Spanish cosmetics brand SKINVITY has released its first-ever report on cosmetic technology consumption in Spain, based on a survey of nearly 1,800 expert female consumers. The study reveals that self-care becomes increasingly important with age, driving investment in at-home beauty devices that offer value for money.
Beauty Habits Change with Age
Women aged 35-55 show the highest interest in cosmetic technology, with 82.1% expressing enthusiasm. This age group is crucial for understanding beauty trends. Most surveyed women (88.6%) believe skin and hair care are vital to feeling confident. Over half (56.3%) wish they had started caring for themselves earlier, indicating a growing awareness of self-care with age. Social beauty standards also play a role, with 68.8% feeling pressure to conform. However, 54.5% struggle to find time for self-care.
The survey shows that 95.8% of women use anti-aging creams and serums, making cosmetics central to their beauty routines. Only 10.4% regularly visit beauty centers, while 16.5% use BOTOX or fillers. A further 26.7% have considered but haven’t tried these treatments yet. Most women prefer at-home beauty care due to its convenience.
Investing in Beauty: Quality Matters
The survey found that 77% of respondents have used at least one cosmetic technology device. They value these devices for their effectiveness, with 7 in 10 believing they outperform traditional methods. Ease of use (59.5%), personalization (31.1%), and time-saving (37.7%) are also key benefits. However, high costs remain a major barrier, with 71.8% citing it as a concern. Nearly half (48.4%) lack knowledge about these devices, highlighting the need for education.
To build trust, consumers rely on online reviews and recommendations (75.4%) more than traditional advertising (17.6%). They are willing to invest in beauty products but seek clear evidence of their effectiveness first.
Fighting Aging: A Top Priority
The typical surveyed woman cares for herself at least twice a day and uses over three specific products throughout the year. Her main goal is to achieve quick and effective results. About 83% are confident in their physical appearance. Only 34.2% have undergone aesthetic procedures, preferring to invest in quality cosmetic products instead. On average, 82% use between three and five high-care products in their routine.
The survey also explored motivations for using cosmetic technology. A unanimous 90% of respondents start noticing signs of aging from their 30s onwards and actively seek anti-aging treatments. Their top concerns are facial sagging (83.5%) and wrinkles (77.9%), followed by spots and body sagging (52%). Almost all (95.8%) adjust their beauty routines as they age, confirming that aging is a key factor in product choice.