Report Shows Anti-Aging as Unmet Opportunity

Anti-aging continues to be a key motivator for purchase among women skin care users—according to the latest report from The NPD Group, Inc. In fact, 75% of women skin care users tell NPD they “use skin care products to look the best they can for their age,” according to the Women’s Skincare In-Depth Consumer Report.

When asked what benefits are important in facial skin care products, more than half of the women surveyed (53%) said that anti-aging benefits (such as wrinkle/line reduction and firming/lifting) were extremely or very important to them. This number is much higher for women 35+ than younger women: 62% of 35-54 year olds and 65 percent of 55+ versus 26% of 18-34.

While anti-aging continues to be a key influencer for usage, 21% of women facial skin care users are not using any anti-aging moisturizers, serums or treatments. In addition, of those consumers using anti-aging serums or treatments, almost a quarter of them (23%) are using these products less than once a day.

“This speaks to the pronounced need to increase the education and communication to move consumers to further engage in the category,” said Karen Grant, vice president and global industry analyst, The NPD Group. “The two-fold opportunity for anti-aging products is therefore, 1) engaging those not using specific anti-aging products, but who feel that anti-aging benefits are extremely or very important and 2) increasing the usage frequency of those already using anti-aging serums and treatments.”