The "Hype Train Skincare" study offers a comprehensive insight into the skincare routines, needs and preferences of Germans. It sheds light on how important skincare is in everyday life and which skincare trends are currently popular.

Skin care routine and selection criteria

Skin care is a fixed ritual in the everyday lives of Germans. According to the study, 91 per cent of respondents consider skin care to be important, with women attaching particular importance to it. Consumers are not indifferent to what they touch. When selecting products, scent (33 per cent), natural ingredients (33 per cent) and consistency (27 per cent) play the most important role. When it comes to daily care, Germans mainly use moisturisers, eye creams and facial cleansers. Only 4 per cent of respondents do not use any skin care products at all.

Skin diseases and aesthetic skin problems

Around 65 per cent of respondents struggle with skin conditions, including atopic dermatitis, acne and eczema. Dry skin, which affects almost half of those surveyed, is also mentioned particularly frequently, as are blemishes (34 per cent) and wrinkles (33 per cent). These aesthetic problems highlight the high demand for effective skincare products and treatments.

Decide online, buy offline

Drugstores are by far the most important place to buy skincare products. Even before making a purchase in a bricks-and-mortar store, respondents form their opinion through their immediate social environment (45 per cent) and social media (35 per cent) with the right skin influencers. At the same time, 55 per cent of women stated that they follow influential personalities from the skincare sector. Only around a third rely on the expertise of dermatologists and dermatologists.

Food supplements and technological developments

Around a quarter of respondents take dietary supplements to improve their skin health. In the 35 to 54 age group, it is even one in two. At the same time, 47 per cent of respondents would try an app that offers personalised recommendations for skincare products based on the analysis of their skin data.

Source: appinio study: Hype Train Skincare, July 2024