• Recent shifts in makeup usage point to alternative areas
of interest among makeup users, according to data from Port
Washington, NY-based The NPD Group.
According to the firm’s new Makeup In-Depth Consumer Report, usage of makeup products among 18-64 year old women is
down five percentage points in 2010, relative to 2008. Among
women who do wear makeup, a growing number (up 1%, equivalent to about an estimated, additional one million women,
based on projected population taken from the U.S. Census) are
wearing only one makeup product per given day.
But while overall usage is down, an area of growing interest
is cosmetics that boast skin care benefits. According to NPD, 86%
of consumers have used a makeup product that contains a skin
care benefit in the past year. Moisturizing (54%) and SPF protection (51%) are the most cited skin care benefits found in the
makeup products women used. Other attributes were oil-free/won’t clog the pores (32%), reduces wrinkles/fine lines
(30%), and natural/mineral-based (27%), according to NPD.
“As consumers seek to simplify their beauty routines, the op-
portunity is ripe for products that provide the benefits of both
the makeup and skin care categories. Over the past few years a
greater number of makeup products are incorporating skin care
benefits that consumers would previously seek to get from a skin
care product,” said Karen Grant, vice president and global in-
dustry analyst, The NPD Group. “From protective benefits to in-
creasingly advanced anti-aging ingredients to the more
specialized focus of anti-acne and redness reduction benefits,
more and more makeup manufacturers are offering consumers
a wider variety of skin care options today.”
Approximately six in 10 women who used makeup with skin care benefits are using these types of makeup products in addition to
using skin care products with the same benefits. Nearly two in five are using makeup products with skin care benefits instead of skin
care products with the same benefits, according to NPD.
“While the beauty industry continues to look for new opportunities, this convergence of makeup and skin care is a burgeoning platform to build upon. Our younger consumer is still learning and experimenting to determine what works for her and our older consumer
is facing the ever-changing needs of her skin along with the need for a pragmatic, time-saving approach to beauty. Understanding the
way consumers are now approaching their beauty regimen and where their needs cross categories will help guide us in re-engaging both
the younger consumer and older consumer,” Grant concluded.
More info: www.npdgroup.com
Beauty products boasting skin care benefits are gaining prominence.
Women at Work (and Shopping, Too)
• With spending power of more than $2.5 trillion and decision-making influence for 73% of their own household spending,
working women are prime targets for any marketer, especially these in beauty and household care. But pressed for time between their
careers and family life, when do they find time to shop for a gallon of milk, let alone a new lipstick?
Many use the workday hours—and their commute time—to shop, according to data from WorkPlace Media, Mentor, OH. According to the company, 75.2% of women have regularly/occasionally shopped on their way to/from work or during their lunch break. Nearly
94% have done the same for groceries, while only 65.5% have squeezed in a little shoe shopping.
“This pattern of using the workday to shop, and ultimately save time, is the reason we’ve seen more marketers trying to engage with