[mitoriz Co., Ltd.]
More than 50% of women say that men should also take care of their skin, and the younger they are, the stronger this tendency is! Twice as many women think their skin care awareness is “low” than “high” *mitoriz Co., Ltd.*
Press release: September 5, 2024
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More than 50% of women say that men should also take care of their skin, and the younger they are, the stronger this tendency is! Twice as many women think their skin care awareness is “low” than “high” mitoriz Co., Ltd. (Headquarters: Minato-ku, Tokyo, President: Hiroshi Kinase) is a consumer purchasing behavior data service “Point of We conducted a “skincare survey” among 3,001 female members of Buy(R) (hereinafter referred to as POB) who are in their 20s or older.
We are investigating consumer awareness, skin concerns, and sources of skin care information regarding skin care that is important for fall and winter, such as protecting against damage caused by UV rays in the summer and preventing dryness during the changing seasons.
《Study Summary》
・15.9% of respondents answered that their skin care awareness was “high,” while 36.2% answered that they were “low,” a difference of more than double.
・The top skin concerns are “stains/freckles” and “open
pores/blackheads”! Half of people in their 40s also choose
“sagging”
・60% to 70% of annual budgets for skin care are less than 20,000 yen per year, and about 10% are more than 60,000 yen per year.
・Price, effectiveness, and skin-friendliness are the top priorities for all age groups when purchasing skin care products.
– “SNS” is the top source of skin care information for people in their 30s and under, and “manufacturer’s official website” is the top choice for people in their 40s and above
・53.8% of respondents said that men should also actively take care of their skin, and the younger they are, the stronger this tendency is.
*15.9% of respondents answered that they were “high” in skin care awareness, while 36.2% answered “low”, a difference of more than double*
When we surveyed their “skin care awareness”, 15.9% answered “very high (3.5%)” and “high (12.4%)”. On the other hand, a total of 36.2% answered “Very low (12.1%)” and “Low (24.1%),” and the number of people who felt that their skin care awareness was low was more than twice that of those who felt that it was high. This is the result. Many people may think that the current state of skin care is not enough and that they should do more (Figure 1).
* The top skin concerns are “stains/freckles” and “open
pores/blackheads”! Half of people in their 40s also choose “sag”* When we surveyed “skin care concerns,” “stains/freckles” (60.5%) were the most common, followed by “open pores/blackheads (43.7%)” and “wrinkles (40.4%),” making up the top three. It became. Looking at the results by age group, “open pores/blackheads” was the top choice among people in their 20s and 30s, and “dryness” ranked higher than “wrinkles” among people in their 30s and above. Masu. Among people over 50, half of them choose “sagging skin” rather than “open pores/blackheads,” and it is also unique that it ranks high (Chart 2).
* 60% to 70% of annual budgets for skin care are less than 20,000 yen per year, and about 10% are more than 60,000 yen per year*
Regarding the “annual budget for skin care products” excluding beauty treatment costs, etc., the top choices were “less than 10,000 yen (40.5%)”, “10,000 yen or more – less than 20,000 yen (20.0%)”, followed by “60,000 yen or more (11.4%)” %)” is followed. While 60% to 70% of people of all ages consider their annual budget to be less than 20,000 yen, the top choice for those in their 30s and above is “more than 60,000 yen,” indicating that many people are thinking of spending a certain amount of money on skin care. You can see that about 10% of people think so. Overall, the most common “budget that can be used for one product” was “1,000 yen or more – less than 2,000 yen (22.8%),” but “5,000 yen or more (21.0%)” came in second, and the difference between them is small. . Although the numbers vary, 5,000 yen or more is at the top of the list for all age groups, and it appears that there is a polarization between those who value the price and those who choose something that is okay even if it is expensive (Chart 3).
*Price, effectiveness, and skin-friendliness are the top priorities for all age groups when purchasing skin care products.*
When asked about “points to consider when purchasing skin care products,” the most common answer was “price (69.7%),” followed by “effectiveness (64.8%)” and “kindness to the skin (50.7%).” The top three items are all the same by age group, and the differences in numbers by age group are not that big. On the other hand, although it is not in the top rankings, the items ranked 4th and below show that younger generations seem to place more emphasis on “word of
mouth/reviews,” while older generations seem to place more emphasis on “ease of purchase.” It is possible to read trends based on differences in numerical values, such as differences in points (Chart 4).
* “SNS” is the top source of skin care information for those under 30s, and “manufacturer’s official website” is the top source for those in their 40s and above.*
When we surveyed “Where to get skin care information”, “Internet (blogs and comparison sites)” was the most popular answer at 42.3%, and was number 1 for all age groups except those in their 20s. The next highest rankings were “manufacturer’s official website (25.2%)” and “reviews from friends and acquaintances (22.8%)”. By age group, “SNS (Instagram, TikTok, etc.)” ranked first among people in their 20s (58.4%), and was also high among people in their 30s and 40s. Regarding “YouTube,” only those in their 20s ranked third, and the selection rate decreases as the age group increases, with a four-fold difference between those in their 20s and those in their 60s and above (Chart 5).
* 53.8% of men said that men should also actively take care of their skin, and the younger the age group, the stronger this tendency was * When asked whether men should actively take care of their skin, 53.8% of the respondents answered that men should also take care of their skin. I am. The most common answer was “I can’t say either way” (39.6%), but 7.7% answered “I don’t think so” or “I don’t really think so”, which is a very small minority. By age group, the proportion of people in their 20s who said they should take care of their skin was higher than that of younger people, with a total of 65.3% of respondents in their 20s (Chart 6).
*57.3% of women would like to recommend their skin care products to their husbands/partners*
Of the 1,612 people who answered “Agree” or “Somewhat Agree” to the question “Should men also take care of their skin care?” we asked them whether they would “recommend the skin care products they use on a daily basis to their husbands/partners.” As a result, 57.3% of respondents answered that they would recommend the skin care products they use to their husbands or partners. By age group, the younger the age group, the more people answered that they would “recommend it”, and as the age group increased, the proportion of people who answered “do not want to recommend it” increased
significantly, and there was a large difference between the age groups. (Chart 7).
[Questionnaire survey overview]
Survey period: August 20th to August 27th, 2024
Survey target: Registered members (POB members) of mitoriz’s consumer purchasing behavior report data service “Point of Buy(R)”
POB members (Female 20s and older/Average age 48.8 years) Survey method: In-house survey via the internet (Number of valid responses: 3,001)
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[Press inquiries]
Corporate Headquarters Management Department Public Relations: Tanaka TEL: 03-6328-0052 FAX: 03-6328-3631 MAIL: press@mitoriz.co.jp 【Company Profile】
Company name: mitoriz Co., Ltd.
Head office location: 5th floor, Sanyo Akasaka Building, 3-5-2 Akasaka, Minato-ku, Tokyo
Established: July 2004 / Capital: 100 million yen
Representative Director and President: Hiroshi Kinase
HP: https://www.mitoriz.co.jp/
Utilizing a network of more than 600,000 registered staff (including survey members), mainly housewives nationwide, we cover more than 227,537 stores such as drug stores, supermarkets, convenience stores, and specialty stores nationwide from Hokkaido to Okinawa, and provide sales support ( rounder) and market research (mystery shoppers, in-store surveys, etc.).
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