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Sixty-one percent say they won't leave the house without looking their best, per a new report from YouGov America.
January 2, 2024
By: Lianna Albrizio
Associate Editor
A new YouGov report says Gen Zers, though too young for an anti-aging regimen, value good skincare routines to preserve their youthfulness.
“Gen Z consumers place huge importance on their skincare regimen and are extremely discerning in the brands they select,” said Ashley Brown, account director at YouGov America. “They are also a big spending segment of the market that’s particularly open to trying new products and jumping on trends, most often swayed by friends, social ads or influencers.”
By combining global survey research with syndicated data from YouGov Profiles and YouGov BrandIndex, the report provides actionable insights for brands looking to engage with skincare consumers, particularly within the Gen Z demographic.
According to a survey involving skincare enthusiasts aged 18-29, 61% agree they won’t leave the house with looking their best. On average, skincare enthusiasts in those cohort spent $84 on health and beauty products over the past three months, $26 more than the national average. They most often purchase from Amazon (57%), Walmart (43%), and Target (31%).
Drawing on YouGov Brand Index data, the report also ranks the top brands considered by American skincare consumers of all ages. Dove (53.1%) tops the brand consideration rankings, followed by Vaseline (38.5%), Olay (34.9%) and Neutrogena (34.6%). Nivea is the biggest gainer in 2024, with 30.4% of American skincare shoppers considering the brand, up from 24.8% in 2023. Rankings by gender and generation are also included in the report.
Per the report, hydration (56%) is the top, sought-after factor when shopping for skincare products among Americans, followed by cleansing (50%) and sun protection (44%). Skincare shoppers aged 18-29 rated cleansing the top factor.
Analysts say word of mouth (38%), TV advertising (22%) and social advertising (21%) are the top avenues consumers find out about new skincare products.
Looking ahead to new skincare trends, 33% of consumers are considering trying Vitamin C-infused products in 2025, followed by “clean beauty” (32%) and hyaluronic-acid infused products (29%). What’s more, 34% of those aged 18-29 say they will explore Korean skincare products in 2025.
When asked about sustainability initiatives, consumers say natural ingredients (41%), no animal testing (37%) and recyclable packaging (20%) are the most important when considering a brand.
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