In part 2, we look at how much she spends, where and why, and what she wants to try.
On average, most consumers aren’t willing to spend over $10 on items such as a bar soap (86%), makeup remover wipes (76%), cleansing wipes (75%), blotting papers (73%), and sheet masks (72%). However, she will spend over $40 on devices (57%), serums (27%), and anti-aging treatments (25%). The newest skincare trend she’s tried? Sheet masks. Twenty-three percent (23%) of consumers first tried sheet masks this year, followed by lip treatment (15%), eye cream/facial peels (14%), and anti-aging treatments (14%). Per month, consumers report spending the most on skincare, followed by haircare, color cosmetics, bath & beauty, and finally, fragrance.
Superstores such as Target and Walmart are still her primary destination for buying skincare (51%), along with Amazon.com (33%), drugstores (31%), and brick and mortar locations for ULTA (25%), and Sephora (19%).
Figure 4. Where She Buys Skincare by Age
| Age | Gen Z (18 – 24) | Millennials (25 – 38) | Gen X (39 – 53) | Baby Boomer (54+) |
| #1 | Superstore (57%) | Superstore (54%) | Superstore (49%) | Superstore (45%) |
| #2 | Drug store (40%) | Amazon.com (37%) | Drugstore/Amazon.com (31%) | Drugstore (34%) |
| #3 | Amazon.com (34%) | Drugstore (28%) | ULTA (in-store)(26%) | ULTA (in-store)/branded website (19%) |
| #4 | ULTA (in-store) (28%) | ULTA (in-store)(26%) | Branded website (20%) | Sephora (in-store)(12%) |
| #5 | Sephora (in-store)(26%) | Sephora (in-store)(20%) | Sephora (in-store)(19%) | Department store (11%) |
Reviews and Samples are Big Influencers
When consumers are ready to make an investment in a new skincare product or brand, several factors come into play. First and foremost, they want to know the products are suitable for their skin type (83%), followed closely by the products will solve their skin problem (82%). Other critical factors include consumer claims that the products actually work (76%), clean/safe formulas that also contain no harmful ingredients (72%), and last but certainly not least—price (70%). Factors she says that matter least to her include the founder/brand story (39%), and a brand that is trendy or popular (34%).
Indeed, getting consumers to try a new product is no small feat. From packaging to claims to benefits to cost to colors—consumers have an opinion on just about everything, but the top two biggest influencers to trying a new facial skincare product are positive product reviews (86%) and free samples (83%). Other factors that matter include products being on sale (59%), family/friend recommendations (58%), and before/after images (46%).
Figure 5. Biggest Influencers by Age
| Age | Gen Z (18 – 24) | Millennials (25 – 38) | Gen X (39 – 53) | Baby Boomer (54+) |
| #1 | Positive product reviews (88%) | Positive product reviews (89%) | Positive product reviews/free samples (84%) | Free samples (84%) |
| #2 | Free samples (78%) | Free samples (82%) | Family/friend recommendation (58%) | Positive product reviews (83%) |
| #3 | On sale (66%) | On sale (61%) | On sale (55%) | On sale (57%) |
| #4 | Family/friend recommendation (56%) | Family/friend recommendation (59%) | Before/after images (50%) | Family/friend recommendation (54%) |
| #5 | Doctor recommended/before & after images (42%) | Before/after images (45%) | Doctor recommendation (41%) | Doctor recommendation (45%) |
Trends that Consumers are Applauding
A growing category of skincare—age specific skincare—tops out as the number one most appealing trend (64%) along with natural skincare (63%), organic/life proof/anti-pollution skincare (54%), skincare formulated with local ingredients (52%), and finally—
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