In cosmetics, consumers’ expectations are changing very quickly. That’s why the beauty consulting agency, The Benchmark Company, decided to conduct a survey among American women. The firm conducted a study to find out their favorite products and those they like less.
In order to properly map the cosmetic preferences of American women, The Benchmark Company studied the internet search data of 4,700 women living in the United States. The analysis took place in April 2022.
In general, American women buy as a priority:
• Facial care products (95%)
• Hair products (95%)
• Make-up (92%).
• Nail care products (68%)
To make their purchases, they go to:
• Supermarkets
• Ulta
• Amazon
• Sephora
• Drugstores
The changes linked to the pandemic
The health crisis has turned consumer habits upside down. Since the (relative) return to normalcy, American women have reconciled with makeup (46%), nail products (34%) and perfume (33%).
Focus on skincare
Among the top concerns of American women are:
• Expression lines and wrinkles (53%)
• Dark circles (44%)
• Lack of moisture (37%)
• Uneven skin tone (34%)
• Pores (32%)
The majority of women buy the following products:
• Body lotion (72%)
• Eye cream (62%)
• Facial cleanser (non-foaming) (59%)
• Facial serum (54%)
• Anti-aging night moisturizer (51%)
• Body scrub/exfoliator (51%)
• Toner (48%)
• Cleansing/makeup removing wipes (43%)
• Facial scrub (42%)
• Anti-aging day moisturizer (40%)
When making their choice, American …
