Table of Contents
Executive Summary
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- Market overview
- Impact of COVID-19 on facial skincare and anti-aging
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- Figure 1: Short, medium and longer term impact of COVID-19 on facial skincare and anti-aging, May 2020
- Key trends
- Skincare continues to grow
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- Figure 2: Product usage, March 2020 vs January 2019
- Women aged 18-34 drive category growth
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- Figure 3: Repertoire analysis of product usage, by women 18-34, March 2020
- Minimalist trends appeal to Asian and Hispanic adults
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- Figure 4: Select changes in routine, by race and Hispanic origin, March 2020
- Consumers are adapting a holistic approach to skincare
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- Figure 5: Attitudes toward skincare routine, March 2020
- Eco/ethical issues are top-of-mind for young adults
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- Figure 6: Select attitudes toward facial skincare products, by age, March 2020
- Non-invasive cosmetic treatments challenge the anti-aging category
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- Figure 7: Anti-aging product usage vs professional skin treatments, by age, March 2020
- What it means
The Impact of COVID-19 on Facial Skincare and Anti-aging
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- What you need to know
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- Figure 8: Short, medium and longer term impact of COVID-19 on facial skincare and anti-aging, May 2020
- Opportunities and Threats
- Minimal long-term changes to skincare routines
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- Figure 9: Coronavirus spending habits – Beauty products, May-June 2020
- Premium skincare expected to take a hit
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- Figure 10: Consumer spending on beauty and personal care products, monthly, 2006-10
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- Figure 11: Brand usage – NET any treatment, by age, March 2020
- Consumers turn to skincare to cope with anxiety and bolster immunity
- Safety concerns usher in a new era of clean beauty
- Build trust by offering transparency and traceability
- Appeal to “skintellectuals” with smart technology and expert approval
- Sustainability drives NPD
- Brand activism during the pandemic is imperative to long-term survival
- Beauty brands build communities amid lockdown
- Impact on the facial skincare and anti-aging market
- Skincare expected to continue growth
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- Figure 12: Total US retail sales and forecast of facial skincare and anti-aging products, at current prices, 2014-24
- How the crisis will affect facial skincare and anti-aging’s key consumer segments
- Young adults invest in their routines during lockdown
- Will anti-aging products turn back the hands of time after a decade of slowed growth?
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- Figure 13: Face/neck care claims associated with anti-aging, January 2015 – December 2019
- Hybrid products will stand out to adults working from home
- Online retailers and DTC brands see increased demand
- How a COVID-19 recession will reshape the facial skincare and anti-aging industry
- What the lipstick index means for a pandemic-induced recession
- Conscious consumerism elevates post-pandemic
- COVID-19: facial skincare and anti-aging context
The Market – What You Need to Know
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- Skincare expected to continue growth
- Facial cleansers continue to dominate the market
- Embrace skin positivity as the next wave of inclusivity
Market Size and Forecast
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- Skincare expected to continue growth
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- Figure 14: Total US retail sales and forecast of facial skincare and anti-aging products, at current prices, 2014-24
Market Breakdown
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- Facial cleansers continue to dominate the market
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- Figure 15: Total US retail shares of facial skincare and anti-aging products, by segment, at current prices, 2019
- Anti-aging segment grows
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- Figure 16: Percent change of sales growth, by segment, 2019 (est)
Market Factors
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- Will the hand sanitizer crack down impact future cosmetic legislation?
- Expect supply chain issues to impact NPD
- Rising threat of professional treatments halted due to COVID-19, but not for long
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- Figure 17: Anti-aging product usage vs professional skin treatments, by age, March 2020
- Embrace skin positivity as the next wave of inclusivity
Key Players – What You Need to Know
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- Leading companies see gains
- Influencer launches disrupt market
- “Skip care” and minimalistic trends challenge multistep routines
- Facial skincare becomes intrinsically tied to overall health
Company and Brand Sales of Facial Skincare and Anti-Aging
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- Top three leading companies see gains
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- Figure 18: Multi-outlet sales of facial skincare and anti-aging products, by leading companies, rolling 52 weeks 2019 and 2020
What’s Working
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- Science-backed ingredient stories see success
- Makeup brands blend into skincare
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- Figure 19: Multi-outlet sales of select skincare brands, by companies and brands, rolling 52 weeks 2019 and 2020
- Influencer launches disrupt market
What’s Struggling
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- “Skip care” and minimalistic trends challenge multistep routines
- Affordable luxury puts pressure on premium
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- Figure 20: Multi-outlet sales of select men’s facial cleansers, by companies and brands, rolling 52 weeks 2019 and 2020
What to Watch
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- Meet consumer demand with safe and sustainable skincare
- Facial skincare becomes intrinsically tied to overall health
The Consumer – What You Need to Know
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- Most skincare products experience growth in usage
- Young adults seek holistic approach to skincare
- Women want wide range of skincare benefits
- Eco/ethical issues are top-of-mind for young adults
- Men take a functional approach to skincare
- Time-saving innovations have strong appeal
Product and Brand Usage
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- Most skincare products experience growth in usage
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- Figure 21: Product usage, March 2020 vs January 2019
- Women drive category growth
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- Figure 22: Select product usage, by gender, March 2020
- Older adults stick to the staples, young adults open to alternatives
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- Figure 23: Select product usage, by age, March 2020
- Asian and Hispanic adults overindex for specialty skincare
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- Figure 24: Select product usage, by race and Hispanic origin, March 2020
- Minimalist movements impact key demographic
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- Figure 25: Repertoire analysis of product usage, by women aged 18-34, March 2020
- Consumers seek premium brands for specialty products
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- Figure 26: Brand usage, by product type, March 2020
Changes in Facial Skincare Routine
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- Consumers take proactive approach to their skincare regimens
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- Figure 27: Changes in routine, March 2020
- Women take action to improve their skin, men treat as needed
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- Figure 28: Changes in routine, by gender, March 2020
- Young adults’ behaviors reflect holistic trends
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- Figure 29: Changes in routine, by age, March 2020
- Hispanic adults are simplifying routines
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- Figure 30: Select changes in routine, by race and Hispanic origin, March 2020
Benefits Sought
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- Smooth skin and sun protection appeal to most consumers
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- Figure 31: Benefits sought, March 2020
- Women seek a wider range of skincare benefits
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- Figure 32: Select benefits sought, by gender, March 2020
- Social media trends influence benefits sought among young adults
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- Figure 33: Benefits sought, by age, March 2020
- Hispanic consumers’ engagement in color cosmetics is reflected in skincare
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- Figure 34: Benefits sought, by race and Hispanic origin, March 2020
Attitudes toward Facial Skincare Products
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- Irritation is a top concern
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- Figure 35: Attitudes toward facial skincare products, March 2020
- Eco/ethical issues are top of mind for young adults
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- Figure 36: Attitudes toward environmental impact of facial skincare products, by age, March 2020
- Asian adults seek clarity on skincare products
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- Figure 37: Attitudes toward facial skincare products, by race and Hispanic origin, March 2020
Attitudes toward Skincare Routines
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- Consumers take a holistic approach to skincare
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- Figure 38: Attitudes toward skincare routine, March 2020
- Men take a functional approach to skincare
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- Figure 39: Attitudes toward skincare routine, by gender, March 2020
- High engagement can lead to category fatigue among young adults
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- Figure 40: Attitudes toward skincare routine, by age, March 2020
Interest in Innovations
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- Safety and sustainability drive NPD
- Protection benefits garner appeal
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- Figure 41: Interest in innovations, March 2020
- Custom products help cut down noise for women
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- Figure 42: Interest in innovations – Net any interest, by gender, March 2020
- Time-saving innovations have strong appeal
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- Figure 43: Interest in innovations – Net any interest, by age, March 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 44: Total US retail sales and forecast of facial skincare and anti-aging products, at inflation-adjusted prices, 2014-24
- Figure 45: Total US retail sales and forecast of facial skincare and anti-aging products, by segment, at current prices, 2014-19
- Figure 46: Total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2017 and 2019
- Figure 47: Total US retail sales and forecast of facial anti-aging products, at current prices, 2014-19
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- Figure 48: Total US retail sales and forecast of facial cleansers, at current prices, 2014-19
- Figure 49: Total US retail sales and forecast of facial moisturizers, at current prices, 2014-19
- Figure 50: Total US retail sales and forecast of acne treatments, at current prices, 2014-19
- Figure 51: Total US retail sales and forecast of lip balm, at current prices, 2014-19
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Appendix – Retail Channels
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- Figure 52: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2014-19
- Figure 53: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2017 and 2019
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Appendix – Key Players
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- Figure 54: Multi-outlet sales of facial anti-aging products, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 55: Multi-outlet sales of facial cleansers, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 56: Multi-outlet sales of facial moisturizers, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 57: Multi-outlet sales of acne treatments, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 58: Multi-outlet sales of lip balm, by leading companies and brands, rolling 52 weeks 2019 and 2020
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Appendix – The Consumer
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- Figure 59: TURF analysis – Benefits sought from skincare, March 2020
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- Figure 60: Table - TURF analysis – Benefits sought from skincare, March 2020
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