Ninety-five percent (95%) of US females look for specific ingredients in their skincare products to combat their top concerns, but is she aware of what these ingredients actually do, or is she seeking them out simply because she’s familiar with them? Is she buying into new ingredient promises, or do those hip and trendy ingredients scare her off?
In this article, derived from the results of The Benchmarking Company’s February 2021 original primary research study of 4,700+ US female beauty consumers, we’ll look at her propensity to buy products with “old school” tried and true ingredients versus new and trendy ingredients, ingredients that she’s using now in her skincare products as well as those she’s interested in trying, her level of awareness of ingredient types, her relationship with retinol, the retinol-alternatives she’s seeking, and what she expects on labels about ingredients from beauty brands moving forward.
Consumers look to brands to innovate and solve problems for which they’ve been seeking solutions. Ingredient Innovation can help to address concerns while creating opportunities for beauty brands to capitalize on her zest to try what’s new.
Her Skincare Concerns
Throughout the pandemic, caring for her skin has been a constant for the US beauty buyer. Thirty-eight percent (38%) consider themselves to be “intermediate” level skincare users, committed to using 3-5 skincare products daily; 27% say they’re “basic” level users who typically apply up to three products daily, such as cleanser, moisturizer and eye cream; 34% call themselves “advanced” users, who apply more than five products daily that might include cleanser, toner, moisturizer, eye cream, treatments, serums, essences, mists, exfoliators and masks.
Her top skincare concerns include:
1. Dark areas under eyes
2. Fine lines and wrinkles
4. Uneven skin tone/hyperpigmentation
5. Sagging skin/skin that needs firming
6. Under eye bags
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