CHICAGO — Most body care products promote claims of being long-lasting, nongreasy or effective on dry skin but, according to the findings of a new Mintel report, most lotion wearers are not happy with the products they have to choose from.
Among lotion wearers, 79% said they wish hand and body lotion lasted longer, while nearly half often felt like they still had dry skin, even right after applying the lotion. In addition, 38% of users thought hand lotions are too greasy, and 37% often felt like lotions left their skin feeling sticky. All in all, some 3-out-of-10 people said they still have not found a product that works for them, according to Mintel.
“Satisfaction levels for body and hand lotions are well below par,” stated Molly Maier, senior analyst at Mintel. “This provides manufacturers with an opportunity, since despite being unhappy with their selections, the majority of adults still use body care products on a daily basis and will try different brands and formulations until they’re happy with one.”
While the majority of adults use moisturizers for the face, hands, body or feet, product usage is greatest for hand lotion (84%) and lowest for foot creams (63%). More than 40% of all adults use hand and face lotions almost daily, and more than half use them more than three days a week. Mintel suggested that, while the frequency of use is relatively high, the need is greater.
“Most adults can benefit from regular moisturizing of their skin due to climate, allergens, sun and other pollutants. Marketers need to make applying moisturizer as fundamental to [consumers'] daily routine as combing their hair or brushing their teeth,” Maier said.
Not surprisingly, when it comes to body care products, gender differences are significant. Men (42%) are significantly more likely than women (7%) to say they “never use” body lotion.
“By educating men on the skin-damaging effects that come from the sun and environment, it could help increase usage among this group,” Maier added.