When considering their future skincare, 47% of women 18-54 believed they would put even more effort in. This belief was also shared by 35% of women 55+. Women who reported that they are spending more time on skincare now than prior to the pandemic are dedicating 22.6 minutes a day to skincare versus those who are spending less time at an average of 12 minutes a day. Overall, 25% of women surveyed said they had increased their spend on skincare compared to pre-pandemic. This was higher for Women 18-24 at 30%.
On average, women spend about a quarter of an hour on skincare, out of the 24 hours in the day. This number is higher than it was during pre-pandemic levels (12 minutes per day) but is on track to continue growing (47% of women 18-54 state they would like to put even more effort into skincare).
The increased focus on relaxation was driven by aging (though not for the 18-34 age cohort), followed by a way to pass time and stress. Again, this was observed to be much higher for women than men. Getting older and stress were also the most nominated reasons why people were spending more time sleeping post-pandemic. For those paying more attention to nutrition, getting older and health issues were the top two reasons. These two reasons were also what was driving more attention to exercise, along with a desire to be one’s best self.
The reasons contributing to an increased focus on mental health were varied. The number one reason was stress, followed by being more self-involved, aging, health issues and a desire to be one’s best self. Stress was also the number one reason for people not putting more time into their mental health, this being significantly more so amongst women.
We also studied the way people felt about their self-care routine. Just over half of respondents had positive feelings, 16% of people associated negative feelings like guilt and stress with self-care, while another 8% of respondents experienced mixed emotions.