skin care products in 2023.”
At the same time, consumer curiosity is generating large amounts of actionable data, while also creating a challenge for brands seeking direct communication with shoppers.