Make-up containing skin care benefits may hold the future in a difficult market

By Andrew McDougall

- Last updated on GMT

Related tags Skin care Cosmetics Npd group

Usage of make-up has seen a decline amongst women in the US; however multi-functional products may be the key to reignite the category.

According to a newly updated study carried out by the NPD Group, usage of make-up products by 18-64 year old women is down five percent compared to 2008.

Interestingly, of those women that do wear makeup, an increasing number admit to only wearing one make-up product per day.

However, the saving grace for the make-up industry could be that nearly one in ten make-up users have used a make-up product which has contained a skin care benefit in the past year.

In search of beauty and health

The growing consensus is that women are looking for products that will provide skin health combined with the beauty benefits that have traditionally focused on the surface aesthetics consumers have demanded.

The NPD report states six in ten women, who use make-up with skin care benefits, do so in addition to using skin care products with the same benefits. The remaining sample use make-up products with skin care products instead of skin care products with the same benefits.

“More and more make-up manufacturers are offering consumers a wider variety of skin care options today,”​ said Karen Grant, vice president and global industry analyst, The NPD Group.

“While the beauty industry continues to look for new opportunities, this convergence of make-up and skin care is a burgeoning platform to build upon”​ continues Grant.

Combination make-up and skin care

In what has been a tough time in the beauty industry, the research from the NPD Group suggests the combination of make-up and skin care products, could serve well in the future.

Despite the drop in make-up sales in 2009, research has identified that women are seeking multiple benefits from one product. Grant also commented on how women look to simplify their beauty routines, leaving the door open for products that combine the benefits of both make-up and skin care products.

In 2010, there have been some products capitalizing on new consumer behavior. There are various multi-functional products being introduced, as Grant explains:

“In the face category, products that enhance or add greater definition to the face such as mineral foundations, concealers, primers, and highlighting products are doing well. While in the high color categories, we have seen an increase in luxe lipcolor offerings. These lip products are enticing through unique and luxurious packaging, rich color, enhanced benefits, and improved moisturization,”​ Grant told USA.

Understanding consumer behavior appears to be the key to success, and Grant was keen to identify the difference between the younger customer, who is experimenting with her beauty regime, and the older customer, who is dealing with skin changes, and needs a time-saving approach to beauty.

The most common combination make-up and skin care products are those containing a moisturizer and SPF protection. These were followed by oil-free, wrinkle reduction, and natural/mineral based, in the NPD report.

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