Beauty: 60% of Brits neglect a consistent skincare routine
- InsightTrendsWorld
- Apr 2
- 9 min read
Why it is the topic trending:
Reveals Contradictory Behavior: The data highlights a discrepancy between people's stated value of skincare (demonstrated by spending) and their actual consistent practices (neglecting routines, skipping face washing). This paradox is inherently interesting and prompts discussion.
Provides National Snapshot: The UK-wide survey of 2,000 people offers a broad overview of current skincare, oral health, and hair care habits, making it a valuable piece of consumer behavior data.
Highlights Areas for Improvement: The findings reveal that a significant portion of the population isn't adhering to consistent skincare routines and lacks understanding about essential products like sunscreen, indicating areas for education and product solutions.
Generational Differences: The significant differences in skincare dedication between Gen Z and older generations provide valuable insights for brands targeting specific demographics.
Overview:
A recent UK-wide survey conducted by Kenvue reveals that while many Brits invest in skincare products, a significant majority neglect consistent routines, with nearly one in five going to bed without washing their face daily. The survey highlights a contradiction between spending on skincare and the time and effort dedicated to it, while also revealing interesting generational differences in personal care habits.
Detailed Findings:
Neglecting Routines: 60% of Brits do not have a consistent skincare routine.
Skipping Face Washing: Nearly one in five (approximately 20%) go to bed without washing their face daily.
Limited Time Investment: One-third (34%) spend five minutes or less on their daily skincare routine.
Average Face Washing Frequency: On average, Brits go to bed without washing their face twice a week.
Most Important Product: Facial creams or moisturisers are ranked as the most important skincare product (42%).
Less Important Products: Facial serums (18%), toners (11%), exfoliators (11%), and face masks (10%) are considered less important.
Low Sunscreen Prioritization: Only 15% ranked sunscreen/SPF as essential.
Spending on Skincare: Individuals spend around £27 per month on skincare items.
Spending on Haircare: Individuals spend around £22 per month on haircare products.
Spending on Oral Health: Individuals spend around £19 per month on oral health products.
Reasons for Skipping: The most common reasons for limited time commitment to personal care are the cost of products (30%), lack of motivation or energy (25%), and busy work schedules (23%).
Information Overload: 20% feel overwhelmed by skincare advice, and 12% feel pressured to maintain routines.
Product Suitability Uncertainty: 15% are unsure which products suit them best.
Gen Z Dedication: Gen Z (18-28) spends the most time on skincare routines, nearly 20 minutes daily.
Millennial Dedication: Millennials (29-44) spend around 15 minutes daily on skincare routines.
Gen X Dedication: Gen X (45-60) spends around 12 minutes daily on skincare routines.
Overall Personal Care Time (Gen Z): Gen Z spends an average of 58 minutes per day on personal care (skincare, haircare, oral health), significantly higher than the national average of 40 minutes.
Reasons for Personal Care (Gen Z): Gen Z dedicates time to personal care primarily for hygiene (52%), to look good (44%), overall health benefits (42%), and to boost confidence (43%).
Key Takeaway:
The survey reveals a disconnect between Brits' willingness to spend on skincare and their consistent engagement in skincare routines, highlighting issues of time constraints, motivation, information overload, and a lack of understanding about the importance of certain products like sunscreen. Younger generations, particularly Gen Z, show a significantly higher dedication to personal care, driven by various factors including confidence.
Main Trend: The Skincare Spending vs. Consistency Gap
Description of the Trend (The Informed Yet Inconsistent Consumer):
The "Informed Yet Inconsistent Consumer" trend describes a situation where individuals acknowledge the importance of skincare and are willing to invest financially in products, yet struggle to maintain consistent daily routines. This inconsistency can stem from various factors such as time limitations, lack of motivation, feeling overwhelmed by information, or uncertainty about product effectiveness. Despite the knowledge and the financial investment, the desired benefits of skincare may not be fully realized due to the lack of consistent application and practice.
What is Consumer Motivation:
Consumer motivation includes:
Desire for Healthy Skin: The willingness to spend suggests an underlying desire for healthy and good-looking skin.
Influence of Marketing and Trends: Consumers are likely influenced by marketing, social media, and beauty trends that promote skincare.
Belief in Product Efficacy: The financial investment indicates a belief that skincare products can deliver positive results.
Hygiene and Self-Care: As highlighted by Gen Z, there's a motivation rooted in basic hygiene and the practice of self-care.
Desire to Look Good: A significant motivator, especially for younger generations, is the desire to enhance their appearance.
Overall Health Benefits: Consumers recognize that skincare can contribute to the overall health of their skin.
Boosting Confidence (Especially Gen Z): For younger individuals, skincare is also seen as a way to improve their self-confidence.
What is Driving Trend:
The trend is driven by:
Increased Awareness of Skincare: Media, influencers, and brands have increased awareness about the importance of skincare.
Accessibility of Products: A wide range of skincare products is readily available across various price points.
Marketing and Advertising: Effective marketing campaigns create desire and encourage product purchase.
Social Media Influence: Beauty and skincare content on social media platforms drives trends and product interest.
What is Motivation Beyond the Trend:
Beyond the immediate trend, the motivation might connect with:
Long-Term Skin Health: An underlying desire to prevent skin issues and maintain healthy skin in the long run.
Self-Esteem and Well-being: The link between appearance and self-esteem can motivate individuals to care for their skin.
Preventing Signs of Aging: For some, skincare is motivated by the desire to minimize the visible signs of aging.
Description of Consumers Article is Referring To:
The article refers to a broad range of UK consumers across different generations, with a specific focus on Gen Z due to their higher engagement with skincare.
Age: Spans from 18 to over 60, with specific data highlighted for Gen Z (18-28), Millennials (29-44), and Gen X (45-60).
Gender: Not explicitly mentioned, but typically skincare surveys show engagement from both genders, likely with a higher representation of women.
Income: The willingness to spend an average of £27 per month suggests a range of income levels are represented. The cost of products being a barrier for some indicates income sensitivity within the surveyed group.
Lifestyle: Includes individuals with busy work schedules, those who may lack motivation or energy, and those who are potentially overwhelmed by the amount of skincare information available.
Conclusions:
The Kenvue survey reveals a significant gap between the value Brits place on skincare (evidenced by their spending) and their consistent engagement in daily routines. Factors like time constraints, motivation, and information overload contribute to this inconsistency. Notably, younger generations, particularly Gen Z, demonstrate a higher level of dedication to personal care, driven by hygiene, appearance, health, and confidence.
Implications for Brands:
Address Consistency Challenges: Brands should focus on creating products and routines that are quick, easy to incorporate into busy schedules, and motivating to use consistently.
Simplify Information: Combat information overload by providing clear, concise, and actionable skincare advice.
Education on Essentials: Emphasize the importance of often overlooked products like sunscreen and educate consumers on their benefits.
Targeted Marketing: Tailor marketing strategies to different generations, acknowledging the higher engagement of Gen Z while addressing the barriers faced by older demographics.
Value for Money: Given that cost is a concern for some, highlighting the value and effectiveness of their products can be beneficial.
Implication for Society:
Need for Public Health Campaigns: The low prioritization of sunscreen highlights a societal need for better public health education on sun protection and skin cancer prevention.
Promoting Realistic Skincare Expectations: Addressing the feeling of pressure to maintain elaborate routines could lead to a healthier and more sustainable approach to skincare.
Implications for Consumers:
Focus on Simple, Consistent Routines: Consumers may benefit from focusing on establishing simple, consistent routines rather than striving for complex regimens that are difficult to maintain.
Prioritize Essential Products: Understanding the importance of core products like cleanser, moisturizer, and sunscreen is key.
Seek Reliable Information: Consumers should seek out trustworthy sources of information to avoid feeling overwhelmed by conflicting advice.
Implication for Future:
Continued Focus on Efficiency: The demand for time-efficient skincare solutions is likely to grow as busy lifestyles persist.
Personalized Skincare: Addressing the uncertainty about product suitability could drive further growth in personalized skincare recommendations and products.
Integration of Skincare into Overall Wellness: The trend of viewing skincare as part of a broader self-care and wellness routine, as seen in Gen Z, is likely to continue.
Consumer Trend (The Effort-Reward Skincare Seeker): Consumers are looking for skincare products and routines that offer noticeable results with minimal time and effort investment, reflecting the challenges of busy modern lifestyles.
Consumer Sub Trend (Sunscreen Neglect Despite Awareness): Despite increasing awareness of sun damage, many consumers still do not prioritize sunscreen as an essential part of their daily skincare routine, highlighting a gap between knowledge and consistent behavior.
Big Social Trend (The Prioritization of "Looking Good" by Younger Generations): Younger generations, particularly Gen Z, place a significant emphasis on personal appearance and are more willing to dedicate time and effort to skincare as a means of looking good and boosting confidence.
Worldwide Social Trend (Global Beauty and Wellness Focus): The emphasis on skincare and personal care is part of a broader global trend where individuals are increasingly focused on beauty, wellness, and self-care practices.
Social Drive (Time Scarcity and Convenience): The primary social drive impacting skincare habits is the scarcity of time in busy schedules, leading consumers to seek convenient and efficient solutions for their personal care needs.
Learnings for Brands to Use in 2025:
Develop and market effective yet time-saving skincare routines. Highlight simplicity and ease of use.
Increase consumer education on the critical role of SPF in skincare. Focus on clear and concise messaging.
Understand generational differences in skincare motivations and habits to tailor product development and marketing.
Address consumer concerns about the cost of personal care products by offering value-driven options or highlighting product longevity.
Strategy Recommendations for Brands to Follow in 2025:
Focus on product innovation that simplifies skincare routines (e.g., multi-tasking products).
Invest in educational campaigns that clearly explain the benefits of key skincare steps and products, especially SPF.
Develop marketing strategies that resonate with different age groups, highlighting the specific motivations and barriers for each.
Consider offering starter kits or bundled products that provide a cost-effective entry into a consistent skincare routine.
Final Sentence (Key Concept) Describing Main Trend: Despite a willingness to invest financially in skincare, a significant portion of UK consumers struggle with the consistency of their routines due to time constraints and information overload, presenting both challenges and opportunities for brands to provide effective and user-friendly solutions.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
Brands and companies should focus on creating streamlined, effective, and affordable skincare solutions that fit into busy lifestyles. This includes developing multi-tasking products, providing clear and concise educational content (especially around SPF), and tailoring their marketing efforts to address the specific needs and motivations of different consumer segments, particularly the engaged Gen Z demographic while also addressing the barriers faced by older generations.
Final Note:
Core Trend:
Name: The Intentional Spending - Inconsistent Action Paradox in Skincare
Detailed Description: Consumers express value for skincare through spending but struggle with consistent application and routines due to time, motivation, and information overload.
Core Strategy:
Name: Simplify and Educate for Consistent Use
Detailed Description: Brands should prioritize the development of simple, effective, and easy-to-understand skincare routines and provide clear educational resources to empower consumers to use products consistently and achieve desired results.
Core Industry Trend:
Name: The Rise of Efficiency and Education in Beauty
Detailed Description: The beauty industry is increasingly focused on providing efficient skincare solutions that fit into busy lifestyles, coupled with a greater emphasis on consumer education to ensure products are used correctly and effectively.
Core Consumer Motivation:
Name: Achievable Health and Appearance Goals
Detailed Description: Consumers are motivated by the desire to achieve healthy and good-looking skin, but they need routines and products that are realistic and easy to incorporate into their daily lives to make these goals achievable.
Final Conclusion:
The Kenvue survey data presents a clear opportunity for skincare brands in 2025 to address the gap between consumer interest and consistent action. By focusing on simplicity, education, and value, brands can better serve the needs of consumers and help them maximize the benefits of their skincare investments.
Core Trend Detailed (The Intentional Spending - Inconsistent Action Paradox in Skincare):
Consumers express value for skincare through their willingness to spend on products. They are influenced by marketing, social media, and a general awareness of the benefits of skincare for healthy and good-looking skin. However, a significant portion of these consumers struggle to translate this intention into consistent daily action and routines. This inconsistency arises due to a combination of factors including the time demands of potentially elaborate routines, a lack of motivation or energy after a busy day, and feeling overwhelmed by the sheer volume of skincare advice and products available. Despite the financial investment in skincare items, the lack of a consistent routine often prevents consumers from fully realizing the intended benefits of these products. This paradox highlights a disconnect between the perceived importance of skincare and the practical execution of maintaining a regular regimen.
Comments