Women looking to cut costs in their daily beauty routine

By Andrew McDougall

- Last updated on GMT

Related tags Percent Sunscreen

Whilst the majority of women follow an anti-aging beauty regime, over half are taking action to save money on anti-aging products with some looking to pay less on products they already buy.

Fifty six percent of women said they are looking to decrease costs of their beauty routine, whilst 27 percent admitted to seeking a bargain on products they already buy. In addition, 16 percent changed brands in 2010 and 14 percent stopped using a product altogether due to price, according to a report.

The report, by consumer lifestyle brand Prevention, is intended to educate leading beauty advertisers on this ever-growing market.

Entitled ‘Defy Your Age’, the research was carried out on 1580 women aged between 18 and 59.

The report focused on shopping habits, feelings towards different products, as well as the influence of branding on consumer behavior.

Importance of brand recognition

Of those women studied, more women recognized differences between brands and what was offered from each, with most women seeing a difference between eye cream brands (65 percent) followed by day cream and body cream (both 64 percent).

Serum has also seen a jump in the difference women see between brands at 59 percent, which is up 20 points from the 2009 study.

“In this era of consumer re-evaluation, women’s attention towards brands has increased. Therefore it is imperative that brands keep giving women all of their best reasons to buy them,”​ said Cary Silvers, Director of Consumer Insights for Rodale, a health and lifestyle publisher of several consumer titles.

Eye cream and day cream continue to dominate the categories which women will pay premium for a brand, with 35 and 32 percent respectively, with serum (27 percent), sun protection (22 percent), face wash (21 percent) and body cream (21 percent) following.

Dual ingredient products a hit with photo aging

The study also found that most women prefer dual ingredient products with SPF to protect themselves from sun damage to their skin.

Seventy percent of women surveyed said they use sunscreen or products with sunscreen daily or a few times per week.

SPF skin care products were the favorite (41 percent) followed by color cosmetics that contain sunscreen (16 percent)

Twenty four percent of women said they used a combination of both skin care and color cosmetic products, whilst 19 percent said they used a traditional sunscreen lotion.

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