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Facial Skincare - US - January 2010

SCOPE AND THEMES
What you need to know
Definitions
Data sources
Sales data
Consumer survey data
Advertising clips
Abbreviations
Terms
EXECUTIVE SUMMARY
A slowdown in growth rate in the industry
Opportunities on the all-natural front
Anti-aging sales continue to lead the way in category growth
Big companies continue to dominate
Retail channel preferences
Consumers that use facial skincare products
INSIGHTS AND OPPORTUNITIES
Jumping on the all-natural bandwagon
Skincare for a cause
Label confusion
INSPIRE INSIGHTS
Food and Beauty
What we’ve seen
MARKET SIZE AND FORECAST
Key points
Even sales in personal care aisles feeling the pinch
Sales and forecast of facial skincare products
Figure 1: U.S. FDMx sales of facial skincare, at current prices, 2004-14
Figure 2: U.S. FDMx sales of facial skincare, at inflation-adjusted prices, 2004-14
Walmart sales
COMPETITIVE CONTEXT
Focus on teens
Seal of approval important to consumers
Botox and other anti-aging treatments
Spa treatments
Skincare from within
SEGMENT PERFORMANCE
Key points
Baby Boomers play a crucial role in facial skincare
Consumers’ priorities skew towards anti-aging products
Sales of facial skincare, segmented by type
Figure 3: U.S. FDMx sales of facial skincare, segmented by type, 2007 and 2009
SEGMENT PERFORMANCE—ANTI-AGING
Key points
Economics less of a factor in the anti-aging sphere
Sales and forecast of anti-aging skincare
Figure 4: U.S. FDMx sales of anti-aging products, at current prices, 2004-14
SEGMENT PERFORMANCE—FACIAL CLEANSERS
Key points
Consumers see cleansers as less critical than other products
Sales and forecast of facial cleansers
Figure 5: U.S. FDMx sales of facial cleansers, at current prices, 2004-14
SEGMENT PERFORMANCE—ACNE TREATMENTS
Key points
Sales of acne treatments hold steady, just barely
Sales and forecast of acne treatments
Figure 6: U.S. FDMx sales of acne treatments, at current prices, 2004-14
SEGMENT PERFORMANCE—FACIAL MOISTURIZERS
Key points
Sales of moisturizers continue to decline
Sales and forecast of facial moisturizers
Figure 7: U.S. FDMx sales of facial moisturizers, at current prices, 2004-14
SEGMENT PERFORMANCE—FADE/BLEACH
Key points
Ethnic market helping sales of fade/bleach
Sales and forecast of fade/bleach skincare
Figure 8: U.S. FDMx sales of fade/bleach, at current prices, 2004-14
MARKET DRIVERS
Female Baby Boomers affecting growth
Figure 9: U.S. population of females, by age, 2005-15
Teens having an impact as well
Figure 10: U.S. population, by age, 2005-15
Men waking up to skincare benefits
Figure 11: U.S. population of males, by age, 2005-15
“Act your age” the new mantra of Baby Boomers?
LEADING COMPANIES
Key points
The big three continue to dominate
Figure 12: FDMx sales of facial skincare, by leading manufacturers, 2008 and 2009
BRAND SHARE—ANTI-AGING
Key points
Consumers continue to flock to what’s familiar
Figure 13: FDMx brand sales of anti-aging products in the U.S., 2008 and 2009
BRAND SHARE—CLEANSERS
Key points
Basic brands still popular
Figure 14: FDMx brand sales of cleansing products in the U.S., 2008 and 2009
BRAND SHARE—ACNE TREATMENTS
Key points
Bigger brands dominate
Figure 15: FDMx brand sales of acne treatments in the U.S., 2008 and 2009
BRAND SHARE—MOISTURIZERS
Key points
Sales suffer due to overlap
Figure 16: FDMx brand sales of moisturizers in the U.S., 2008 and 2009
BRAND SHARE—FADE/BLEACH
Key points
Greater efficacy leads to increased sales
Figure 17: FDMx brand sales of anti-aging products in the U.S., 2008 and 2009
BRAND QUALITIES
Noxzema
Origins
Oil of Olay
Clearasil
Neutrogena
Garnier
Pond’s
Almay
Aveeno
INNOVATION AND INNOVATORS
Going green with luxurious products
Russell Organics
Pacabella
CVS
Lighter and brighter
Primavera Life
L’Occitane
MyChelle Dermaceuticals
Arbonne Revelâge
Scientific to the core
N.V. Perricone, M.D.
Cinq Mondes
RETAIL CHANNELS
Key points
FDMx sales
Sales of facial skincare products, by retail channel
Figure 18: U.S. FDMx sales of facial skincare, by retail channel, 2007 and 2009
RETAIL CHANNELS—DRUG STORES
Key points
Drug stores continue to reign supreme in personal care
Drug store sales of facial skincare products
Figure 19: U.S. FDMx sales of facial skincare at drug stores, 2004-09
RETAIL CHANNELS—OTHER
Key points
Food stores continue battle to compete
Exclusives at department stores
Other FDMx sales of facial skincare products
Figure 20: U.S. FDMx sales of facial skincare at other FDMx stores, 2004-09
ADVERTISING AND PROMOTION
 OVERVIEW
Clean & Clear
Figure 21: Television ad for Clean & Clear Facial, 2009
Neutrogena
Oil Free Acne Wash
Figure 22: Television ad for Neutrogena Acne Wash, 2009
Skin ID
Figure 23: Television ad for Neutrogena Skin ID, 2009
Wave
Figure 24: Television ad for Neutrogena Wave, 2009
Olay
Deep Cleanser
Figure 25: Television ad for Olay Deep Cleansers, 2009
Regenerist Serum
Figure 26: Television ad for Olay Regenerist Serum, 2009
FACIAL SKINCARE USAGE
Key points
Usage of different types of products
Figure 27: Facial skincare products used, by gender, November 2009
Figure 28: Facial skincare products used, by age, November 2009
Product attributes
Figure 29: Ingredients found in skincare products typically used, by gender, November 2009
Figure 30: Ingredients found in skincare products typically used, by age, November 2009
FACIAL PRODUCT FORMS AND BRANDS
Form of moisturizer used
Figure 31: Forms of moisturizer used, by gender, April 2008-June 2009
Brand of moisturizer used
Figure 32: Brands of moisturizer used, by gender, April 2008-June 2009
Form of facial cleansing/medicated products used
Figure 33: Forms of facial cleansing/medicated products used, by gender, April 2008-June 2009
Figure 34: Forms of facial cleansing/medicated products used, by age, April 2008-June 2009
Purpose of facial cleansing or medicated products
Figure 35: Purpose of facial cleansing or medicated products, by gender, April 2008-June 2009
Brands of medicated skincare products used
Figure 36: Brands of medicated skincare products used, by gender, April 2008-June 2009
Incidence of buying prestige brands
Figure 37: Prestige brands of skincare products used, by gender, November 2009
Figure 38: Prestige brands of skincare products used, by age, November 2009
ATTITUDES TOWARDS FACIAL SKINCARE
Brand loyalty
Figure 39: Degrees of brand loyalty to facial skincare products, November 2009
Figure 40: Degrees of brand loyalty to facial skincare products, by gender, November 2009
Figure 41: Degrees of brand loyalty to facial skincare products, by age, November 2009
Where facial skincare users get their information
Figure 42: Sources of information on which products to use, by gender, November 2009
Figure 43: Sources of information on which products to use, by age, November 2009
THE TEEN CONSUMER—PRODUCT USAGE
Key points
 TEENS AND FACIAL SKINCARE
Figure 44: Types of facial cleansing/medicated products used—teens, by age and gender, April 2008-June 2009
Facial cleansing and medicated products
Figure 45: Forms of facial cleansing/medicated products used—teens, by gender, April 2008-June 2009
Figure 46: Brands of facial cleansing/medicated products used—teens, by gender, April 2008-June 2009
Moisturizers/creams/lotions
Types used
Figure 47: Types of moisturizers/creams/lotions used—teens, by gender, April 2008-June 2009
Brands used
Figure 48: Brands of moisturizer used—teens, by gender, April 2008-June 2009
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Usage of different types of products
Figure 49: Facial skincare products used, by race/Hispanic origin, November 2009
Incidence of buying prestige brands
Figure 50: Prestige brands of skincare products used, by race/Hispanic origin, November 2009
Where facial skincare respondents get their information
Figure 51: Sources of information on which products to use, by race/Hispanic origin, November 2009
Product attributes
Figure 52: Ingredients found in skincare products typically used, by race/Hispanic origin, November 2009
CLUSTER ANALYSIS
Specialists
Traditionalists
Generalists
Cluster characteristics
Figure 53: Facial skincare clusters, November 2009
Figure 54: Facial skincare products used, by facial skincare clusters, November 2009
Figure 55: Ingredients found in skincare products typically used, by facial skincare clusters, November 2009
Figure 56: Sources of information on which products to use, by facial skincare clusters, November 2009
Cluster demographics
Figure 57: Facial skincare clusters, by gender, November 2009
Figure 58: Facial skincare clusters, by age, November 2009
Figure 59: Facial skincare clusters, by household income, November 2009
Figure 60: Facial skincare clusters, by race, November 2009
Figure 61: Facial skincare clusters, by Hispanic origin, November 2009
Cluster methodology
CUSTOM CONSUMER GROUPS
Usage of different types of products
Figure 62: Facial skincare products used, by men with/without children, November 2009
Ingredients in products
Figure 63: Ingredients found in skincare products typically used, by men with/without children, November 2009
Incidence of buying prestige brands
Figure 64: Prestige brands of skincare products used, by men with/without children, November 2009
Where facial skincare respondents get their information
Figure 65: Sources of information on which products to use, by men with/without children, November 2009
IRI/BUILDERS PANEL DATA
 OVERVIEW OF SKIN CARE
 FACIAL CLEANSERS
Consumer insights on key purchase measures – facial cleansers
Brand map
Figure 66: Brand map, selected brands of facial cleansers, buying rate, by household penetration, 2009*
Brand leader characteristics
Key purchase measures
Figure 67: Key purchase measures for the top brands of facial cleansers, by household penetration, 2009*
 FACIAL ANTI-AGING
Consumer insights on key purchase measures – facial anti-aging
Brand map
Figure 68: Brand map, selected brands of facial anti-aging, buying rate, by household penetration, 2008*
Brand leader characteristics
Key purchase measures
Figure 69: Key purchase measures for the top brands of facial anti-aging, by household penetration, 2009*
 FACIAL MOISTURIZERS
Consumer insights on key purchase measures – facial moisturizers
Brand map
Figure 70: Brand map, selected brands of facial moisturizers, buying rate, by household penetration, 2009*
Brand leader characteristics
Key purchase measures
Figure 71: Key purchase measures for the top brands of facial moisturizers, by household penetration, 2009*
APPENDIX: IRI/BUILDERS PANEL DATA DEFINITIONS
APPENDIX: TRADE ASSOCIATIONS

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