As the festive season approaches, a new study from TENA, a leader in incontinence care, reveals significant gaps in skincare routines among American women. Conducted by Censuswide, this research surveyed 1,000 women aged 16 and above across the United States, highlighting which body areas receive attention during the holiday months and which are often neglected.
The findings indicate that many women are enhancing their skincare routines during the holiday season, focusing mainly on their hands (68%), legs (67%), arms (62%), neck (60%), and feet (58%). Despite this, several key areas remain overlooked. Only 27% of respondents reported caring for their backs, while 33% for their ears, 36% for their scalps, and 38% for their buttocks.
In the context of winter conditions—characterized by dry air and harsh winds—these gaps in skincare are particularly concerning. The study notes that just 38% of women include intimate skincare in their routines, with 21% admitting they never engage in this care. Underarm care is similarly low, at 45%, trailing behind foot care, which has gained traction through viral social media trends. Surprisingly, only 44% of women prioritize breast care, while 50% focus on their knees. This suggests a shift away from aesthetic areas towards parts of the body associated with mobility and comfort as winter sets in.
As the study highlights, just 39% of women apply skincare products across their entire body, and nearly one in ten (9%) avoid any skincare routine during the holiday season. When participants were asked about areas that deserve more attention as they age, hands (50%) emerged as the top priority, followed by feet (45%), legs (40%), arms (37%), and elbows (36%). Alarmingly, only 2% of women identified the upper chest as a priority area, despite increased UV exposure in winter.
Generational differences also emerged in the study. Gen Z respondents led in both intimate care (50%) and scalp care (52%), while Millennials showed a preference for leg (70%) and underarm (58%) care. Women in midlife are more focused on caring for their arms, elbows, and feet, whereas those aged 55 and over concentrate primarily on hands (73%) and legs (72%).
Regional habits further shape these skincare routines. Women in the Northeast lead in leg care (70%) and intimate routines (45%). In contrast, the South emphasizes hand care (69%) and displays heightened concern for breast care (24%). The Midwest reports the highest number of women caring for their entire body (41%), while the West sees greater neglect of intimate areas (23%).
Hazel Villarreal, Marketing Director for TENA North America, commented on the findings: “Despite more holistic holiday routines, women still overlook key areas, revealing the need for supportive skincare guidance during winter’s demands.”
The research, conducted in August 2025, underscores the importance of addressing these neglected areas, particularly as winter weather poses unique challenges to skin health. With the holiday season upon us, the findings prompt a call for increased awareness and care for all aspects of skincare.
For further details, the full data breakdown is available through TENA’s official channels.
