Elder millennials and Gen X are said to be yearning for simpler skin care routines like they had in the 1990s, which is helping to accelerate the ‘skinimalism’ trend, according to new research by Olay.
Just under half (43%) of UK women aged 35-plus said their skin care routine is more complicated now than it was ten-to-20 years ago, found the Procter & Gamble-owned skin care giant’s survey.
Almost four in ten (38%) women in this age group use four or more products daily, with 30% spending on average 19 minutes per day on skin care – which equates to almost five days per year.
In the 1990s, nearly half (47%) of women aged 35-plus used, on average, just one product, according to Olay’s new research.
Despite the rise of multi-step beauty regimes in recent years, ‘skinimalism’ – a long-standing trend that focuses on using a few essential, high-quality skin care products instead of using many – is once again growing in popularity, especially with this age group.
More than three quarters (81%) of women aged 35-plus said a simplified skin care routine is more appealing, found the report, while a further 59% are motivated by the time a simpler routine could save.
Nearly two-thirds (62%) of women in this age group admitted that they have skipped or cut short their skin care routine of late.
Reasons included being too tired (49%), forgetting or could not be bothered (34%), were rushing to get ready (28%) or simply did not have enough time (25%).
In a world of overwhelming choices, it seems UK women are “craving less clutter, less confusion and more confidence,” read a statement from Olay – searching for ways to cut through the overload and focus on simplicity.
The importance of Gen X’s influence should not be underestimated either, with this age group making up 25% of the beauty category’s total spend at US$1.5tn.
“We are living in an age where women are busier than ever with balancing work, family and everything in between – and skin care should not feel like another chore,” said Dr Zoya Diwan, expert in clinical and aesthetic dermatology, who works with Olay.
“What we are seeing now with the rise of skin minimalism is women taking back control, choosing smarter routines that deliver real results without unnecessary complexity.”
Many beauty brands – including L’Oréal Paris and Estée Lauder – have been trying to woo elder millennials and Gen X, advertising to this lucrative demographic in new ways this year.
Olay surveyed 2,001 UK women aged 35-plus to accumulate this data, which has been launched alongside the brand’s new Super Cream (£39.99).
The five-in-one moisturiser with SPF30 is described as “a one-step option for consumers wanting to simplify without sacrificing results”.
It is formulated with popular ingredients niacinamide, collagen peptide, vitamin C, vitamin E, and glycerin.
Image credit: Adobe Stock.