More U.S. Women Are Using Facial Skincare Products Today, Reports The NPD Group

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22% Report Changing their Skincare Routine due to COVID-19

More women in the U.S. are using facial skincare products today compared to one year ago, according to new findings from The NPD Group’s 2020 Women’s Facial Skincare Consumer Report. In addition, lifestyle changes including the effects of COVID-19 have in many ways altered their skincare routines in a positive way.

Overall, close to 40% of facial skincare users report using their products more often today. Usage of basic care products such as cleansers and moisturizers, and treatments including exfoliators/scrubs and masks saw the most significant increases since last year.

When asked specifically about the pandemic, 22% of women have changed their skincare routine because of COVID-19. Most are washing or moisturizing their face more often than pre-pandemic; one-third have expanded their routine to include more products; and the majority of those using more products intend to stick with their new routine when things normalize.

“Skincare has been one of the most resilient beauty categories this year. It has seen softer sales declines year-to-date compared to the overall beauty industry and gained market share, generating the highest sales volume of all the categories,” said Larissa Jensen, NPD’s beauty industry advisor. “Using an average of five products daily, consumers are committed to their baseline facial skincare routine, which includes a combination of basic care and targeted treatments. The effects of COVID-19, including spending more time at home, have brought a greater focus on self-care, and skincare has reaped the benefits.”

About The NPD Group, Inc.
NPD offers data, industry expertise, and prescriptive analytics to help our clients grow their businesses in a changing world. Over 2,000 companies worldwide rely on us to help them measure, predict, and improve performance across all channels, including brick-and-mortar and e-commerce. We have offices in 27 cities worldwide, with operations spanning the Americas, Europe, and APAC. Practice areas include apparel, appliances, automotive, beauty, books, B2B technology, consumer technology, e-commerce, fashion accessories, food consumption, foodservice, footwear, home, juvenile products, media entertainment, mobile, office supplies, retail, sports, toys, video games, and watches. For more information, visit npd.com. Follow us on Twitter: @npdbeauty.

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MARISSA GUYDUY
The NPD Group
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