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Gen Y Women Begin Fighting the Signs of Aging Skin

September 24, 2013

New NPD findings show that select SKUs are key in routines.

The NPD Group, Inc., a global information company, reports women in the Generation Y group are beginning to notice, and fight, the signs of aging. According NPD’s latest Women’s Skincare In-Depth Consumer Report, 39% of women ages 25-34 say anti-aging is an important benefit they look for in facial skin care products. This is a significant jump from the 18-24 year old age group where only 19% of women feel anti-aging is important.

“Gen Y is at an age when they are facing many changes, including in their skin and the way they look in general,” said Karen Grant, vice president and senior global industry analyst, The NPD Group, Inc. “This group still has skin care concerns from their youth like oily skin, breakouts, and keeping acne at bay. But they also start to shift their focus towards preventing wrinkles and lightening their dark spots caused by sun damage.”

Women, age 25-34, represent 18%  of all facial skin care users in the U.S., and use an average of three facial skin care products in a day, with facial cleansers topping the list. Moisturizing/hydrating, acne prevention, and sun protection are the most important benefits they look for in a facial skincare product. Still learning about skincare in general, these women like to experiment with products, and do so more than any other age group.

The Gen Y consumer primarily seeks advice on facial skin care purchases from friends, family, and co-workers, but after that, more than any other age group, they are online looking for information (36%). Gen Y consumers also account for the largest share of online facial skincare purchasers.

“Open to learning, reachable, and seeking solutions, Gen Y women are a critical age group for skincare marketers to target now, as they are beginning to develop skincare regimens that are likely to follow them throughout the rest of their lives,” concluded Grant.
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