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Women's Facial Skincare - UK - June 2017

Published By :

Mintel

Published Date : Jun 2017

Category :

Skincare

No. of Pages : N/A

No longer using wipes and moisturisers to solve every issue, women are discovering the benefits of cleansing, cleaner living, and high-quality products on their skin. A new focus on natural radiance has distracted women from other concerns such as ageing, creating a need for brands to step in and remind them. However, as women declutter their cupboards, brands will need to offer flexible solutions to stay part of the core regime.

Table of Content

OVERVIEW
What you need to know
Products covered in this Report

EXECUTIVE SUMMARY
The market
The market shows steady growth
Figure 1: Best- and worst-case forecast of UK value sales of women’s facial skincare, 2012-22
Companies and brands
Ride the trend wave
Figure 2: UK brand shares in value sales of mass-market women’s facial skincare, year ending March 2017
Descriptors drive relaunches
Figure 3: New product launches in the women’s facial skincare market, by launch type, January 2014-March 2017
The consumer
Age does not always mean wisdom
Figure 4: Skin type of women, March 2017
Cleansing at the root of skincare
Figure 5: Facial cleansing formats used in the last 12 months, March 2017
Lightweight hydration…
Figure 6: Facial caring formats used in the last 12 months, March 2017
…and everyday treats
Routines are due an upgrade
Figure 7: Behavioural changes amongst facial skincare users in the last 12 months, March 2017
Know your needs
Figure 8: Purchase behaviour among facial skincare users in the last 12 months, March 2017
Figure 9: Factors for choosing facial skincare, March 2017
Friends of the earth
Figure 10: Attitudes towards facial skin care, March 2017
What we think

ISSUES AND INSIGHTS
Pinpointing ageing concerns
The facts
The implications
Clean living vs. lotions and potions
The facts
The implications
Decluttering the cupboards
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Prestige fuels growth
Cleansing makes its mark
Women make their own choices

MARKET SIZE AND FORECAST
The market shows steady growth
Figure 11: UK retail sales value of women’s facial skincare, at current and constant prices, 2012-22
Similar levels of growth look set to continue
Figure 12: Best- and worst-case forecast of UK value sales of women’s facial skincare, 2012-22
Forecast methodology

MARKET SEGMENTATION
Cleansing formats a clear winner in mass market
Figure 13: UK retail sales value of mass market women’s facial skincare, by segment, years ending February, 2016-17
Prestige storms ahead
Figure 14: UK retail sales value of women’s facial skincare, mass vs. prestige, years ending February, 2016-17

CHANNELS TO MARKET
Range becomes important to choice
Figure 15: UK retail sales value of women’s facial skincare, by outlet type, 2015-16

MARKET DRIVERS
Growth of youngest and oldest women
Figure 16: Trends in the age structure of the UK female population, 2011-21
Figure 17: Time women spend maintaining their face (not including hair), by age, December 2016
Consumer confidence
Figure 18: GFK NOP consumer confidence index, Jan 2013-Jan 2017
Morning focus speeds up routine
Figure 19: Women’s face and body grooming activities, by time of day, December 2016
Devices as a beauty shortcut
Figure 20: Reasons that have/would encourage usage of beauty devices amongst women, by overall usage of beauty devices, August 2016
Taking the ‘treat’ out of treatments
Figure 21: Treatments had in a spa, beauty/grooming salon or other treatment area in last 12 months, women only, June 2015
Lifestyle choices
The dangers of the environment
Figure 22: Female employment rates, 2011-21
Make-up trends
Figure 23: Purchase of base make-up amongst women, May 2016 and March 2017

COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Prep and purify
All about that base
Detox and digital
Brains and heart

MARKET SHARE
Brands with a moisturising focus lose out
Figure 24: UK retail value sales of mass-market women’s facial skincare, by brand, years ending March 2016 and 2017

LAUNCH ACTIVITY AND INNOVATION
Fuller lips inspire launches
Figure 25: New product launches in the women’s facial skincare market, by sub-category, January 2014-March 2017
Figure 26: Lip launches in women’s facial skincare, 2017
Being clear about benefits
Figure 27: New product launches in the women’s facial skincare market, by launch type, January 2014-March 2017
Figure 28: Top claims for new product launches in the women’s facial skincare market, % change 2015-16
Figure 29: L’Oréal Pure Clay, September 2016
Prestige grows share
Figure 30: New product launches in the women’s facial skincare market, by price position, January 2014-March 2017
Figure 31: New product launches in the women’s facial skincare market, by ultimate companies and other, 2016
Figure 32: New product launches from Deciem, 2016

ADVERTISING AND MARKETING ACTIVITY
Spending moves to digital
Figure 33: Total recorded above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, January 2014-March 2017
Figure 34: Total recorded above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by media type, January 2014-March 2017
Big campaigns push multiple benefits
Figure 35: Olay, Boots No7, and NIVEA campaigns, 2016-17
Figure 36: Total recorded above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by ultimate company and other, 2016
Masks and cleansers are big business
Figure 37: Total recorded above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by segment, January 2014 - March 2017
Figure 38: Charlotte Tilbury Instant Magic Facial Dry Sheet Mask, March 2017
Nielsen Ad Intel coverage

BRAND RESEARCH
Brand map
Figure 39: Attitudes towards and usage of selected brands, April 2017
Key brand metrics
Figure 40: Key metrics for selected brands, April 2017
Brand attitudes: Women trust mass brands, but look to prestige for quality
Figure 41: Attitudes, by brand, April 2017
Brand personality: Prestige can do more to engage with consumers
Figure 42: Brand personality – Macro image, April 2017
Decléor and L’Oréal Paris are perceived in a similar way
Figure 43: Brand personality – Micro image, April 2017
Brand analysis
NIVEA campaigns engage, but product range risks being basic and old-fashioned
Figure 44: User profile of NIVEA, April 2017
Liz Earle retains its luxury image since becoming more accessible
Figure 45: User profile of Liz Earle, April 2017
Neal’s Yard known for nature and ethics
Figure 46: User profile of Neal’s Yard, April 2017
L’Oréal Paris is trusted, but may border on tacky
Figure 47: User profile of L’Oréal Paris, April 2017
Clean & Clear’s association with oily skin keeps it youthful
Figure 48: User profile of Clean & Clear, April 2017
Dermalogica has expertise but lacks personality
Figure 49: User profile of Dermalogica, April 2017
Decléor seen as exclusively for affluent consumers
Figure 50: User profile of Decléor, April 2017

THE CONSUMER – WHAT YOU NEED TO KNOW
Age does not always mean wisdom
Cleansing at the root of skincare
The ABCs of moisturising
An everyday treat
Routines are due an upgrade
Know your needs
Friends of the earth

SKIN TYPE
Achieving natural radiance
Figure 51: Skin type of women, March 2017
Figure 52: New product launches with brightening/illuminating claims, 2016
Youthful skin is everything
Figure 53: Skin type of women aged under 45, March 2017
Figure 54: Black mask launches, 2015-16
Older women focus on visual markers
Figure 55: Skin type of women aged 45+, March 2017

CLEANSING FORMATS AND ROUTINES
Engaging the inexperienced
Figure 56: Facial cleansing products used in the last 12 months, by age, March 2017
Figure 57: New cleansing milk product launches, for sensitive or spot-prone skin, 2016-17
New trends in a mature segment
Figure 58: Frequency of facial cleansing product usage, March 2017
Figure 59: Repertoire of facial cleansing formats used in the last 12 months, by age, March 2017
Daily rituals vs. weekly shortcuts
Figure 60: Usage of facial cleansing products in the last 12 months, by frequency, March 2017

MOISTURISING FORMATS AND ROUTINES
Single product, single purpose
Figure 61: Facial moisturiser products used in the last 12 months, by age, March 2017
Figure 62: Repertoire of facial caring products (moisturisers or treatments), March 2017
Figure 63: Alex Carro skincare range, May 2017
Regular hydration for the ‘thirsty thirties’
Figure 64: Frequency of facial moisturiser usage, by age, March 2017

TREATMENT FORMATS AND ROUTINES
Serum needs explaining
Figure 65: Usage of facial treatments in the last 12 months, by age, March 2017
Regular masking could drive growth
Figure 66: Frequency of facial treatment usage, March 2017
Figure 67: Facial treatments used in the last 12 months, daily use vs non-daily use, March 2017
Signs of ageing boost treatment use
Figure 68: Frequency of usage of facial treatments in the last 12 months, by age, March 2017
The eyes have it
Figure 69: Boots No7 Lift & Luminate eye cream advert, April 2016
A more targeted approach to anti-ageing
Figure 70: Areas of the face that show signs of ageing, chosen by respondents, March 2017
Figure 71: Treatments for specific areas of the face/neck, 2014-16

BEHAVIOURAL CHANGES
A stable routine for most
Millennials treat problems
Figure 72: Behavioural changes amongst facial skincare users in the last 12 months, by age, March 2017
Regular cleansing sparks awareness
Figure 73: Behavioural changes in the last 12 months, by frequency of cleansing product usage, March 2017
Daily moisturising routines evolve
Figure 74: Behavioural changes in the last 12 months, by frequency of facial moisturiser usage, March 2017

FACTORS INFLUENCING PRODUCT CHOICE
Getting personal
Figure 75: Factors for choosing facial skincare products, March 2017
Price challenges
Figure 76: The Ordinary, September 2016
Using nature to nurture

ATTITUDES TOWARDS SKIN CARE
Comfortable in my skin
Figure 77: Attitudes towards facial skin care, March 2017
Sleeping beauty
Figure 78: thisworks sleep-associated skincare product launches, 2016-17
Older women use protection
Figure 79: Attitudes towards facial skin care (any agree), by age, March 2017
Growing up fast
Figure 80: Agreement with the statement “It is not necessary to use anti-ageing products at my age”, by age, March 2017
Here comes the sun
Figure 81: Agreement with the statement “Moisturisers that contain SPF are as effective as using a separate SPF product”, by age, March 2017

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology

APPENDIX – COMPANIES AND BRANDS
Figure 82: New product launches in the women’s facial skincare market, branded vs own-label, January 2014-March 2017

APPENDIX – THE CONSUMER
Figure 83: Frequency of facial moisturiser usage, March 2017
Figure 84: Frequency of facial cleansing product usage, by age, March 2017

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