Sales of age specialist prestige facial skincare products in New York, Boston, and Philadelphia significantly outpaced the overall segment performance in 2013, each with double-digit growth compared to the segment’s 5% sales increase for the year, according to new research from The NPD Group. Research indicates these three designated market areas (DMAs) are among the top 10 in the U.S. in terms of age specialist facial skincare dollars, and represent more than 20% of all sales.
“The increase in attention being paid to anti-aging skincare between the coasts and beyond the largest markets speaks to the growing emphasis on flawless skin, and the power of anti-aging as a part of that movement,” said Karen Grant, vice president and senior global industry analyst, The NPD Group, Inc.
New York and Los Angeles are the leaders, representing 24% of all age specialist facial skincare sales at U.S. prestige department stores, but sales are growing in major markets across the U.S. The average price spent on age specialist skincare is also growing, up 6% for the segment overall. Among the top 10 DMAs, consumers in 8 of them are spending more than the $93 segment average. Leading the way in outpacing the average spend on age specialist skincare products are Miami (15% more), Los Angeles (9% more), and San Francisco (8% more). It is understandable that consumers in coastal warm weather markets would spend more on age specialist skincare products, but New York and Washington, DC aren’t far behind.
“Despite our best efforts, exposure to the sun and time cannot be avoided, making products that offer wrinkle repair and firming very attractive, but the crusade has been taken to the next level,” said Grant. “The message of a perfected face with radiance and resiliency clearly resonates whether you are on the east coast, in the sunshine state, or in central U.S.”
Ad-ology Research has discovered that 40% of U.S. adults want to improve their appearance (when asked about their personal goals for the next year.) Appearance improvement seekers are more likely than the average consumer to enjoy home decorating and fashion (clothing, shoes, handbags, etc.)
Television advertising, followed by Internet banner ads, and newspaper ads, (print, online mobile or tablet) have the most influence on this audience and may be a good way for marketers to connect with appearance improvement seekers.
AudienceSCAN data is available as part of a subscription to Ad-ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.