The latest data from Roy Morgan has revealed what customers really want from their skincare products. So are you stocking the right products in your salon? 

Anti-ageing properties? SPF? Value? What do clients really want from their skincare product?
Anti-ageing properties? SPF? Value? What do clients really want from their skincare product?

Pop quiz: What factor matters most to clients when purchasing skincare products?

Value for money? Wait, scratch that.

What about ingredients? Hmm…hang on.

Want to go with anti-ageing properties?

You’d still be wrong.

According to the latest data from Roy Morgan, the number one factor Australian consumers are interested in when purchasing a skincare product, is its moisturising benefits, which 27 per cent of survey respondents saying it had the biggest influence on their purchase decision.

Value for money came in second as the most critical element in Australian skin care consumers’ purchase decisions. 

It’s a key aspect all businesses should be aware of, says Roy Morgan Research group account director, Angela Smith.

“Knowing which features are important to their target market gives skincare brands a head start when developing and promoting their range, and enables them to tailor their communications for maximum impact.”

Another striking finding from the study, was that, although it didn’t make adult consumers’ top ten, young people (aged 14-18) rated anti-acne benefits as number one when selecting skincare products.

“The value a person places on other features such as SPF, not tested on animals and quality brand is also often age-related,” explains Smith.

And these factors all made the top five, with value for money coming in second, at 22 per cent, as the most critical element in Australian skin care consumers’ purchase decisions.

The top ten factors for Australian consumers when selecting products for their skin:

1. Moisturising benefits

2. Value for money

3. SPF

4. Not tested on animals

5. Quality brand

6. Proven benefits

7. Anti-ageing benefits

8. Hypo-allergenic

9. Gentleness

10. Made in Australia

Have your say: What factor do your clients rate as most important when choosing skincare products?