NPD: Makeup products with skin care benefits help drive sales
PORT WASHINGTON, N.Y. — Women want more for their money when it comes to beauty and, as a result, are more likely to buy makeup that also offers skin care benefits, such as moisturizing and SPF protection, according to a new report by market research company the NPD Group.
NPD’s "Makeup In-Depth Consumer Report 2012" found that more than 8-out-of-10 (86%) women use makeup products with skin care benefits. In addition, 61% of the women surveyed said they use makeup products with benefits that are similar to the ones contained in their skin care products.
Regardless of age, moisturizing and SPF protection are the two most sought after benefits in all makeup products. The age of the makeup user impacts the benefits sought. Older women are more likely to seek products that pack moisturizing and anti-aging benefits, while younger women prefer products that help control oil and acne.
“It can be said that makeup products with skin care benefits create a perception of ‘more bang for the buck,’ and consumers may believe they are getting more value. As such, it could be inferred that women perceive additional value from layering,” stated Karen Grant, VP and senior global industry analyst for the NPD Group.
What’s most important in a foundation, mascara and lipstick/lip gloss?
“Evens out skin tone” is ranked as the most important benefit in a foundation, with 76% of foundation users today rating this as an important benefit. In addition, “evens out skin tone” also is ranked as the most important foundation benefit by each age and race/ethnic group evaluated. SPF protection, moisturizing and oil-free/won’t-clog-pores follow, and are ranked among the top five benefits considered important by each age group and race/ethnicity.
When it comes to mascara, consumers indicated that thickening/volume and lengthening are the most important mascara benefits (63% and 62%, respectively). Anti-clumping follows closely, with 56% of mascara users rating the benefit important. Defining (separates lashes) and waterproof or water-resistant round out the top five mascara benefits in terms of importance among women overall, as well as among each age and race/ethnicity evaluated.
The most important benefits for a lipstick to have in 2012 is long-wearing (74%) and moisturizing (68%), ranking No. 1 and No. 2 as most important, with significantly higher mentions than any other benefit evaluated. These benefits also rank among the top two most important among each age and race/ethnicity evaluated.
Lastly, glossy finish (65%) and moisturizing (64%) are the two most important benefits that women seek in a lip gloss. These benefits also score much higher than all other benefits evaluated.
"Like other categories within beauty, makeup is characterized by a constant influx of the ‘new.’ Manufacturers and marketers are focused on wooing consumers with new and better products targeting women’s needs. Women are telling NPD what benefits are most important to them and why. Understanding who the makeup user is and what she wants is an important step in making sure new and better products will have enough appeal to entice the makeup user to trial,” stated Grant.