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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- The market
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- Figure 1: Total U.S. retail sales and fan chart forecast of medicated skincare market, at current prices, 2007-17
- Market factors
- Cost-conscious consumers have put more stock in private label offerings
- Total population growth key market driver, but more susceptible consumer groups could present the market with opportunities
- Growing ethnic populations may help market in the future
- Retail channels
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- Figure 2: Share of U.S. retail sales of medicated skincare products, by channel, at current prices, 2010 and 2012
- Key players
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- Figure 3: Share of MULO sales of medicated skincare products, by leading companies, 52 weeks ending Sept. 9, 2012
- The medicated skincare consumer
- Incidence of skin irritations is high
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- Figure 4: Incidence of skin irritations, by personal experience, August 2012
- Consumers rely on past experience and doctors’ expertise to identify skin irritations
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- Figure 5: Identification method for skin irritation, August 2012
- Purchasing OTC products or visiting the doctor most common treatment method
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- Figure 6: Treatment method for skin irritation, August 2012
- Discomfort and concern over visual appearance two biggest consumer frustrations
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- Figure 7: Frustrations with personal skin irritations, August 2012
- Enhanced performance benefits most desired new product attributes, but interest in enhanced beauty benefits presents an opportunity for the market
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- Figure 8: Any interest in new product attributes in medicated skincare products, August 2012
- What we think
Insights and Opportunities
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- Focus on preventive maintenance
- Place a greater emphasis on emotional benefits
- Continued delivery system innovation
Issues in the Market
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- How can the market evolve beyond single-use purchases?
- How can medicated skincare product companies assuage growing consumer concern around the chemicals that are currently being used in products?
- Are there ways for products to compete more effectively with consumers’ reliance on doctors when it comes to treating skin irritations?
Trend Applications
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- Trend: Sense of the Intense
- Trend: Girly Men
- 2015 Trend: East Meets West
Market Size and Forecast
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- Key points
- Medicated skincare market sales expected to grow at steady rate in the coming years
- Sales and forecast of medicated skincare market
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- Figure 9: Total U.S. retail sales and forecast of medicated skincare market, at current prices, 2007-17
- Figure 10: Total U.S. retail sales and forecast of medicated skincare market, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 11: Total U.S. retail sales and fan chart forecast of medicated skincare market, at current prices, 2007-17
Market Drivers
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- Key points
- Shaky consumer confidence has caused more consumers to look to private label offerings
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- Figure 12: University of Michigan’s index of consumer sentiment (ICS), 2007-12
- Total population key market driver, but aging Baby Boomers and children present opportunities
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- Figure 13: Population, by age, 2007-17
- Growing ethnic populations may help market in the future
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- Figure 14: Population, by race and Hispanic origin, 2007-17
Competitive Context
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- Doctors and dermatologists present competition in this category
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- Figure 15: Treatment method for skin irritation, August 2012
- Self-healing or “do nothing” also present competition for the purchase of these products
Segment Performance
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- Key points
- Market largely dominated by lip balm/cold sore treatments and anti-itch creams
- Sales of medicated skincare products, by segment
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- Figure 16: Total U.S. retail sales of medicated skincare market, by segment, at current prices, 2010 and 2012
Segment Performance – Lip Balm/Cold Sore Treatments
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- Key points
- Lip balm/cold sore treatments best-performing segment in the market
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- Figure 17: Personal use of lip care products, by gender and age, April 2011-June 2012
- Sales and forecast of lip balm/cold sore treatments
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- Figure 18: Total U.S. retail sales and forecast of lip balm/cold sore treatments, at current prices, 2007-17
Segment Performance – Anti-Itch Cream
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- Key points
- Anti-itch cream segment growing steadily
- Sales and forecast of anti-itch cream
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- Figure 19: Total U.S. retail sales and forecast of anti-itch cream, at current prices, 2007-17
Segment Performance – Wart Removers
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- Key points
- Wart removers have struggled, but growth expected in the coming years
- Sales and forecast of wart removers
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- Figure 20: Total U.S. retail sales and forecast of wart removers, at current prices, 2007-17
Segment Performance – Insect First Aid Products
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- Key points
- Insect first aid product segment struggling due to competition posed by anti-itch creams and “do nothing” scenario
- Sales and forecast of insect first aid products
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- Figure 21: Total U.S. retail sales and forecast of insect first aid products, at current prices, 2007-17
Retail Channels
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- Key points
- Majority of medicated skincare purchases taking place in mass merchandisers, supercenters, and drug stores
- Sales of medicated skincare products, by channel
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- Figure 22: Total U.S. retail sales of medicated skincare products, by channel, at current prices, 2010-12
Retail Channels – Supermarkets
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- Key points
- Supermarket sales experience uneven growth, but there may be opportunities to drive consistent growth
- Supermarket sales of medicated skincare products
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- Figure 23: U.S. supermarket sales of medicated skincare products, at current prices, 2007-12
Retail Channels – Drug Stores
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- Key points
- Drug stores have been experiencing growth and will likely continue to do so in the coming years
- Drug store sales of medicated skincare products
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- Figure 24: U.S. drug store sales of medicated skincare products, at current prices, 2007-12
Retail Channels – Other Retail Channels
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- Key points
- Majority of medicated skincare sales taking place through mass merchandisers, club stores, and supercenters
- Other retail channels sales of medicated skincare products
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- Figure 25: U.S sales of medicated skincare products, through other channels, at current prices, 2007-12
Leading Companies
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- Key points
- Medicated skincare market highly saturated and competitive
- MULO manufacturer sales of medicated skincare products
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- Figure 26: MULO sales of medicated skincare products, by leading companies, 2011 and 2012
Brand Share – Lip Balm/Cold Sore Treatments
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- Key points
- Abreva boasts growth, ChapStick and Blistex yield sales to smaller lip balm players
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- Figure 27: Brands of lip care products used, by gender and age, April 2011-June 2012
- MULO sales of lip balm/cold sore treatments
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- Figure 28: MULO sales of lip balm/cold sore treatments by leading companies, 2011 and 2012
Brand Share – Anti-Itch Cream
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- Key points
- Cortizone 10, Gold Bond, and Aveeno all boast growth
- Private label offerings maintain strong presence in this segment
- MULO sales of anti-itch cream
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- Figure 29: MULO sales of anti-itch cream by leading companies, 2011 and 2012
Brand Share – Wart Removers
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- Key points
- MULO wart remover sales see some growth, but overall performance indicative of a relatively stagnant category
- MULO sales of wart removers
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- Figure 30: MULO sales of wart removers by leading companies, 2011 and 2012
Brand Share – Insect First Aid Products
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- Key points
- After Bite commands the greatest share of this segment; very little growth seen overall
- MULO sales of insect first aid products
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- Figure 31: MULO sales of insect first aid products by leading companies, 2011 and 2012
Innovations and Innovators
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- Largest product segment leads with most product launches
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- Figure 32: Medicated skincare product launches, by product category, 2007-12
- Claims associated with lip care products indicative of category evolution
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- Figure 33: Claim categories associated with new product launches for lip care products, 2007-12
- Functional claims most common claim type seen in products designed to treat skin conditions
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- Figure 34: Claim categories associated with new product launches for skin conditions, 2007-12
- Enhanced therapy performance promise and beauty benefits continue to drive category
- Anti-aging lip treatments
- Anti-itch treatments more commonly available in spray format
- All-natural offerings and inclusion of natural ingredients
- Greater availability in private label offerings
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Abreva
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- Figure 35: Brand analysis of Abreva, 2012
- Online initiatives
- TV presence
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- Figure 36: Abreva television ad, 2012
- Figure 37: Abreva television ad, 2012
- Brand analysis: ChapStick
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- Figure 38: Brand analysis of ChapStick, 2012
- Online initiatives
- Brand analysis: Cortizone 10
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- Figure 39: Brand analysis of Cortizone 10, 2012
- Online initiatives
- TV presence
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- Figure 40: Cortizone 10 Quick Shot television ad, 2012
Social Media
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- Key points
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- Figure 41: Key brand metrics, November 2012
- Market overview
- Brand usage and awareness
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- Figure 42: Usage and awareness of selected medicated skincare brands, November 2012
- Brand satisfaction
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- Figure 43: Satisfaction with selected medicated skincare brands, November 2012
- Interaction with brands
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- Figure 44: Interaction with brands, November 2012
- Motivations for interacting with brands
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- Figure 45: Why people interact with medicated skincare brands, November 2012
- Online conversations
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- Figure 46: Percentage of consumer conversation, by medicated skincare brands, Aug. 1- Nov. 1, 2012
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- Figure 47: Tweet from CVS Beauty Club account, 2012
- Figure 48: Online mentions, by selected medicated skincare brands, by week, Aug. 1-Nov. 1, 2012
- Where people are talking about medicated skincare brands
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- Figure 49: Selected medicated skincare brands, mentions by page type, Aug. 1-Nov. 1, 2012
- What are people talking about?
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- Figure 50: Selected medicated skincare brands, mentions by type of conversation, Aug. 1-Nov. 1, 2012
- Figure 51: Major areas of discussion surrounding medicated skincare brands, by day, Aug. 1-Nov. 1, 2012
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- Figure 52: Major areas of discussion surrounding medicated skincare brands, by type of website, Aug. 1-Nov. 1, 2012
- Brand analysis
- ChapStick
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- Figure 53: ChapStick key social media indicators, November 2012
- Key online campaigns
- What we think
- Burt’s Bees
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- Figure 54: Burt’s Bees key social media indicators, November 2012
- Key online campaigns
- What we think
- Aveeno
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- Figure 55: Aveeno key social media indicators, November 2012
- Key online campaigns
- What we think
- Lubriderm
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- Figure 56: Lubriderm key social media indicators, November 2012
- Key online campaigns
- What we think
- Mederma
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- Figure 57: Mederma key social media indicators, November 2012
- Key online campaigns
- What we think
- Abreva
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- Figure 58: Abreva key social media indicators, November 2012
- Key online campaigns
- What we think
Incidence of Skin Irritations
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- Key points
- Skin irritations common across demographics
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- Figure 59: Incidence of skin irritations, August 2012
- Personal incidence of skin irritations
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- Figure 60: Incidence of skin irritations personally experienced, by gender and age, August 2012
- Incidence of skin irritations for others in the household
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- Figure 61: Incidence of skin irritations experienced by someone else in household, by gender, August 2012
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- Figure 62: Incidence of skin irritations, among parents by age of child, August 2012
Initial Identification of Issues
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- Key points
- Doctor identification and prior experience main sources for identifying issues
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- Figure 63: Identification method for skin irritation, by gender, August 2012
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- Figure 64: Identification method for skin irritation, by age, August 2012
- Parents with young children more likely to utilize a wide array of identification methods
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- Figure 65: Identification method for skin irritation, among parents by age of child, August 2012
Treatment Methods
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- Key points
- Medicated skincare products main treatment method for many consumers
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- Figure 66: Treatment method for skin irritation, by gender, August 2012
- Older consumers more apt to purchase products, younger consumers more likely to visit the doctor
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- Figure 67: Treatment method for skin irritation, by age, August 2012
- Parents with younger children more likely to visit the doctor
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- Figure 68: Treatment method for skin irritation, among parents by age of child, August 2012
Reasons for Seeking Professional Treatment
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- Key points
- Inability to identify or treat issues results in a doctor visit
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- Figure 69: Reasons for seeking professional treatment, by gender, August 2012
- Worrying about the unknown decreases with age
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- Figure 70: Reasons for seeking professional treatment, by age, August 2012
- A lack of healing drives parents to the doctor’s office
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- Figure 71: Reasons for seeking professional treatment, by presence of children in household, August 2012
Consumer Frustrations
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- Key points
- Discomfort and visual appearance two biggest consumer frustrations
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- Figure 72: Frustrations with personal skin irritations, by gender, August 2012
- Frustrations over discomfort and visual appearance decrease with age
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- Figure 73: Frustrations with personal skin irritations, by age, August 2012
- Younger women report the greatest number of frustrations
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- Figure 74: Frustrations with personal skin irritations, by gender and age, August 2012
Purchase Drivers
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- Key points
- Doctor recommendations and past experience key purchase drivers
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- Figure 75: Purchase factors in purchasing medicated skincare products, by gender, August 2012
- Younger consumer segments look to doctors
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- Figure 76: Purchase factors in purchasing medicated skincare products, by age, August 2012
- Parents with younger children more apt to do research prior to purchase
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- Figure 77: Purchase factors in purchasing medicated skincare products, among parents by age of child, August 2012
- Lower-income consumers more likely to be impacted by price
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- Figure 78: Purchase factors in purchasing medicated skincare products, by household income, August 2012
Interest in New Product Attributes
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- Key points
- Continuous medicinal delivery and multipurpose products of the greatest interest to consumers
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- Figure 79: Any interest in new product attributes in medicated skincare products, August 2012
- Women more likely than men to be interested in added beauty benefits
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- Figure 80: Any interest in new product attributes in medicated skincare products, by gender, August 2012
- Older consumers more likely to be interested in performance/functional attributes, younger consumers more open to new delivery systems
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- Figure 81: Any interest in new product attributes in medicated skincare products, by age, August 2012
- Middle-income households most likely to report interest in a number of new product attributes
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- Figure 82: Any interest in new product attributes in medicated skincare products, by household income, August 2012
Attitudes Toward Medicated Skincare Products
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- Key points
- Past experience and doctor recommendations command strongest agreement among consumers
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- Figure 83: Attitudes toward medicated skincare, August 2012
- Men more likely to prefer sticking with products they know and name brands
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- Figure 84: Attitudes toward medicated skincare, by gender, August 2012
- Younger consumers display the greatest agreement in their attitudes toward medicated skincare
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- Figure 85: Attitudes toward medicated skincare, by age, August 2012
- Parents with young children more apt to stick with what they know and display concern over chemicals in medicated skincare products
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- Figure 86: Attitudes toward medicated skincare, among parents by age of child, August 2012
Race and Hispanic Origin
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- Key points
- Asians/Pacific Islanders most likely to report personal incidence of a number of irritations
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- Figure 87: Incidence of skin irritations, by race/Hispanic origin, August 2012
- Reliance on doctor for identification is common; white consumers most likely to identify based on past experience
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- Figure 88: Identification method for skin irritation, by race/Hispanic origin, August 2012
- White consumers most likely to purchase medicated skincare products as treatment method, other segments look to prescription offerings
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- Figure 89: Treatment method for skin irritation, by race/Hispanic origin, August 2012
- Frustrations around visual appearance of skin irritations most salient for Asians/Pacific Islanders
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- Figure 90: Frustrations with personal skin irritations, by race/Hispanic origin, August 2012
- Asians and Hispanics demonstrate greatest interest in new product formats and attributes beyond enhanced performance
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- Figure 91: Any interest in new product attributes in medicated skincare products, by race/Hispanic origin, August 2012
- Asians/Pacific Islanders most likely to have strong agreement with attitudes that center on natural offerings and concern over ingredients
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- Figure 92: Attitudes toward medicated skincare, by race/Hispanic origin, August 2012
IRI/Builders – Key Household Purchase Measures
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- Overview of first aid treatment category
- Anti-itch treatments
- Consumer insights on key purchase measures
- Brand map
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- Figure 93: Brand map, selected brands of anti-itch treatments buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 94: Key purchase measures for the top brands of anti-itch treatments, by household penetration, 52 weeks ending June 24, 2012
Appendix – Other Useful Consumer Tables
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- Lip care product usage
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- Figure 95: Personal use of lip care products, by gender, April 2011-June 2012
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- Figure 96: Personal use of lip care products, by age, April 2011-June 2012
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- Figure 97: Personal use of lip care products, by race/Hispanic origin, April 2011-June 2012
- Brands of lip care products used
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- Figure 98: Brands of lip care products used, by gender, April 2011-June 2012
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- Figure 99: Brands of lip care products used, by age, April 2011-June 2012
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- Figure 100: Brands of lip care products used, by race/Hispanic origin, April 2011-June 2012
- Incidence of skin irritations
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- Figure 101: Incidence of skin irritations—personal experience, by gender, August 2012
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- Figure 102: Incidence of skin irritations—personal experience, by household income, August 2012
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- Figure 103: Incidence of skin irritations—someone else in household, by household income, August 2012
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- Figure 104: Incidence of skin irritations—personal experience, by age, August 2012
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- Figure 105: Incidence of skin irritations—someone else in household, by race/Hispanic origin, August 2012
- Initial identification of issues
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- Figure 106: Identification method for skin irritation, by household income, August 2012
- Treatment methods
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- Figure 107: Treatment method for skin irritation, by household income, August 2012
- Reasons for seeking professional treatment
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- Figure 108: Reasons for seeking professional treatment, by race/Hispanic origin, August 2012
- Purchase factors
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- Figure 109: Purchase factors in purchasing medicated skincare products, by gender and age, August 2012
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- Figure 110: Purchase factors in purchasing medicated skincare products, by race/Hispanic origin, August 2012
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- Figure 111: Purchase factors in purchasing medicated skincare products, by treatment method for skin irritation, August 2012
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- Figure 112: Purchase factors in purchasing medicated skincare products, by identification method for skin irritation—part one, August 2012
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- Figure 113: Purchase factors in purchasing medicated skincare products, by identification method for skin irritation—part two, August 2012
- Interest in new product attributes
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- Figure 114: Interest in new product attributes in medicated skincare products, August 2012
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- Figure 115: Any interest in new product attributes in medicated skincare products, by gender and age, August 2012
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- Figure 116: Very interested in new product attributes in medicated skincare products, by gender, August 2012
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- Figure 117: Very interested in new product attributes in medicated skincare products, by age, August 2012
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- Figure 118: Very interested in new product attributes in medicated skincare products, by household income, August 2012
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- Figure 119: Very interested in new product attributes in medicated skincare products, by race/Hispanic origin, August 2012
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- Figure 120: Any interest in new product attributes in medicated skincare products, by frustrations with personal skin irritations—part one, August 2012
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- Figure 121: Any interest in new product attributes in medicated skincare products, by frustrations with personal skin irritations—part two August 2012
- Attitudes toward medicated skincare products
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- Figure 122: Attitudes toward medicated skincare, August 2012
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- Figure 123: Attitudes toward medicated skincare, by gender and age, August 2012
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- Figure 124: Attitudes toward medicated skincare, by household income, August 2012
Appendix – Social Media
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- Brand usage and awareness
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- Figure 125: Brand usage and awareness of ChapStick, November 2012
- Figure 126: Brand usage and awareness of Abreva, November 2012
- Figure 127: Brand usage and awareness of Burt’s Bees, November 2012
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- Figure 129: Brand usage and awareness of Mederma, November 2012
- Brand satisfaction
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- Figure 131: Satisfaction with ChapStick brand, by demographics, November 2012
- Figure 132: Satisfaction with Abreva brand, by demographics, November 2012
- Figure 133: Satisfaction with Burt’s Bees brand, by demographics, November 2012
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- Figure 134: Satisfaction with Aveeno brand, by demographics, November 2012
- Figure 135: Satisfaction with Mederma brand, by demographics, November 2012
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- Figure 136: Satisfaction with Lubriderm brand, by demographics, November 2012
- Interaction with brands
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- Figure 137: Interaction with the ChapStick brand, by demographics, November 2012
- Figure 138: Interaction with the Abreva brand, by demographics, November 2012
- Figure 139: Interaction with the Burt’s Bees brand, by demographics, November 2012
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- Figure 140: Interaction with the Aveeno brand, by demographics, November 2012
- Figure 141: Interaction with the Mederma brand, by demographics, November 2012
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- Figure 142: Interaction with the Lubriderm brand, by demographics, November 2012
- Motivations for interaction
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- Figure 143: Reason for interaction with the ChapStick brand, by demographics, November 2012
- Online conversations
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- Figure 144: Percentage of consumer conversation, by medicated skincare brands, Aug. 1-Nov. 1, 2012
- Figure 145: Online mentions, by medicated skincare brands, by day, Aug. 1-Nov. 1, 2012
- Figure 146: Online mentions, by selected medicated skincare brands, by page type, Aug. 1-Nov. 1, 2012
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- Figure 147: Online mentions, by selected medicated skincare brands, by type of conversation, Aug. 1-Nov. 1, 2012
- Figure 148: Major areas of discussion surrounding medicated skincare brands, by day, Aug. 1-Nov. 1, 2012
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- Figure 149: Major areas of discussion surrounding medicated skincare brands, by type of website, Aug. 1-Nov. 1, 2012
Appendix – Trade Associations
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