Facial Skincare and Anti-aging - US - April 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Growth in facial skincare remains constant, yet gains are not as substantial
Figure 1: Total US sales and forecast of facial skincare and anti-aging, at current prices, 2013-23
New minimalist trends place additional pressure on category
Most consumers stick to skincare staples
Figure 2: Select product usage, January 2019
The opportunities
Face masks expand the traditional repertoire
Figure 3: Mask usage, by women and Hispanics, January 2019
Consumers believe that skincare improves skin, and therefore, improves self-esteem
Figure 4: Select attitudes toward facial skincare, January 2019
Interest is strong across an assortment of new formats
Figure 5: Any interest in skincare formats – (Net), January 2019
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Facial skincare growth expected to remain positive despite saturation
Facial cleansers maintain position as leading skincare segment
Social media is a viable promotional tool for skincare
Minimalism and injectables place pressure on skincare
MARKET SIZE AND FORECAST
Historic and projected sales performance of facial skincare
Figure 6: Total US sales and fan chart forecast of facial skincare and anti-aging, at current prices, 2013-23
Figure 7: Total US sales and forecast of facial skincare, at current prices, 2013-23
MARKET BREAKDOWN
Facial cleansers are still on top
Figure 8: Share of total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2018
Essentials are at the center of category growth
Figure 9: Percent change of facial skincare sales, by segment, 2016-18
MARKET PERSPECTIVE
Social media is a skincare shopping destination for women
Figure 10: Select interest in facial skincare recommended on social media, December 2018
MARKET FACTORS 
New minimalist trends place more pressure on lengthy skincare routines
Non-surgical treatment companies employ influencers to attract Millennials
KEY PLAYERS – WHAT YOU NEED TO KNOW 
J&J continues to lead among MULO players
Innovative formats and ingredients are rooted in results
Anti-aging sales continue to slip
Skincare will be cleaner and smarter in the future
COMPANY AND BRAND SALES OF FACIAL SKINCARE AND ANTI-AGING
J&J stays on top, L’Oréal moves to second place
Sales of facial skincare by company
Figure 11: Multi-outlet sales of facial skincare and anti-aging products, by leading companies, rolling 52 weeks 2018 and 2019
WHAT’S WORKING?
Face masks – more than a trend
Figure 12: Multi-outlet sales of select face mask brands, by companies and brands, rolling 52 weeks 2018 and 2019
CBD takes root in skincare
Figure 13: Share of facial skincare launches using cannabis sativa seed oil and cannabidiol, Jan 2015-Dec 2018
WHAT’S STRUGGLING?
Anti-aging treatments continue to take a hit
Figure 14: Total US retail sales of facial anti-aging products, at current prices, 2013-23
Specialty skincare remains on the low end of consumer usage
Figure 15: Select product usage, January 2019 and March 2018
WHAT’S NEXT?
Skincare gets smarter, works harder
Clean will mean holistic sustainability
Figure 16: Top topics for “clean beauty” on social media, Instagram, and Twitter
THE CONSUMER – WHAT YOU NEED TO KNOW 
Skincare essentials command usage over specialty
Convenient retailers encourage impulse skincare buys
Consumers understand that using skincare means healthy skin
Efficacy is a key purchase driver, but clean isn’t far behind
Face masks are more than special effects
Convenient formats lead both usage and interest
PRODUCT USAGE AND FREQUENCY
Traditional skincare continues to lead product usage
Figure 17: Product usage, January 2019
Consumers largely stick to the essentials
Figure 18: Product usage – Repertoire analysis, January 2019
Usage of essentials driven by women, though young men aren’t far behind
Figure 19: Select product usage, by age and gender, January 2019
Asian consumers over index for specialty skincare
Figure 20: Product usage, by race and Hispanic origin, January 2019
Established treatments exhibit regular usage
Figure 21: Select frequency of usage, January 2019
RETAILERS SHOPPED
Convenience influences the retailers that consumers shop
Figure 22: Retailers shopped, January 2019
Men consider Amazon a prime skincare destination
Figure 23: Select retailers shopped, by gender, January 2019
25-34-year-olds value the convenient positioning of Amazon
Figure 24: Retailers shopped, by age, January 2019
Asian consumers shop Sephora more than the total market
Figure 25: Retailers shopped, Asian, non-Hispanic, January 2019
Most consumers peruse one to two retailers for skincare
Figure 26: Retailers shopped – Repertoire analysis, January 2019
ATTITUDES TOWARD FACIAL SKINCARE
Healthy looking skin affects self-esteem
Figure 27: Attitudes toward facial skincare, January 2019
Self-care is an important part of the skincare experience
Embrace consumers with skin issues
Figure 28: Attitudes toward facial skincare, by gender, January 2019
Younger consumers cite skin insecurities; women do something about it
Figure 29: Select attitudes toward facial skincare, by select gender and age, January 2019
Hispanic consumers have an emotional tie to skincare
Figure 30: Attitudes toward facial skincare, by race and Hispanic origin, January 2019
FACIAL SKINCARE BEHAVIORS
Natural ingredients are an expectation
Figure 31: Behaviors toward facial skincare, January 2019
Efficacy is more appealing than trendy
Figure 32: Want products that work regardless of trends, by gender, January 2019
Mature consumers want efficacy over trends
Figure 33: Behaviors toward facial skincare, by age, January 2019
Multicultural consumers are interested in trends, but for different reasons
Figure 34: Behaviors toward facial skincare, by race and Hispanic origin, January 2019
ATTITUDES TOWARD FACIAL MASKS
Face masks are here to stay
Figure 35: Attitudes toward face masks, January 2019
Men could be the next target market for masks
Figure 36: Attitudes toward face masks, by gender, January 2019
18-24-year-olds are developing a different connection with masks
Figure 37: Attitudes toward face masks, by age, January 2019
Hispanic consumers are driving the mask movement
Figure 38: Masks are an effective skincare step, by race and Hispanic origin, January 2019
INTEREST IN SKINCARE FORMATS
Interest is strong across all formats
Figure 39: Any interest in skincare formats – (Net), January 2019
Wipes lead usage, but raise sustainability concerns
Figure 40: Interest in skincare formats, January 2019
25-34-year-olds choose convenient formats
Figure 41: Any interest in skincare formats – (Net), by age, January 2019
Hispanic consumers over index for all trendy formats
Figure 42: Any interest in skincare formats – (Net), by race and Hispanic origin, January 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET 
Figure 43: Total US sales and forecast of facial skincare and anti-aging, at inflation-adjusted prices, 2013-23
Figure 44: Total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2016 and 2018
Figure 45: Total US retail sales of facial anti-aging products, at current prices, 2013 and 2018
Figure 46: Total US retail sales and forecast of facial moisturizers, at current prices, 2013 and 2018
Figure 47: Total US retail sales and forecast of facial cleansers, at current prices, 2013 and 2018
Figure 48: Total US retail sales and forecast of acne treatments, at current prices, 2013 and 2018
Figure 49: Total US retail sales and forecast of lip balm, at current prices, 2013 and 2018
Figure 50: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2013-18
Figure 51: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2016 and 2018
APPENDIX – KEY PLAYERS 
Figure 52: Multi-outlet sales of facial anti-aging products, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 53: Multi-outlet sales of facial cleansers, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 54: Multi-outlet sales of facial moisturizers, by leading companies and brands, rolling 52 weeks 2018 and 2019