“There are a lot of young people coming into the marketplace and we need to create more products that engage them,” says The NPD Group’s vice president and senior global industry analyst, Karen Grant, which helps drive desire for newness. Over the past two decades, use of skin care by 18-24 year olds has increased from 20 percent to 80 percent. On the flip side, women over 45 years old are loyal to their regimen and won’t likely try a new product if she hasn’t already, unless “the product’s claims are unique and compelling.”