Three Quarters of Younger Adults Are Interested in Unisex Personal Care Products

When Shopping For Personal Care Products, Nearly Four in Ten Younger Adults Look For High Quality Products

The author(s)

  • Chris Jackson Vice President, US, Public Affairs
  • Jinhee Yi Research Analyst, US, Public Affairs
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Washington, DC, February 3, 2020 — A new Ipsos poll conducted on behalf of BIC finds that shampoo and deodorant are among the top personal care products used regularly (87% and 86% respectively). When shopping for personal care products, 29% of adults age 18-34 and a quarter of adults age 35-54 say they always select the most affordable item available/products on sale. Nearly seven in ten adults age 18-34 agree that companies should create more unisex personal care or beauty products and that brands should lead the change in creating/offering unisex personal care products (69% and 72% respectively).

Adults age 18-34 are the most interested in using personal care products such as razors, shaving cream, hair care products, and skin care products that are marketed towards both women and men. Of the unisex products, a majority of respondents believe unisex hair care and skin care products are available for purchase (59% and 54% respectively).
Shampoo, conditioner, and bodywash are the top three items marketed to both men and women that consumers are likely to purchase. For all three items, adults age 18-34 are significantly more likely to definitely purchase the products. Over a third of adults age 18-34 report that they definitely would purchase unisex shampoo (37%). This number decreases to 31% for adults age 35-54 and 27% for adults age 55+. Similarly, 34% of adults age 18-34, a quarter of adults age 35-54 and 19% of adults age 55+ are likely to say they would definitely purchase unisex conditioner. For unisex bodywash, a third of adults age 18-34, 27% of adults age 35-54, and 21% of adults age 55+ report that they would definitely purchase.

About the Study

These are some of the findings of an Ipsos poll conducted between November 6-7, 2019, on behalf of BIC. For this survey, a sample of roughly 1,005 adults age 18+ from the continental U.S., Alaska, and Hawaii was interviewed online in English. The sample includes 265 adults age 18-34, 335 adults age 35-54, and 405 adults age 55+.

The sample for this study was randomly drawn from Ipsos’ online panel (see link below for more info on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2016 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Posthoc weights were made to the population characteristics on gender, age, race/ethnicity, region, and education.

Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.5 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,005, DEFF=1.5, adjusted Confidence Interval=+/-5.0 percentage points).
The poll also has a credibility interval of plus or minus 6.9 percentage points for adults age 18-34, plus or minus 6.1 percentage points for adults age 35-54, and plus or minus 5.6 percentage points for adults age 55+.

For more information on this news release, please contact:

Chris Jackson
Vice President, US
Public Affairs
+1 202 420-2025

Kate Silverstein
Media Relations, US
Public Affairs
+1 718 755-8829

About Ipsos

Ipsos is the world’s third largest market research company, present in 90 markets and employing more than 18,000 people.

Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We serve more than 5000 clients across the world with 75 business solutions.
Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).
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The author(s)

  • Chris Jackson Vice President, US, Public Affairs
  • Jinhee Yi Research Analyst, US, Public Affairs