Table of Contents
Executive Summary
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- The market
- Facial skincare sees investment
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- Figure 1: UK central forecast value sales of the women’s facial skincare market (prepared 28 July 2020), 2015-25
- Impact of COVID-19 on Women’s Facial Skincare
- Limited disruption to the category by COVID-19
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- Figure 2: Expected impact of COVID-19 on the women’s facial skincare market, short, medium and long term, 29 July 2020
- Companies and brands
- From K-Beauty to G-Beauty and J-Beauty
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- Figure 3: New product launches in the women’s facial skincare market, by launch type, January 2017-June 2020
- Leading brands struggle in 2020
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- Figure 4: UK retail value sales of mass-market women’s facial skincare, by brand, year ending April 2020
- The consumer
- Facial skincare sees investment amidst COVID-19
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- Figure 5: Beauty products that saw increased spend since the COVID-19 outbreak, 18-30 June 2020
- Young women have a range of skin concerns
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- Figure 6: Facial skin concerns, May 2020
- Facial cleansing is on the rise….
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- Figure 7: Facial cleansing products used in the last 12 months, May 2019 and May 2020
- …and caring is up too
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- Figure 8: Facial caring products used in the last 12 months, May 2019 and May 2020
- Facial skincare = self-care
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- Figure 9: Facial caring products used in the last 12 months, May 2019 and May 2020
- Ingredients remain a focus
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- Figure 10: Facial skincare usage behaviours, May 2020
- Price is the leading purchase factor
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- Figure 11: Facial skincare purchase drivers, May 2020
COVID-19 and Women’s Facial Skincare
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- Impact on the market
- Skincare will remain important in 2020
- Sheet masks see a boost
- The online channel is set to see more shoppers
- Impact on consumers
- Beauty spend is in decline, but skincare fares well
- Skincare routines are boosted by COVID-19
- Premium brands will need to work harder
- Impact on companies and brands
- Skin sensitivity will be a focus in 2020
- Digital communication becomes more important
Issues and Insights
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- COVID-19 drives skincare routines in 2020…
- …but premium brands need to work harder
The Market – Key Takeaways
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- Skincare takes centre stage
- Growth will slow down in 2020
- Prestige skincare will be impacted in 2020
- Brands and retailers can highlight their experts
Market Size and Forecast
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- Facial skincare fares well during the pandemic
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- Figure 12: Expected impact of COVID-19 on the women’s facial skincare market, short, medium and long term, 29 July 2020
- Facial skin is in the spotlight
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- Figure 13: UK value sales of the women’s facial skincare market (prepared 28 July 2020), 2015-25
- Slowdown in 2020
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- Figure 14: UK central forecast value sales of the women’s facial skincare market (prepared 28 July 2020), 2015-25
- Market drivers and assumptions
- Economic and other assumptions
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- Figure 15: Key drivers affecting Mintel’s market forecast (prepared on 28 July 2020), 2015-25
- Learnings from the last recession
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- Figure 16: UK value sales of the women’s facial skincare market, 2009-19
- Forecast methodology
Market Segmentation
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- COVID-19 impacts facial skincare routines
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- Figure 17: UK value sales of mass-market women’s facial skincare, by segment, years ending June 2019 and June 2020
- Prestige shows signs of struggling
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- Figure 18: UK retail value sales of mass-market women’s facial skincare, mass vs prestige, years ending June 2019 and June 2020
Channels to Market
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- Boots fares well in 2020
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- Figure 19: UK retail value sales of women’s facial skincare, by outlet type, 2018 and 2019
- Department stores will struggle in 2020
- COVID-19 will drive online sales
Market Drivers
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- Rise in teens offers a new target group
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- Figure 20: Trends in the age structure of the UK female population, 2014-24
- Trust the professionals
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- Figure 21: Types of social media accounts followed for BPC advice amongst women, March 2020
- Green concerns are high
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- Figure 22: Eco-friendly behaviours amongst women, November 2019
- Prestige skincare sees more users
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- Figure 23: Brand types of facial skincare products most commonly used amongst women, October 2019
- Women want to see realistic advertising
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- Figure 24: Interest in body diversity in advertising, August 2019
Companies and Brands – Key Takeaways
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- Brands are benefiting from NPD
- COVID-19 will drive interest in new areas
- Sustainability concerns will impact the category
Market Share
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- Leading brands struggle
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- Figure 25: UK retail value sales of mass-market women’s facial skincare, by brand, years ending April 2019 and April 2020
- NPD boosts value growth for La Roche-Posay
- Garnier taps into the organic market
Launch Activity and Innovation
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- K-Beauty brands continue to innovate
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- Figure 26: New product launches in the women’s facial skincare market, by launch type, January 2017-June 2020
- Figure 27: Examples of NPD from K-Beauty brands, 2019
- Expert-led brands enter the sector
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- Figure 28: Examples of G-beauty doctor brands, 2020
- Serums see innovation in 2019
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- Figure 29: New product launches in the women’s facial skincare market, by segment, January 2017-June 2020
- Figure 30: Examples of alternative serum formats, 2019
- Eye masks continue to be popular in 2020
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- Figure 31: The Fix Emergency Eye Mask, 2020
- Face mask usage drives new opportunities
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- Figure 32: Helena Rubinstein lip soak, 2020
- Vegan/vegetarian fastest growing in 2019
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- Figure 33: Fastest-growing and declining claims in women’s facial skincare, 2018-19
- Skin sensitivity will be an issue in 2020
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- Figure 34: Kerstin Florian Probiotic Refining Serum, 2019
- Anti-ageing claims fall in favour
- Ingredient claims lead in 2020
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- Figure 35: Top ultimate claims in women’s facial skincare, January-June 2020
- Leading companies extend in the luxury sector
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- Figure 36: New product launches in women’s facial skincare, by ultimate companies and others, 2019
- Makeup brands enter skincare
Advertising and Marketing Activity
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- TV remains the dominant media type
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- Figure 37: Total above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by media type, January 2018-June 2020
- Digital becomes more important in 2020
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- Figure 38: Garnier Japanese pancakes recipe, May 2020
- Companies take a stand in 2019
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- Figure 39: Total above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by top companies and other, 2019
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 40: Attitudes towards and usage of selected women’s facial skincare brands, June 2020
- Key brand metrics
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- Figure 41: Key metrics for selected women’s facial skincare brands, June 2020
- Brand attitudes: Heritage brands are trusted
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- Figure 42: Attitudes, by brand, June 2020
- Brand personality: Newer brands are considered fun
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- Figure 43: Brand personality – macro image, June 2020
- Even low-priced brands can be expert
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- Figure 44: Brand personality – micro image, June 2020
- Brand analysis
- The Ordinary is innovative
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- Figure 45: User profile of The Ordinary, June 2020
- Boots No7 is considered expert
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- Figure 46: User profile of Boots No7, June 2020
- Aldi Lacura is good value for money
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- Figure 47: User profile of Aldi Lacura, June 2020
- Neutrogena is trusted
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- Figure 48: User profile of Neutrogena, June 2020
- Olay is ethical
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- Figure 49: User profile of Olay, June 2020
- Clinique signs on first global ambassador in 2020
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- Figure 50: User profile of Clinique, June 2020
- Glamglow is youthful
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- Figure 51: User profile of Glamglow, June 2020
- Glossier is fun
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- Figure 52: User profile of Glossier, June 2020
The Consumer – Key Takeaways
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- Skin concerns are high amongst young women
- Skincare routines have been renewed in 2020
- Women want to invest in their skincare
Impact of COVID-19 on the BPC Consumer
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- Household income is squeezed…
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- Figure 53: Trends in current financial situation compared to a year ago, February-July 2020
- …but financial confidence is returning
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- Figure 54: Trends in consumer sentiment for the coming year, February-July 2020
- Spend on BPC shows net decline…
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- Figure 55: More vs less spend on BPC in the next month, 26 March-30 July 2020
- …but facial skincare sees a boost
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- Figure 56: Beauty products that saw increased spend since the COVID-19/coronavirus outbreak, 18-30 June 2020
- Women turned to their skincare routines
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- Figure 57: Changes to facial skincare routines since the start of the COVID-19/coronavirus outbreak, 23 April-7 May 2020
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- Figure 58: Cult Beauty maskne blog post, July 2020
- Online buying is up
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- Figure 59: Agreement with ‘Increased the amount of shopping done online’ since the COVID-10/coronavirus outbreak, 28 February-16 April 2020
- Brands tailor their communication
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- Figure 60: Olay IGTV with Dr Thivi, June 2020
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- Figure 61: Becca Cosmetics No Pigment Glass Highlighter for Face + Lip, 2020
Facial Skin Concerns
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- Young women worry about wrinkles
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- Figure 62: Facial skin concerns, May 2020
- 16-24s have a range of skin concerns
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- Figure 63: Experience of skin concerns amongst women aged 16-24 and 55+, May 2020
- Dry skin can experience spots
- Inside-out beauty could appeal to over-55s
Facial Cleansing Routines
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- Cleansing is back in 2020
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- Figure 64: Facial cleansing products used in the last 12 months, May 2019 and May 2020
- NPD boosts usage of micellar cleansers and toners
Facial Caring Routines
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- Moisturising is up amidst COVID-19
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- Figure 65: Facial caring products used in the last 12 months, May 2019 and May 2020
- Face masks are popular in 2020
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- Figure 66: Facial caring products used in the last 12 months, May 2019 and May 2020
- Figure 67: Usage of face masks, by age, May 2019 and May 2020
Facial Skincare Usage Behaviours
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- Turning to nature
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- Figure 68: Facial skincare usage behaviours, May 2020
- Skin shines as makeup usage is down
- Face coverings will further put the spotlight on skincare
- Premium skincare is popular
- Holistic health approach appeals to young women
- Advice is important
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- Figure 69: Facial skincare behaviours related to seeking advice/information, by age, May 2020
- Expert advice is less sought after
Facial Skincare Purchase Drivers
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- Price is the leading purchase factor
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- Figure 70: Facial skincare purchase drivers, May 2020
- Quality is a close second
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- Figure 71: Price and product quality as facial skincare purchase drivers, by age, May 2020
- Ethical concerns are high
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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