A new study has found that Brits are spending some £400 a year on skin care – nearly a quarter more than they were a decade ago.
According to centre:mk, a Milton Keynes, UK, shopping destination, which includes Harrods Beauty, Lush and The Body Shop among its tenants, people are typically investing in three products for their face every month, around 36 annually – but are they getting more bang for their buck?
More than 30% of Brits think skin care is far more innovative today compared with ten years ago, and more than half of adults believe skin products have evolved to offer greater variety.
Almost 50% also concluded that there are more items out there aimed at men and the availability of more global brands has greatly improved since the 2010s.
“Skin care has certainly evolved over the years and there is so much more choice now,” said centre:mk spokesperson Kim Priest.
“Gone are the days of simply ‘cleanse, tone, moisturise’, there are products out there now to suit all skin types whether suffering from acne, wrinkles or dull and tired looking skin.”
Despite the growth of the ‘pro-sumers’, consumers that know so much about a category, as dubbed by Cult Beauty’s co-founder Alexia Inge, and the phenomenon that is the internet, centre:mk found that recommendations from in-store staff are stronger than they were ten years ago.
In-store consultations have increased 12.5% since 2011 and, according to centre:mk, they remain one of the strongest sources of information for beauty customers.
Priest added: “It's interesting to see that, despite the growth of technology, people today still prefer to get their skin care advice from in-store staff, highlighting the importance of real life consultations and human experience.”
