US female consumers are increasingly turning to online research to better understand the ingredients in their facial skin care products, and the brands behind them, according to The NPD Group.
The analyst noted that nearly 50% of women surveyed prefer to research products online prior to buying them in store, citing online reviews and ratings, as well as social media influencers, as their main sources of information.
And this research is influencing their buying behaviour, with 46% of facial skin care users reporting that they purchase products free from sulfates, phthalates and gluten, which represents a 6% increase over the past two years.
In addition, more than half of women in the US now look for skin care products made from organic ingredients.
The report also found that brands making a public commitment to ingredient transparency have become popular, with several of the more well-known transparent brands ranking among the top 25 in highest awareness-to-purchase conversions.
“These engaged consumers are looking to become more educated about the ingredients in their skin care regimen, particularly in those more basic products such as cleansers, moisturisers and anti-ageing serums,” commented Larissa Jensen, Executive Director and beauty industry analyst at The NPD Group.
“Consumers are using their spending power to ensure their voice is heard and supporting brands that commit to natural ingredients and transparency.
“Skin care continues to perform well among engaged female consumers, regardless of what generation they are in.”
