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On a mission to moisturise: what we want from our skincare products

Source: Roy Morgan Single Source (Australia), July 2013 – June 2014 (n=16,809). * NB: these are the 10 most important features of 18 possibilities listed under the question, ‘When purchasing skincare products, which of the following are important to you?’

Quality brand or hypo-allergenic? Anti-aging or SPF? There are many qualities Australians consider important when buying skincare, but moisturising benefits and value for money top the list, as the latest findings from Roy Morgan Research reveal.

In the year to June 2014, 27.1% of Aussies 14+ nominated moisturising benefits as an important feature when purchasing skin care products, followed by 22.4% who named value for money. Sun Protection Factor (SPF) was the third-most popular feature, with 19.0% of the population saying they consider it important, ahead of not tested on animals (17.2%).

10 most important features when purchasing skincare products*


Source: Roy Morgan Single Source (Australia), July 2013 – June 2014 (n=16,809). * NB: these are the 10 most important features of 18 possibilities listed under the question, ‘When purchasing skincare products, which of the following are important to you?’

While the Top 10 skincare features that Australians consider important remain much the same as they were five years ago, there are some key variations between age groups. Although anti-acne benefits rates fourteenth overall, it is the number-one priority for Australians aged under 18, with 21.4% nominating it (well ahead of moisturising benefits at 15.3%).

SPF becomes more of a consideration among people aged 25+, while anti-ageing benefits gain importance among Aussies aged 35 and older. The 65+ bracket is the most likely to name Australian-made as an important skincare feature. However, none of these features come close to moisturising benefits or value for money in terms of importance for Australians aged 18 and older.

Angela Smith, Group Account Director, Roy Morgan Research, says:

“When it comes to shopping for skincare products, more Australians nominate moisturising benefits and value for money as important features than any other qualities. As we age, our skin develops different needs, and it’s understandable that the importance we place on some features varies accordingly.

“The most striking example of this is among teenagers, who are more concerned with acne control than anything else when they buy skincare. However, the value a person places on other features such as anti-ageing properties, SPF, not tested on animals and quality brand is also often age-related.

“Obviously, these considerations influence which skincare brands we choose to buy. For example, people who buy brands such as Clarins and Lacura are more likely than those who buy other brands to consider anti-ageing benefits an important feature, while Clinique buyers are more concerned with hypo-allergenic qualities. Meanwhile, those who buy Johnson’s skincare products are more likely to prioritise oil control benefits than other skincare shoppers.

“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.”

For comments or more information about Roy Morgan Research’s data about skincare products and cosmetics please contact:

Angela Smith
Group Account Director – Consumer Products
Office: +61 (2) 9021 9101

Related research findings

View our extensive range of Face Care Products Profiles, including a Clarins Facial Moisturiser buyers profile, a Clinique Facial Cleanser buyer profile and many more; or our comprehensive range of Hand and Body Lotion profiles. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate



25% or 75%

10% or 90%

5% or 95%