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Markets & trends

USA: The clean beauty movement gives its imprint to a robust skincare market, reports NPD

In a context of strong growth for prestige skincare (US$1.4 billion in Q2 2019 sales; +7% over Q2 2018 [1]), The NPD Group reports that more women are researching skincare products online before purchasing in-store. Women want to better understand the ingredients in and the brand behind the products, reports the market research firm.

Consumers are using their spending power to ensure their voice is heard and supporting brands that commit to natural ingredients and transparency, reports The NPD Group. (Photo: © Narufoto)

Consumers are using their spending power to ensure their voice is heard and supporting brands that commit to natural ingredients and transparency, reports The NPD Group. (Photo: © Narufoto)

U.S. women are increasingly turning to online research to better understand the ingredients in - and the brands behind - their facial skincare products, according to recent data released in the Women’s Facial Skincare Consumer Report [2] from The NPD Group. The report noted that nearly 50 percent of women surveyed prefer to research products online prior to buying them in-store, citing online reviews and ratings, as well as social media influencers, as their sources of information.

Engaged consumers

Consumers are using their spending power to ensure their voice is heard and supporting brands that commit to natural ingredients and transparency,” stated Larissa Jensen, executive director and beauty industry analyst, The NPD Group.

According to NPD, 46 percent of facial skincare users report purchasing products free of sulfates, phthalates and/or gluten, representing a 6 point up-tick over the past two years. In addition, more than half of women look for skincare products made from organic ingredients. The report also found that brands making a public commitment to ingredient transparency have become top-of-mind for consumers, with several of the more well-known transparent brands ranking among the Top 25 in highest awareness-to-purchase conversions.

Skincare continues to perform well among engaged female consumers, regardless of what generation they are in. The number of consumers who are making purchase decisions primarily based on the price of a product is decreasing; as the significance of knowing exactly what they are putting on their skin becomes more important,” Jensen added.

V.G.

Footnotes

[1] According to The NPD Group, sales of U.S. prestige beauty products have reached US$4.3 billion in the second quarter of 2019 (a 2% increase over Q2 2018). Fragrances grew by 2% over Q2 2018 (to reach US$834 million in Q2 2019 sales), hair care grew by 21 % over Q2 2018 to reach US$217 million in Q2 2019 sales, while makeup dropped by 4 % over Q2 2018 to reach US$1.7 billion in Q2 2019 sales.

[2] Women’s Facial Skincare Consumer Report 2019, The NPD Group, Inc. Based on attitudinal and behavioural insights of U.S. women surveyed from April 24 - May 28, 2019, the report tracks where U.S. women are obtaining information about skincare options as well as where they are making those purchases, in addition to the factors that are particularly important to them when making purchase decisions.

© 2019 - Premium Beauty News - www.premiumbeautynews.com
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