So, how are the hundreds of mass-market and prestige skin care lines supposed to build brand loyalty? The core of that answer lies within the second Pink Report of 2007, “Survival of the Prettiest: Face & Body Skin,” a look at what women want in skin care products, what they’ll buy and why. Highlights of the report include: 89% of women who use moisturizers apply them once a day or more often; 75% of women have a favorite facial skin care brand, but only 59% are loyal to that brand; and half of women in all age groups list SPF protection as a major skin care concern, trumping all other concerns that are not age-specific.
“Attitudes toward skin care have changed so much in just one year,” noted Alisa Marie Beyer, president and CEO of The Benchmarking Company. More info: www.benchmarkingco.com.