With Skincare Products, Body More Important Than Face Body and facial moisturizers rank first and second, respectively, in terms of the types of skincare products used by the largest groups of women. Seventy-seven percent of all women who use some type of skincare product reported using body moisturizers, compared to 74 percent who use facial moisturizers.
While equal numbers across all age segments report using body moisturizers, older women are more likely than their younger counterparts to use facial moisturizers. Over eight in ten women over the age of 45 said they use facial moisturizers, compared to just two in three women between the ages of 18 and 24.
To Replenish or Not to Replenish Many women purchase skincare products monthly, but for some skincare products, regular replenishment levels are low. Skincare products with the highest daily usage levels, such as body cleansers, body moisturizers and lip products are also the products women purchase once a month or more often. (45%, 32% and 31%, respectively).
Although older women are more likely to use facial moisturizers more frequently, they replenish less often than younger users. The report highlights possible reasons for lower rate of replenishment among older consumers:
Older women, with more disposable income, may be more likely than younger women to purchase larger package sizes of these products when shopping, resulting in greater gaps in product replenishment. Overall, younger women tend to shop with greater frequency than older women, but they use their beauty products less frequently than older women.
Skincare Awareness and Usage Report is a new study released by the beauty division of The NPD Group.
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