American women most likely to use anti-aging face creams, the West leads in NPD, reports Mintel

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Jun 15, 2012, 01:39 ET

CHICAGO, June 15, 2012 /PRNewswire/ -- The $2.3 billion (in 2011) US anti-aging skincare market has experienced substantial growth in the past five years, as women continue to clamor for the next advancement to stave off the signs of aging. While the desire to find the fountain of youth is a global concern, recent Mintel research found that American women lead the way in anti-aging facial skincare usage when compared to their counterparts in Germany, France and the UK, while the West (US, UK, France) launched the most anti-aging skincare products between 2009 and 2011 in comparison to Japan and China. Thirty-seven percent of US women have used anti-aging creams and serums for the face, compared to 23% of UK women, 24% of the female population in France, 25% of women in Germany and 26% of women in Spain.

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But it's not all creams and serums in the anti-aging fight, devices could become the weapon of choice in the battle against fine lines and wrinkles. While usage is modest (just 4% of US women have used an anti-aging device) 35% of American women report that while they haven't used an at-home anti-aging device, they would be open to trying one. Furthermore, women seem more interested in at-home treatments than visiting a professional. Forty percent of US women have used or would be interested in using an at-home treatment, compared to 32% who have visited/would visit a professional for non-invasive anti-aging treatments.

"Technology is ingrained in our everyday lives, from smartphones to constant connection through social networks," says Amy Ziegler, global personal care analyst. "Embracing technology in our beauty regimen seems like the next logical step."

Meanwhile, product launch activity seems to be the greatest in the West. According to Mintel's Global New Products Database, 46% of total skincare product launches in the UK carried an anti-aging claim from 2009-2011. France and the US were only slightly higher, with 47% of skincare launches touting the anti-aging claim. China and Japan followed with much lower numbers—27% and 19%, respectively.

Join Mintel at HBA Expo 2012
In what has become an HBA tradition, Mintel will host the Innovation Showcase in the Skincare Pavilion at the HBA Expo from June 19-21 at Javits Convention in New York City. This year, Mintel presents the latest innovation in anti-aging skincare from around the world. Twice a day Mintel's beauty analysts will offer interactive product demonstrations that showcase the latest technology, active ingredients and positioning claims in anti-aging. Don't miss this opportunity to see, touch and test the latest concepts from mass market and prestige beauty brands. Mintel experts will also be available for consultation throughout the show at the Skincare Pavilion, booth number 1631. Also be sure to join Global Personal Care Analyst Amy Ziegler on Tuesday, June 19 at 1pm EDT for her presentation, Devices: The New Frontier for Skin Care and Personal Care.

About Mintel
Mintel is a leading global supplier of consumer, product and media intelligence. For 40 years, Mintel has provided insight into key worldwide trends, offering exclusive data and analysis that directly impacts client success. With offices in Chicago, New York, London, Sydney, Shanghai, Tokyo, and now India, Malaysia and Singapore, Mintel has forged a unique reputation as a world-renowned business brand. For more information on Mintel, please visit www.mintel.com.