90% of US Cosmetic Consumers Use Makeup with Skin Care Benefits


The busy, on-the-go lifestyle of today's beauty consumer often has them seeking out products that streamline their grooming process.

According to The NPD Group's "2018 Makeup In-Depth Consumer Report," 90% of U.S. women that are using cosmetics reported applying makeup with skin care benefits, however, this does replace the consumers' skin care routines. Two-thirds of women claim to use makeup products in addition to separate skin care offering the same benefits. 

Larrisa Jensen, executive director, beauty industry analyst at The NPD Group, explained, "Makeup continues to perform well, as our study found that more women are using it and they are also using more products, on average, in a typical day compared to two years ago. At the same time, the consumer mindset today places greater emphasis on taking care of the skin in order to prevent flaws, rather than covering up flaws as they appear. Consumer expectations of makeup products have heightened as a result of skin care’s influence on format and efficacy."

Jensen continued, "Skin care has created a winning story around ingredients, innovation, wellness, and great skin at any age. Makeup brands and manufacturers are tearing a page from skin care’s playbook by leveraging skin care positioning in their own product offerings. This is a step in the right direction, as I expect the interaction and shared learning’s between these two emotional categories will prove mutually beneficial."

According to NPD...

  • More women today than two years ago reported wearing makeup to even their skin tone, look and feel younger, and feel confident and sexy;
  • More users are looking for makeup products that moisturize, reduce fine lines and wrinkles, minimize pores and reduce redness;
  • 62% of women use makeup with moisturizing benefits, an increase of 4% over 2016; and
  • More than one-third of foundation users consider pore minimizing to be an important product benefit, an increase of 3% over 2016.
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