Beauty product market trends are shifting, according to a study titled the Scientific Skincare Consumer and Market 2014–2020, recently released by Diagonal Reports. Though skin care remains the top beauty category, consumer needs are changing, and so are their buying habits.

Skin care marketing experts in the U.S., Asia and Europe revealed in recent research results that product innovations are changing the way customers perceive their skin care needs and skin care products on the market.

Specifically, there’s been a rise in “medicalized” skin care products, which approach beauty issues as medical rather than cosmetic concerns. These may address skin conditions, aging issues, wrinkles and other issues that require more care than a simple over-the-counter concealer.

The popularity of at-home beauty products like high frequency skin care machines and light therapy devices for DIY skin care enthusiasts is shifting the target market. Now these devices are being purchased by general consumers, who use the machines at home rather than go to professionals who run spas and clinics.

There are several potential reasons for this purchasing shift. With less time available but physical beauty expectations higher than ever, consumers are being forced to make more practical choices with their skin care.

Efficacy and convenience are the two biggest selling points for any product. If a consumer can’t see results, they believe a product hasn’t delivered, and they move on. Consumers are also looking for preventative skin care that will protect their skin long into the future.

Profit margins for most skin care companies remain protected, since older and/or affluent women who compose the primary customer base are willing to spend more on innovative, premium products. However, loyalties are changing more often. After a brief honeymoon period, consumers may switch brands, or they may switch to a cheaper alternative if it’s proven to be effective.

Diagonal Reports also revealed that sophisticated and experienced customers are acutely aware that a high price tag doesn’t always imply good quality.