866-997-4948(US-Canada Toll Free)

Anti-aging Skincare - US - February 2013

Published By :

Mintel

Published Date : Feb 2013

Category :

Skincare

No. of Pages : N/A


New product launches and innovations are certainly important in growing the anti-aging skincare category, but the industry will experience ongoing pressure to stand out in an increasingly competitive and saturated marketplace.
TABLE OF CONTENT

SCOPE AND THEMES
What you need to know 
Definition 
Data sources 
Sales data 
Consumer survey data 
Advertising creative 
Abbreviations and terms 
Abbreviations 
Terms 

EXECUTIVE SUMMARY
The market 
Figure 1: Total U.S. sales and fan chart forecast of anti-aging skincare, at current prices, 2007-17 
Market factors 
Aging population represents challenges, opportunities for category 
Figure 2: U.S. population aged 18 or older, by age, 2013 and 2018 
Asians are affluent and engaged in the skincare category 
Figure 3: Median household income by race and Hispanic origin of householder, 2011 
Income levels impact spending on anti-aging products 
Figure 4: DPI, 2007-September 2012 
Retail channels 
Figure 5: Sales of anti-aging skincare, by channel, 2012 
The consumer 
Dry skin, wrinkles are biggest aging skin concerns 
Figure 6: Skin concerns with aging, November 2012 
Consumers more likely to cite lifestyle choices as ways to combat skin aging 
Figure 7: Top five aging prevention/reduction behaviors, by gender, November 2012 
All claims generate high levels of appeal among women, led by hydration 
Figure 8: Any interest in anti-aging skincare benefits, top five, by total and females, November 2012 
Women want to maintain youthful appearance, men prefer to age naturally 
Figure 9: Top five attitudes toward anti-aging skincare, by gender, any agree, November 2012 
What we think 

ISSUES IN THE MARKET
As the anti-aging skincare category has become increasingly competitive and saturated, how can 
anti-aging products stand out from the competition, ultimately making the category easier to 
shop? 
Anti-aging skincare product claims and benefits continue to become more scientific and resultsoriented, 
but how do consumers really know that these products are working? 
The majority of anti-aging skincare products are created specifically for the face, with anti-aging 
body care products being a relatively small and declining segment. What are the opportunities to 
increase sales in the anti-aging body care category? 

INSIGHTS AND OPPORTUNITIES
Technology will help drive innovation in anti-aging skincare 
Skin oils: a versatile and natural option for anti-aging products 
Plant stem cells: the future of anti-aging skincare? 

TREND APPLICATIONS
Trend: Perfecting the Details 
Trend: A Simple Balance for Health 
2015 Trend: East Meets West 

MARKET SIZE AND FORECAST
Key points 
Category is struggling after experiencing strong growth 
Anti-aging skincare forecast to see modest growth through 2017 
Sales and forecast of anti-aging skincare 
Figure 10: Total U.S. retail sales and forecast of anti-aging skincare, at current prices, 2007-17 
Figure 11: Total U.S. retail sales and forecast of anti-aging skincare, at inflation-adjusted prices, 2007-17 
Fan chart forecast 
Figure 12: Total U.S. sales and fan chart forecast of anti-aging skincare, at current prices, 2007-17 

MARKET DRIVERS
Key points 
Aging population should drive growth in anti-aging skincare 
Figure 13: U.S. population aged 18 or older, by age, 2008-18 
Figure 14: Number and ratio of males to females, by age, 2013 
Asian population is growing, affluent, and engaged in the category 
Figure 15: Population aged 18 or older, by race and Hispanic origin, 2008-18 
Figure 16: Median household income, by race and Hispanic origin of householder, 2011 
Income levels impact purchasing of anti-aging skincare products 
Figure 17: DPI, 2007-September 2012 
Figure 18: Household income distribution, 2011 

COMPETITIVE CONTEXT
Lines blur between anti-aging and general market skincare 
Figure 19: Sales of facial skincare products, by segment, 2006-11 
Color cosmetics offer anti-aging benefits 
Figure 20: Color cosmetics making anti-aging claims, by sub-category, 2007-12 
Professional procedures becoming more mainstream, provide immediate benefits 
Figure 21: Measures taken to prevent/reverse signs of aging, by gender, November 2011 

RETAIL CHANNELS
Key points 
Anti-aging skincare posting modest declines across all channels 
Sales of anti-aging skincare, by channel 
Figure 22: Sales of anti-aging skincare, by channel, 2010 and 2012 

RETAIL CHANNELS—SUPERMARKET
Key points 
Supermarkets small and declining in the anti-aging skincare category 
Supermarket sales of anti-aging skincare 
Figure 23: Supermarket sales of anti-aging skincare, at current prices, 2007-12 

RETAIL CHANNELS—DRUG STORES
Key points 
After strong gains through 2009, drug stores see slowdown in growth 
Drug store sales of anti-aging skincare 
Figure 24: Drug store sales of anti-aging skincare, at current prices, 2007-12 

RETAIL CHANNELS—OTHER
Key points 
Other retail channels dominate anti-aging sales, but growth has slowed significantly 
Other retail sales of anti-aging skincare 
Figure 25: Other retail sales of anti-aging skincare, at current prices, 2007-12 

LEADING COMPANIES
Key points 
Market leading Olay experiencing declines in MULO 
L’Oréal growing and gaining ground in anti-aging skincare 
J&J seeing mixed results from its skincare brands 
Manufacturer sales of anti-aging skincare 
Figure 26: MULO sales of anti-aging skincare, rolling 52 weeks 2011 and 2012 

INNOVATIONS AND INNOVATORS

NEW PRODUCT LAUNCH TRENDS
Figure 27: Skincare product introductions making anti-aging claims, by subcategory, 2007-12 
Figure 28: Skincare product introductions with anti-aging claims, by top 15 claims, 2007-12 

PRODUCT INNOVATIONS
Skincare products designed for specific body parts 
Cosmeceuticals 
Men 
Multi-functional products 
Claims 
Instant/rapid claims 
Intensive 
Whitening/lightening claims 
Night/overnight products 
Ingredients 
Minerals 
Natural/organic ingredients 
Unique/unusual ingredients 

MARKETING STRATEGIES

OVERVIEW OF THE BRAND LANDSCAPE
Brand analysis: Olay 
Figure 29: Brand analysis of Olay, 2013 
Brand website 
Figure 30: Olay anti-aging skincare screen shot, 2013 
TV presence 
Figure 31: Olay, counter revolution, 2012 
Print and other 
Figure 32: Olay Total Effects print ad 
Figure 33: Olay Pro-X print ad 
Brand analysis: Neutrogena 
Figure 34: Brand analysis of Neutrogena, 2013 
Online initiatives 
Figure 35: Neutrogena anti-aging skincare screen shot, 2013 
TV presence 
Figure 36: Neutrogena, enemy of wrinkles, 2012 
Brand analysis: L’Oreal 
Figure 37: Brand analysis of L’Oréal, 2013 
Brand website 
Figure 38: L’Oréal Revitalift screen shot, 2013 
Figure 39: L’Oréal apps screen shot, 2013 
TV presence 
Figure 40: L’Oréal, three dimensions, 2012 
Print and other 
Figure 41: L’Oréal Revitalift print ad 
Brand analysis: Clinique 
Figure 42: Brand analysis of Clinique, 2013 
Brand website 
Figure 43: Clinique screen shot, 2013 
Figure 44: Clinique insider’s club screen shot, 2013 
TV presence 
Figure 45: Clinique, No More Dark Circles, 2012 
Print and other 
Figure 46: Clinique Even Better print ad 

SOCIAL MEDIA
Key points 
Key social media metrics 
Figure 47: Key brand metrics, Anti-aging skincare brands, January 2013 
Market overview 
Brand usage and awareness 
Figure 48: Usage and awareness of selected anti-aging skincare brands, November 2012 
Interaction with brands 
Figure 49: Interaction with selected anti-aging skincare brands, November 2012 
Online conversations 
Figure 50: Percentage of consumer conversation by selected anti-aging skincare brands, Dec. 8, 2012-Jan. 8, 
2013 
Figure 51: Online mentions, selected anti-aging skincare brands, percent of daily mentions, by day, Dec. 8, 
2012-Jan. 8, 2013 
Where are people talking about anti-aging skincare brands? 
Figure 52: Selected Twitter mentions surrounding anti-aging skincare routines and brand, January 6, 2013 
Figure 53: Mentions by page type, selected anti-aging skincare brands, Dec. 8, 2012-Jan. 8, 2013 
What are people talking about? 
Figure 54: Mentions by type of conversation, selected anti-aging skincare brands, Dec. 8, 2012-Jan. 8, 2013 
Figure 55: Major areas of discussion surrounding anti-aging skincare brands, percent of daily mentions, by day, 
December 8, 2012-January 8, 2013 
Figure 56: Major areas of discussion surrounding anti-aging skincare brands, by page type, Dec. 9, 2012-Jan. 9, 
2013 

BRAND ANALYSIS
Olay 
Figure 57: Olay key social media metrics, January 2013 
Key online campaigns 
What we think 
L’Oréal 
Figure 58: L’Oréal key social media metrics, January 2013 
Key online campaigns 
Figure 59: L’Oréal twitter mention, November 6, 2012 
What we think 
Clinique 
Figure 60: Clinique key social media metrics, January 2013 
Key online campaigns 
Figure 61: Clinique twitter mention, Aug. 12, 2012 
What we think 
Estée Lauder 
Figure 62: Estée Lauder key social media metrics, January 2013 
Key online campaigns 
What we think 
Lancôme 
Figure 63: Lancôme key social media metrics, January 2013 
Key online campaigns 
What we think 
RoC 
Figure 64: RoC key social media metrics, January 2013 
Key online campaigns 
What we think 

USE OF ANTI-AGING MOISTURIZERS
Key points 
Women, 35+ most likely to use anti-aging moisturizers 
Income drives use of anti-aging moisturizers 
Figure 65: Use of anti-aging moisturizers/creams/lotions, by gender and age, April 2011-June 2012 
Figure 66: Use of anti-aging moisturizers/creams/lotions, by household income, April 2011-June 2012 
Households without children and single adults report higher than average use of anti-aging 
moisturizers 
Figure 67: Use of anti-aging moisturizers/creams/lotions, by presence of children in household, April 2011- 
June 2012 
Most females report daily use of facial anti-aging moisturizers 
Figure 68: Frequency of use of anti-aging moisturizers, among females by age, April 2011-June 2012 

BRAND USAGE
Key points 
Olay most used brand among women who use anti-aging moisturizers 
Women likely use a variety of brands depending on skincare needs 
Figure 69: Brands of moisturizers/creams/lotions used, among females by age, April 2011-June 2012 
Figure 70: Brands of moisturizers/creams/lotions used, among females by household income, April 2011- 
June 2012 

SKIN CONCERNS WITH AGING
Key points 
Dry skin, wrinkles are top skin aging concerns 
Figure 71: Skin concerns with aging, November 2012 
Figure 72: Skin concerns with aging, by gender and age, November 2012 
Affluent consumers more likely to be concerned with wrinkles compared to lower-income 
groups 
Figure 73: Skin concerns with aging, by household income, November 2012 
Figure 74: Skin concerns with aging, among females by age and household income, November 2012 
Brand use partially dictated by skin aging concerns 
Figure 75: Skin concerns by brands used, November 2012 

PRODUCT INFORMATION—ANTI-AGING SKINCARE
Key points 
Friends/family is the most relied upon source for anti-aging skincare information 
Figure 76: Product information, by gender, November 2012 
Figure 77: Product information, by gender and age, November 2012 
Income dictates reliance on information sources 
Figure 78: Product information, by household income, November 2012 
Figure 79: Product information, among females by age and household income, November 2012 
Brand use impacts reliance on information sources 
Figure 80: Product information by products used, November 2012 

BEHAVIOR TO PREVENT/REDUCE SIGNS OF AGING
Key points 
Lifestyle choices rank as the top ways to prevent/reduce signs of aging 
Women more likely to use anti-aging skincare products to fight aging 
Figure 81: Aging prevention/reduction behavior, by gender, November 2012 
Figure 82: Aging prevention/reduction behavior, by gender and age, November 2012 
Affluent consumers more likely to combine lifestyle choices with product use in order to prevent 
signs of aging 
Figure 83: Aging prevention/reduction behavior, by household income, November 2012 
Figure 84: Aging prevention/reduction behavior, among females by age and household income, November 
2012 

INTEREST IN ANTI-AGING SKINCARE PRODUCT BENEFITS
Key points 
Products that hydrate, contain antioxidants generate highest interest 
Figure 85: Interest in anti-aging skincare benefits, November 2012 
Evening skin tone appeals to younger women 
Figure 86: Interest in anti-aging skincare benefits, by gender and age, November 2012 
Affluent women interested in diminishing wrinkles, lifting 
Figure 87: Interest in anti-aging skincare benefits, among females by age and household income, November 
2012 

ATTITUDES TOWARD ANTI-AGING SKINCARE
Key points 
Women more likely to want to maintain a youthful appearance as long as possible while men 
prefer to age naturally 
Figure 88: Attitudes toward anti-aging skincare, by gender, November 2012 
Roughly two out of 10 respondents don’t think anti-aging products work 
Figure 89: Attitudes toward anti-aging skincare, by gender and age, November 2012 
Affluent women most likely to want to maintain a youthful appearance 
Figure 90: Attitudes toward anti-aging skincare, by household income, November 2012 
Figure 91: Attitudes toward anti-aging skincare, among females by age and household income, November 
2012 

RACE AND HISPANIC ORIGIN
Key points 
Black consumers less likely to use anti-aging skincare, but concerned about skin tone 
Figure 92: Skin concerns with aging, by race/Hispanic origin, 18-34 age group, November 2012 
Figure 93: Skin concerns with aging, by race/Hispanic origin, 35+ age group, November 2012 
Figure 94: Interest in anti-aging skincare benefits, by race/Hispanic origin, 18-34 age group, November 2012 
Figure 95: Interest in anti-aging skincare benefits, by race/Hispanic origin, 35+ age group, November 2012 
Black respondents reportedly prefer to age naturally 
Figure 96: Attitudes toward anti-aging skincare, by race/Hispanic origin, 18-34 age group, November 2012 
Figure 97: Attitudes toward anti-aging skincare, by race/Hispanic origin, 35+ age group, November 2012 
TV commercials an important information source for multicultural consumers 
Figure 98: Product information, by race/Hispanic origin, 18-34 age group, November 2012 
Figure 99: Product information, by race/Hispanic origin, 35+ age group, November 2012 

CLUSTER ANALYSIS
Figure 100: Anti-aging target clusters, November 2012 
Cluster 1: Involved 
Opportunities 
Cluster 2: Practical 
Opportunities 
Cluster 3: Confident 
Opportunities 
Cluster 4: Basics 
Opportunities 
Cluster characteristic tables 
Figure 101: Skin concerns with aging, by target clusters, November 2012 
Figure 102: Product information, by target clusters, November 2012 
Figure 103: Aging prevention/reduction behavior, by target clusters, November 2012 
Figure 104: Interest in anti-aging skincare features, by target clusters, November 2012 
Figure 105: Attitudes toward anti-aging skincare, by target clusters, November 2012 
Cluster demographics 
Figure 106: Target clusters, by demographic, November 2012 
Cluster methodology 

KEY HOUSEHOLD PURCHASE MEASURES—SYMPHONYIRI GROUP BUILDERS PANEL DATA

OVERVIEW OF ANTI-AGING SKINCARE

FACIAL ANTI-AGING
Consumer insights on key purchase measures 
Brand map 
Figure 107: Brand map, selected brands of facial anti-aging buying rate, by household penetration, 52 weeks 
ending June 24, 2012 
Brand leader characteristics 
Key purchase measures 
Figure 108: Key purchase measures for the top brands of facial anti-aging, by household penetration, 52 
weeks ending June 24, 2012 

APPENDIX – OTHER USEFUL CONSUMER TABLES
Use of moisturizer 
Figure 109: Use of moisturizers/creams/lotions, by gender, April 2011-June 2012 
Skin concerns with aging 
Figure 110: Skin concerns with aging, by gender, November 2012 
Figure 111: Skin concerns with aging, by age, November 2012 
Figure 112: Skin concerns with aging, by gender, November 2012 
Figure 113: Skin concerns with aging, by gender and age, November 2012 
Figure 114: Skin concerns with aging, among females by age and household income, November 2012 
Figure 115: Skin concerns with aging, by race/Hispanic origin, 18-34 age group, November 2012 
Figure 116: Skin concerns by product interest, part one, November 2012 
Figure 117: Skin concerns by product interest, part two, November 2012 
Product information—anti-aging skincare 
Figure 118: Product information, by age, November 2012 
Behavior to prevent/reduce signs of aging 
Figure 119: Aging prevention/reduction behavior, by age, November 2012 
Figure 120: Aging prevention/reduction behavior, by race/Hispanic origin, 18-34 age group, November 2012 
Figure 121: Aging prevention/reduction behavior, by race/Hispanic origin, 35+ age group, November 2012 
Interest in anti-aging skincare benefits 
Figure 122: Interest in anti-aging skincare benefits, by age, November 2012 
Figure 123: Interest in anti-aging skincare benefits, by household income, November 2012 
Attitudes toward anti-aging skincare 
Figure 124: Attitudes toward anti-aging skincare, by age, November 2012 

APPENDIX – SOCIAL MEDIA
Brand usage or awareness 
Figure 125: Brand usage or awareness, November 2012 
Figure 126: Olay usage or awareness, by demographics, November 2012 
Figure 127: L’Oréal usage or awareness, by demographics, November 2012 
Figure 128: RoC usage or awareness, by demographics, November 2012 
Figure 129: Clinique usage or awareness, by demographics, November 2012 
Figure 130: Estée lauder usage or awareness, by demographics, November 2012 
Figure 131: Lancôme usage or awareness, by demographics, November 2012 
Interaction with anti-aging skincare brands 
Figure 132: Activities done, November 2012 
Figure 133: Olay—activities done, by demographics, November 2012 
Figure 134: Olay—activities done, by demographics, November 2012 (continued) 
Figure 135: L’Oréal—activities done, by demographics, November 2012 
Figure 136: L’Oréal—activities done, by demographics, November 2012 (continued) 
Figure 137: RoC—activities done, by demographics, November 2012 
Figure 138: RoC —activities done, by demographics, November 2012 (continued) 
Figure 139: Clinique—activities done, by demographics, November 2012 
Figure 140: Clinique—activities done, by demographics, November 2012 (continued) 
Figure 141: Estée Lauder—activities done, by demographics, November 2012 
Figure 142: Estée Lauder—activities done, by demographics, November 2012 (continued) 
Figure 143: Lancôme—activities done, by demographics, November 2012 
Figure 144: Lancôme—activities done, by demographics, November 2012 (continued) 

APPENDIX – SYMPHONYIRI BUILDERS PANEL DATA DEFINITIONS
SymphonyIRI Consumer Network Metrics 

APPENDIX - TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH
Primary Data Analysis 
Sampling 
Global Market Insite (GMI) 
Secondary Data Analysis 
Experian Simmons National Consumer Studies 
Statistical Forecasting 
Statistical modelling 
Qualitative insight 
The Mintel fan chart 
Weather analogy 

APPENDIX: WHAT IS MINTEL?
Mintel provides industry-leading market intelligence 
Mintel Solutions: 
Mintel Oxygen Reports 
Mintel GNPD 
Mintel Inspire 
Mintel Beauty Innovation 
Mintel Menu Insights 
Mintel Research Consultancy 
Mintel Comperemedia

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *