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NPD Report Shows More Women Going Without Makeup; Focusing on Skin Care
Posted: August 26, 2010
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“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 consumers are still learning and experimenting to determine what works for them and our older consumer are facing the ever-changing needs of their 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,” ended Grant.
About the report
The Makeup In-Depth Consumer Report is an update to the report released in April 2008. The age group for the study done in 2010 was expanded from women 18–64 to be inclusive of women 65 or older. The study was fielded March 10–31, 2010. A nationally representative sample from NPD’s Online Panel was used to target women aged 18 or older. The report measures female beauty consumers’ brand awareness and usage of makeup products to uncover patterns in consumer behavior.