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Facial Skincare and Anti-Aging - US - May 2015

Published By :

Mintel

Published Date : May 2015

Category :

Skincare

No. of Pages : 66 Pages

Growth in the near-$7 billion facial skincare and anti-aging category is slow, driven by the highly competitive category landscape and continued below-average usage among men and older adults. Also, as skincare staples like facial cleansers offer more comprehensive benefits, specialty skincare segments struggle to grow. While new product development is critical in driving growth and keeping consumers engaged, tools that help consumers navigate the complex facial skincare category are equally as essential.
Table of Content

Overview

What you need to know
Definition

Executive Summary

The issues
Skincare staples outperform specialty segments
Figure 1: Sales of facial skincare and anti-aging, by segment, 2009-14
Men, older adults are below-average users of facial skincare
Figure 2: Usage of select facial skincare products, by male and 65+, February 2015
Specialty skincare shoppers turning to prestige
Figure 3: Type of brand used, February 2015
The opportunities
Focus on women aged 18-54
Figure 4: Repertoire analysis of facial skincare product usage, by gender and age, February 2015
Beyond results: Emphasize product aesthetics
Figure 5: Importance of facial skincare claims, February 2015
Appeal to concerns about skin sensitivity, ingredient safety
Figure 6: Attitudes toward sensitive skin and ingredients, February 2015
What it means

The Market – What You Need to Know

Growth is slow in competitive facial skincare and anti-aging category
Skincare staples are outperforming specialized skincare segments
Category influenced by Asian skincare trends, beauty from within

Market Size and Forecast

Historic and projected sales performance of facial skincare and anti-aging
Figure 7: Total US sales and fan chart forecast of facial skincare and anti-aging, at current prices, 2009-19
Figure 8: Total US sales and forecast of facial skincare and anti-aging, at current prices, 2009-19

Market Breakdown

Facial cleansers and lip balm gain, while anti-aging continues to struggle
Figure 9: Sales of facial skincare and anti-aging, by segment, 2009-14
Figure 10: Sales of facial skincare and anti-aging, by segment share, 2014

Market Perspective

After rapid growth, sales of anti-aging skincare plateau
Figure 11: Share of facial skincare products making anti-aging claims, 2007-15
Figure 12: Percent change in sales of anti-aging facial skincare, 2004-14

Market Factors

Improving economy benefits facial skincare… and professional market
Figure 13: Usage of select facial skincare products, by household income, February 2015
Asian skincare trends influence US market
Beauty from within trend gains momentum

Key Players – What You Need to Know

Gentle skincare, therapeutic lip balm, and prestige trends inspire growth
Specialty skincare, men’s products face challenges
Future of facial skincare lies in technology, new formats

Manufacturer Sales of Facial Skincare and Anti-aging

Leading companies see mixed results in crowded facial skincare category
Manufacturer sales of facial skincare and anti-aging
Figure 14: Manufacturer sales of facial skincare and anti-aging, 2014 and 2015

What’s Working?

Prestige trends migrating to mass market
Natural and gentle skincare products continue to gain
Figure 15: MULO sales of select gentle skincare products, 52 weeks ending Feb. 22, 2015
Skin luminosity is bright spot in anti-aging segment
Figure 16: Aveeno Positively Radiant print ad, February 2015
Figure 17: MULO sales of select skin brightening products, 52 weeks ending Feb. 22, 2015
Lip balm is top category performer
Figure 18: MULO sales of select lip balms, 52 weeks ending Feb. 22, 2015

What’s Struggling?

Specialty skincare products face challenges
Figure 19: MULO anti-aging skincare sales for Olay and L’Oréal, rolling 52 weeks 2014 and 2015
Figure 20: MULO sales of acne treatments for Neutrogena, Clean & Clear, and Clearasil, rolling 52 weeks 2014 and 2015
Sales of men’s facial skincare products stagnate
Figure 21: MULO sales of select men’s facial cleanser products, rolling 52 weeks 2014 and 2015
Lip balms with cosmetic benefits struggle to keep pace with segment growth
Figure 22: MULO sales of select lip balm products, rolling 52 weeks 2014 and 2015

What’s Next?

Micellar waters build on growth in facial cleansing segment
Asian skincare trends deliver new usage occasions, benefits
New campaign from Clean & Clear helps redefine standards of beauty
Figure 23: Clean & Clear See the Real Me video campaign, March 2015
Technology, creative retailing help shoppers navigate category

The Consumer – What You Need to Know

Perceptions of skin type influence product usage
Women aged 18-54 are most engaged in the category
Reasons for using facial masks are dictated by lifestage
Prestige brands more influential for specialized skincare purchases
Product aesthetics are just as important as results

Skin Type

Adults somewhat unclear about their skin type
Figure 24: Facial skin type, February 2015
In their words
Shoppers focused on skin health, results

Number of Products Used

Women 18-54 are heaviest users of facial skincare
Figure 25: Repertoire analysis of facial skincare product usage, by gender and age, February 2015
In their words

Use of Facial Cleansing Products

Facial cleansing products have room to grow
Figure 26: Use of facial cleansing products, by gender and 18-24 age group, February 2015

Use of Facial Moisturizer and Specialty Skincare Products

Lip balm enjoys highest incidence among specialty skincare products
Figure 27: Use of facial moisturizer and specialty skincare products, by gender, February 2015
Women, 25-44’s drive usage of moisturizer and specialty skincare products

Use of and Reasons for Using Acne Treatment Products

Treating acne and blackheads are top priorities
Figure 28: Use of and reasons for using acne treatment products, any rank, February 2015

Use of and Reasons for Using Facial Masks

Facial mask users motivated by a variety of skincare benefits
Figure 29: Use of and reasons for using facial masks, any rank, February 2015
In their words

The Role of Mass, Prestige, and Dermatologist Brands in Product Selection

Shoppers turn to mass brands for facial skincare staples
Figure 30: Type of brand used, February 2015
Facial skincare shoppers are overwhelmed, seeking information
In their words

Importance of Claims

Category users prioritize product aesthetics, results
Figure 31: Importance of facial skincare claims, February 2015
In their words

Attitudes toward Facial Skincare

Women customizing facial skincare routine to meet their needs
Figure 32: Attitudes toward customized facial skincare routines, by female and age, February 2015
Concerns about sensitivity, ingredients are important category themes
Figure 33: Attitudes toward sensitive skin and ingredients, by gender and age, February 2015
In their words

Appendix – Data Sources and Abbreviations

Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Abbreviations

Appendix – Market

Figure 34: Total US sales and forecast of facial skincare and anti-aging, at inflation-adjusted prices, 2009-19
Figure 35: Total US retail sales of facial skincare and anti-aging skincare products, by segment, at current prices, 2012 and 2014
Figure 36: Total US retail sales of facial skincare and anti-aging skincare products, by channel, at current prices, 2012 and 2014

Appendix – Key Players

Figure 37: MULO sales of anti-aging skincare, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 38: MULO sales of facial cleansers, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 39: MULO sales of facial moisturizer, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 40: MULO sales of acne treatments, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 41: MULO sales of fade/bleach, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 42: MULO sales of lip balm, by leading companies and brands, rolling 52 weeks 2014 and 2015

Appendix – Consumer

Summary of bases for role of brand in product selection
Figure 43: Summary of bases for role of brand in product selection, February 2015
Type of facial cleansing products used
Figure 44: Types of facial cleansing products, any use, by demographics, November 2013-December 2014

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