Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US sales and fan chart forecast of facial skincare, at current prices, 2008-18
- Market factors
- Hispanic and Asian consumers drive category usage
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- Figure 2: Regular use of facial skincare products, by race/Hispanic origin, March 2014
- Changing regulations have implications
- Segment performance
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- Figure 3: Total US retail sales of facial skincare, by segment, at current prices, 2011 and 2013
- The consumer
- Facial moisturizers have highest regular reported use
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- Figure 4: Regular use of facial skincare products, March 2014
- Reasons for using facial skincare vary depending on product type
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- Figure 5: Top five reasons for using facial skincare, listed in accordance with cleansing product rankings, March 2014
- Facial skincare users seek functional benefits
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- Figure 6: Top five reasons for choosing facial skincare, March 2014
- Lifestage appropriate, ultra-gentle products generate highest levels of interest
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- Figure 7: Any interest in top five facial skincare benefits, by gender, March 2014
- What we think
Issues and Insights
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- Lines are blurring between facial skincare segments
- The issues
- The implications
- Men are below-average users of facial skincare
- The issues
- The implications
- Category growth is slow
- The issues
- The implications
Trend Application
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- Trend: Factory Fear
- Trend: Prepare for the Worst
- Trend: Many Mes
Market Size and Forecast
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- Key points
- Competitive environment results in slow category growth
- Facial skincare expected to see minimal gains
- Sales and forecast of facial skincare
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- Figure 8: Total US sales and forecast of facial skincare, at current prices, 2008-18
- Figure 9: Total US sales and forecast of facial skincare, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 10: Total US sales and fan chart forecast of facial skincare, at current prices, 2008-18
Market Drivers
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- Key points
- Improving economy should benefit facial skincare
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- Figure 11: University of Michigan’s index of consumer sentiment (ICS), 2007-14
- Figure 12: Regular use of facial skincare products, by household income, March 2014
- Hispanic and Asian consumers are heaviest users of facial skincare
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- Figure 13: Regular use of facial skincare products, by race/Hispanic origin, March 2014
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- Figure 14: Population by race and Hispanic origin, 2009-19
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- Figure 15: Household income distribution, by race and Hispanic origin of householder, 2012
- Changing regulatory environment could have implications for category
Segment Performance
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- Key points
- Anti-aging is largest segment, though sales are struggling
- Facial cleansers, moisturizers are strongest performing segments
- Sales of facial skincare, by segment
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- Figure 16: Total US retail sales of facial skincare, by segment, at current prices, 2011 and 2013
Segment Performance – Anti-aging
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- Key points
- Anti-aging skincare struggles to grow
- Sales and forecast of anti-aging skincare
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- Figure 17: Total US sales and forecast of anti-aging skincare, at current prices, 2008-18
Segment Performance – Facial Cleansers
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- Key points
- Facial cleansers post solid sales gains
- Sales and forecast of facial cleansers
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- Figure 18: Total US sales and forecast of facial cleansers, at current prices, 2008-18
Segment Performance – Acne Treatments
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- Key points
- Slow yet steady gains expected for acne treatments
- Sales and forecast of acne treatments
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- Figure 19: Total US sales and forecast of acne treatments, at current prices, 2008-18
Segment Performance – Facial Moisturizers
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- Key points
- Despite overlap with anti-aging, moisturizer sales are growing
- Sales and forecast of facial moisturizers
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- Figure 20: Total US sales and forecast of facial moisturizers, at current prices, 2008-18
Segment Performance – Fade/Bleach
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- Key points
- Fade/bleach losing share to other skincare segments
- Sales and forecast of fade/bleach
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- Figure 21: Total US sales and forecast of fade/bleach, at current prices, 2008-18
Retail Channels
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- Key points
- Sales growth is slow across all retail channels
- Sales of facial skincare, by channel
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- Figure 22: Total US retail sales of facial skincare, by channel, at current prices, 2011-13
- Improving retail experience will be essential to driving future growth
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- Figure 23: Total US retail sales of facial skincare, by channel, at current prices, 2008-13
Leading Companies
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- Key points
- J&J leads facial skincare category
- P&G’s struggles continue
- L’Oréal, Unilever, and Galderma all post sales gains
- Manufacturer sales of facial skincare
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- Figure 24: MULO sales of facial skincare products, by leading companies, rolling 52-weeks 2013 and 2014
Brand Share – Anti-aging
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- Key points
- P&G’s Olay continues to decline
- L’Oréal and J&J experience modest gains
- Manufacturer sales of anti-aging skincare
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- Figure 25: MULO sales of anti-aging skincare, by leading companies, rolling 52 weeks 2013 and 2014
- Figure 26: Key purchase measure for the top brands of facial anti-aging, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2013 (year ago)
Brand Share – Facial Cleansers
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- Key points
- J&J leads facial cleansing segment
- Gentle skincare products boost sales for Unilever, Galderma
- P&G continues to lose ground
- Manufacturer sales of facial cleansers
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- Figure 27: MULO sales of facial cleansers, by leading companies, rolling 52 weeks 2013 and 2014
- Figure 28: Key purchase measure for the top brands of facial cleansers, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2013 (year ago)
Brand Share – Acne Treatments
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- Key points
- J&J dominates acne treatments, though struggles to grow sales
- Private label posting gains in an otherwise slow growth segment
- Manufacturer sales of acne treatments
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- Figure 29: MULO sales of acne treatment, by leading companies, rolling 52 weeks 2013 and 2014
- Figure 30: Key purchase measure for the top brands of acne treatments, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2013 (year ago)
Brand Share – Facial Moisturizers
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- Key points
- J&J leads segment, posts gains in sales and share
- P&G’s woes continue
- Gentle skincare brands continue to gain ground
- Manufacturer sales of facial moisturizers
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- Figure 31: MULO sales of facial moisturizers, by leading companies, rolling 52 weeks 2013 and 2014
- Figure 32: Key purchase measure for the top brands of facial moisturizers, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2013 (year ago)
Brand Share – Fade/Bleach
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- Key points
- Sales are fading for segment leaders
- Smaller brands, private label are winners in overall struggling segment
- Manufacturer sales of fade/bleach
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- Figure 33: MULO sales of fade/bleach, by leading companies, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- New product launch trends
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- Figure 34: Top 20 facial skincare claims, by share, 2009-14
- Category innovations
- Eyebrow treatments
- Fragrance-free
- Instant results
- Masks
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- Figure 35: Target masque bar ad, 2014
- Night-specific products
- Powders
Marketing Strategies
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- Overview of the brand landscape
- Celebrity endorsements
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- Figure 36: Neutrogena Ultra Gentle Daily Cleanser TV ad, 2013
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- Figure 37: Aveeno Positively Radiant print ad, 2014
- Marketing to men
- “Selfie” culture impacts facial skincare
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- Figure 38: L’Oréal Revitalift Miracle Blur TV ad, 2013
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 39: Key performance indicators, selected facial skincare brands, March 31, 2013-March 30, 2014
- Brand usage and awareness
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- Figure 40: Brand usage and awareness of facial skincare brands, March 2014
- Interaction with brands
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- Figure 41: Interaction with facial skincare brands, March 2014
- Leading online campaigns
- Branded content
- Real-time marketing
- Relevant corporate blogs
- What we think
- Online conversations
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- Figure 42: Online mentions, selected facial skincare brands, March 31, 2013-March 30, 2014
- Where are people talking about facial skincare brands?
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- Figure 43: Mentions, by page type, selected facial skincare brands, March 31, 2013-March 30, 2014
- What are people talking about online?
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- Figure 44: Mentions, by topic of conversation, selected facial skincare brands, March 31, 2013-March 30, 2014
Use of Facial Cleansing Products
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- Key points
- Facial cleansers enjoy regular usage
- Women, younger shoppers more likely to use most facial cleansing products
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- Figure 45: Use of facial cleansing products, March 2014
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- Figure 46: Regular use of facial cleansing products, by gender, March 2014
- Figure 47: Regular use of facial cleansing products, by age, March 2014
- Majority of facial cleansing formats experiencing an uptick in usage
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- Figure 48: Types of facial cleansers/toners used, October 2007-December 2013
- Neutrogena is most used facial cleansing brand
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- Figure 49: Top 15 brands used of facial cleansers/toners, October 2007-December 2013
- Users of facial cleansing products want healthy-looking skin
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- Figure 50: Reasons for using facial cleansing products, by gender, March 2014
- Figure 51: Reasons for using facial cleansing products, by age, March 2014
Use of Facial Moisturizer
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- Key points
- More than four out of 10 consumers use facial moisturizers regularly
- Women drive usage of facial moisturizer
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- Figure 52: Use of facial moisturizer, March 2014
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- Figure 53: Regular use of facial moisturizer, by gender and by age, March 2014
- Treating dry skin and skin health are primary reasons for using moisturizer
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- Figure 54: Reasons for using facial moisturizer, by gender, March 2014
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- Figure 55: Reasons for using facial moisturizer, by age, March 2014
Use of Multiple-benefit Products
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- Key points
- Multiple-benefit products more likely to be occasional-use items
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- Figure 56: Use of multiple-benefit products, March 2014
- Users of multiple-benefit products want even skin tone
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- Figure 57: Reasons for using multiple-benefit products, by gender, March 2014
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- Figure 58: Regular use of multiple-benefit products, by age, March 2014
- Figure 59: Reasons for using multiple-benefit products, by age, March 2014
Use of Specialty Skincare Products
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- Key points
- Usage frequency varies by product type
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- Figure 60: Any use of acne treatments and facial masks/peels, February 2013 and March 2014
- Figure 61: Use of specialty skincare products, March 2014
- Acne treatment is top priority for specialty skincare users
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- Figure 62: Reasons for using specialty/treatment products, by gender, March 2014
- Figure 63: Reasons for using specialty/treatment products, by age, March 2014
Use of Facial Skincare Products Based on Brand Usage
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- Key point
- Brand use reflects differences in product use
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- Figure 64: Regular use of facial skincare products, by use or aware of facial skincare brands, March 2014
Shopping for Facial Skincare
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- Key points
- Shopping behavior differs by lifestage
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- Figure 65: Shopping for facial skincare, by gender, March 2014
- Figure 66: Shopping for facial skincare, by age, March 2014
Choosing Facial Skincare Products
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- Key points
- Facial skincare users seek function
- Multiple-benefit products are important to female shoppers
- Male shoppers motivated by convenience
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- Figure 67: Choosing facial skincare, by gender, March 2014
- Figure 68: Choosing facial skincare, by age, March 2014
Interest in Product Claims and Formats
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- Key points
- Majority of respondents interested in lifestage appropriate products
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- Figure 69: Interest in facial skincare benefits, March 2014
- Interest in ultra-gentle products consistent with growing category trend
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- Figure 70: Share of MULO sales of select sensitive and gentle skincare products, by segment, 2009-13
- Figure 71: Any interest in facial skincare benefits, by gender, March 2014
- Men, younger consumers interested in functional benefits, convenience
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- Figure 72: Any interest in facial skincare benefits, by age, March 2014
Attitudes Toward Facial Skincare
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- Key points
- Women are concerned about the impact of lifestyle on their skin
- Roughly one third of women have a multi-step skincare routine
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- Figure 73: Attitudes toward facial skincare, by gender, March 2014
- Older consumers more likely to be skeptical about the need for anti-aging products
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- Figure 74: Attitudes toward facial skincare, by age, March 2014
Race and Hispanic Origin
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- Key points
- Hispanic and Asian consumers highly engaged in facial skincare
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- Figure 75: Regular use of facial skincare products, by race/Hispanic origin, March 2014
- Black shoppers look for sensitive skin and ethnic-specific products
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- Figure 76: Choosing facial skincare, by race/Hispanic origin, March 2014
- On-the-go purchasing appeals to multicultural consumers
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- Figure 77: Any interest in facial skincare benefits, by race/Hispanic origin, March 2014
Appendix – Other Useful Consumer Tables
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- Usage of facial skincare products
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- Figure 78: Use of facial skincare products, March 2014
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- Figure 79: Regular use of facial skincare products, by gender, March 2014
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- Figure 80: Occasional use of facial skincare products, by gender, March 2014
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- Figure 81: Occasional use of facial skincare products, by age, March 2014
- Reasons for using facial skincare
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- Figure 82: Reasons for using facial skincare, March 2014
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- Figure 83: Reasons for using facial cleansing products, by race/Hispanic origin, March 2014
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- Figure 84: Reasons for using facial moisturizer, by race/Hispanic origin, March 2014
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- Figure 85: Reasons for using multiple-benefit products, by race/Hispanic origin, March 2014
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- Figure 86: Reasons for using specialty/treatment products, by race/Hispanic origin, March 2014
- Shopping for facial skincare
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- Figure 87: Shopping for facial skincare, by race/Hispanic origin, March 2014
- Attitudes toward facial skincare
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- Figure 88: Attitudes toward facial skincare, by race/Hispanic origin, March 2014
Appendix – Social Media
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- Online conversations
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- Figure 89: Online mentions, selected facial skincare brands, March 31, 2013-March 30, 2014
- Brand analysis
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- Figure 90: Clinique key social media indicators, April 2014
- Figure 91: Olay key social media indicators, April 2014
- Figure 92: Clean & Clear key social media indicators, April 2014
- Figure 93: Mary Kay key social media indicators, April 2014
- Figure 94: Murad key social media indicators, April 2014
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- Figure 95: Boots No7 key social media indicators, April 2014
- Brand usage or awareness
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- Figure 96: Brand usage or awareness, March 2014
- Figure 97: Olay usage or awareness, by demographics, March 2014
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- Figure 98: Mary Kay usage or awareness, by demographics, March 2014
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- Figure 99: Clean & Clear usage or awareness, by demographics, March 2014
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- Figure 100: Clinique usage or awareness, by demographics, March 2014
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- Figure 101: Boots No7 usage or awareness, by demographics, March 2014
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- Figure 102: Murad usage or awareness, by demographics, March 2014
- Activities done
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- Figure 103: Social media interaction with facial skincare brands, March 2014
- Figure 104: Olay – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
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- Figure 105: Olay – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, March 2014
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- Figure 106: Olay – Activities done – I follow/like the brand on social media because, by demographics, March 2014
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- Figure 107: Olay – Activities done – I have researched the brand on social media to, by demographics, March 2014
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- Figure 108: Mary Kay – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
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- Figure 109: Mary Kay – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, March 2014
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- Figure 110: Mary Kay – Activities done – I follow/like the brand on social media because, by demographics, March 2014
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- Figure 111: Mary Kay – Activities done – I have researched the brand on social media to, by demographics, March 2014
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- Figure 112: Clean & Clear – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
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- Figure 113: Clean & Clear – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, March 2014
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- Figure 114: Clean & Clear – Activities done – I follow/like the brand on social media because, by demographics, March 2014
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- Figure 115: Clean & Clear – Activities done – I have researched the brand on social media to, by demographics, March 2014
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- Figure 116: Clinique – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
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- Figure 117: Clinique – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, March 2014
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- Figure 118: Clinique – Activities done – I follow/like the brand on social media because, by demographics, March 2014
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- Figure 119: Clinique – Activities done – I have researched the brand on social media to, by demographics, March 2014
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- Figure 120: Murad – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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