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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- Market snapshot
- Combating age is a priority
- Johnson & Johnson leads six major players through FDMx
- Drug chains offer brand selection but can’t compete with other channels
- Marketing facial skincare relies on celebrity spokeswomen, performance
- Penetration of specialized products has yet to reach the level of bar soap
- Neutrogena is most used facial cleanser among respondents
- Soap used daily more than any specialized facial skincare
- Most want cleansing, hydration, protection from facial skincare products
- More than four in 10 feel diet is a major factor in skincare
- Most rely on family/friends for facial skincare product information
- Asians most apt to use facial products; blacks most likely to be brand loyal
- Teens more likely than adults to use facial cleansing/medicated products
Insights and Opportunities
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- Encouraging more use of eye care products
- Customized facial skincare
Inspire Insights
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- Trend: Prove It
- Trend: Brand Review
Market Size and Forecast
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- Key points
- Women will continue to drive sales
- Slow economic rebound hinders bigger sales gains
- Hispanics represent a bright spot for future sales
- Facial skincare products market size and forecast
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- Figure 1: Total U.S. retail sales and forecast of facial skincare products, at current prices, 2006-16
- Figure 2: Total U.S. retail sales and forecast of facial skincare products, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 3: U.S. sales and fan chart forecast of facial skincare products, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Women are driving sales
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- Figure 4: Usage of facial skincare products, by gender, October 2010-November 2011
- Figure 5: U.S. female population, by age, 2011-16
- The state of the economy is still impacting purchase habits
- Unemployment/underemployment is still high
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- Figure 6: Unemployment, January 2007-March 2012
- Consumer confidence fluctuates but remains low in 2012
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- Figure 7: University of Michigan’s index of consumer sentiment, 2006-(Q1)2012
- Increased Hispanic population growth and spending power
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- Figure 8: Population, by race and Hispanic origin, 2006-16
Competitive Context
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- Soap is still king
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- Figure 9: Frequency of facial skincare products used, January 2012
Segment Performance
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- Key points
- Combating age is a priority
- Cleansers grow significantly but lack sufficient new product launches
- Acne care sales uneven but improve with innovative formulas
- Moisturizers struggle to maintain growth as more soaps offer hydration
- Bleach is fading
- Sales of facial skincare products by segment
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- Figure 10: Sales of selected facial skincare products at current prices, by segment, 2006-16
Segment Performance—Facial Anti-aging
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- Key points
- Search for fountain of youth buoys sales
- Sales and forecast of facial anti-aging products
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- Figure 11: Total sales and forecast of facial anti-aging products, at current prices, 2006-16
Segment Performance—Facial Cleansers
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- Key points
- Lack of innovation stems potential for further growth
- Sales and forecast of facial cleansers
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- Figure 12: Total sales and forecast of facial cleansers, at current prices, 2006-16
Segment Performance—Acne Treatments
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- Key points
- Sales fluctuate but new products offer hope for growth
- Sales and forecast of acne treatments
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- Figure 13: Total sales and forecast of acne treatments, at current prices, 2006-16
Segment Performance—Facial Moisturizers
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- Key points
- Moisturizers expected to grow as economy does
- Sales and forecast of facial moisturizers
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- Figure 14: Total sales and forecast of facial moisturizers, at current prices, 2006-16
Segment Performance—Fade/Bleach
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- Key point
- Fade/bleach drops 12% in 2011
- Sales and forecast of fade/bleach
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- Figure 15: Total sales and forecast of fade/bleach, at current prices, 2006-16
Retail Channels
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- Key points
- Drug stores outpaced by other channels
- Food stores account for less than 10% of the market
- Other channels, including mass, comprise more than 70% share
- Channel sales of facial skincare products
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- Figure 16: U.S. sales of facial skincare products, by channel, at current prices, 2010 and 2011
Retail Channels—Drug Stores
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- Key points
- Focus on health and beauty drives sales at drug chains
- Drug store sales of facial skincare products
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- Figure 17: Drug store sales of facial skincare products, at current prices, 2006-11
Retail Channels—Supermarkets
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- Key points
- Supermarket health and beauty care strategies are largely unchanged
- Supermarket sales of facial skincare products
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- Figure 18: Drug store sales of facial skincare products, at current prices, 2006-11
Retail Channels—Other Channels
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- Key points
- Other channels cover a wide range of consumer needs
- Other channel sales of facial skincare products
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- Figure 19: Other channel sales of facial skincare products, at current prices, 2006-11
Leading Companies
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- Key points
- Johnson & Johnson tops FDMx market
- Procter & Gamble drops 7.2%
- L'Oréal, Galderma, Unilever all increase FDMx sales
- Private label outpaces top FDMx companies as shoppers seek value
- Leading facial skincare products companies
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- Figure 20: Leading FDMx facial skincare product companies, 2011-12
Brand Share—Facial Anti-aging Products
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- Key points
- P&G leads, but most Olay brands decline
- L'Oréal grows; J&J declines
- Private label shows strongest growth
- Leading facial anti-aging products brands
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- Figure 21: Leading FDMx facial anti-aging products brands, 2011-12
Brand Share—Facial Cleansers
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- Key points
- J&J sees solid growth with top brands, new releases
- P&G flatlines but Olay flagship cleanser surges with new look
- Smaller companies see mixed FDMx sales results
- Private label cleans up
- Leading facial cleansers brands
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- Figure 22: Leading FDMx facial cleansers brands, 2011-12
Brand Share—Acne Treatments
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- Key points
- Neutrogena acne treatments help keep J&J on top
- Neutrogena skiniD TV spot
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- Figure 23: Neutrogena skiniD television ad, 2011
- Reckitt Benckiser, University Medical drop
- Unilever increases sales with St. Ives and Noxzema
- Private label again outpaces national brands
- Leading acne treatment brands
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- Figure 24: Leading FDMx acne treatment brands, 2011-12
Brand Share—Facial Moisturizers
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- Key points
- J&J grows most, sells most with Aveeno
- P&G declines as Olay brands fail to keep pace
- Unilever, L'Oréal, and Galderma comprise small share
- Garnier Skin Renew Dark Spot Corrector TV spot
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- Figure 25: Garnier Skin Renew Dark Spot Corrector television ad, 2011
- Leading facial moisturizer brands
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- Figure 26: Leading FDMx facial moisturizer brands, 2011-12
Brand Share—Fade/Bleach
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- Key points
- Nearly all leading fade/bleach national brand companies decline
- Private label increases but with $2 million in sales is a minor presence
- Leading fade/bleach brands
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- Figure 27: Leading FDMx fade/bleach product brands, 2011-12
Innovations and Innovators
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- Men have skin, too
- Natural/botanical
- Sun protection is primary in facial skincare
Brands and the Advertising Landscape
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- Overview
- L'Oréal
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- Figure 28: Brand analysis of L'Oréal, 2012
- L'Oréal Age Perfect Hydra-Nutrition TV spot
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- Figure 29: L'Oréal Age Perfect Hydra-Nutrition television ad, 2011
- Online initiatives
- Print and other
- Clearasil
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- Figure 30: Brand analysis of Clearasil, 2012
- Clearasil PerfectaWash TV spot
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- Figure 31: Clearasil PrefectaWash television ad, 2012
- Online initiatives
- Print and other
- Olay
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- Figure 32: Brand analysis of Olay, 2012
- Olay Foaming Face Wash TV spot
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- Figure 33: Olay Foaming Face Wash television ad, 2011
- Online initiatives
- Print and other
Usage and Purchases
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- Key points
- Nearly four in 10 use facial cleansing/medicated products or toners
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- Figure 34: Usage of facial skincare products, by gender, October 2010-November 2011
- Usage decreases with age
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- Figure 35: Usage of facial skincare products, by age, October 2010-November 2011
- A majority buy no eye care products
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- Figure 36: Eye care products purchased for specific conditions, by gender, January 2012
- Age dictates purchases of certain products
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- Figure 37: Eye care products purchased for specific conditions, by age, January 2012
- $100K+ most likely to buy eye care products
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- Figure 38: Eye care products purchased for specific conditions, by household income, January 2012
- Most spend less than $10 on facial skincare items
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- Figure 39: Typical spend on facial skincare item, January 2012
Brands Used and Level of Brand Loyalty
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- Key points
- Neutrogena tops brands used among men and women
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- Figure 40: Facial cleansing brands used, by gender, October 2010-November 2011
- Most respondents switch between facial skincare brands
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- Figure 41: Level of brand loyalty for facial skincare products, January 2012
- Women more likely than men to switch between brands
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- Figure 42: Level of brand loyalty for facial skincare products, by gender, January 2012
- 35-44 more likely to switch between brands; 55-64 more likely brand loyal
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- Figure 43: Level of brand loyalty for facial skincare products, by age, January 2012
- $25K or less least likely to switch between brands
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- Figure 44: Level of brand loyalty for facial skincare products, by household income, January 2012
Frequency of Use
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- Key points
- Most use soap and water daily, followed by facial moisturizers
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- Figure 45: Frequency of facial skincare products used, by gender, January 2012
- Daily use of soap and water increases with age
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- Figure 46: Frequency of facial skincare products used, by age, January 2012
Desired Results of Facial Skincare Products
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- Key points
- Most use facial skincare to clean, hydrate, and protect skin
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- Figure 47: Desired results of facial skincare products, by gender, January 2012
- 35+ most likely to use facial skincare for age-related reasons
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- Figure 48: Desired results of facial skincare products, by age, January 2012
Attitudes toward Facial Skincare Products
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- Key points
- More than four in 10 say diet is very important for facial skincare
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- Figure 49: Attitudes toward use of facial skincare products, by gender, January 2012
- Youth and age determine facial skincare attitudes
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- Figure 50: Attitudes toward use of facial skincare products, by age, January 2012
Sources for Facial Skincare Information
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- Key points
- Most turn to friends/family for facial skincare information
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- Figure 51: Sources for facial skincare information, by gender, January 2012
- 55+ most likely to rely on no facial skincare information sources
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- Figure 52: Sources for facial skincare information, by age, January 2012
Impact of Race/Hispanic Origin
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- Key points
- Asians most likely to use facial cleansers/medicated products
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- Figure 53: Usage of facial skincare products, by race/Hispanic origin, October 2010-November 2011
- Hispanics/Asians most likely to buy a range of eye care products
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- Figure 54: Eye care products purchased for specific conditions, by race/Hispanic origin, January 2012
- Blacks report most brand loyalty
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- Figure 55: Level of brand loyalty for facial skincare products, by race/Hispanic origin, January 2012
- Blacks most concerned with cleansing, dry skin
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- Figure 56: Desired results of facial skincare products, by race/Hispanic origin, January 2012
- Asians most likely to rely on a range of facial skincare information sources
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- Figure 57: Sources of facial skincare information, by race/Hispanic origin, January 2012
Teen Usage
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- Key points
- More than half of teens use cleansing/medicated facial products
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- Figure 58: Use of facial cleansing, medicated products or toners, by gender, October 2010-November 2011
- Teens use foaming face wash more than any other facial product
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- Figure 59: Use of facial cleansing and medicated products, by gender, October 2010-November 2011
- Acne care is a top priority for teens
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- Figure 60: Use of facial cleansing and medicated products, by gender, October 2010-November 2011
- Neutrogena, Clean & Clear top teens’ brand choices
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- Figure 61: Brands of facial cleansing and medicated products used, by gender, October 2010-November 2011
- Teens use facial cleansers nearly every day
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- Figure 62: Usage frequency of facial skincare products, by gender, October 2010-November 2011
Custom Consumer Groups
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- Key points
- Lower education level tied to higher likelihood to watch TV ads
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- Figure 63: Sources of facial skincare information, by education, January 2012
- Education level and attitudes toward facial skincare products
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- Figure 64: Attitudes toward use of facial skincare products, by education, January 2012
Appendix: Other Useful Consumer Tables
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- Frequency of use
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- Figure 65: Frequency of facial skincare products used, by household income, January 2012
- Desired results of facial skincare products
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- Figure 66: Desired results of facial skincare products, by household income, January 2012
- Attitudes toward facial skincare products
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- Figure 67: Attitudes toward use of facial skincare products, by household income, January 2012
- Sources for facial skincare information
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- Figure 68: Sources for facial skincare information, by household income, January 2012
- Impact of race/Hispanic origin
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- Figure 69: Frequency of facial skincare products used, by race/Hispanic origin, January 2012
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- Figure 70: Attitudes toward use of facial skincare products, by race/Hispanic origin, January 2012
Appendix: Gender and Age
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- Figure 71: Frequency of facial skincare products usage, by gender and age, January 2012
- Figure 72: Eyecare products purchased for specific conditions, by gender and age, January 2012
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- Figure 73: Desired results of facial skincare products, by gender and age, January 2012
- Figure 74: Level of brand loyalty for facial skincare products, by gender and age, January 2012
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- Figure 75: Sources of facial skincare information, by gender and age, January 2012
- Figure 76: Attitudes toward use of facial skincare products, by gender and age, January 2012
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Appendix: Trade Associations
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