According to information firm NPD, these women, termed ‘Generation Y’ or ‘Gen Y’, are beginning to notice, and fight, the signs of aging, as detailed in the company’s latest Women’s Skincare In-Depth Consumer Report.
The research shows that 39 percent of women ages 25-34 say anti-aging is an important benefit they look for in facial skin care products; which is a significant jump from the 18-24 year old age group where only 19 percent of women feel anti-aging is important.
Winds of change
“Gen Y is at an age when they are facing many changes, including in their skin and the way they look in general,” says Karen Grant, vice president and senior global industry analyst, The NPD Group.
“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.”
Seeing as these women represent 18 percent of all facial skin care users in the US, and use an average of three facial skin care products in a day, according to NPD figures, there is a big opportunity for manufacturers to exploit the facial cleansers market; as this segment tops the list.
Moisturizing, acne prevention, and sun protection are the most important benefits these consumers look for in a facial skin care product, says NPD.
“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,” adds Grant.
“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.”