NPD: East Coast pays greater attention to anti-aging products
PORT WASHINGTON, N.Y. — Anti-aging skin care gets greater attention on the East Coast, according to recent research by The NPD Group, a global information company.
According to NPD, sales of age specialist prestige facial skin care products in New York, Boston and Philadelphia significantly outpaced the overall segment performance in 2013, each with double-digit growth compared with the segment’s 5% sales increase for the year. NPD BeautyTrends U.S. Geo Level information indicates these three designated market areas are among the top 10 in the United States in terms of age specialist facial skin care dollars, and represent more than 20% of all sales.
“The increase in attention being paid to anti-aging skin care between the coasts and beyond the largest markets speaks to the growing emphasis on flawless skin, and the power of anti-aging as a part of that movement,” said Karen Grant, NPD’s VP and senior global industry analyst.
New York and Los Angeles are the leaders, representing 24% of all age specialist facial skin care sales at U.S. prestige department stores, but sales are growing in major markets across the United States. The average price spent on age specialist skin care also is growing, up 6% for the segment overall. Among the top 10 DMAs, consumers in eight of them are spending more than the $93 segment average. Leading the way in outpacing the average spend on age specialist skin care products are Miami (15% more), Los Angeles (9% more) and San Francisco (8% more). It is understandable that consumers in coastal warm weather markets would spend more on age specialist skin care products, but New York and Washington, D.C., aren’t far behind, NPD stated.
“Despite our best efforts, exposure to the sun and time cannot be avoided, making products that offer wrinkle repair and firming very attractive, but the crusade has been taken to the next level,” Grant said. “The message of a perfected face with radiance and resiliency clearly resonates whether you are on the east coast, in the sunshine state, or in central United States.”