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The NPD Group reports women in the Generation Y group are beginning to notice, and fight, the signs of aging. According NPD’s latest Women’s Skincare In-Depth Consumer Report, 39% of women ages 25–34 say anti-aging is an important benefit they look for in facial skin care products. This is a significant jump from the 18–24 year old age group where only 19% of women feel anti-aging is important.
“Gen Y is at an age when they are facing many changes, including in their skin and the way they look in general,” said Karen Grant, vice president and senior global industry analyst, The NPD Group, Inc. “This group still has skin care concerns from their youth like oily skin, breakouts and keeping acne at bay. But they also start to shift their focus towards preventing wrinkles and lightening their dark spots caused by sun damage.”
According to the NPD’s Women’s Skincare In-Depth Consumer Report from August 2013, the top facial skin care products used by Gen Y include facial cleansers, lip products, facial/neck moisturizers, eye products and facial exfoliators/scrubs.
Women, age 25–34, represent 18% of all facial skin care users in the U.S., and use an average of three facial skin care products in a day, with facial cleansers topping the list. Moisturizing/hydrating, acne prevention, and sun protection are the most important benefits they look for in a facial skin care product. Still learning about skin care in general, these women like to experiment with products, and do so more than any other age group.
“There is an opportunity for manufacturers and retailers to educate Gen Y women on facial skin care, and allowing them to sample products plays an important role not only in capturing these consumers, but turning them into loyal customers as their needs evolve,” said Grant.
The Gen Y consumer primarily seeks advice on facial skin care purchases from friends, family and co-workers, but after that, more than any other age group, they are online looking for information (36%). Gen Y consumers also account for the largest share of online facial skin care purchasers.
“Open to learning, reachable and seeking solutions, Gen Y women are a critical age group for skin care marketers to target now, as they are beginning to develop skin care regimens that are likely to follow them throughout the rest of their lives,” concluded Grant.