Table of Contents
Executive Summary
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- Impact of COVID-19 on women’s facial skincare
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- Figure 1: Short, medium and long-term impact of COVID-19 on women’s facial skincare, 2020-25
- The market
- Growth expected to accelerate as consumer confidence rebounds
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- Figure 2: Market size and forecast for the UK women’s facial skincare category, 2016-26
- Treatment products outperform as women look for results
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- Figure 3: Percentage change in retail value sales of mass-market women’s facial skincare, by sub-category, 2020-21
- Companies and brands
- Inconsistent performance seen amongst the leading mass-market brands
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- Figure 4: Retail value sales of mass-market women’s facial skincare, by brand, 2021
- NPD remains consistent with opportunities to explore emerging segments
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- Figure 5: New product development in the women’s facial skincare category, by sub-category, 2018-21
- The consumer
- Demand for facial cleansers remains strong
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- Figure 6: Facial cleansing products used in the last 12 months, 2020 and 2021
- Women invest in high-performance care and treatment products
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- Figure 7: Facial caring products used in the last 12 months, 2020 and 2021
- Brands can help women offset common facial skin stressors
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- Figure 8: Factors that impact facial skin, 2021
- Innovation drives brand preference alongside price
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- Figure 9: Types of facial skincare brands purchased in the last 12 months, 2021
- Purchase journeys begin with online reviews
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- Figure 10: Activities done ahead of purchasing a new facial skincare product, 2021
- Multistep and multi-brand skincare routines create challenges
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- Figure 11: Facial skincare behaviours, 2021
Issues and Insights
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- Maintain engagement post-COVID-19 by supporting multistep routines
- Take eco-friendly skincare to the next level
- Create a more inclusive and diverse facial skincare category
The Market – Key Takeaways
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- Spend proved resilient amidst COVID-19
- Products tied to wellbeing outperform
- Online growth will have a lasting impact
Market Size and Performance
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- COVID-19’s impact on facial skincare was limited
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- Figure 12: Short, medium and long-term impact of COVID-19 on women’s facial skincare, 2020-25
- Health and wellbeing focus buoyed demand in 2020
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- Figure 13: Market size for the UK women’s facial skincare category, 2016-21
Market Forecast
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- Slow but steady growth forecast in the years to 2026
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- Figure 14: Market forecast for the UK women’s facial skincare category, 2016-26
- Figure 15: Market forecast for the UK women’s facial skincare category, 2021-26
- Market drivers and assumptions
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- Figure 16: Key drivers affecting Mintel’s market forecast, 2015-25
- Forecast methodology
COVID-19 Scenario Performance
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- Mintel’s approach to predicting the impact of COVID-19
- Fundamental differences in how COVID-19 is affecting consumer markets
- Uncertainty continues despite progress
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- Figure 17: COVID-19 scenario forecasts for the UK women’s facial skincare category, 2016-26
- Rapid recovery will provide a boost to facial skincare
- Extended disruption will drive cautious spending habits
- COVID-19 market disruption: risks and outcomes
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- Figure 18: Summary of Mintel scenario expectations and the impact on the women’s facial skincare market, 2021
Market Segmentation
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- Prestige skincare segment resists headwinds
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- Figure 19: Retail value sales of women’s facial skincare, by price positioning, 2019-21
- Face wipes continue to fall out of favour
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- Figure 20: Retail value sales of mass-market women’s facial skincare, by sub-category, 2019-21
Channels to Market
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- COVID-19 channel shifts set to reverse in 2021
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- Figure 21: Retail value sales of women’s facial skincare, by retail channel, 2019-21
- The shift towards online will be habit-forming
Market Drivers
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- An ageing female population presents opportunities
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- Figure 22: Trends in the age structure of the UK female population, 2015-25
- Women want to see diversity in product ranges
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- Figure 23: Definition of a diverse beauty brand, 2020
- Demand for protective skincare is strong
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- Figure 24: Frequency of skincare/makeup with SPF usage, 2020
- Facial tools create new skincare rituals
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- Figure 25: Non-electrical facial skincare tools and accessories used in the last 12 months, by age, 2020
- Device usage remains niche despite COVID-19 boost
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- Figure 26: Electrical facial skincare devices used in the last 12 months, by age, 2020
- A holistic approach to skincare advice is powerful
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- Figure 27: Beauty advice desired online, 2020
- Health and wellbeing impact skincare choices
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- Figure 28: Beauty and personal care shopping behaviour, 2020
- Hygiene concerns drive packaging innovation
- Natural penetration is high in facial skincare
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- Figure 29: Types of facial skincare products typically purchased, 2020
Companies and Brands – Key Takeaways
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- COVID-19 online shift increases competition
- Innovation is focused on sustainability
- Marketing is used to promote brand values
Market Share
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- Retail disruption impacts own-label skincare
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- Figure 30: Retail value sales of mass-market women’s facial skincare, by brand, 2020 and 2021
- Mixed performance seen amongst the leading brands
- Sustainability influences mass-market brand preferences
Launch Activity and Innovation
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- Focus remains on face and neck care
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- Figure 31: New product development in the women’s facial skincare category, by sub-category, 2018-21
- Brands address female-specific skin concerns
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- Figure 32: Examples of women’s facial skincare launches carrying menopause claims, 2020-21
- DIY beauty trend sees microneedling made easy
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- Figure 33: Examples of women’s facial skincare launches carrying microneedling claims, 2020-21
- Eco and ethical claims become more prevalent
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- Figure 34: Top 10 claims in the women’s facial skincare category (based on leading claims in 2020), 2019-21
- Small-batch natural formulas provide efficacy and eco assurance
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- Figure 35: Examples of women’s facial skincare launches carrying small-batch claims, 2020-21
- Biotech helps brands achieve sustainability goals
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- Figure 36: Examples of women’s facial skincare launches carrying biotechnology claims, 2020-21
- Brands continue to focus innovation on serums
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- Figure 37: Top 10 formats in the women’s facial skincare category (based on leading formats in 2020), 2019-21
- Facial mists tap into key BPC trends
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- Figure 38: Examples of women’s facial skincare mists carrying adaptogen claims, 2020-21
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- Figure 39: Examples of women’s facial skincare mists carrying microbiome claims, 2020-21
- Estée Lauder continues to dominate NPD
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- Figure 40: New product development in the women’s facial skincare category, by ultimate company and others, 2020
- Figure 41: Top 10 ultimate companies in the women’s facial skincare category (based on leading ultimate companies in 2020), 2019-21
Advertising and Marketing Activity
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- Expenditure was subdued during the pandemic
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- Figure 42: Total above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, 2019-21
- Figure 43: No7 Lockdown Lines Campaign, 2021
- A spotlight is placed on mental health
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- Figure 44: Dove Reverse Selfie Campaign, 2021
- Inclusivity is the order of the day
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- Figure 45: Topicals’ Good Skin Campaign, 2021
- Leading advertisers increase share of total spend in 2020
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- Figure 46: Total above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by top 10 advertisers, 2020
- Brands shout about their sustainability commitments
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- Figure 47: REN Clean Skincare #WeAreAllies Campaign, 2021
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 48: Attitudes towards and usage of selected brands, 2021
- Key brand metrics
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- Figure 49: Key metrics for selected brands, 2021
- Brand attitudes: Brand awareness drives trust
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- Figure 50: Attitudes, by brand, 2021
- Brand personality: Price point determines accessibility…
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- Figure 51: Brand personality – macro image, 2021
- …but does not determine how innovative a brand is
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- Figure 52: Brand personality – micro image, 2021
- Brand analysis
- NIVEA benefits from its strong brand awareness and usage
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- Figure 53: User profile of NIVEA, 2021
- CeraVe is perceived as an expert brand
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- Figure 54: User profile of CeraVe, 2021
- Elemis is considered indulgent but less innovative than others
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- Figure 55: User profile of Elemis, 2021
- Liz Earle scores highly for naturalness and ethics
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- Figure 56: User profile of Liz Earle, 2021
- Clean & Clear is effective and accessible
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- Figure 57: User profile of Clean & Clear, 2021
- Vichy lacks brand differentiation and commitment
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- Figure 58: User profile of Vichy, 2021
- The Inkey List is perceived as innovative
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- Figure 59: User profile of The Inkey List, 2021
- Beauty Pie perceptions impacted limited brand awareness
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- Figure 60: User profile of Beauty Pie, 2021
- Reading word clouds
The Consumer – Key Takeaways
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- COVID-19 renews multistep skincare routines
- Awareness of how lifestyle choice impacts facial skin is strong
- Stores remain influential in the purchase journey
Impact of COVID-19 on Consumer Behaviour
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- Personal incomes have remained largely intact
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- Figure 61: COVID-19 and personal income, 2021
- Young women have pared back their beauty routine
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- Figure 62: Change in time spent on daily beauty/grooming routine compared to before COVID-19, 2021
- Spend on BPC has been subdued
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- Figure 63: Change in spending on beauty products and toiletries since the start of the outbreak, by age, 2021
- Value and efficacy have gained importance
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- Figure 64: Change in priorities when purchasing beauty/grooming products since the start of the COVID-19 outbreak, 2021
- Face coverings trigger skin conditions
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- Figure 65: Factors that have triggered skin conditions during the last 12 months, 2021
- Online beauty engagement has increased
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- Figure 66: Changes in online beauty/grooming purchasing since the start of the COVID-19 outbreak, 2020
Facial Cleansing Routines
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- COVID-19 boosts usage of several cleansing formats
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- Figure 67: Facial cleansing products used in the last 12 months, 2020 and 2021
- Eco preferences drive demand for solid formats
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- Figure 68: SBTRCT Bamboo Pot, 2021
- Tap into the rise of double cleansing
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- Figure 69: Repertoire of facial cleansing products used in the last 12 months, 2021
- Anti-acne innovation will appeal to young women
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- Figure 70: Net of facial cleansing products used in the last 12 months, by age, 2021
Facial Caring Routines
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- Care and treatment usage also boosted by COVID-19
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- Figure 71: Facial caring products used in the last 12 months, 2020 and 2021
- Target hyper-specific needs to boost treatment usage
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- Figure 72: Net of facial caring products used in the last 12 months, by age, 2021
- Guide women towards effective multistep routines
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- Figure 73: Repertoire of facial caring products used in the last 12 months, 2021
- Skinimalism trend could threaten multistep routines
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- Figure 74: Krave Core Products, 2021
Facial Skin Stressors
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- Help women address fatigued skin
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- Figure 75: Factors that impact facial skin, 2021
- Provide multifunctional skin protection
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- Figure 76: Examples of women’s facial skincare launches carrying protective claims, 2020
- Use partnerships to explore the link between skincare and wellbeing
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- Figure 77: Factors that impact facial skin, by age, 2021
- Educate women over 55 on hormonal skin issues
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- Figure 78: Veracity At-Home Skin + Health Test, 2021
- Figure 79: Veracity Skin + Health Test Recommendations, 2021
Brand Preferences
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- Mass-market and own-label brands dominate
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- Figure 80: Types of facial skincare brands purchased in the last 12 months, 2021
- Innovate to drive demand for premium and luxury skincare
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- Figure 81: Types of facial skincare brands purchased in the last 12 months, by age, 2021
- Encourage brand loyalty amongst the 16-34s with rewards
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- Figure 82: Revolution Beauty RevRewards, 2020
- Improve diversity and inclusion at an affordable price point
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- Figure 83: Types of facial skincare brands purchased in the last 12 months, by household income, 2021
Purchase Journeys and New Product Discovery
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- Packaging remains persuasive
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- Figure 84: Activities done ahead of purchasing a new facial skincare product, 2021
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- Figure 85: cocokind packaging, 2021
- Use eco and ethical credentials to offset price competition
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- Figure 86: Activities done ahead of purchasing a new facial skincare product, by age, 2021
- Improve review usability with filter options
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- Figure 87: Interest in services to aid facial skincare product discovery, 2021
- Target young women with AI-powered recommendations
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- Figure 88: Interest in services to aid facial skincare product discovery, by age, 2021
Facial Skincare Routine Behaviours and Challenges
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- Support multi-brand skincare wardrobes
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- Figure 89: Facial skincare routine behaviours, 2021
- Empower the over-55s with relevant online content
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- Figure 90: Facial skincare routine behaviours, by age, 2021
- Address the challenges that arise from multistep routines
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- Figure 91: Facial skincare challenges, 2021
- Help young women identify their core concerns
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- Figure 92: Facial skincare challenges, by age, 2021
Attitudes towards Facial Skincare Marketing
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- Promote skin positivity in-store and online
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- Figure 93: Attitudes towards facial skincare marketing, 2021
- Create new skincare rituals using social media
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- Figure 94: Attitudes towards facial skincare marketing, by age, 2021
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Central Forecast Methodology
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- Market forecast and prediction intervals
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- Figure 95: Market forecast and prediction intervals for the UK women’s facial skincare category, 2021-26
- Market drivers and assumptions
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- Figure 96: Key drivers affecting Mintel’s market forecast, 2020-25
- Forecast methodology
Appendix – COVID-19 Scenario Performance Methodology and Assumptions
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- Scenario performance
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- Figure 97: COVID-19 scenario forecasts for the UK women’s facial skincare category, 2016-26
- Rapid COVID recovery, central and extended COVID disruption scenarios outline
- Scenario methodology
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