Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- FDMx sales growth accelerating
- Anti-aging products continue to drive overall category growth
- Moisturizer sales continue to decline as fade/bleach sales grow
- Drug stores remain dominant channel
- P&G, L’Oréal, and Johnson & Johnson dominate
- Many use products with sunscreen and anti-aging properties
- Retail, friends, and past experience are key information sources
Insights and Opportunities
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- Targeting Hispanic women with the promise of beauty
- Teen segment could hold significant growth potential
- Men’s facial skincare
Inspire Insights
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- Trend: Mood From Food
Market Size and Forecast
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- Key points
- Overall category sales growing slowly
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- Figure 1: Total U.S. FDMx sales and forecast of facial skincare, at current prices, 2005-15
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- Figure 2: Total U.S. FDMx sales and forecast of facial skincare, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 3: FDMx sales and fan chart forecast of facial skincare, at current prices, 2005-15
- Walmart sales
Market Drivers
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- Key points
- Population growth likely to drive future sales growth
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- Figure 4: U.S. population by age, 2006-16
- Some consumers continue to feel effects of recession, but confidence rising
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- Figure 5: Unemployment and underemployment rate in the U.S., January 2007–February 2011
- Figure 6: University of Michigan Consumer Sentiment Index, January 2008–February 2011
- Rising commodity prices could undermine growth in the near term
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- Figure 7: Consumer Price Index, all items, January 2008–February 2011
Competitive Context
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- Some avoid products, prefer instead to simply wash their faces
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- Figure 8: Facial skincare products used, by gender, December 2010–January 2011
Segment Performance
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- Anti-aging continues to lead sales growth
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- Figure 9: U.S. FDMx sales of facial skincare, by segment, 2008 and 2010
Segment Performance—Facial Anti-aging Products
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- Key points
- Growth of anti-aging products decelerating despite growth of Boomer segment
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- Figure 10: Total U.S. FDMx sales and forecast of facial anti-aging products, at current prices, 2005-15
Segment Performance—Facial Cleansers
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- Key points
- Sales of facial cleansers on the rise
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- Figure 11: Total U.S. FDMx sales and forecast of facial cleansers, at current prices, 2005-15
Segment Performance—Acne Treatments
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- Key points
- Sales growth of acne treatments returns to pre-recession levels
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- Figure 12: Total U.S. FDMx sales and forecast of acne treatments, at current prices, 2005-15
Segment Performance—Facial Moisturizers
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- Key points
- Moisturizer sales continue to decline as consumers turn to value-added products
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- Figure 13: Total U.S. FDMx sales and forecast of facial moisturizers, at current prices, 2005-15
Segment Performance—Facial Fade Cream/Bleach
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- Key points
- Sales and forecast of facial fade cream/bleach
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- Figure 14: Total U.S. FDMx sales and forecast of facial fade cream/bleach, at current prices, 2005-15
Retail Channels
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- Drug remains critical channel for most marketers
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- Figure 15: U.S. FDMx sales of facial skincare, by retail channel, 2008 and 2010
Retail Channels—Drug Stores
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- Key point
- Drug stores remain critical channel
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- Figure 16: U.S. drug store sales of facial skincare, at current prices, 2005-10
Retail Channels—Other FDMx
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- Key point
- Sales in other FDMx channels on par with rate of overall category growth
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- Figure 17: U.S. food store sales of facial skincare, at current prices, 2005-10
Leading Companies
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- Key points
- Johnson & Johnson (Neutrogena, Aveeno, Clean & Clear)
- Procter & Gamble (Olay)
- L’Oréal USA (L’Oréal, Garnier Nutritioniste)
- Galderma Laboratories (Cetaphil)
- E.T. Browne (Palmer’s Cocoa Butter)
- Alberto Culver (St. Ives, Noxzema)
- Private Label
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- Figure 18: Manufacturer sales of facial skincare at FDMx, 2010 and 2011
Brand Share—Facial Anti-aging Products
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- Key points
- P&G continues to dominate the category
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- Figure 19: Selected brand sales and share of facial anti-aging products at FDMx, 2010 and 2011
Brand Share—Facial Cleansers
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- Key points
- Johnson & Johnson still leads, but P&G and L’Oréal posted gains
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- Figure 20: Selected brand sales and share of facial cleansers at FDMx, 2010 and 2011
Brand Share—Acne Treatments
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- Key points
- Neutrogena, Johnson’s Clean & Clear, and Clearasil are brands to watch
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- Figure 21: Selected brand sales and share of acne treatments at FDMx, 2010 and 2011
Brand Share—Facial Moisturizers
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- Key points
- Moisturizer sales drag down overall category growth
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- Figure 22: Selected brand sales and share of facial moisturizers at FDMx, 2010 and 2011
Brand Share—Facial Fade Cream/Bleach
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- Key points
- Facial fade cream sales remain low but category growing quickly
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- Figure 23: Selected brand sales and share of facial fade cream/bleach at FDMx, 2010 and 2011
Innovations and Innovators
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- Scientific and natural claims common in 2010 and 2011 anti-aging launches
- Many new facial cleansers claim to provide a range of benefits
- Acne treatments
Marketing Strategies
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- Overview of the brand landscape
- Olay
- Television ads
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- Figure 24: Brand analysis of Olay
- Figure 25: Olay ad, 2010
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- Figure 26: Olay ad, 2010
- Website
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- Figure 27: Quantcast estimates for Olay.com, March 2011
- Neutrogena
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- Figure 28: Brand analysis of Neutrogena
- Figure 29: Neutrogena Wave Sonic ad, 2010
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- Figure 30: Neutrogena Oil-Free Acne Wash Pink Grapefruit ad, 2010
- Website
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- Figure 31: Quantcast estimates for Neutrogena.com, March 2011
- Johnson’s Clean & Clear Website
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- Figure 32: Quantcast.com estimates for Cleanandclear.com, March 2011
- Aveeno website
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- Figure 33: Quantcast estimates for Aveeno.com, March 2011
Facial Skincare Usage
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- Key points
- Young adults are a high demand segment
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- Figure 34: Facial skincare products used, by age, December 2010–January 2011
- 35-54s most likely to report using anti-aging products
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- Figure 35: Eye care products used, December 2010–January 2011
- Women still more likely to be users
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- Figure 36: Ingredients contained in facial skincare products used, by gender, December 2010–January 2011
- Demand for sunscreen higher among Gen Xers
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- Figure 37: Ingredients found in facial skincare products used, by age, December 2010–January 2011
Facial Skincare Formats and Brands
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- Key points
- Many affluents prefer moisturizers with sunscreen
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- Figure 38: Forms of moisturizer used, by household income, July 2009–September 2010
- Consider cross-merchandising Vaseline moisturizers with shaving SKUs
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- Figure 39: Brands of moisturizer used, by gender, July 2009–September 2010
- Affluents somewhat more likely to use cleansers, including foams
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- Figure 40: Forms of facial cleanser used, by household income, July 2009–September 2010
- Demand for foams and scrubs high among young adults
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- Figure 41: Forms of facial cleanser used, by age, July 2009–September 2010
- Neutrogena, Johnson’s Clean & Clear, and Olay most popular cleansers
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- Figure 42: Brands of facial cleanser used, by gender, July 2009–September 2010
- Lancôme, Estée Lauder most popular prestige brands
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- Figure 43: Incidence of buying prestige skincare, by gender, December 2010–January 2011
Attitudes and Opinions Regarding Facial Skincare
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- Key points
- Retail displays are most popular source of skincare product information
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- Figure 44: Sources of information on facial skincare, by gender, December 2010–January 2011
- 18-44s more likely to rely on friends/family for product information
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- Figure 45: Sources of information on facial skincare, by age, December 2010–January 2011
- Four in 10 see diet as a major factor in skin health
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- Figure 46: Attitudes and behaviors regarding facial skincare, by gender, December 2010–January 2011
Impact of Race/Hispanic Origin
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- Key points
- More blacks use soap and water for facial skincare
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- Figure 47: Facial skincare products used, by race/Hispanic origin, December 2010–January 2011
- Very few blacks use facial skincare products with sunscreen
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- Figure 48: Ingredients found in facial skincare products used, by race/Hispanic origin, December 2010–January 2011
- Asians are more frequent users of prestige facial skincare
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- Figure 49: Incidence of buying prestige skincare, by race/Hispanic origin, December 2010–January 2011
Teen Usage of Facial Skincare Products
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- Key points
- Teenage girls much more likely to use facial skincare products
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- Figure 50: Types of facial skincare used by teens, by gender and age, April 2009–June 2010
- Teen boys tend to heavily favor acne- and related-treatment facial cleansers
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- Figure 51: Brands of facial cleanser used by teens, by gender and age, April 2009–June 2010
- Teenage boys less likely to use brands with sunscreen/sunblock
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- Figure 52: Type of moisturizer used by teens, by gender and age, April 2009–June 2010
Custom Consumer Groups
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- Targeting women aged 18-24 with cleansers, masks, and acne systems
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- Figure 53: Facial skincare products used, women by age, December 2010–January 2011
- Mature women more likely than younger women to be brand loyal
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- Figure 54: Brand loyalty in facial skincare products used, women by age, December 2010–January 2011
- Appeal to young women with convenient and comprehensive skincare systems
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- Figure 55: Women’s attitudes and behaviors regarding facial skincare, by age, December 2010–January 2011
- Focus efforts to target men
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- Figure 56: Facial skincare products used, men by age, December 2010–January 2011
- Targeting men with retail promotions and viral campaigns
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- Figure 57: Sources of information on facial skincare, men by age, December 2010–January 2011
Cluster Analysis
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- Specialists (30%)
- Demographics
- Characteristics
- Opportunity
- Protectors (31%)
- Demographics
- Characteristics
- Opportunity
- Minimalists (38%)
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 58: Facial skincare clusters, January 2011
- Figure 59: Facial skincare products used by facial skincare clusters, January 2011
- Figure 60: Ingredients contained in facial skincare products used by facial skincare clusters, January 2011
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- Figure 61: Attitudes and behaviors regarding facial skincare by facial skincare clusters, January 2011
- Cluster demographics
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- Figure 62: Facial skincare clusters, by gender, January 2011
- Figure 63: Facial skincare clusters, by age group, January 2011
- Figure 64: Facial skincare clusters, by household income, January 2011
- Figure 65: Facial skincare clusters, by race, January 2011
- Figure 66: Facial skincare clusters, by Hispanic origin, January 2011
- Cluster methodology
IRI/Builders—Key Household Purchase Measures
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- Overview of skincare
- Facial cleansers
- Brand map
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- Figure 67: Brand map, selected brands of facial cleansers, buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 68: Key purchase measures for the top brands of facial cleansers, by household penetration, 2010*
- Facial anti-aging
- Brand map
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- Figure 69: Brand map, selected brands of anti-aging products, buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 70: Key purchase measures for the top brands of anti -aging products, by household penetration, 2010*
- Facial moisturizers
- Consumer insights on key purchase measures— facial moisturizers
- Brand map
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- Figure 71: Brand map, selected brands of facial moisturizers, buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 72: Key purchase measures for the top brands of facial moisturizers, by household penetration, 2010*
Appendix: Other Useful Consumer Tables
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- Figure 73: Eye care products used, women by age, December 2010–January 2011
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- Figure 74: Incidence of buying prestige skincare, by age, December 2010–January 2011
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- Figure 75: Men’s attitudes and behaviors regarding facial skincare, by age, December 2010–January 2011
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- Figure 76: Brand loyalty in facial skincare products used, men by age, December 2010–January 2011
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Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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