Consumers failing to notice new skincare products
Nearly half of all consumers (49%) are failing to notice new facial skincare products, according to a new report from market analyst Datamonitor. The report also revealed that 50% of consumers do not notice innovations in body skincare products and 54% fail to register new suncare products launched. Consumers find that there is too much product choice available and are therefore reverting back to brands they know, rather than trying a new one, said the report. Michela Peck, analyst at Datamonitor, explained that 55% of consumers are choosing to stick with a tried and test brand, as customers are becoming fatigued by the amount of product choice and choosing to ignore product innovation. Peck said: 'The need for skincare brands to better engage with consumers is evident.' She added: 'Companies need to address the confusion and frustration that results from overextended product lines and ensure that customers understand the true value of the product.' Consumers are also interested in products that speak about freshness and purity and are recommended by medical professionals. Some 40% of consumers also deem environmental consideration to be a factor in making their skincare purchases. Datamonitor predicts that the companies that do get it right will reap huge rewards. Globally, per capita usage of facial skincare up to 2015 is forecasted to increase across 19 out of 20 major markets.