Research on the Skin Concerns of Consumers with Sensitive Skin and Their Attitude and Behavior Toward Derma Products

Abstract

Consumer reports of self-perceived sensitive skin vary from country to country, with China being the most common. It is a booming market, and it is both an opportunity and challenge for companies who manufacture cosmetics and personal care products to develop sensitive skin-specific products. A study on the cognition of sensitive skin and the evaluation criteria of self-perceived sensitive skin among consumers via comparison by region (China and Singapore), as well as the categories and functions of cosmetics for sensitive skin is conducted. The results are as follows: (1) the skin concerns of consumers with sensitive skin vary by region (China and Singapore), city (Shanghai, Beijing, Wuhan, and Guangzhou), skin type (dry skin and oily skin), and age group (20s and 30s) in China; (2) the participants from Singapore reported more new skin concerns (acne or pimple breakout, clogged pores, and acne scars or acne spots) compared to those from China and believe that the frequency increased following COVID-19; (3) more Singaporean participants perceived “Inappropriate use of skin care products” and “Used products containing harmful ingredient” to be the primary cause of skin sensitivity, whereas those from China felt that “Incomplete makeup removal” is the primary cause; (4) facing skin sensitivity, the participants from both the countries tend to use products specifically designed for sensitive skin and reduce the frequency of using makeup or avoid makeup altogether; the participants from China would also modify their lifestyle habits, while those from Singapore tend to simplify or shorten their skincare routine; (5) compared to other cities, the participants from Wuhan tend to use products specifically design for sensitive skin or derma cosmetics at a lower rate (only when there are signs of skin sensitivity); (6) serum is the most used category among Singaporean participants, while those from China favor the use of face cream over face serum; the number of participants from China who use makeup remover among those in their 20s is higher than those in their 30s; lotion or emulsion is preferred in Shanghai, while face cream is preferred in Beijing; (7) Singaporean participants tend to use two separate products, one of which is related to soothing or calming benefit and the other for functional benefit, while those from China tend to choose functional products from brands that are suitable for sensitive skin or derma cosmetic brands. In conclusion, makeup products for sensitive skin, mild makeup removal, and functional products from derma cosmetic brands are potential products in China, while multi-purpose products and serum have shown high potential under the sensitive skincare category in Singapore.