North America: “Forever young and healthy”
Listening at American women talking about their cosmetic habits teaches us how much being proactive is central in their daily routine.
Prevention is at the heart of their practices with the ultimate objective to maintain the skin in good health. Adopting a healthy diet, sleeping well, taking care of their physical and mental health…are some of the main factors strongly associated with what they consider a “healthy skin”.
Cosmetics are central with a large place given to preventive treatments: 45% of women interviewed use a SPF cream on a daily basis, 77% of them an anti-aging cream.
Besides skin care, usage of makeup is more important compared to what was observed in France and in South Korea.
On average, 4 different categories of makeup are used daily. In addition to foundation, the use of eye makeup products is particularly important (87% use a mascara, 67% an eyeliner).
Complexion makeup is also diversified mixing mainstream product categories (blush, concealer…) and newest products (highlighter, bronzer, primer…): as an example, 34% indicated using a primer each time they put on makeup whereas only 21% of French women do so.
Interestingly, makeup is seen as a youth and self-confidence booster: 54% declare wearing complexion makeup to look younger, 85% to feel self-confident, 87% feel ready to go out and face the world if they wear makeup.
US women show a clear preference for liquid foundations (72% use this type of product most of the time) compared to BB/CC creams (26%). This preference is quite stable whatever the age: 72% for 18 to 24 y.o. / 75% for 55 to 65 y.o.
The importance of the coverage may explain such preference. Indeed, coverage is the 3rd most important criterion of choice when it comes to complexion makeup products (after the shade and the price)
Claims such as “high coverage” or “long lasting” are amongst the most appreciated (80% consider “long lasting” important as a claim / 66% for “high coverage”).
Moreover, expectations are high concerning foundations with strong relevance associated to added benefits: 44% look at additional claims when buying a foundation (i.e. anti-aging, hydrating…), and SPF protection is positioned as the 3rd most important benefit.
Flourishing days coming for vegan makeup in the US?