As the holiday season approaches, new research from TENA, a leader in incontinence care, has brought to light the skincare habits of women across the United States. Conducted by Censuswide in August 2025, the survey of 1,000 American women reveals significant gaps in skincare routines during this festive period, which is often marked by colder weather and increased social engagements.
The findings indicate that while many women are proactive in their skincare, certain areas are frequently neglected. The survey highlights that the most commonly treated body parts include hands (68%), legs (67%), arms (62%), neck (60%), and feet (58%). Despite these efforts, some areas remain overlooked: only 27% of women report caring for their back, 33% for their ears, 36% for their scalp, and 38% for their buttocks.
Interestingly, the research exposes notable gaps in intimate care and less visible areas. Just 38% of women incorporate intimate skincare into their routines, while over one in five (21%) admit to never doing so. Underarm care is also lacking, with only 45% of women attending to this area, despite its prominence in recent social media trends. Alarmingly, only 44% prioritize breast care, while 50% focus on knees, suggesting a shift towards maintaining mobility and comfort during the winter months.
The survey further reveals that just 39% of women apply skincare products across their entire body. Nearly one in ten (9%) do not follow any skincare routine during the holiday season. When asked which areas merit more attention as women age, hands (50%) ranked highest, followed by feet (45%), legs (40%), arms (37%), and elbows (36%). The upper chest was notably overlooked, with only 2% of respondents identifying it as a priority despite exposure to winter UV rays.
Generational differences also play a significant role in skincare habits. According to the research, Gen Z is leading in intimate (50%) and scalp care (52%), while Millennials prioritize legs (70%) and underarms (58%). Women in midlife tend to focus more on arms, elbows, and feet, while those aged 55 and older concentrate on hands (73%) and legs (72%).
Regional variations in skincare habits add another layer to the findings. Women in the Northeast lead in leg care (70%) and intimate routines (45%). In contrast, the South shows a strong emphasis on hands (69%) and the highest concern for breast care (24%). The Midwest reports the most women caring for their entire body (41%), while the West sees higher neglect of intimate areas (23%).
Hazel Villarreal, Marketing Director for TENA North America, commented on the results, stating, “Despite more holistic holiday routines, women still overlook key areas, revealing the need for supportive skincare guidance during winter’s demands.”
The full data breakdown of the survey can be accessed through TENA’s official channels. This research underscores the importance of addressing often-neglected areas in skincare, particularly during the winter months when the skin is more susceptible to dryness and damage.
With over 50 years of experience, TENA continues to lead in developing products and services that enhance the quality of life for individuals and their families. The brand aims to provide tailored solutions that not only meet the needs of users but also promote dignity and well-being.
