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NPD anti-aging survey

This article was originally published in The Rose Sheet

Executive Summary

Anti-aging skin-care manufacturers and retailers should increase efforts at consumer education to fill a knowledge gap and bring more consumers into the category, The NPD Group says Jan. 20, with reference to its new report exploring women's attitudes about anti-aging skin care. Anti-aging continues to be a "key motivator" for purchases among female skin-care users. When asked what benefits are important in facial skin-care products, more than half of women surveyed (53%) said anti-aging benefits were "extremely or very important." However, 21% of female facial skin-care users are not using any anti-aging moisturizers, serums or treatments, NPD notes. Those results point to a "two-fold opportunity" for anti-aging marketers - engaging women who feel anti-aging benefits are important but who are not using products formulated for it, and increasing the usage frequency of women who already buy anti-aging treatments



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