NPD: Online sources grow in importance when buying anti-aging products

PORT WASHINGTON, N.Y. — Friends and family recommendations and the availability of samples may still be the leading purchase influencers for women looking to buy anti-aging facial skin care products. However, online sources appear to be making more of an impact compared with 2010, according to the Anti-Aging Facial Skincare Consumer Report by the NPD Group, a global information company.

The percentage of women who found information through searches done online increased the most since 2010, compared with other influences that either stayed the same or decreased slightly, according to the report. According to the findings, 58% of women said in 2012 that they are influenced by information found through searches done online compared with 52% in 2010.

In addition to information found through searches done online, more women today reported they are educated via Internet community websites, such as Facebook and Twitter (21% versus 16%); and blogs (19% versus 16%) as compared with two years ago.

In contrast, magazine/newspaper advertisements appear to have less of an impact today as compared with 2010 (50% versus 54%), the report found.

“Success in the anti-aging skin care category is largely governed by product efficacy perceptions,” stated Karen Grant, VP and senior global industry analyst for the NPD Group. “Women are willing to pay for products that they believe work. Effective products tend to generate buzz that leads to positive word of mouth, as well as online chatter with regard to reviews and blogs that serve as key influencers. As an industry, we want to continue to innovate and create products that address the wide variety of aging concerns for women of all ages and ethnicities.”

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