Breeda Bennett-Jones and Carly Fink, Provoke Insights06.01.22
Since March 2020, Americans’ habits have changed considerably. The uptick in technology has grown immensely, and the idea of working from home has become the “new normal.” These trends have changed consumers’ buying preferences and the way they shop. The skin care industry must assess how these changes impact its target audience’s needs.
To better understand the skin care-savvy American, skin care brands must answer critical questions. What are the demographics of the typical skin care consumer? Which products are they searching for? Which skin insecurities are they looking to resolve? Which channels are they purchasing from, and are they loyal to their brands?
Provoke Insights, a full-service market research firm and brand consultancy, sought to answer these key questions. Provoke Insights conducted a biannual nationwide study among Americans to understand the state of 15 categories—including skin care. Using recent data from March 2022, it is possible to profile typical skin care consumers, discover what they are looking for and measure their brand loyalty.
Overall, consumers have adopted more laid-back lifestyle habits. Almost half of Americans wore more informal attire compared to pre-pandemic, and 28% of women wore less makeup (top two on a seven-point agree scale, per Provoke Insights’ Fall 2021 in-house research).
While other “beauty” areas have diminished, skin care treatments and regimes have remained popular.
Skin care buffs are highly concerned with keeping their skin hydrated. The top concern among skin care purchasers is lack of moisture, with almost half (44%) shopping for products targeted toward dryness. Similarly, the most-purchased product among skin care consumers is moisturizers, with 84% of consumers stating they picked up a moisturizer in the last month.
Skin care purchasers are also paying closer attention to what makes up their favorite skin care products. Over half (53%) of purchasers admit to looking for specific ingredients when they purchase from a skin care brand.
For example, 37% of Gen Z and 33% of Millennials purchase serums compared to 18% of Baby Boomers.
Younger generations also appear more concerned about the harmful effects of the sun on their skin. Over one-third of Gen Z and Millennials have purchased sunscreen, compared to 30% of Gen X and 17% of Baby Boomers.
Older generations tend to focus on the basics: moisturizers and cleansers. For example, just 14% of Baby Boomers and one-third of Gen X have purchased a face mask, as opposed to 39% of Millennials and 47% of Gen Z. Skin care brands have the opportunity to break into this older market with a variety of skin care products.
Younger consumers are looking for acne-related cures reminiscent of the days of puberty. Sixty-three percent of Generation Z looks for products that fight acne, compared to 35% of Millennials. Pore-shrinking is also a significant concern for Gen Z, with almost one-third (30%) of this cohort searching specifically for products to help pores.
Older generations are looking for age-related skin products. Baby Boomers are likely looking for fine line/wrinkle treatment (45%), while Gen X is slightly more likely to search for preventative anti-aging products (49% vs. 46%).
While ingredient awareness is high across all ages, Millennials are more likely to scour labels for the ingredients they know work best for them. They are also willing to pay more for greener products (64%), so they are likely looking for natural, humane-derived ingredients. They are more likely to be parents (62%), belong to the Democratic Party (60%), and prefer to shop online (59%).
To better understand the skin care-savvy American, skin care brands must answer critical questions. What are the demographics of the typical skin care consumer? Which products are they searching for? Which skin insecurities are they looking to resolve? Which channels are they purchasing from, and are they loyal to their brands?
Provoke Insights, a full-service market research firm and brand consultancy, sought to answer these key questions. Provoke Insights conducted a biannual nationwide study among Americans to understand the state of 15 categories—including skin care. Using recent data from March 2022, it is possible to profile typical skin care consumers, discover what they are looking for and measure their brand loyalty.
Who Is the Skin Care Shopper?
Nearly half of all Americans (44%) purchased a skin care product in 2022; this accounts for about 106 million people. The typical skin care purchaser can be best described as the young, sustainable mom. Unsurprisingly, this cohort of purchasers is majority female (70%). They are more likely to be Millennials (44%) with children (41%), and about one-third live in an urban area or city. These young mothers also more often belong to the Democratic Party (40%). They are 6% more optimistic about the future than their non-purchasing counterparts.Venturing In-Store
As the US returns to “normalcy,” more people prefer to shop in-store than in the prior year. In-store shopping is slightly more preferred (+4%). Venturing into stores is also the most popular purchase point for skin care products, with 61% of all purchasers buying their most recent product at a brick-and-mortar establishment. The in-store dominance is unsurprising, as skin care products are available at a wide variety of in-store locations, including supermarkets, pharmacies and makeup outlets. In addition, these shoppers may want to trial the product before purchasing it. However, online is gaining traction, as it claimed 37% of skin care purchases within the last month. The majority of online sales are through an e-commerce site like Sephora.Not as Loyal as You Think
Provoke Insights developed a calculation to quantify 2022 brand loyalty in 15 industries. Compared to other industries, consumers are moderately loyal to their skin care brands. Loyalty for the skin care category comes in at 6th with a score of 6.11. Less than half (47%) of the skin care-savvy are only or mostly loyal to their tried-and-true brands. The other half of these skin care purchasers are still experimenting with new brands. The skin care industry must consider this and target those still finding the ideal product.Americans Invest in Their Skin
Since the beginning of the pandemic, skin care purchasing habits have increased. Twenty-three percent of skin care buyers say they are purchasing more skin care products than before covid-19, while only 10% say they decreased their purchases. As social events, happy hours and college classes transitioned to Zoom, many may have put their makeup brushes down. For many, masks and face coverings made lipstick and lower face makeup much less common, even among the most devout makeup-wearers. Many looked to no longer conceal their skin but restore its health for a natural, makeup-free glow.Overall, consumers have adopted more laid-back lifestyle habits. Almost half of Americans wore more informal attire compared to pre-pandemic, and 28% of women wore less makeup (top two on a seven-point agree scale, per Provoke Insights’ Fall 2021 in-house research).
While other “beauty” areas have diminished, skin care treatments and regimes have remained popular.
Skin care buffs are highly concerned with keeping their skin hydrated. The top concern among skin care purchasers is lack of moisture, with almost half (44%) shopping for products targeted toward dryness. Similarly, the most-purchased product among skin care consumers is moisturizers, with 84% of consumers stating they picked up a moisturizer in the last month.
Sustainable & Specific Ingredients
Skin care purchasers are more proactive about green initiatives. Most (63%) consider themselves environmentally-conscious, and half would pay more for sustainably sourced items. These skin care purchasers are likely looking for their skin care brands to reflect their values and go “green.” Brands need to be more transparent about ingredients and more conscious about utilizing recycled material in the packaging.Skin care purchasers are also paying closer attention to what makes up their favorite skin care products. Over half (53%) of purchasers admit to looking for specific ingredients when they purchase from a skin care brand.
Younger Buyers Buy a Wide Variety
It’s no secret that our skin changes with every stage of life. Interestingly, younger generations, including Gen Z and Millennials, tend to purchase a wider variety of skin care products. These young faces are more likely to purchase a range of different products, including cleansers, face masks and serums.For example, 37% of Gen Z and 33% of Millennials purchase serums compared to 18% of Baby Boomers.
Younger generations also appear more concerned about the harmful effects of the sun on their skin. Over one-third of Gen Z and Millennials have purchased sunscreen, compared to 30% of Gen X and 17% of Baby Boomers.
Older generations tend to focus on the basics: moisturizers and cleansers. For example, just 14% of Baby Boomers and one-third of Gen X have purchased a face mask, as opposed to 39% of Millennials and 47% of Gen Z. Skin care brands have the opportunity to break into this older market with a variety of skin care products.
Needs Vary by Age
While dryness is the most common “skin-security” overall, skin-related concerns are split based on generation.Younger consumers are looking for acne-related cures reminiscent of the days of puberty. Sixty-three percent of Generation Z looks for products that fight acne, compared to 35% of Millennials. Pore-shrinking is also a significant concern for Gen Z, with almost one-third (30%) of this cohort searching specifically for products to help pores.
Older generations are looking for age-related skin products. Baby Boomers are likely looking for fine line/wrinkle treatment (45%), while Gen X is slightly more likely to search for preventative anti-aging products (49% vs. 46%).
While ingredient awareness is high across all ages, Millennials are more likely to scour labels for the ingredients they know work best for them. They are also willing to pay more for greener products (64%), so they are likely looking for natural, humane-derived ingredients. They are more likely to be parents (62%), belong to the Democratic Party (60%), and prefer to shop online (59%).
Social Experiments
Social media has changed the dynamic of how consumers shop for skin care products. As all generations are highly active on social media weekly, platforms like Instagram and TikTok have become popular methods to attract new buyers. The youngest shoppers, Gen Z, have particularly high weekly usage on social media (93%), allowing to educate these eager skin care shoppers about new brands.
Provoke Insights conducted a 15-minute online survey among 1,500 Americans between 21 and 65. The study was fielded from March 1-10, 2022. A random stratified sample methodology was used to ensure a high degree of representation of the US population (household income, age, gender, geography, ethnicity, and parental status). Results based on this sample have a maximum margin of sampling error of +/- 2.5% at a 95% confidence level. Statistical differences between subgroups indicated in this research were tested at a 95% confidence level. Check out Provoke Insights for the latest category research, including skin care. |