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 from The NPD Group.
The report noted that nearly 50% 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.
“These engaged consumers are looking to become more educated about the ingredients in their skincare regimen, particularly in those more basic products such as cleansers, moisturizers and anti-aging serums,” stated Larissa Jensen, executive director and beauty industry analyst, The NPD Group. “Consumers are using their spending power to ensure their voice is heard and supporting brands that commit to natural ingredients and transparency.”
In fact, 46% of facial skincare users report purchasing products free of sulfates, phthalates and/or gluten, representing a six 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.
As stated, Better Appearance Seekers are doing their research before they make purchases. Within the last month, according to AudienceSCAN, 70.7% of these shoppers used a search engine to research products they were considering, 46.6% used the internet to research health or medical information and 35.7% visited a local store's/business' website to research a product before buying. Advertisers can save these shoppers the hassle by spotlighting their clean products with digital ads. Last year, according to AudienceSCAN, these shoppers were driven to action by email ads (52.3%), ads on their mobile smartphone apps or that they received via text (49.2%) and text link ads on websites (37.6%).
AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on cosmetics/skin care shops and drug stores/pharmacies, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.