Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- 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
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- Figure 2: U.S. population aged 18 or older, by age, 2013 and 2018
- Asians are affluent and engaged in the skincare category
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- Figure 3: Median household income by race and Hispanic origin of householder, 2011
- Income levels impact spending on anti-aging products
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- Figure 4: DPI, 2007-September 2012
- Retail channels
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- Figure 5: Sales of anti-aging skincare, by channel, 2012
- The consumer
- Dry skin, wrinkles are biggest aging skin concerns
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- Figure 6: Skin concerns with aging, November 2012
- Consumers more likely to cite lifestyle choices as ways to combat skin aging
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- Figure 7: Top five aging prevention/reduction behaviors, by gender, November 2012
- All claims generate high levels of appeal among women, led by hydration
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- 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
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- Figure 9: Top five attitudes toward anti-aging skincare, by gender, any agree, November 2012
- What we think
Issues in the Market
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- 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 results-oriented, 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
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- 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
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- Trend: Perfecting the Details
- Trend: A Simple Balance for Health
- 2015 Trend: East Meets West
Market Size and Forecast
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- 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
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- 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
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- Figure 12: Total U.S. sales and fan chart forecast of anti-aging skincare, at current prices, 2007-17
Market Drivers
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- Key points
- Aging population should drive growth in anti-aging skincare
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- Figure 13: U.S. population aged 18 or older, by age, 2008-18
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- Figure 14: Number and ratio of males to females, by age, 2013
- Asian population is growing, affluent, and engaged in the category
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- 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
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- Figure 17: DPI, 2007-September 2012
- Figure 18: Household income distribution, 2011
Competitive Context
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- Lines blur between anti-aging and general market skincare
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- Figure 19: Sales of facial skincare products, by segment, 2006-11
- Color cosmetics offer anti-aging benefits
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- Figure 20: Color cosmetics making anti-aging claims, by sub-category, 2007-12
- Professional procedures becoming more mainstream, provide immediate benefits
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- Figure 21: Measures taken to prevent/reverse signs of aging, by gender, November 2011
Retail Channels
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- Key points
- Anti-aging skincare posting modest declines across all channels
- Sales of anti-aging skincare, by channel
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- Figure 22: Sales of anti-aging skincare, by channel, 2010 and 2012
Retail Channels—Supermarket
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- Key points
- Supermarkets small and declining in the anti-aging skincare category
- Supermarket sales of anti-aging skincare
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- Figure 23: Supermarket sales of anti-aging skincare, at current prices, 2007-12
Retail Channels—Drug Stores
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- Key points
- After strong gains through 2009, drug stores see slowdown in growth
- Drug store sales of anti-aging skincare
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- Figure 24: Drug store sales of anti-aging skincare, at current prices, 2007-12
Retail Channels—Other
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- Key points
- Other retail channels dominate anti-aging sales, but growth has slowed significantly
- Other retail sales of anti-aging skincare
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- Figure 25: Other retail sales of anti-aging skincare, at current prices, 2007-12
Leading Companies
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- 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
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- Figure 26: MULO sales of anti-aging skincare, rolling 52 weeks 2011 and 2012
Innovations and Innovators
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- New product launch trends
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- 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
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- Overview of the brand landscape
- Brand analysis: Olay
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- Figure 29: Brand analysis of Olay, 2013
- Brand website
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- Figure 30: Olay anti-aging skincare screen shot, 2013
- TV presence
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- Figure 31: Olay, counter revolution, 2012
- Print and other
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- Figure 32: Olay Total Effects print ad
- Figure 33: Olay Pro-X print ad
- Brand analysis: Neutrogena
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- Figure 34: Brand analysis of Neutrogena, 2013
- Online initiatives
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- Figure 35: Neutrogena anti-aging skincare screen shot, 2013
- TV presence
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- Figure 36: Neutrogena, enemy of wrinkles, 2012
- Brand analysis: L’Oreal
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- Figure 37: Brand analysis of L’Oréal, 2013
- Brand website
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- Figure 38: L’Oréal Revitalift screen shot, 2013
- Figure 39: L’Oréal apps screen shot, 2013
- TV presence
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- Figure 40: L’Oréal, three dimensions, 2012
- Print and other
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- Figure 41: L’Oréal Revitalift print ad
- Brand analysis: Clinique
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- Figure 42: Brand analysis of Clinique, 2013
- Brand website
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- Figure 43: Clinique screen shot, 2013
- Figure 44: Clinique insider’s club screen shot, 2013
- TV presence
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- Figure 45: Clinique, No More Dark Circles, 2012
- Print and other
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- Figure 46: Clinique Even Better print ad
Social Media
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- Key points
- Key social media metrics
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- Figure 47: Key brand metrics, Anti-aging skincare brands, January 2013
- Market overview
- Brand usage and awareness
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- Figure 48: Usage and awareness of selected anti-aging skincare brands, November 2012
- Interaction with brands
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- Figure 49: Interaction with selected anti-aging skincare brands, November 2012
- Online conversations
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- 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?
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- 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?
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- Figure 54: Mentions by type of conversation, selected anti-aging skincare brands, Dec. 8, 2012-Jan. 8, 2013
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- Figure 55: Major areas of discussion surrounding anti-aging skincare brands, percent of daily mentions, by day, December 8, 2012-January 8, 2013
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- Figure 56: Major areas of discussion surrounding anti-aging skincare brands, by page type, Dec. 9, 2012-Jan. 9, 2013
- Brand analysis
- Olay
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- Figure 57: Olay key social media metrics, January 2013
- Key online campaigns
- What we think
- L’Oréal
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- Figure 58: L’Oréal key social media metrics, January 2013
- Key online campaigns
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- Figure 59: L’Oréal twitter mention, November 6, 2012
- What we think
- Clinique
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- Figure 60: Clinique key social media metrics, January 2013
- Key online campaigns
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- Figure 61: Clinique twitter mention, Aug. 12, 2012
- What we think
- Estée Lauder
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- Figure 62: Estée Lauder key social media metrics, January 2013
- Key online campaigns
- What we think
- Lancôme
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- Figure 63: Lancôme key social media metrics, January 2013
- Key online campaigns
- What we think
- RoC
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- Figure 64: RoC key social media metrics, January 2013
- Key online campaigns
- What we think
Use of Anti-aging Moisturizers
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- Key points
- Women, 35+ most likely to use anti-aging moisturizers
- Income drives use of anti-aging moisturizers
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- 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
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- 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
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- Figure 68: Frequency of use of anti-aging moisturizers, among females by age, April 2011-June 2012
Brand Usage
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- Key points
- Olay most used brand among women who use anti-aging moisturizers
- Women likely use a variety of brands depending on skincare needs
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- Figure 69: Brands of moisturizers/creams/lotions used, among females by age, April 2011-June 2012
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- Figure 70: Brands of moisturizers/creams/lotions used, among females by household income, April 2011-June 2012
Skin Concerns with Aging
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- Key points
- Dry skin, wrinkles are top skin aging concerns
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- Figure 71: Skin concerns with aging, November 2012
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- 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
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- 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
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- Figure 75: Skin concerns by brands used, November 2012
Product Information—Anti-aging Skincare
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- Key points
- Friends/family is the most relied upon source for anti-aging skincare information
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- Figure 76: Product information, by gender, November 2012
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- Figure 77: Product information, by gender and age, November 2012
- Income dictates reliance on information sources
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- Figure 78: Product information, by household income, November 2012
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- Figure 79: Product information, among females by age and household income, November 2012
- Brand use impacts reliance on information sources
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- Figure 80: Product information by products used, November 2012
Behavior to Prevent/Reduce Signs of Aging
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- 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
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- 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
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- 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
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- Key points
- Products that hydrate, contain antioxidants generate highest interest
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- Figure 85: Interest in anti-aging skincare benefits, November 2012
- Evening skin tone appeals to younger women
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- Figure 86: Interest in anti-aging skincare benefits, by gender and age, November 2012
- Affluent women interested in diminishing wrinkles, lifting
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- Figure 87: Interest in anti-aging skincare benefits, among females by age and household income, November 2012
Attitudes Toward Anti-aging Skincare
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- Key points
- Women more likely to want to maintain a youthful appearance as long as possible while men prefer to age naturally
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- Figure 88: Attitudes toward anti-aging skincare, by gender, November 2012
- Roughly two out of 10 respondents don’t think anti-aging products work
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- Figure 89: Attitudes toward anti-aging skincare, by gender and age, November 2012
- Affluent women most likely to want to maintain a youthful appearance
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- 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
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- Key points
- Black consumers less likely to use anti-aging skincare, but concerned about skin tone
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- Figure 92: Skin concerns with aging, by race/Hispanic origin, 18-34 age group, November 2012
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- 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
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- Figure 95: Interest in anti-aging skincare benefits, by race/Hispanic origin, 35+ age group, November 2012
- Black respondents reportedly prefer to age naturally
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- Figure 96: Attitudes toward anti-aging skincare, by race/Hispanic origin, 18-34 age group, November 2012
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 106: Target clusters, by demographic, November 2012
- Cluster methodology
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Key Household Purchase Measures—SymphonyIRI Group Builders Panel Data
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- Overview of anti-aging skincare
- Facial anti-aging
- Consumer insights on key purchase measures
- Brand map
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- 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
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- 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
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- Use of moisturizer
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- Figure 109: Use of moisturizers/creams/lotions, by gender, April 2011-June 2012
- Skin concerns with aging
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- Figure 110: Skin concerns with aging, by gender, November 2012
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- Figure 111: Skin concerns with aging, by age, November 2012
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- Figure 112: Skin concerns with aging, by gender, November 2012
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- Figure 113: Skin concerns with aging, by gender and age, November 2012
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- Figure 114: Skin concerns with aging, among females by age and household income, November 2012
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- Figure 115: Skin concerns with aging, by race/Hispanic origin, 18-34 age group, November 2012
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- Figure 116: Skin concerns by product interest, part one, November 2012
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- Figure 117: Skin concerns by product interest, part two, November 2012
- Product information—anti-aging skincare
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- Figure 118: Product information, by age, November 2012
- Behavior to prevent/reduce signs of aging
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- Figure 119: Aging prevention/reduction behavior, by age, November 2012
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- Figure 120: Aging prevention/reduction behavior, by race/Hispanic origin, 18-34 age group, November 2012
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- Figure 121: Aging prevention/reduction behavior, by race/Hispanic origin, 35+ age group, November 2012
- Interest in anti-aging skincare benefits
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- Figure 122: Interest in anti-aging skincare benefits, by age, November 2012
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- Figure 123: Interest in anti-aging skincare benefits, by household income, November 2012
- Attitudes toward anti-aging skincare
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- Figure 124: Attitudes toward anti-aging skincare, by age, November 2012
Appendix – Social Media
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- Brand usage or awareness
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- Figure 125: Brand usage or awareness, November 2012
- Figure 126: Olay usage or awareness, by demographics, November 2012
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- Figure 127: L’Oréal usage or awareness, by demographics, November 2012
- Figure 128: RoC usage or awareness, by demographics, November 2012
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- Figure 129: Clinique usage or awareness, by demographics, November 2012
- Figure 130: Estée lauder usage or awareness, by demographics, November 2012
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- Figure 131: Lancôme usage or awareness, by demographics, November 2012
- Interaction with anti-aging skincare brands
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- Figure 132: Activities done, November 2012
- Figure 133: Olay—activities done, by demographics, November 2012
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- Figure 134: Olay—activities done, by demographics, November 2012 (continued)
- Figure 135: L’Oréal—activities done, by demographics, November 2012
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- Figure 136: L’Oréal—activities done, by demographics, November 2012 (continued)
- Figure 137: RoC—activities done, by demographics, November 2012
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- Figure 138: RoC —activities done, by demographics, November 2012 (continued)
- Figure 139: Clinique—activities done, by demographics, November 2012
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- Figure 140: Clinique—activities done, by demographics, November 2012 (continued)
- Figure 141: Estée Lauder—activities done, by demographics, November 2012
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- Figure 142: Estée Lauder—activities done, by demographics, November 2012 (continued)
- Figure 143: Lancôme—activities done, by demographics, November 2012
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- Figure 144: Lancôme—activities done, by demographics, November 2012 (continued)
Appendix – SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix - Trade Associations
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