Skin care is working for the industry and for consumers, says NPD

By Deanna Utroske

- Last updated on GMT

Skin care is working for the industry and for consumers, says NPD
A new report--2018 Makeup In-Depth Consumer Report—from the global market information provider shows that in the US, skin care is not only selling well as a stand-alone category but is also a popular benefit of multifunctional makeup.

“Skincare has created a winning story around ingredients, innovation, wellness, and great skin at any age,”​ says Larissa Jensen, executive director, beauty industry analyst at The NPD Group, in a media release about the firm’s new market research data.

Consequently, “makeup brands and manufacturers are tearing a page from skincare’s playbook by leveraging skincare positioning in their own product offerings,”​ observes Jensen.

“This,”​ she says, “is a step in the right direction, as I expect the interaction and shared learning’s between these two emotional categories will prove mutually beneficial.”

Buying more makeup and skin care

NPD data shows that 90% of US women use complexion and color cosmetics products formulated to have skin care benefits. 62% of women use makeup that moisturizes, reduces fine lines, reduces wrinkles, minimizes pores, and reduces redness, according to NPD data.

And 67% of the women who use makeup with skin care benefits also use separate skin care products with the same benefits. That stat is particularly important, notes the NPD release, because “the usage of these [makeup] products does not appear to be replacing or cannibalizing consumers’ skincare routines.”

In the first 5 months of the year, skin care sales grew by 13%, says NPD, and makeup sales were up 1%.

Expecting more from every category

“Makeup continues to perform well, as our study found that more women are using it and they are also using more products, on average, in a typical day compared to two years ago,” ​remarks Jensen.

“At the same time,” ​she acknowledges that, “the consumer mindset today places greater emphasis on taking care of the skin in order to prevent flaws, rather than covering up flaws as they appear,”

Jensen concludes: “consumer expectations of makeup products have heightened as a result of skincare’s influence on format and efficacy.” 

Skin care is indeed a very influential category in beauty right now. As Cosmetics Design has reported in recent month’s savvy new brands like Meant Body Care are bringing elevated, multifunctional products to categories beyond the face​. And intimate care has been taking cues from the success of facial skin care​ recently too.

The impact of skin care reaches further yet; ingredient makers like Lubrizol have developed prototype and semi-finished scalp care formulations with textures inspired by skin care. While indie brands like London’s Pedisoaks are creating product lines meant to let consumers treat their feet as well as they do their face.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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