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Anti-Aging Skincare - US - February 2014

Published By :

Mintel

Published Date : Feb 2014

Category :

Skincare

No. of Pages : 172 Pages

Lines between the anti-aging and general facial skincare categories continue to blur, hampering sales growth for both markets. Offering shoppers more targeted solutions to anti-aging skincare concerns while also providing them with more informational tools will be essential in driving future growth while also better differentiating the two markets.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary

Overview
The market
Figure 1: Total US sales and fan chart forecast of anti-aging skincare, at current prices, 2008-18
Market factors
Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Key players
Figure 3: MULO sales of leading anti-aging skincare companies, rolling 52 weeks 2012 and 2013
The consumer
Skincare staples are most used anti-aging products
Figure 4: Use of anti-aging skincare, November 2013
Treating dry skin, wrinkles, and skin texture are top reasons for using anti-aging skincare
Figure 5: Top five reasons for using anti-aging skincare, by gender, November 2013
Shoppers looking for multiple benefits from their anti-aging skincare products
Figure 6: Top five reasons for choosing anti-aging skincare, by 25-34 and 55-64 age groups, November 2013
Consumers express high levels of interest in new claims and benefits
Figure 7: Any interest in top five new claims and benefits, November 2013
What we think

Issues and Insights

How can the anti-aging skincare category return to positive sales growth?
The issues
The implications: Address the aging and male populations
How can the anti-aging skincare category be easier to shop?
The issues
The implications: Ramp up education efforts, provide clear messaging regarding benefits
How can the mass anti-aging skincare market better compete with the prestige market?
The issues
The implications: Mass market struggles point to opportunities for creative retailing

Trend Application

Trend: Make It Mine
Trend: Experience Is All
Mintel Futures: Generation Next

Market Size and Forecast

Key points
Growth has stalled in anti-aging skincare
Category is expected to see modest declines through 2018
Sales and forecast of anti-aging skincare
Figure 8: Total US sales and forecast of anti-aging skincare, at current prices, 2008-18
Figure 9: Total US sales and forecast of anti-aging skincare, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 10: Total US sales and fan chart forecast of anti-aging skincare, at current prices, 2008-18

Market Drivers

Key points
Improving economy is encouraging for anti-aging skincare category
Figure 11: Use of anti-aging skincare, by household income, December 2013
Figure 12: Household distribution, 2012
Aging population represents challenges
Tightening regulatory environment could impact category

Competitive Context

Competition from within facial skincare
Anti-aging claims proliferate
Figure 13: Facial skincare products making anti-aging claims, 2009-13
Opportunities for anti-aging skincare products

Retail Channels

Key points
Sales slow across all retail channels
Figure 14: Total U.S. retail sales of anti-aging skincare, by channel, at current prices, 2011-13
Retail experience is important to anti-aging shoppers
Figure 15: Total US retail sales of anti-aging skincare, by channel, at current prices, 2008-13 (est)

Leading Companies

Key points
New product activity boosts short-term sales . . . but at what cost?
P&G’s struggles continue
L’Oréal and J&J both experience modest gains
Manufacturer sales of anti-aging skincare
Figure 16: MULO sales of anti-aging skincare products, by leading companies, rolling 52 weeks 2012 and 2013

Innovations and Innovators

New product launch trends
Figure 17: Share of facial skincare product launches making anti-aging claims, by subcategory, 2009-13
Figure 18: Top 10 anti-aging facial skincare claims, by share, 2009-13
Product innovations
Cosmeceuticals
Day and night products
Facial masks
Instant results
Science + nature
Skin nutrition
Unique delivery systems

Marketing Strategies

Overview of the brand landscape
Proven results
Figure 19: StriVectin print ad, 2013
Figure 20: Origins print ad, 2013
Figure 21: RoC print ad, 2013
Figure 22: Neutrogena print ad, 2013
You’re only as old as you feel
Figure 23: Olay print ad, 2013
Doctor endorsements
Figure 24: Dr. Perricone online ad, 2013

Social Media

Key points
Key social media metrics
Figure 25: Key performance indicators, January 6, 2013-January 5, 2014
Market overview
Brand usage and awareness
Figure 26: Brand usage and awareness of anti-aging skincare brands, November 2013
Interaction with brands
Figure 27: Social media interaction with anti-aging skincare brands, November 2013
Online conversations
Figure 28: Online mentions, selected anti-aging skincare brands, January 6, 2013-January 5, 2014
Where are people talking about anti-aging brands?
Figure 29: Mentions by page type, selected anti-aging skincare brands, January 6, 2013-January 5, 2014
What are people talking about online?
Figure 30: Mentions by topic of conversation, selected anti-aging brands, January 6, 2013-January 5, 2014
Brand analysis
Mario Badescu
Figure 31: Mario Badescu key social media indicators, December 2013
Key online campaigns
What we think
La Mer
Figure 32: La Mer key social media indicators, December 2013
Key online campaigns
What we think
Perricone MD
Figure 33: Perricone MD key social media indicators, December 2013
Key online campaigns
What we think
StriVectin
Figure 34: StriVectin key social media indicators, December 2013
Key online campaigns
What we think
Aveeno
Figure 35: Aveeno key social media indicators, December 2013
Key online campaigns
What we think
Elizabeth Arden
Figure 36: Elizabeth Arden key social media indicators, December 2013
Key online campaigns
What we think

Usage of Anti-aging Skincare Products

Key points
Moisturizers, cleansers are most used anti-aging skincare products
Consumers taking a more proactive approach to anti-aging skincare
Figure 37: Use of anti-aging skincare, by gender, December 2013
Figure 38: Use of anti-aging skincare, by age, December 2013
Majority of anti-aging skincare products used regularly
Figure 39: Frequency of use, December 2013
Usage frequency increases with age for some products
Figure 40: Frequency of use – regular use, by age, December 2013
Brand usage reveals differences in product usage
Figure 41: Use of anti-aging skincare, by brands used, December 2013

Spending on Anti-aging Skincare Products

Key points
Category spending varies by product
Figure 42: Spending on anti-aging skincare, December 2013

Behaviors of Higher Category Spenders

Key points
Higher spenders more likely to use anti-aging skincare products
Figure 43: Use of anti-aging skincare, by spending on anti-aging skincare, December 2013
Treating wrinkles is a priority
Figure 44: Reasons for using, by spending on anti-aging skincare, December 2013
Spending more equates to higher levels of engagement in the category
Figure 45: Shopping behaviors, by spending on anti-aging skincare, December 2013
Figure 46: Interest in new claims and benefits, by spending on anti-aging skincare, December 2013

Reasons for Using

Key points
Women more likely to be treating most signs of aging
Figure 47: Reasons for using, by gender, December 2013
Reasons for using vary by age
Figure 48: Reasons for using, by age, December 2013
Figure 49: Reasons for using, by use of anti-aging skincare, part one, December 2013
Figure 50: Reasons for using, by use of anti-aging skincare, part two, December 2013

Shopping Behaviors

Key points
Women tend to be more prepared shoppers, but also confused by product choice
Men, younger shoppers are more impulsive but still seek information
Figure 51: Shopping behaviors, by gender, December 2013
Figure 52: Shopping behaviors, by age, December 2013

Choosing Anti-aging Skincare Products

Key points
Multiple benefit products are broadly appealing
Women, older shoppers seek function
Natural products appeal to men, younger shoppers
Figure 53: Choosing anti-aging skincare, by gender, December 2013
Figure 54: Choosing anti-aging skincare, by age, December 2013

Interest in New Claims and Benefits

Key points
Anti-aging skincare users express high levels of interest in claims, benefits
Shoppers value convenience, customized skincare solutions
Figure 55: Any interest in new claims and benefits, by gender, December 2013
Figure 56: Any interest in new claims and benefits, by age, December 2013

Race and Hispanic Origin

Key points
Hispanic and Asian consumers highly engaged in anti-aging skincare
Figure 57: Use of anti-aging skincare, by race/Hispanic origin, December 2013
Reasons for using and shopping behavior varies by race and ethnicity
Figure 58: Reasons for using, by race/Hispanic origin, December 2013
Figure 59: Shopping behaviors, by race/Hispanic origin, December 2013
Figure 60: Choosing anti-aging skincare, by race/Hispanic origin, December 2013
Interest in new claims and benefits is high
Figure 61: Interest in new claims and benefits, by race/Hispanic origin, December 2013

Appendix – Other Useful Consumer Tables

Usage of anti-aging skincare products
Figure 62: Use of anti-aging skincare, by household income, December 2013
Figure 63: Frequency of use – regular use, by gender, December 2013
Figure 64: Frequency of use – regular use, by household income, December 2013
Spending on anti-aging skincare products
Figure 65: Spending on anti-aging skincare, by gender, December 2013
Behaviors of higher category spenders
Figure 66: Choosing anti-aging skincare, by spending on anti-aging skincare, December 2013
Reasons for using
Figure 67: Reasons for using, by household income, December 2013
Shopping behaviors
Figure 68: Shopping behaviors, by household income, December 2013
Choosing anti-aging skincare products
Figure 69: Choosing anti-aging skincare, by household income, December 2013
Figure 70: Choosing anti-aging skincare, by interest in new claims and benefits, part one, December 2013
Figure 71: Choosing anti-aging skincare, by interest in new claims and benefits, part two, December 2013
Interest in new claims and benefits
Figure 72: Interest in new claims and benefits, December 2013
Figure 73: Any interest in new claims and benefits, by household income, December 2013

Appendix – Social Media

Brand usage or awareness
Figure 74: Brand usage or awareness, November 2013
Figure 75: La Mer usage or awareness, by demographics, November 2013
Figure 76: StriVectin usage or awareness, by demographics, November 2013
Figure 77: Aveeno usage or awareness, by demographics, November 2013
Figure 78: Perricone MD usage or awareness, by demographics, November 2013
Figure 79: Elizabeth Arden usage or awareness, by demographics, November 2013
Figure 80: Mario Badescu usage or awareness, by demographics, November 2013
Activities done
Figure 81: Social media interaction with anti-aging skincare brands, November 2013
Figure 82: StriVectin – Activities done – I have looked up/talked about this brand online on social media . . . , by demographics, November 2013
Figure 83: StriVectin – Activities done – I have contacted/interacted with the brand online on social media to . . . , by demographics, November 2013
Figure 84: StriVectin – Activities done – I follow/like the brand on social media because . . . , by demographics, November 2013
Figure 85: StriVectin – Activities done – I have researched the brand on social media to . . . , by demographics, November 2013
Figure 86: Aveeno – Activities done – I have looked up/talked about this brand online on social media . . . , by demographics, November 2013
Figure 87: Aveeno – Activities done – I have contacted/interacted with the brand online on social media to . . . , by demographics, November 2013
Figure 88: Aveeno – Activities done – I follow/like the brand on social media because . . . , by demographics, November 2013
Figure 89: Aveeno – Activities done – I follow/like the brand on social media because . . . , by demographics, November 2013
Figure 90: Aveeno – Activities done – I have researched the brand on social media to . . . , by demographics, November 2013
Figure 91: Elizabeth Arden – Activities done – I have looked up/talked about this brand online on social media . . . , by demographics, November 2013
Figure 92: Elizabeth Arden – Activities done – I have contacted/interacted with the brand online on social media to . . . , by demographics, November 2013
Figure 93: Elizabeth Arden – Activities done – I follow/like the brand on social media because . . . , by demographics, November 2013
Figure 94: Elizabeth Arden – Activities done – I have researched the brand on social media to . . . , by demographics, November 2013
Online conversations
Figure 95: Online mentions, selected anti-aging skincare brands, January 6, 2013-January 5, 2014

Appendix – Market Drivers

Consumer confidence
Figure 96: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 97: US unemployment rate, by month, 2002-13
Figure 98: US unemployment and underemployment rates, 2007-13
Figure 99: Number of employed civilians in US, 2007-13
Racial, ethnic population growth
Figure 100: US population by race and Hispanic origin, 2009, 2014, and 2019
Figure 101: Households with children, by race and Hispanic origin of householder, 2013
Shifting US demographics
Figure 102: US population, by age, 2009-19
Figure 103: US households, by presence of own children, 2003-13

Appendix – Trade Associations

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