The chart below tracks the usage of the phrases "does wonders" and "miracle" in skincare product category across different age groups.

Understanding these preferences can help skincare brands align their marketing strategies with the language that resonates most with their target age demographics, potentially improving engagement and sales within those segments

Does Wonders

• The use of the phrase "does wonders" increases with age. It is least mentioned by the youngest age group (16 to 25) and most frequently mentioned by the oldest age group (over 55).

• Marketing Implication: Marketing language for skincare products targeting older demographics can resonate more by including testimonials or descriptions that highlight transformative results, using phrases like "does wonders." The positive and potentially more realistic language seems to appeal to this age group.

Miracle

• The term "miracle" starts off with higher usage in the youngest age group and steadily declines as age increases, being least mentioned by the over 55 age group.

• Marketing Implication: Younger consumers may respond more to marketing that presents a product as exceptionally effective or a quick fix, thus using the term "miracle" in promotional materials may be more compelling for this demographic. However, the decline in usage suggests that as consumers age, they might become more skeptical of such claims or prefer more straightforward language.

MARKETING IMPLICATIONS

1. Tailored Messaging: Clearly, messaging should be tailored to the age group being targeted. Younger audiences might be more drawn to the allure and promise of immediate or exceptional results ("miracle"), while older audiences might appreciate language that implies steady, reliable benefits ("does wonders").

2. Expectation Management: For older age groups, marketing should focus on setting realistic expectations, implying that the product is part of a regimen that maintains skin health over time rather than a one-time wonder cure.

3. Testimonials and Storytelling: Including customer testimonials that resonate with the language preferences of each age group can be effective. For instance, showcasing a user over 55 sharing how a product "does wonders" for their skin could be persuasive for that age group.

4. Product Positioning: Products may be positioned differently across age groups, with some being marketed as part of a daily skincare routine that yields long-term results for older consumers, and others being positioned as innovative solutions for immediate effects for the younger audience.

Both phrases in the chart below decline in mention as age increases, with "unscented" starting off more frequently mentioned in the youngest age group and "no scent" being somewhat less mentioned but following a similar downward trend.

The data suggests a stronger inclination towards unscented products among younger consumers. Brands could leverage this insight by tailoring their product development and marketing strategies to meet the preferences indicated by these age-specific trends.

Unscented

• The term "unscented" is most prevalent among the youngest age group (16 to 25) and steadily decreases in usage as age increases. This implies that younger consumers are more interested in or are looking for products that are unscented.

• Marketing Implication: Skincare brands should consider highlighting "unscented" products in marketing campaigns directed at younger demographics. For new product lines aimed at this age group, the development of fragrance-free options could be prioritized.

No Scent

• While also decreasing with age, the term "no scent" is consistently used less frequently across all age groups compared to "unscented." Nevertheless, its trend mirrors that of "unscented," indicating a general preference for products without a strong fragrance among younger consumers.

• Marketing Implication: Messaging for products that do not contain added fragrances could use the term "no scent" as a selling point, though "unscented" may be the more impactful term based on its higher mention rate. It’s also essential to note that even though "no scent" is less mentioned, it might not necessarily mean it is less preferred—some consumers might use both terms interchangeably.

MARKETING IMPLICATIONS

1. Product Formulation: Given the clear interest in fragrance-free products among younger consumers, skincare brands might consider developing and clearly labeling their unscented or no scent product offerings.

2. Advertising Language: Use age-specific language in marketing materials, with a greater emphasis on "unscented" or "fragrance-free" for younger audiences.

3. Educational Content: Since both terms decline with age, it could be beneficial to educate older consumers on the benefits of unscented products, particularly for sensitive skin, which might become more of a concern with age.

4. Market Segmentation: Recognize the potential for a segmented approach to marketing, where different product lines could be promoted to different age groups based on their expressed preferences regarding scents in skincare products.