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Women Love Cosmetics But Brand Loyalty is Low

September 11, 2007

A woman’s love affair with skin care products—from those touting anti-aging benefits to natural/organic lotions to those containing a desirably high SPF—is a fickle one. About 33% of women who switched skin care brands during the past 12 months have done so just because they wanted to try something new. Another 16% of women ages 18-29 switch brands regularly not because the products no longer work for them, but simply out of boredom.

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.
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