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.
