November 27, 2018 Published by

The Skinny on Skincare—Part I

Skincare plays a starring role in the daily routine of beauty consumers. To understand this deep connection, The Benchmarking Company chatted with over 4,600 US female beauty consumers about their skincare routines and habits; what she’s looking for in skincare, what types of products she buys, influencers, and more. Enjoy part one of this three-part series!

Her Skincare Routine

  • 38% say it’s me-time: the more steps, the better
  • 63% wash their face 2x per day
  • 57% apply moisturizer 2x per day

She’s No Skincare Newbie

  • 65% use anywhere from three to more than five skincare products daily

Top Five Skincare Products She Uses Today

Age All Gen Z (18 – 24) Millennials (25 – 38) Gen X (39 – 53) Baby Boomer (54+)
#1 Facial cleanser (72%) Facial cleanser (71%) Facial cleanser (74%) Facial cleanser (71%) Anti-aging treatment (69%)
#2 Eye cream (55%) Moisturizer (not anti-aging) (66%) Makeup remover wipes (58%) Anti-aging treatment (67%) Facial cleanser (68%)
#3 Makeup remover wipes (54%) Makeup remover wipes (59%) Exfoliator (55%) Eye cream (65%) Eye cream (63%)
#4 Anti-aging treatment (53%) Exfoliator (56%) Moisturizer (not anti-aging) (52%) Makeup remover wipes (52%) Anti-aging day moisturizer (61%)
#5 Exfoliator (52%) Acne treatment (54%) Eye cream (51%) Anti-aging night moisturizer (51%) Anti-aging night moisturizer (59%)

 

**Brand Opportunity: Products She’s Not Using Now But Would Try

Age All Gen Z (18 – 24) Millennials (25 – 38) Gen X (39 – 53) Baby Boomer (54+)
#1 Cleansing balm (67%) Cleansing balm (67%) Cleansing balm (68%) Cleansing balm (67%) Detoxifying treatments (64%)
#2 Detoxifying treatments (61%) Devices/neck cream (60%) Neck cream (59%) Detoxifying treatment (64%) Cleansing balm (62%)
#3 Devices/neck treatments (56%) Eye/detoxifying treatment (58%) Detoxifying treatment (58%) Devices (55%) Mists/essences (54%)
#4 Brightening/pore treatments (50%) Anti-aging PM moisturizer (55%) Devices (57%) Neck cream/Mists/essences (54%) Devices (53%)
#5 Mists/essences (52%) Anti-aging AM moisturizer/pore treatment (52%) Mists/essences (51%) Brightening treatments (51%) Brightening treatments (50%)

 

Top Five Skincare Concerns

Age All Gen Z (18 – 24) Millennials (25 – 38) Gen X(39 – 53) Baby Boomer (54+)
#1 Acne/breakouts Acne/breakouts Acne/breakouts Fine lines/wrinkles Fine lines/wrinkles
#2 Dark eye circles Dark eye circles Dark eye circles Dark eye circles Dark eye circles
#3 Fine lines/wrinkles Uneven skin tone Uneven skin tone Uneven skin tone Sagging skin
#4 Uneven skin tone Oily skin Large pores Under eye bags Under eye bags
#5 Large pores Large pores Fine lines/wrinkles Acne Deep lines and wrinkles

 

**Brand Opportunity: Needs She Says AREN’T Being Met:

  • 36% dark under eye circles
  • 30% fine lines & wrinkles
  • 27% large pores
  • 26% acne/breakouts
  • 22% uneven skin tone/under eye bags

Click here to download the full pdf.