Flawless Skin Tops Color Cosmetics for Women as Makeup Priority
A new national survey suggests a trend towards a less “made up” look for American women. Above all, the survey finds women expect their cosmetics to deliver flawless skin and sun protection, above fashion-forward colors.
Commissioned by Neutrogena Cosmetics, the #1 dermatologist recommended brand, and executed by Harris Interactive, the survey explores the complex relationship American women have with their cosmetics.
“As a professional makeup artist I’m pleased to learn that American women are tuned into what so many professionals already know – beautiful skin is essential to any look,” said Amy Oreasman, celebrity makeup artist to Neutrogena Cosmetics Brand Ambassador Hayden Panettiere. “It’s the canvas women work with everyday and when it looks great so will everything else.”
Among the Neutrogena Cosmetics survey highlights:
- When asked if they could only own one cosmetic product, over half of young women, 58%, say they want a product that delivers flawless skin tone
- Over two-thirds of women, 68%, say they would be willing to give up something for a year to have flawless skin — even chocolate (51%)
- Nearly half of women, 46%, say they view using or wearing cosmetic products and makeup as an extension of their overall skincare routine
- More than half (56%) rely on cosmetics with SPF to provide protection from harmful UV rays
The key benefits women want from their cosmetic products and makeup are directly related to beautifying their skin’s appearance. Although flawless skin tone was the leading response for all women (58%), over half of older women (55+), 51%, report the key benefit they want is to minimize the look of fine lines and wrinkles. However, regardless of age, these skin-related benefits were chosen ahead of more traditional cosmetic benefits including elongate lashes, 8%, make lips look full, 3%, and cheekbone definition, 2%.
Commenting on the Neutrogena Cosmetics survey, Cara Robinson, Group Brand Director, Neutrogena Cosmetics said, “The survey confirmed the desires we hear from women to provide more advanced cosmetic solutions that improve their complexion and help achieve that flawless look. While color cosmetics add drama, we’re thrilled to see women embracing their own beauty and choosing products that work harder to help deliver a perfect complexion.”
Even as women embrace the natural look, makeup application remains an integral part of many women’s morning routines. Nearly half, 42%, say if they had to choose between makeup and breakfast when pressed for time before work, they would choose to apply makeup.
Women also recognize the dangers of UV rays and look to their cosmetics to help prevent future skin damage. The majority of women, 56%, say they wear cosmetic products and makeup with SPF protection and older women are more likely to wear SPF cosmetic products and makeup year round, 72% vs. 50%.
Neutrogena Cosmetics offers a range of foundations, powders, concealers and brightening products that leave skin more beautiful even after women take them off. The NEUTROGENA HEALTHY SKIN and NEUTROGENA MINERAL SHEERS lines contain anti-oxidants to rejuvenate the complexion for skin that looks young, radiant and healthy. The NEUTROGENA SKINCLEARING line doesn’t just cover breakouts; it works quickly to treat them with Salicylic Acid, enhanced by MICROCLEAR technology. Nearly all Neutrogena Cosmetics also contain SPF protection of at least SPF 15.
Survey Methodology:
This survey was conducted online within the United States by Harris Interactive on behalf of Neutrogena Cosmetics from August 9-11, 2010 among 1,018 adult women ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Sarah Stocker at 212.317.1462.
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