As the festive season begins, a new study from TENA, a leader in incontinence care, highlights the skincare habits of American women during the holidays. Conducted in August 2025 among 1,000 women aged 16 and older, the research unveils surprising trends regarding which body parts receive the most attention and which are often neglected, especially during the colder months.
The study shows that while many women are expanding their skincare routines for the holiday season, certain essential areas remain overlooked. The most treated body parts include hands (68%), legs (67%), arms (62%), neck (60%), and feet (58%). However, some areas receive little to no attention, with only 27% caring for their back, 33% for their ears, and 36% for their scalp. Alarmingly, just 38% of women include intimate skincare in their routines, and more than one in five (21%) admit to never attending to this aspect at all.
Hazel Villarreal, Marketing Director for TENA North America, commented on the findings, stating, “Despite more holistic holiday routines, women still overlook key areas, revealing the need for supportive skincare guidance during winter’s demands.”
Shifting Priorities in Skincare Routines
The research indicates a notable shift in skincare priorities among women of different generations. While hands top the list of areas needing more attention with age, women are focusing increasingly on regions linked to mobility and comfort during winter. Fifty percent of respondents identified hands as an area that requires more care, followed by feet (45%), legs (40%), arms (37%), and elbows (36%). Surprisingly, only 44% care for their breasts, while half prioritize their knees, suggesting a trend towards functionality over aesthetics.
When it comes to applying skincare consistently, only 39% of women reported using products on their entire body. Additionally, nearly one in ten (9%) stated they avoid any skincare routine during the holiday season.
Regional habits also influence skincare practices. Women in the Northeast lead in leg care (70%) and intimate routines (45%), while the South prioritizes hand care (69%) and shows a higher concern for breast care (24%). In the Midwest, more women (41%) reported caring for their entire body, whereas the West showed a higher neglect rate for intimate areas (23%).
Generational Insights
The study reveals that generational differences significantly shape skincare habits. Gen Z respondents lead in both intimate care (50%) and scalp care (52%). Meanwhile, Millennials show a preference for legs (70%) and underarms (58%). Midlife women tend to focus on arms, elbows, and feet, while those aged 55 and older prioritize hands (73%) and legs (72%).
The findings underscore a critical need for awareness and guidance surrounding skincare, particularly during the winter months when dry air and harsh winds take their toll. With the holiday season upon us, women are encouraged to expand their routines to include often neglected areas, ensuring comprehensive care for their skin.
This research was conducted by Censuswide among a sample of 1,000 women in the USA in August 2025. The results reflect changing attitudes and habits in skincare, highlighting the importance of a well-rounded approach to body care during the festive period.
