Tuesday, December 6th, 2011 - Roy Morgan Research
In the year to September 2011, 73% of women (6.8 million) aged over 14 years have used skin care products. Of course, the proportion is significantly lower for men at 29% (2.7 million).

When looking at factors that are important to these users when purchasing skin care products, women list ‘Moisturising Benefits’ (59%), and ‘Value for Money’ ( 51%) as the top 2 most important factors considered when purchasing these products. ‘Sun Protection Factor’ (42%) along with ‘Not Tested on Animals’ (34%) and ‘Quality Brand’ (34%) were also important to over one third of women who use skin care.

Characteristics considered important when purchasing skin care products – Women 14+

Source: Roy Morgan Single Source, October 2010 – September 2011, n = 7,550.

Looking at women who use skin care products, age does not seem to make much of a difference to the usage of these products, with those aged over 50 being as likely as younger generations to use skin care products. Although the incidence of use is similar, the factors that are considered important differ considerably when purchasing skin care products.

Characteristics considered important when purchasing skin care products -Women by age

Source: Roy Morgan Single Source, October 2010 – September 2011, n = 7,550.

The chart shows which factors are important to women aged under 50 when purchasing skin care products compared to women 50 and over. The skin conditions associated with youth lead younger females to place greater importance on Anti-acne and Oil Control Benefits than women over 50, however there are other factors that may be of more interest to marketers. The results show that women aged under 50 are much more likely to consider outside influences when purchasing skin care. Factors such as Advertising and Recommendations from Professionals or Friends and Family are much more valuable to this group than older women.

Norman Morris, Industry Communications Director at Roy Morgan Research, says:

“Roy Morgan Single Source data gives valuable insight into the attributes shoppers look for when purchasing skin care products. While ‘moisturising benefits’, ‘value for money’ and ‘sun protection’ are key characteristics that are sought by women overall, it’s interesting to see how age of the target audience is an important factor for marketers  to consider as it play a vital role in the success of a skin care product, and its marketing campaigns.”

An extensive range of Roy Morgan Skin Care Buyer Customer Profiles is available. Our Profiles include buyers of facial cleansers, facial moisturisers and hand and body lotions including brands such as Nivea, Olay, Avon, Johnson’s, Dove, Clearasil, Neutrogena and many more. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia. An in-depth media analysis of these brands is also available. For more information please contact the Roy Morgan Online Store on 1800 633 813.

Click here to browse thousands of accurate, insightful quantitative Roy Morgan research reports and profiles ready to download now.

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