February 5, 2019 Published by

The Skinny on Skincare—Part II

There can be no denying the important and fun role skincare plays in the daily routine of beauty consumers.  In part two of our three part, special Beauty By The Numbers Series on skincare we asked more than 4,600 beauty consumers to tell us their thoughts on skincare trends, big ideas for skincare innovations and future offerings, what types of skincare she buys (and why), what she thinks about generics, how facial skincare kits factor into her beauty routine, and much more.

Most Appealing Skincare Trends  

  • 64% age-specific skincare
  • 63% natural skincare
  • 54% organic, life proof, and anti-pollution skincare
  • 52% formulated with local ingredients
  • 51% generic skincare

 

Most Appealing Skincare Trend By Age

Age Gen Z (18 – 24) Millennials (25 – 38) Gen X (39 – 53) Baby Boomer (54+)
#1 Natural (72%) Natural (63%) Age specific (76%) Age specific (84%)
#2 Life proof  (61%) Life proof (58%) Natural (61%) Natural (58%)
#3 Organic (59%) Organic/ age specific/ local ingredients/ anti-pollution (55%) Organic/ anti-pollution (55%) Organic (50%)
#4 Local ingredients/

personalized (55%)

Generic (54%) Life Proof (53%) Generic (49%)
#5 Anti-pollution/ generic (54%) Personalized (51%) Skincare boosters (52%) Skincare boosters (45%)

 

Types Of Skincare She’s Buying

  • 74% mass skincare (Olay, Neutrogena, etc.)
  • 45% generic or private label (Up & Up, Sephora Collection, etc.)
  • 36% masstige skincare (No7, Shea Moisture, etc.)
  • 33% natural or organic skincare (i.e. Juice Beauty, Tata Harper, etc.)
  • 27% retail doctor brands (Murad, Dr. Dennis Gross, etc.)
  • 22% luxury/prestige (La Mer, La Prairie, etc.)

 

Skincare She’s Using By Age

Age Gen Z (18 – 24) Millennials (25 – 38) Gen X (39 – 53) Baby Boomer (54+)
#1 Mass (74%) Mass (74%) Mass (73%) Mass (78%)
#2 Private label (55%) Private label (51%) Private label (40%) Private label (33%)
#3 Natural/ organic (36%) Masstige (40%) Masstige (36%) Masstige (29%)
#4 Masstige (34%) Natural/ organic (39%) Natural/ organic (30%) Retail MD brands (23%)
#5 Retail MD brands/ K-Beauty (25%) Retail MD brand (28%) Retail MD brand (27%) Natural/ organic (20%)

 

The Appeal of Doctor Brands

  • 63% clinically tested
  • 55% scientifically-proven to work
  • 44% the products work for me
  • 31% brand has strong customer following
  • 30% brand is always innovating

 

Why She Buys Doctor/Professional Clinical Skincare

  • 61% trust my doctor
  • 50% they are clinically-tested
  • 41% scientifically-proven to work
  • 35% products work for me
  • 24% believe the products are superior to retail doctor brands

 

Why She Uses Mass Skincare

  • 83% products are affordable
  • 73% they are easy to find/buy
  • 47% the products work for me
  • 18% brands have strong customer following

 

Why She Uses Luxury Skincare

  • 69% the products work for me
  • 53% the ingredients are superior
  • 35% brands have a strong customer following
  • 28% easy to find/buy

 

Why She Uses K-Beauty

  • 62% the products work for me
  • 44% believe K-beauty skincare offers better results
  • 44% they are affordable
  • 36% ingredients are superior
  • 35% believe products are superior to skincare products developed elsewhere

 

Generic Skincare Is A Winner

  • 68% buy generic/store brand facial skincare products

 

Why She Likes Generic Skincare

Age All Gen Z (18 – 24) Millennials (25 – 38) Gen X (39 – 53) Baby Boomer (54+)
Less expensive 85% 87% 83% 76% 79%
Ingredients are the same 44% 38% 42% 47% 54%
They work! 35% 39% 35% 36% 29%
 As effective as name brand products 33% 33% 34% 32% 32%
 I trust the store to make quality skincare  17% 18% 16% 19% 16%

 

Why She Doesn’t Use Generic Skincare

  • 34% have in the past and they are poor quality
  • 28% don’t believe generics work as well as name brand
  • 24% generics are lesser quality
  • 23% name brand products are superior in quality
  • 22% can’t easily find product reviews/claims/benefits
  • 21% Current branded products work
  • 19% may contain harmful chemicals/ingredients

 

Why She’d Try Generic Skincare

  • 72% positive product reviews
  • 54% friend/family recommendation
  • 41% consumer or clinical claims (i.e. 95% saw a reduction in fine lines and wrinkles)
  • 32% clinical claims (i.e. based on a clinical study ….)

 

Retailers She Trust For High Quality Generics

  • 65% Target
  • 44% Walmart
  • 39% Walgreens/CVS
  • 31% Whole Foods
  • 28% Trader Joe’s

 

Skincare Kits Are A Hit

  • 61% buy facial skincare products as a kit or set
  • 55% would consider giving a skincare kit as a gift
  • 75% would like to receive a skincare kit as a gift

 

Why She Loves Skincare Kits

  • 76% convenient to buy as a kit
  • 62% easy to understand how/when to use them
  • 52% saves me money
  • 46% best results come from products made to be used together
  • 36% designed to address a specific need that I have

 

Why She Dislikes Sets  

  • 51% no value if I dislike even one product
  • 44% too expensive
  • 37% no personalization/choice
  • 30% don’t know the right kit to buy for my skin
  • 25% like using different brands for my needs
  • 21% too many products to use

 

What Would Make Kits Attractive

Age All Gen Z (18 – 24) Millennials (25 – 38) Gen X (39 – 53) Baby Boomer (54+)
Address specific age concerns 54% 46% 51% 58% 59%
Value priced 77% 80% 77% 76% 79%
Proof that kit works better than single products 53% 55% 53% 51% 53%
Label clearly explaining time to use kit 33% 38% 34% 31% 31%

 

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