Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- FDMx sales decelerate as the economy continues to lag
- Poor economy, professional services, anti-aging beverages threaten sales
- Consumer confidence has yet to recover
- Unemployment remains high
- Household incomes drop
- Professional procedures threaten the over-the-counter anti-aging market
- Anti-aging beverages also pose a threat
- Facial anti-aging comprises the vast majority of FDMx sales
- Drug stores lead FDMx market
- Women are the primary buyers, but men and Hispanics also play a role
- Women more likely to use moisturizers than men
- Fewer men use moisturizers than women, but men show steady usage
- Hispanics grow rapidly, wielding $1 trillion in spending power
- Three companies lead the FDMx market, but private label grows most
- Brand marketing turns to science, professional-level results
- The anti-aging skincare consumer
- Usage and purchases
- Brand usage
- Usage frequency
- Top anti-aging concerns
- Age prevention and reversal
- Attitudes toward anti-aging skincare products
- Impact of race/Hispanic origin
Insights and Opportunities
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- Beating BOTOX
- New delivery methods
- Getting started earlier
Inspire Insights
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- Trend: Perfecting the Details
Market Size and Forecast
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- Key points
- Sluggish economy causes sales to sag
- Brands seek to position products as natural, even necessary
- Anti-aging skincare market size and forecast
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- Figure 1: Total U.S. FDMx sales and forecast of anti-aging skincare products, at current prices, 2005-15
- Figure 2: Total U.S. FDMx sales and forecast of anti-aging skincare products, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 3: Fan chart forecast of anti-aging skincare products, 2005-15
- Walmart sales
Market Drivers
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- Women much more likely than men to use moisturizers
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- Figure 4: Use of moisturizers/creams/lotions, by gender and female age, July 2009–September 2010
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- Figure 5: U.S. population, by age, 2006-16
- Fewer men than women use moisturizers, but usage remains steady
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- Figure 6: U.S. male population, by age, 2006-16
- Hispanics will play an increasing role in the market in coming years
- Hispanic spending power reaches $1 trillion and counting
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- Figure 7: Actions taken to prevent or reverse signs of aging among Hispanics, November 2009 vs. October 2010
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- Figure 8: U.S. population by race and Hispanic origin, 2006-16
- Consumer confidence remains shaky
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- Figure 9: U.S. consumer sentiment, 2002-10
- High unemployment may translate to fewer replacement cycles
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- Figure 10: U.S. annual unemployment rate, 2002-10
- Household incomes decline
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- Figure 11: Median household income in inflation-adjusted dollars, 1998-2008
- Half of American households earn less than $50K
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- Figure 12: Household income distribution, 2009
Competitive Context
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- Professional procedures compete for OTC anti-aging sales
- Cosmetic surgery
- Other procedures
- Anti-aging beverages continue to make inroads
Segment Performance
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- Key points
- The face is the path to looking young
- Body anti-aging has yet to take off
- FDMx sales of anti-aging skincare products by segment
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- Figure 13: U.S. sales of FDMx anti-aging skincare products at current prices, by segment, 2005-15
Segment Performance—Facial Anti-aging
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- Key points
- FDMx sales of facial products decelerate
- FDMx sales and forecast of facial anti-aging skincare products
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- Figure 14: U.S. FDMx sales of facial anti-aging skincare products, 2005-15
Segment Performance—Body Anti-aging
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- Key points
- Body anti-aging lags far behind facial, drops sales in 2010 (est.)
- Sales and forecast of body anti-aging skincare products
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- Figure 15: U.S. FDMx sales of body anti-aging skincare products, 2005-15
Retail Channels
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- Key points
- Drug stores lead, but other FDMx stores increase sales more
- Channel sales
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- Figure 16: U.S. FDMx sales of anti-aging skincare products, by channel, at current prices, 2009 and 2010
Retail Channels—Drug Stores
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- Key points
- Drug store growth is slack in 2010
- Drug channel sales of anti-aging skincare products
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- Figure 17: U.S. FDMx sales of anti-aging skincare products at drug channels, 2005-10
Retail Channels—Other FDMx
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- Key points
- Other FDMx channels surge in the wake of the recession
- Other FDMx sales of anti-aging skincare products
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- Figure 18: U.S. FDMx sales of anti-aging skincare products at other FDMx channels, at current prices, 2005-10
Leading Companies
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- Key points
- FDMx market led by three top companies
- Private label growth is a sign of the times
- Leading FDMx anti-aging skincare companies
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- Figure 19: Leading FDMx anti-aging skincare companies, 2009-10.
Brand Share—Facial Anti-aging
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- Key points
- Olay brands help P&G grow
- L’Oréal drops as key brands decline
- J&J increases FDMx sales with Neutrogena Ageless Intensives
- Private label growth outpaces national brands
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- Figure 20: U.S. FDMx brand sales of facial anti-aging skincare products, 2009 vs. 2010.
Brand Share—Body Anti-aging
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- Key points
- P&G increases its lead in the body segment
- Lansinoh corners breastfeeding niche
- Other brands decline as private label gains somewhat
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- Figure 21: U.S. FDMx brand sales of body anti-aging skincare products, 2009 vs. 2010.
Innovations and Innovators
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- Organic/natural
- Raw Essentials by Carol Alt: Night Time Anti-aging Repairing Face Cream
- Bottega Verde Linea Bioecologica: Bioeco Face Day Cream
- Farmaesthetics: Complexion Conserve Serum
- Naturopathica: Age Defense Plant Stem Cell Serum
- Sun protection
- Estée Lauder DayWear: Sheer Tint Release Advanced Multi-Protection Anti-Oxidant Moisturizer SPF 15
- Sephora Anti-Age: Age Defy Moisture Cream SPF 15
- Exotic ingredients
- Biotherm Source Thérapie 7: Skin Perfection Catalyzing Serum
- H2O+ Waterwhite Advanced: Brightening Toner
- Sue Devitt Microquatic Marine Crystal Collagen: Masque
Marketing Strategies
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- Overview
- Olay
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- Figure 22: Brand analysis of Olay, 2011
- Olay web advertising
- Olay Regenerist Serum TV ad
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- Figure 23: Olay Regenerist Serum television ad, 2010
- Olay Total Effects 7x TV ad
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- Figure 24: Olay Total Effects 7x television ad, 2010
- L’Oréal
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- Figure 25: Brand analysis of L’Oréal, 2011
- L’Oréal web advertising
- L’Oréal Advanced Revitalift Deep-Set Wrinkle Repair TV ad
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- Figure 26: L’Oréal Advanced Revitalift Deep-Set Wrinkle Repair television ad, 2010
- L’Oréal Collagen Micro-Pulse Eye TV ad
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- Figure 27: L’Oréal Collagen Micro-Pulse Eye television ad, 2010
- Neutrogena
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- Figure 28: Brand analysis of Neutrogena, 2011
- Neutrogena web advertising
- Neutrogena Anti-Wrinkle Moisturizer TV ad
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- Figure 29: Neutrogena Anti-Wrinkle Moisturizer television ad, 2010
- Neutrogena Clinical TV ad
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- Figure 30: Neutrogena Clinical television ad, 2010
Usage and Purchases
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- Key points
- More than six in 10 use moisturizers, women much more than men
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- Figure 31: Use of moisturizers/creams/lotions, by gender, July 2009–September 2010
- Usage is relatively constant after age 24
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- Figure 32: Use of moisturizers/creams/lotions, by age, July 2009–September 2010
- Roughly a quarter use anti-aging facial skincare
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- Figure 33: Properties of anti-aging skincare products bought and used, by gender, October 2010
- Use of anti-aging facial skincare products highest among those aged 25-54
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- Figure 34: Properties of anti-aging skincare products bought and used, by age, October 2010
- Use of anti-aging facial skincare increases with household income
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- Figure 35: Properties of anti-aging skincare products bought and used, by HH income, October 2010
- With moisturizers, most use lotion, less than half use cream
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- Figure 36: Types of moisturizers/creams/lotions used, by gender, July 2009–September 2010
- More than one in four use anti-aging forms of moisturizers
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- Figure 37: Forms of moisturizers/creams/lotions used, by gender, July 2009–September 2010
- Use of anti-aging skincare increases with age, drops off among seniors
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- Figure 38: Forms of moisturizers/creams/lotions used, by age, July 2009–September 2010
- Use of anti-aging highest among those with household income of $50K+
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- Figure 39: Forms of moisturizers/creams/lotions used, by HH income, July 2009–September 2010
Brand Usage
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- Key points
- Vaseline, Olay top list of brands used
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- Figure 40: Brands of moisturizers/creams/lotions used, by gender, July 2009–September 2010
- Older respondents more likely to use Olay
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- Figure 41: Brands of moisturizers/creams/lotions used, by age, July 2009–September 2010
Usage Frequency
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- Key points
- Most report using facial moisturizers daily or more
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- Figure 42: Usage frequency of facial moisturizers/creams/lotions, by gender, July 2009–September 2010
- Daily use of facial moisturizers increases with age
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- Figure 43: Usage frequency of facial moisturizers/creams/lotions, by age, July 2009–September 2010
- Daily use of facial moisturizers increases with household income
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- Figure 44: Usage frequency of facial moisturizers/creams/lotions, by HH income, July 2009–September 2010
- Most use body moisturizers daily or more
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- Figure 45: Usage frequency of body moisturizers/creams/lotions, by gender, July 2009–September 2010
- Daily use of body moisturizers increases with age
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- Figure 46: Usage frequency of body moisturizers/creams/lotions, by age, July 2009–September 2010
- Most report using anti-aging products every day
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- Figure 47: Usage frequency of anti-aging skincare products, by gender, October 2010
Top Anti-aging Concerns
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- Key points
- Fine lines/wrinkles, dry skin top anti-aging concerns
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- Figure 48: Top concerns regarding aging, by gender, October 2010
- Top aging concerns vary depending on age
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- Figure 49: Top concerns regarding aging, by age, October 2010
- Face, eye area top list of crucial body areas
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- Figure 50: Top aging concerns for areas of the body, by gender, October 2010
- Senior respondents less concerned about face, more about neck/jowls
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- Figure 51: Top aging concerns for areas of the body, by age, October 2010
Age Prevention and Reversal
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- Key points
- Anti-aging products used more than other means to prevent/reverse aging
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- Figure 52: Actions taken to prevent or reverse signs of aging, by gender, October 2010
- Using anti-aging products vs. taking other steps varies by age
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- Figure 53: Actions taken to prevent or reverse signs of aging, by age, October 2010
- Use of anti-aging products to prevent/reverse aging rises with household income
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- Figure 54: Actions taken to prevent or reverse signs of aging, by HH income, October 2010
Attitudes Toward Anti-aging Skincare Products
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- Key points
- Most agree that diet and lifestyle are the most important aging factors
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- Figure 55: Attitudes toward the facial aging process, by gender, October 2010
- Those aged 25-44 most likely to agree that anti-aging should start early
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- Figure 56: Attitudes toward the facial aging process, by age, October 2010
- Most say anti-aging usage begins with the signs of aging
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- Figure 57: Attitudes toward the age at which consumers should begin buying anti-aging products, by gender, October 2010
- Those aged 18-34 most likely to say anti-aging begins at age 25 onward
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- Figure 58: Attitudes toward the age at which consumers should begin buying anti-aging products, by age, October 2010
Impact of Race/Hispanic Origin
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- Key points
- Blacks and Asians most likely to use moisturizers/creams/lotions
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- Figure 59: Use of moisturizers/creams/lotions, by race/Hispanic origin, July 2009–September 2010
- Asians most likely to use a range of anti-aging products
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- Figure 60: Properties of anti-aging skincare products bought and used, by race/Hispanic origin, October 2010
- Blacks most likely to use lotions and oils
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- Figure 61: Types of moisturizers/creams/lotions used, by race/Hispanic origin, July 2009–September 2010
- Blacks use sunscreen products least often
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- Figure 62: Forms of moisturizers/creams/lotions used, by race/Hispanic origin, July 2009–September 2010
- Blacks more likely than other ethnicities to use Vaseline, Jergens, J&J
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- Figure 63: Brands of moisturizers/creams/lotions used, by race/Hispanic origin, July 2009–September 2010
- Asians report most frequent facial skincare usage
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- Figure 64: Usage frequency of facial moisturizers/creams/lotions, by race/Hispanic origin, July 2009–September 2010
- Blacks report most frequent body skincare usage
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- Figure 65: Usage frequency of body moisturizers/creams/lotions, by Race/Hispanic origin, July 2009–September 2010
- Blacks and Asians report most concern over a range of skincare issues
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- Figure 66: Top concerns regarding aging, by race/Hispanic origin, October 2010
- Blacks are the least likely to endorse sunscreen, early anti-aging products
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- Figure 67: Attitudes toward the facial aging process, by race/Hispanic origin, October 2010
Cluster Analysis
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- Geneticists
- Demographics
- Characteristics
- Opportunity
- Liners
- Demographics
- Characteristics
- Opportunity
- Initiators
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 68: Anti-aging clusters, October 2010
- Figure 69: Top concerns regarding aging by anti-aging clusters, October 2010
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- Figure 70: Properties of anti-aging skincare products bought and used by anti-aging clusters, October 2010
- Figure 71: Actions taken to prevent the signs of aging by anti-aging clusters, October 2010
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- Figure 72: Actions taken to reverse signs of aging, by anti-aging clusters, October 2010
- Figure 73: Attitudes toward the facial aging process, by anti-aging clusters, October 2010
- Cluster demographics
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- Figure 74: Anti-aging clusters, by gender, October 2010
- Figure 75: Anti-aging clusters, by age group, October 2010
- Figure 76: Anti-aging clusters, by household income, October 2010
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- Figure 77: Anti-aging clusters, by race, October 2010
- Figure 78: Anti-aging clusters, by Hispanic origin, October 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
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- Figure 79: Top concerns regarding aging, by marital status, October 2010
- Married respondents/those living with someone most likely to use anti-aging products
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- Figure 80: Actions taken to prevent or reverse signs of aging, by marital status, October 2010
IRI/Builders—Key Household Purchase Measures
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- Facial anti-aging skincare
- Consumer insights on key purchase measures—facial anti-aging
- Brand map
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- Figure 81: Brand map, selected brands of facial anti-aging buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 82: Key purchase measures for the top brands of facial anti-aging, by household penetration, 2010*
Appendix—Other Useful Consumer Tables
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- Top anti-aging concerns
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- Figure 83: Top concerns regarding aging, by HH income, October 2010
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- Figure 84: Top aging concerns for areas of the body, by HH income, October 2010
- Attitudes toward anti-aging skincare products
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- Figure 85: Attitudes toward the facial aging process, by HH income, October 2010
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- Figure 86: Attitudes toward the age at which consumers should begin buying anti-aging products, by HH income, October 2010
- Impact of race/Hispanic origin
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- Figure 87: Actions taken to prevent or reverse signs of aging, by race/Hispanic origin, October 2010
Appendix—Trade Associations
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