NIVEA gets skin deep with new survey to uncover perceptions around skincare in Canada
TORONTO, April 10, 2012 /CNW/ - They say that beauty is skin deep - but when it comes to talking about skin itself, how confident are Canadians about their outer layer? To better understand Canadians' perceptions about their skin, NIVEA Canada commissioned the first national Skin-dex survey in partnership with Leger Marketing to uncover Canadians' skincare attitudes, habits and routines.
"Our skin can be considered our most important accessory, and caring for it can often be a large part of our everyday routine," says Carole Rissmann, Marketing Director for Canada with Beiersdorf. "We wanted to build on the longstanding expertise that NIVEA has in the skincare industry by uncovering what Canadians really think of their skin and shedding some light on Canadian skincare trends, habits and perceptions."
With the change in seasons underway, the survey found that Canadians are looking forward to weather conditions that won't be as harsh on their skin. In fact, the majority of Canadians (82 per cent) consider spring/summer to be the best seasons for their skin - yet only one-third of Canadians (30 per cent) actually change their skincare products or routines to accommodate the shift in seasons.
"It's important to consider changing your skincare products and routine to cater to the changing seasons," says Rissmann. "The products we tend to use normally may not offer our skin the moisture it needs for those of us in colder climates where itchy, dry skin can often be an issue. For spring/summer weather, skincare products that are lighter and include an SPF are much better suited for the warmer climate, and will offer protection from UV rays during the warmer seasons when people tend to spend more time outside and as a result, can experience more sun exposure."
In addition to uncovering Canadians' best 'skin season', the NIVEA Skin-dex Survey looks at everything from what Canadians dislike most about their skin, to the male-female dichotomy when it comes to grooming techniques, time spent getting ready each day, and which skincare products Canadians just can't live without.
ONE PRODUCT FITS ALL?
In addition to not changing their skin care routine with the seasons, the NIVEA Skin-dex reveals that almost half of Canadian women (43 per cent) use only one moisturizer for all of their skincare needs, while less than a quarter of men (21 per cent) also only use one moisturizer for all of their skincare needs. Where possible, Canadians should consider using different products. "Switching up your moisturizer for your face, hands and body will help you to accommodate the specific skin needs of each body part. Because the skin on your face might be more sensitive than the skin on your hands or body, using different moisturizers to cater to these differences are a necessary component of any skincare regimen."
Alternatively, did you know that Canadians use an average of only 2.5 skin care products on a daily basis? Not surprisingly, women on average use more skin care products than men - 3.4 products for women, compared to only 1.5 for men!
WHO'S THE FAIREST OF THEM ALL?
When it comes to spending time giving your skin a little TLC, Canadians spend an average of 13.3 minutes per day taking care of their skin (including time spent in the shower) according to the NIVEA Skin-dex. Women on average spend 16 minutes per day, whereas men on average spend 10.5 minutes per day. That equates to approximately 4.0 days a year for women and 2.7 days a year for men. Interestingly enough, the average amount of time Canadians spend taking care of their skin declines with age (18-24 year olds spend 15.5 minutes vs. those 55 and older spend 12.1).
CANADIANS CAN'T LIVE WITHOUT…
- ..deodorant! When asked what one skincare product they can't live without, deodorant/antiperspirant was the most popular response (22 per cent) among Canadians, closely followed by bar soap (21 per cent) and face moisturizer (12 per cent). When comparing women vs. men, women were most likely to choose face moisturizer (20 per cent) as the number one skin care product they can't live without, whereas men were most likely to choose bar soap (27 per cent).
CANADIANS AGREE - DRY SKIN IS OUT
Dry skin is the leading cause of skin dissatisfaction among Canadians, with 19 per cent of Canadians (men & women) citing it as their number one skin concern. While men are most likely to state that dry skin is the number one source of dissatisfaction with their skin (25 per cent men vs. 14 per cent women), women are most likely to cite wrinkles, lack of skin elasticity/firmness, stretch marks or cellulite to be the main source of dissatisfaction with their skin, as are older Canadians.
BATTLE OF THE SEXES
Do men have fewer complaints? When it comes to their skin - yes! The NIVEA Skin-dex reveals that while more than one in four men have no complaints about their skin, only one in 15 women would say the same about their own skin (28 per cent of men vs. 6 per cent of women). "While men may complain less than women, it doesn't mean that they should neglect their skin!" says Rissmann." NIVEA FOR MEN offers a complete range of products designed specifically for the skin care needs of men."
When it comes to having a skincare routine/regimen, the survey also revealed that women are significantly more likely to say that having a skincare routine/regimen is important to them (47 per cent vs. 15 per cent with men). What's more, almost half (47 per cent) of Canadian women value their daily skincare routine/regimen. Comparatively, half of Canadian men (50 per cent) don't feel it's important!
OTHER NIVEA SKIN-DEX FINDINGS:
- Canadian women are more likely than men to have facials or treat themselves to other spa/salon treatments (19 per cent of women vs. 6 per cent of men).
- Beauty is skin deep - or is it? Women are more likely to say they think that others judge them based on the quality of their skin, (16 per cent vs. 10 per cent with men). Additionally, women are far more likely to consider non-surgical treatments to fill in facial lines and/or plump skin, compared to men (24 per cent women vs. 9 per cent men).
- Eighty per cent of Canadian women say that they typically shop for their own skincare products compared to men (42 per cent).
- Women are also more likely to say they love receiving skincare products as gifts compared to men (39 per cent of women vs. 12 per cent of men)
NIVEA has a range of products for all your skincare needs. To find out more about NIVEA and NIVEA For MEN products, you can visit www.NIVEA.ca.
About the survey:
An online survey of 1,523 consumers was conducted between January 23rd and 26th 2012 among Canadians 18 years or older via Leger Marketing's proprietary online panel - LegerWeb. A probability sample of the same size would yield a margin of error of 2.5%, 19 times out of 20. Leger Marketing's online panel has over 400,000 members nationally - with between 10,000 and 20,000 new members added each month, and has a retention rate of 90%. Panel members are randomly selected to receive email invitations to the individual surveys. We ensure the protection of privacy via the usage of unique URLs and respondent IDs in combination with survey IDs.
About Beiersdorf:
Beiersdorf is a leading manufacturer of cosmetics, health care and adhesive products founded in 1882. NIVEA, the number one skin care brand in the world, is the largest brand under the Beiersdorf banner, which also includes Eucerin and Elastoplast. All products are available at major drug, pharmacy and mass merchandise stores across Canada. More information on the full range of Beiersdorf products can be found at www.beiersdorf.ca.
For more information about this survey, or to discover additional survey results, please contact:
Andrea Flanders
Zeno Group
416-849-8942
[email protected]
Stella Mok
Zeno Group
416-849-8928
[email protected]
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