US consumers want to see multifunctional benefits and safety from their skin care, but brand loyalty is also important to many of them, according to a new report by Mintel. It also found that naturals manufacturers could boost their presence, while anti-ageing is not as important as previously thought.
In the report, 42% of respondents said they were looking for products with multiple benefits, 37% said they only purchased products from brands they trusted, and 24% said they looked for facial skin care products that were free from certain ingredients.
Also on the increase is the trend towards refining facial skin texture. A total of 36% of respondents cited this as a reason for using a product in 2013, as opposed to 21% in 2012.
