Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on the facial skincare and anti-aging market
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on facial skincare and anti-aging products, August 2020
- Opportunities and challenges
- Facial skincare can be incorporated into a more holistic view of wellness
- This is the time to build trust as consumers focus on ingredients and demand transparency
- Multi-purpose products align with Canadian priorities
- The elimination of traditional sampling requires innovative thinking
The Market – Key Takeaways
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- Slow but positive growth is expected
- Traditional sampling is over
- Skincare routines will shift as a result of mask wearing
- Increased online shopping provides an opportunity for DTC brands
Market Size
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- Historic sales performance
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- Figure 2: Total Canadian sales and forecasted sales of facial skincare market table, at current prices, 2014-25
- Impact of COVID-19 on the facial skincare and anti-aging market
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- Figure 3: Short-, medium- and long-term impact of COVID-19 on facial skincare and anti-aging products, August 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: Canadian context
Market Factors
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- Financial constraints will lead to trading down
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- Figure 4: NatashaSalon Instagram post, May 2020
- Traditional in-store sampling is over – hygiene is queen
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- Figure 5: No7 UK Instagram post, August 2020
- More consumers are buying from the comfort of home
- Social media supports skincare purchases
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- Figure 6: Skincare by Hyram Instagram post, May 2020
- Mask-wearing conventions impact skincare routines
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- Figure 7: ZitSticka Instagram post, July 2020
- Figure 8: Nufabrx Instagram post, August 2020
Market Opportunities
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- Trust and transparency are priorities
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- Figure 9: Neutrogena Instagram post, September 2020
- Figure 10: Use and interest in ‘clean’ skincare products, by age, April 2020
- Canadians are prioritizing their wellness, inside and out
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- Figure 11: The Body Shop Instagram post, April 2020
- Figure 12: Elfcosmetics Instagram post, July 2020
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- Figure 13: Rexall Night Calming Cleansing Towelettes (Canada), July 2017
- Figure 14: The Body Shop Nicaraguan Coffee Intense Awakening Mask (Canada), May 2019
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- Figure 15: “My skincare routine helps me relax” (% any agree), by age, April 2020
- Environmental considerations also play into skincare decisions
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- Figure 16: The Body Shop Carrot Cream Nature Rich Daily Moisturiser (Canada), September 2019
- Streamlined routines make skincare simple
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- Figure 17: IDC+ Pure Milk Anti-Pollution Micellar Cleanser and Makeup Remover (Canada), August 2019
- Figure 18: ChapStick Total Hydration Coconut 3 in 1 Lip Balm (Canada), march 2020
- Varied skincare routine packages may appeal
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- Figure 19: The Body Shop Instagram post, September 2020
- Figure 20: La Roche-Posay Effaclar Mat Anti-Shine Routine (Canada), August 2020
- Skincare extends beyond the face
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- Figure 21: Nécessaire The Body Serum (US), November 2019
- Figure 22: Bawdy Butt Mask (US), May 2020
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- Figure 23: Bawdy Beauty Instagram post, August 2020
Companies and Brands – Key Takeaways
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- The convenience of hybrid products appeals to Canadians
- Consumers expect a certain level of personalization
- Technology allows for ultra-custom solutions
Competitive Strategies
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- Hybrid products are working double duty and improving efficiency
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- Figure 24: Mintel Trend Driver: Value
- Figure 25: Rimmel BB Cream 9 in 1 Beauty Balm (Canada), March 2020
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- Figure 26: Use and interest in hybrid skincare/makeup, by age, April 2020
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- Figure 27: L’Oréal Men Expert Hydra Energetic Indetectable Tinted Gel (Canada), June 2020
- Figure 28: Interest in multi-purpose facial skincare (net any interest), men vs women, April 2020
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- Figure 29: Vichy Eyes & Lashes Illuminating and Lifting Effect Serum (Canada), June 2020
- Technology is expanding the personalization possibilities
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- Figure 30: Opté Precision Skincare – Reveal the Natural Beauty of Your Skin, January 2019
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- Figure 31: Introducing Perso, a 3-in-1 at-home personalized beauty device by L’Oréal, January 2020
- Customization does not have to break the bank
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- Figure 32: Versed Instagram post, July 2020
- One-size fits all skincare is on the decline
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- Figure 33: Interest in using customizable skincare (net any interest), by age, April 2020
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- Figure 34: Fentyskin Instagram post, July 2020
The Consumer – Key Takeaways
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- The majority of Canadians are facial skincare users
- Women have a deeper engagement with the category
- COVID-19 has led to routine changes
- Canadians are not creatures of habit
- Cost does not appear to be the primary motivator in brand selection
Product Usage
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- The majority of Canadians are using facial skincare products
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- Figure 35: Facial skincare product repertoire, April 2020
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- Figure 36: Facial skincare products used at home, April 2020
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- Figure 37: Facial skincare products used at home, by gender, April 2020
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- Figure 38: NOTO_Botanics Instagram post, August 2020
- Skincare needs vary by age
- Masks benefit from the novelty factor
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- Figure 39: Chrissy Teigen Instagram post, December 2019
- Figure 40: Spatherapy Animal Owl Face Mask (Canada), April 2020
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- Figure 41: Givenchy Beauty Instagram post, October 2019
- Facial serums and oils use skews younger, but there may be an opportunity among older consumers
- The skin positivity movement is helping support those with adult acne
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- Figure 42: ZitSticka Instagram post, July 2020
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- Figure 43: Starface Instagram post, August 2020
- Certain demographic groups are more invested in facial skincare
- Asian Canadians are more likely to be facial skincare users
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- Figure 44: Facial skincare products used at home, Asians vs overall, April 2020
- Moms are an important target market
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- Figure 45: Facial skincare products used at home, moms with children at home vs women with no children at home, April 2020
- Sharing among household members may be encouraging trial of new products
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- Figure 46: Non Gender Specific Instagram post, August 2020
- The wide-ranging price points of facial skincare makes it accessible to all budgets
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- Figure 47: mylumasol Instagram post, September 2020
- Figure 48: Facial skincare products used at home (select), by household income, April 2020
Brand Usage
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- Mass brands are relied upon for functional products, while luxury brands are trusted for targeted skincare
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- Figure 49: Brand type used most often, by format, April 2020
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- Figure 50: Better than Expensive Serums | Olay, April 2020
- Women’s higher category engagement is leading them to diversify their brand choices
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- Figure 51: L’Oréal All-in-1 Moisturising Cream After Shave + Face Care (Canada), September 2020
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- Figure 52: L’Oréal Men Expert Vita Lift Anti-Wrinkle + Firming Daily Moisturizer SPF 15 (Canada), September 2020
- Age plays only a limited factor in brand tier choice
- Cost does not appear to be the primary factor in brand choice
Changes in Facial Skincare Routines
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- COVID-19 has motivated some routine experimentation
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- Figure 53: Past 12 month facial skincare behaviours, April 2020
- Young women are actively engaged with their skincare routines…
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- Figure 54: Past 12 month facial skincare behaviours, men vs women, April 2020
- …and so are young men
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- Figure 55: Neutrogena Rapid Clear Stubborn Acne Solution (Canada), August 2020
- Figure 56: Past 12 month facial skincare behaviours, men 18-24 vs women 18-24 vs overall April 2020
- Canadians exhibit some flexibility in product selection
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- Figure 57: Past 12 month facial skincare behaviours, by age, April 2020
Interest in Skincare Innovations
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- Canadians are willing to experiment
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- Figure 58: Interest and trial of facial skincare innovations, April 2020
- Men are trying products, but are less interested in repeated usage in the future
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- Figure 59: Total trial and rejection of skincare innovations among men, April 2020
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- Figure 60: Rejection of products tried, men vs women, April 2020
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- Figure 61: Interest in trying facial skincare innovations in the future, men vs women, April 2020
- Younger facial skincare users have a more open mind about innovations
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- Figure 62: Total trial and rejection of skincare innovations among 18-44 year olds, April 2020
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- Figure 63: Interest in using facial skincare innovations again, by age, April 2020
- Young women are most enthusiastic about professional skin treatments
- An interest in ingredients may help newer innovation trial
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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