"It is important for us to understand our customers and their wishes. The results of the market research enable us to continuously improve our products and to respond to the wishes and needs of users," says Michaela Mülleder, BIPA Head of Marketing & Private Label Strategy and Communication, and adds: "It is also important to find out when and where our customers need more information. For example, when it comes to new active ingredients in the care products."
"Yes" to facial care in the morning
More than two-thirds of all respondents take facial skin care in the morning for granted. However, it should be quick and less than five minutes must suffice. More than a third of those surveyed take a somewhat more relaxed approach: They take five to ten minutes. Only very few plan to spend more than ten minutes. Even in that short time, many manage the three most important steps - wash, clean, care. "For the majority of our customers surveyed - just under 60% - skin care should be fast and cater to all skin needs. Another part - a little more than a quarter - is also in favor of speed and, in addition, a multiple use of the products," says Michaela Mülleder.
After cleansing comes care
Facial cleansing is the care step most frequently performed by all respondents. Almost two-thirds cleanse their face twice a day. Another third is content with a single cleansing. Among the respondents there are also some for whom it is said "It doesn't have to be daily". Cleansing is mainly done with face wash gel/foam, and a quarter of those surveyed always use a skin care serum after cleansing.
Ingredients important, but often unknown
For the majority of BIPA customers surveyed, the active ingredients are the deciding factor in the purchase of a product. That's why they read the ingredients on the packaging. Customers who opt for a BI CARE Q10 AGE DEFENSE Energy Serum, for example, are mostly familiar with the micronutrient Q10, have experience with it and are also satisfied. The situation is different when they are asked about the active ingredients retinol, bakuchiol or niacinamide. For example, retinol - a vitamin A - is known to only about a third of those surveyed - niacinamide - a vitamin B3 - to less than a third, and bakuchiol - plant-based retinol - to as little as 8%. This can quickly change if you are looking for a skin care product that reduces the first wrinkles the next time you go shopping and reach for BI CARE Retinol Serum with Bakuchiol and vitamin E. The serum provides for a radiant skin. For those who are looking for care for stressed skin, BI CARE Niacinamide Serum is the best choice. This serum provides a lot of moisture and promotes regeneration in all skin types. The formulation with provitamin B5 and aloe vera extract refines pores and also prevents impurities. BI CARE Vitamin C Serum is considered a true fountain of youth for the skin. Vitamin C soothes the skin and with a few drops daily, a radiant complexion is guaranteed.
Skincare trends and social media have little meaning
The nearly 1,000 BIPA jö customers surveyed have little interest in trends in facial skin care: They state that they are not aware of any trends. Only a few (approx. 17%) know about Double Cleansing, even fewer (approx. 11%) about Korean Skincare, and very few people know about Skin Cycling or Skinimalism. To find out about trends, only 7% use the social network TikTok. The result is similar when it comes to the question of the influence of social media on facial skin care. The majority of respondents state that social media has little or no influence on them in this regard.
"A particularly interesting result of our BI CARE Skincare survey is that the majority of our customers surveyed rarely (62.7%) or never (8.7%) change their facial skincare products, and if they do, it's because the product is empty and they want to try something new," says Michaela Mülleder, and concludes by emphasizing, "With reasonably priced products of high quality, BI CARE offers everything for daily skincare. And with the extensive range, everyone:r can put together their own pampering program to feel completely good every day."
