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Facial Skincare - US - May 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total U.S. sales and fan chart forecast of facial skincare products, at current prices, 2007-17
Market factors
Aging population
Figure 2: U.S. population aged 18 or older, by age, 2013 and 2018
Consumer confidence
Figure 3: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
Segment performance
Figure 4: Sales of facial skincare products, segmented by type, 2010 and 2012
The consumer
Facial skincare usage
Figure 5: Regular use* of facial skincare products, February 2013
Reasons for using facial skincare
Figure 6: Top five reasons for using facial skincare products, January 2012-February 2013
Shopping for facial skincare
Figure 7: Top five facial skincare behaviors, February 2013
Interest in facial skincare claims
Figure 8: Top five facial skincare claims, any interest, February 2013
Interest in facial skincare forms
Figure 9: Any interest in facial skincare forms, February 2013
Interest in information sources
Figure 10: Any interest in information sources, by gender, February 2013
What we think
ISSUES IN THE MARKET
What are the opportunities to help consumers better navigate the facial skincare category?
How are multi-functional skincare products such as BB creams impacting the facial skincare category?
How will more stringent regulations regarding claims coming out of the EU potentially impact the U.S. facial skincare market?
INSIGHTS AND OPPORTUNITIES
Promoting facial skincare based on lifestage
Illness drives need for innovative skincare
Hormonal changes impact skincare needs
Water-free skincare combines functionality and sustainability
TREND APPLICATIONS
Trend: Guiding Choice
Trend: Carnivore, Herbivore…Locavore
Mintel Futures: Human
MARKET SIZE AND FORECAST
Key points
Category growth has been slow and steady
Facial skincare forecast to see improved growth rates through 2017
Figure 11: Total U.S. retail sales and forecast of facial skincare products, at current prices, 2007-17
Figure 12: Total U.S. retail sales and forecast of facial skincare products at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 13: Total U.S. sales and fan chart forecast of facial skincare products, at current prices, 2007-17
MARKET DRIVERS
Aging population creates challenges, opportunities for facial skincare
Figure 14: U.S. population aged 18 or older, by age, 2008-18
Children entering puberty younger
Consumer confidence improving
Figure 15: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
COMPETITIVE CONTEXT
Competition from within
SEGMENT PERFORMANCE
Key points
Facial cleansers and moisturizers are driving category growth
Specialty skincare segments are struggling
Figure 16: Sales of facial skincare products, segmented by type, 2010 and 2012
SEGMENT PERFORMANCE—ANTI-AGING FACIAL SKINCARE
Key points
Anti-aging skincare experiencing modest struggles after years of growth
Sales and forecast of facial anti-aging skincare
Figure 17: Sales and forecast of facial anti-aging skincare, at current prices, 2007-17
SEGMENT PERFORMANCE—FACIAL CLEANSERS
Key points
Facial cleansers gaining momentum
Sales and forecast of facial cleansers
Figure 18: Sales and forecast of facial cleansers, at current prices, 2007-17
SEGMENT PERFORMANCE—ACNE TREATMENTS
Key points
Acne treatment sales remain relatively flat
Sales and forecast of acne treatments
Figure 19: Sales and forecast of acne treatments, at current prices, 2007-17
SEGMENT PERFORMANCE—FACIAL MOISTURIZERS
Key points
Facial moisturizers rebounding after recession
Sales and forecast of facial moisturizers
Figure 20: Sales and forecast of facial moisturizers, at current prices, 2007-17
SEGMENT PERFORMANCE—FADE/BLEACH
Key points
Fade/bleach is smallest segment and declining
Sales and forecast of fade/bleach
Figure 21: Sales and forecast of fade/bleach, at current prices, 2007-17
RETAIL CHANNELS
Key points
Facial skincare seeing modest growth across all retail channels
Figure 22: Total U.S. retail sales of facial skincare products, by channel, 2010 and 2012
Other retail channels dominate facial skincare retail sales
Drug stores and supermarkets maintain presence in skincare market
Figure 23: Total U.S. retail sales of facial skincare products, by channel, at current prices, 2007-12
LEADING COMPANIES
Key points
Johnson & Johnson holds top spot in facial skincare category
Procter & Gamble continues to struggle
Private label sees slowdown
Manufacturer sales of facial skincare
Figure 24: MULO sales of facial skincare, by leading companies, rolling 52 weeks, 2012 and 2013
BRAND SHARE—ANTI-AGING FACIAL SKINCARE
Key points
P&G struggles, L’Oréal gains ground
J&J seeing mixed results
Manufacturer sales of facial anti-aging products
Figure 25: MULO sales of facial anti-aging products, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE—FACIAL CLEANSERS
Key points
J&J and P&G losing segment share
Unilever’s Simple driving growth
Smaller segment players post solid gains
Manufacturer sales of facial cleansers
Figure 26: MULO sales of facial cleansers, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE—ACNE TREATMENTS
Key points
J&J dominates acne treatments segment
Branded products struggle while private label performs well
Manufacturer sales of acne treatments
Figure 27: MULO sales of acne treatments, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE—FACIAL MOISTURIZERS
Key points
J&J leads facial moisturizers, but with mixed results
P&G and L’Oréal declining
Unilever, Galderma seeing strongest growth
Manufacturer sales of facial moisturizers
Figure 28: MULO sales of facial moisturizers, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE—FADE/BLEACH
Key points
Palmer’s leads fade/bleach segment
Mixed results from smaller segment players
Manufacturer sales of fade/bleach
Figure 29: MULO sales of fade/bleach, by leading companies, rolling 52 weeks 2012 and 2013
INNOVATIONS AND INNOVATORS
 NEW PRODUCT LAUNCH TRENDS
Figure 30: Facial skincare product launches, by subcategory, 2007-13*
Figure 31: Facial skincare product launches, by top 20 product claims, 2007-13*
 PRODUCT INNOVATIONS
BB creams and CC creams
Dark spot correctors
Eye and lip care
Facial masks
Facial oils
In-shower products
Men
Portability
Ultra gentle
MARKETING STRATEGIES
 OVERVIEW OF THE BRAND LANDSCAPE
Strategy: Celebrity endorsements
Figure 32: Aveeno, “Jen’s Decision,” TV AD, 2013
Strategy: Marketing to men
Figure 33: Dove, “Face Torture,” TV AD, 2013
Strategy: Fear
Figure 34: Clean & Clear, “Oil Free,” TV AD, 2013
Figure 35: Simple, “Simply Clean,” TV AD, 2012
Strategy: Natural positioning
Figure 36: Neutrogena, “Wintergreen Clean,” TV AD, 2013
Strategy: Anti-aging
Figure 37: L'Oréal, “It’s a Miracle,” TV AD, 2013
Strategy: Multi-functional
SOCIAL MEDIA
Key points
Figure 38: key brand metrics, facial skincare brands, March 2013
Market overview
Brand usage and awareness
Figure 39: Usage and awareness of selected facial skincare brands, February 2013
Interaction with brands
Figure 40: Interaction with selected facial skincare brands, February 2013
Online conversations
Figure 41: Percentage of consumer conversation by selected facial skincare brands, March 3-April 2, 2013
Figure 42: Online mentions, selected facial skincare brands, percentage of daily mentions, by day, March 3-April 2, 2013
Where are people talking about facial skincare brands?
Figure 43: Mentions by page type, selected facial skincare brands, March 3-April 2, 2013
What are people talking about online?
Figure 44: Mentions by type of conversation, selected facial skincare brands, March 3-April 2, 2013
Figure 45: Major areas of discussion surrounding facial skincare brands, percentage of daily mentions, by day, March 3-April 2, 2013
Figure 46: Major areas of discussion surrounding facial skincare brands, by page type, March 3-April 2, 2013
 BRAND ANALYSIS
Clarins
Figure 47: Clarins key social media indicators, March 2013
Key online campaigns
What we think
Neutrogena
Figure 48: Neutrogena key social media indicators, March 2013
Key online campaigns
What we think
Aveeno
Figure 49: Aveeno key social media indicators, March 2013
Key online campaigns
What we think
Cetaphil
Figure 50: Cetaphil key social media indicators, March 2013
Key online campaigns
What we think
Bioré
Figure 51: Bioré key social media indicators, March 2013
Key online campaigns
What we think
Simple
Figure 52: Simple skincare key social media indicators, March 2013
Key online campaigns
What we think
FACIAL SKINCARE USAGE
Key points
Majority of consumers use soap and water
Figure 53: Facial skincare product usage, February 2013
Users of premium facial skincare brands more likely to use most skincare products
Figure 54: Regular use of facial skincare products by each brand used, February 2013
USAGE—FACIAL CLEANSING PRODUCTS/TONER
Key points
Soap is most used facial skincare product
Use of facial cleansing products driven by young women
Figure 55: Regular usage* of facial cleansing products/toner, by gender, February 2013
Figure 56: Regular usage* of facial skincare cleansing products/toner, by gender and age, February 2013
Household income impacts use of facial cleansing products
Figure 57: Regular usage* of facial cleansing products/toner, by household income, February 2013
Neutrogena most used facial cleansing brand
Figure 58: Brands used of facial cleansers, medicated products, or toners, by gender and age, August 2011-August 2012
USAGE—FACIAL MOISTURIZER
Key points
Facial moisturizer use largely driven by women
Men represent opportunity in facial moisturizer segment
Figure 59: Regular usage* of facial moisturizer, by gender and age, February 2013
Figure 60: Forms of moisturizers, creams, or lotions used, by gender and age, August 2011-August 2012
Figure 61: Brands of moisturizers, creams, or lotions used, by gender and age, August 2011-August 2012
Household income drives use of facial moisturizer
Figure 62: Regular usage* of facial moisturizer, by household income, February 2013
USAGE—SPECIALTY SKINCARE PRODUCTS
Key points
Nearly half of women use anti-aging products
Figure 63: Regular usage* of specialty skincare products, by gender, February 2013
Younger consumers using acne products, skin devices
Figure 64: Attitudes toward acne products, by gender and age, February 2013
Figure 65: Regular usage* of specialty skincare products, by gender and age, February 2013
Household income drives use of specialty skincare products
Figure 66: Regular usage* of specialty skincare products, by household income, February 2013
REASONS FOR USING FACIAL SKINCARE
Key points
More consumers looking to improve skin’s texture with use of facial skincare
Figure 67: Facial skincare benefits, total respondents, January 2012 and February 2013
Lifestage dictates type of facial skincare products used
Figure 68: Facial skincare benefits, by gender and age, February 2013
Desired benefits drive product usage
Figure 69: Benefits by facial skincare product use, part one, February 2013
Figure 70: Benefits by facial skincare product use, part two, February 2013
SHOPPING FOR FACIAL SKINCARE
Key points
Multiple-benefit facial skincare products are broadly appealing
Figure 71: Attitudes toward multi-functional products, by gender and age, February 2013
Older women more likely to purchase from brands they trust
Younger shoppers looking for customized skincare solutions
Figure 72: Facial skincare behavior, by gender and age, February 2013
Figure 73: Facial skincare behavior, by household income, February 2013
INTEREST IN FACIAL SKINCARE—CLAIMS
Key points
Added functionality drives strong consumer interest
Natural claims drive interest, especially among younger women
Young adults open to deodorizing, medicated claims
Figure 74: Any Interest in facial skincare claims, by gender and age, February 2013
Figure 75: Any Interest in facial skincare claims, by household income, February 2013
INTEREST IN FACIAL SKINCARE—FORMS
Key points
Interest in eco-friendly packaging
Young women looking for diagnostic tools
Women interested in products that aid in makeup application, provide coverage
Figure 76: Any interest in new facial skincare forms, by gender and age, February 2013
Figure 77: Any interest in new facial skincare forms, by household income, February 2013
INTEREST IN FACIAL SKINCARE—INFORMATION SOURCES
Key points
Majority of facial skincare users seeking more product information
Mobile apps appeal to young adults
Figure 78: Any interest in facial skincare information sources, by gender, February 2013
Figure 79: Any interest in facial skincare information sources, by gender and age, February 2013
ATTITUDES TOWARD FACIAL SKINCARE
Key points
Consumers are motivated by product functionality
Higher-income women more likely to have different skincare routines based on time of day
Some consumers using body care products to treat facial skin
Figure 80: Attitudes toward facial skincare, by gender and age, February 2013
Figure 81: Attitudes toward facial skincare, by household income, February 2013
RACE AND HISPANIC ORIGIN
Key points
Asians and Hispanics are highly involved in facial skincare category
Figure 82: Regular usage of facial skincare product, by race/Hispanic origin, February 2013
Reasons for using facial skincare vary by race
Figure 83: Facial skincare benefits, by race/Hispanic origin, February 2013
Figure 84: Facial skincare behavior, by race/Hispanic origin, February 2013
Hispanics, Asians express above-average interest in facial skincare product claims, benefits
Figure 85: Any Interest in facial skincare claims, by race/Hispanic origin, February 2013
Figure 86: Any interest in new facial skincare forms/information sources, by race/Hispanic origin, February 2013
CLUSTER ANALYSIS
Figure 87: Facial skincare clusters, February 2013
Cluster 1: Involved
Opportunities
Cluster 2: Seekers
Opportunities
Cluster 3: Basic
Opportunities
Cluster characteristic tables
Figure 88: Regular usage of facial skincare product, by target clusters, February 2013
Figure 89: Facial skincare benefits, by target clusters, February 2013
Figure 90: Facial skincare behavior, by target clusters, February 2013
Figure 91: Any Interest in facial skincare claims, by target clusters, February 2013
Figure 92: Attitudes toward facial skincare, by target clusters, February 2013
Figure 93: Any interest in new facial skincare forms/information sources, by target clusters, February 2013
Cluster demographics
Figure 94: Target clusters, by demographic, February 2013
Cluster methodology
KEY HOUSEHOLD PURCHASE MEASURES—INFORMATION RESOURCES INC. BUILDERS PANEL DATA
 OVERVIEW OF FACIAL SKINCARE
 FACIAL CLEANSERS
 CONSUMER INSIGHTS ON KEY PURCHASE MEASURES
Brand map
Figure 95: Brand map, selected brands of facial cleansers, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 96: Key purchase measures for the top brands of facial cleansers, by household penetration, 2012*
 FACIAL MOISTURIZERS
Consumer insights on key purchase measures
Brand map
Figure 97: Brand map, selected brands of facial moisturizers buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 98: Key purchase measures for the top brands of facial moisturizers, by household penetration, 2012*
 ACNE TREATMENTS
Consumer insights on key purchase measures
Brand map
Figure 99: Brand map, selected brands of acne treatments buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 100: Key purchase measures for the top brands of acne treatments, by household penetration, 2012*
APPENDIX: OTHER USEFUL CONSUMER TABLES
Reasons for using facial skincare
Figure 101: Facial skincare benefits, by gender and household income, February 2013
Interest in facial skincare—claims
Figure 102: Interest in facial skincare claims, February 2013
Figure 103: Any Interest in facial skincare claims, by gender, February 2013
Figure 104: Any interest in product claims by facial skincare behaviors, part one, February 2013
Figure 105: Any interest in product claims by facial skincare behaviors, part two, February 2013
Interest in new facial skincare forms and information sources
Figure 106: Interest in new facial skincare forms/information sources, February 2013
Figure 107: Any interest in new facial skincare forms/information sources, by gender, February 2013
Figure 108: Any interest in new facial skincare information sources, by household income, February 2013
Attitudes toward facial skincare
Figure 109: Attitudes toward facial skincare, by race/Hispanic origin, February 2013
APPENDIX: SOCIAL MEDIA
Usage and awareness
Figure 110: Brand usage or awareness, February 2013
Figure 111: Neutrogena usage or awareness, by demographics, February 2013
Figure 112: Bioré usage or awareness, by demographics, February 2013
Figure 113: Clarins usage or awareness, by demographics, February 2013
Figure 114: Cetaphil usage or awareness, by demographics, February 2013
Figure 115: Simple usage or awareness, by demographics, February 2013
Figure 116: Aveeno usage or awareness, by demographics, February 2013
Activities done
Figure 117: Activities done, February 2013
Figure 118: Neutrogena—Activities done, by demographics, February 2013
Figure 119: Bioré—Activities done, by demographics, February 2013
Figure 120: Cetaphil—Activities done, by demographics, February 2013
Figure 121: Aveeno—Activities done, by demographics, February 2013
Online conversations
Figure 122: Percentage of consumer conversation by selected facial skincare brands, March 3-April 2, 2013
Figure 123: Online mentions, selected facial skincare brands, percentage of daily mentions, by day, March 3-April 2, 2013
Figure 124: Mentions by page type, selected facial skincare brands, March 3-April 2, 2013
Figure 125: Mentions by type of conversation, selected facial skincare brands, March 3-April 2, 2013
Figure 126: Major areas of discussion surrounding facial skincare brands, percentage of daily mentions, by day, March 3-April 2, 2013
Figure 127: Major areas of discussion surrounding facial skincare brands, by page type, March 3-April 2, 2013
APPENDIX: INFORMATION RESOURCES INC. BUILDERS PANEL DATA DEFINITIONS
Information Resources Inc. Consumer Network Metrics
APPENDIX: TRADE ASSOCIATIONS

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