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Headlines > Market Trends

US women opt for flawless skin over color cosmetics, study

By Andrew McDougall , 21-Sep-2010

A national survey, commissioned by Neutrogena, has suggested that American women expect their cosmetics to deliver flawless skin and sun protection, over fashion-forward colors.

"As a professional makeup artist I'm pleased to learn that American women are tuned into what so many professionals already know – beautiful skin is essential to any look," said Amy Oreasman, makeup artist to Neutrogena Cosmetics Brand Ambassador Hayden Panettiere. "It's the canvas women work with everyday and when it looks great so will everything else."

The cosmetics company teamed up with Harris Interactive, who executed the survey, to explore the complex relationship American women have with cosmetics.

The survey found the key benefits women want from their cosmetic products and makeup are directly related to beautifying their skin's appearance.

‘Flawless’ skin and minimizing wrinkles the top consumer desires

‘Flawless skin tone’ was the leading response for all women (58 percent), whilst half of women over 55 report the key benefit they want is to minimize the look of fine lines and wrinkles.

However, regardless of age, these skin-related benefits were chosen ahead of more traditional cosmetic benefits including elongated lashes, 8 percent, full-looking lips, 3 percent, and defined cheekbones, 2 percent.

"The survey confirmed the desires we hear from women to provide more advanced cosmetic solutions that improve their complexion and help achieve that flawless look,” commented Cara Robinson, group brand director at Neutrogena Cosmetics.

“While color cosmetics add drama, we're thrilled to see women embracing their own beauty and choosing products that work harder to help deliver a perfect complexion,"

Recognition of the dangers of UV rays

The dangers of UV rays were also highlighted in the survey, with women turning to their cosmetics products to help prevent future skin damage.

Fifty-six percent of American women wear cosmetics and makeup with SPF to provide protection from harmful UV rays with older women more likely to wear SPF cosmetic products and makeup all year round.

Despite the increased popularity of the ‘natural look’, the study found makeup application still remains an integral part of many women's morning routines.

Forty-two percent of women said if they had to choose between makeup and breakfast when pressed for time before work, they would choose to apply makeup.

Nearly half of women, 46 percent, say they view using or wearing cosmetic products and makeup as an extension of their overall skincare routine.

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