FaceWorkshops Skincare Surveys
We carried a skincare survey in Beverley (2/3 of the group were women aged 40 – 70 years) to investigate the skincare choices of the local population. The results are worth publishing:
- 70 % said they were quite happy with their facial skin
- 60 % had dry skin type
- 80 % of participants were concerned about lines and wrinkles, followed by sagging (40 %), dry skin (25 %) and lack of radiance (20 %).
- 58 % used a single skincare brand; L’Oreal and Nivea were mentioned by 62 % of participants, followed by Boots and Olay (12 % each).
- 29 % were confused by the vast skincare choice on the market.
- magazine editorials and in-store promotions were the main factors persuading them to buy skincare (75 %)
Comparing these results to a shorter survey among the staff of a local blue chip company (2/3 of the group were women aged 40 – 60 years) shows interesting trends:
- only 30 % said they were quite happy with their facial skin – 70 % were not really happy!
- 60 % of participants were concerned with uneven or oily T-zone and enlarged pores.
- 40 % used a mass-market skincare brand (Nivea, Simple, Boots, Olay); 60 % used a premium brands (Clinique, Elemis, Estee Lauder, Clarins, etc.)
- magazine editorials and price were also the main factors persuading them to buy skincare (40 %)
- These surveys indicate that women in the commercial environment are more concerned about – and less happy with – their skin simply because they are more in a spotlight. Appearance matters at work.
- They are using more premium brands – and spending more money on skincare – but their purchasing decisions are also influenced by editorials and price.
- The second group participants were slightly younger but also work-related stress might explain the T-zone related concerns as opposed to wrinkles and sagging mentioned in the highstreet survey.
Please reflect on how these trends compare to your own approach to skincare.
Source: FaceWorkshops, MR 4/07 and MR 10/04.