Table of Contents
Executive Summary
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- The issues
- Skincare staples outperform specialty segments
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- Figure 1: Sales of facial skincare and anti-aging, by segment, 2009-14
- Men, older adults are below-average users of facial skincare
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- Figure 2: Usage of select facial skincare products, by male and 65+, February 2015
- Specialty skincare shoppers turning to prestige
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- Figure 3: Type of brand used, February 2015
- The opportunities
- Focus on women aged 18-54
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- Figure 4: Repertoire analysis of facial skincare product usage, by gender and age, February 2015
- Beyond results: Emphasize product aesthetics
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- Figure 5: Importance of facial skincare claims, February 2015
- Appeal to concerns about skin sensitivity, ingredient safety
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- Figure 6: Attitudes toward sensitive skin and ingredients, February 2015
- What it means
The Market – What You Need to Know
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- Growth is slow in competitive facial skincare and anti-aging category
- Skincare staples are outperforming specialized skincare segments
- Category influenced by Asian skincare trends, beauty from within
Market Size and Forecast
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- Historic and projected sales performance of facial skincare and anti-aging
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- Figure 7: Total US sales and fan chart forecast of facial skincare and anti-aging, at current prices, 2009-19
- Figure 8: Total US sales and forecast of facial skincare and anti-aging, at current prices, 2009-19
Market Breakdown
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- Facial cleansers and lip balm gain, while anti-aging continues to struggle
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- Figure 9: Sales of facial skincare and anti-aging, by segment, 2009-14
- Figure 10: Sales of facial skincare and anti-aging, by segment share, 2014
Market Perspective
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- After rapid growth, sales of anti-aging skincare plateau
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- Figure 11: Share of facial skincare products making anti-aging claims, 2007-15
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- Figure 12: Percent change in sales of anti-aging facial skincare, 2004-14
Market Factors
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- Improving economy benefits facial skincare… and professional market
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- Figure 13: Usage of select facial skincare products, by household income, February 2015
- Asian skincare trends influence US market
- Beauty from within trend gains momentum
Key Players – What You Need to Know
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- Gentle skincare, therapeutic lip balm, and prestige trends inspire growth
- Specialty skincare, men’s products face challenges
- Future of facial skincare lies in technology, new formats
Manufacturer Sales of Facial Skincare and Anti-aging
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- Leading companies see mixed results in crowded facial skincare category
- Manufacturer sales of facial skincare and anti-aging
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- Figure 14: Manufacturer sales of facial skincare and anti-aging, 2014 and 2015
What’s Working?
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- Prestige trends migrating to mass market
- Natural and gentle skincare products continue to gain
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- Figure 15: MULO sales of select gentle skincare products, 52 weeks ending Feb. 22, 2015
- Skin luminosity is bright spot in anti-aging segment
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- Figure 16: Aveeno Positively Radiant print ad, February 2015
- Figure 17: MULO sales of select skin brightening products, 52 weeks ending Feb. 22, 2015
- Lip balm is top category performer
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- Figure 18: MULO sales of select lip balms, 52 weeks ending Feb. 22, 2015
What’s Struggling?
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- Specialty skincare products face challenges
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- Figure 19: MULO anti-aging skincare sales for Olay and L’Oréal, rolling 52 weeks 2014 and 2015
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- Figure 20: MULO sales of acne treatments for Neutrogena, Clean & Clear, and Clearasil, rolling 52 weeks 2014 and 2015
- Sales of men’s facial skincare products stagnate
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- Figure 21: MULO sales of select men’s facial cleanser products, rolling 52 weeks 2014 and 2015
- Lip balms with cosmetic benefits struggle to keep pace with segment growth
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- Figure 22: MULO sales of select lip balm products, rolling 52 weeks 2014 and 2015
What’s Next?
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- Micellar waters build on growth in facial cleansing segment
- Asian skincare trends deliver new usage occasions, benefits
- New campaign from Clean & Clear helps redefine standards of beauty
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- Figure 23: Clean & Clear See the Real Me video campaign, March 2015
- Technology, creative retailing help shoppers navigate category
The Consumer – What You Need to Know
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- Perceptions of skin type influence product usage
- Women aged 18-54 are most engaged in the category
- Reasons for using facial masks are dictated by lifestage
- Prestige brands more influential for specialized skincare purchases
- Product aesthetics are just as important as results
Skin Type
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- Adults somewhat unclear about their skin type
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- Figure 24: Facial skin type, February 2015
- In their words
- Shoppers focused on skin health, results
Number of Products Used
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- Women 18-54 are heaviest users of facial skincare
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- Figure 25: Repertoire analysis of facial skincare product usage, by gender and age, February 2015
- In their words
Use of Facial Cleansing Products
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- Facial cleansing products have room to grow
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- Figure 26: Use of facial cleansing products, by gender and 18-24 age group, February 2015
Use of Facial Moisturizer and Specialty Skincare Products
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- Lip balm enjoys highest incidence among specialty skincare products
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- Figure 27: Use of facial moisturizer and specialty skincare products, by gender, February 2015
- Women, 25-44’s drive usage of moisturizer and specialty skincare products
Use of and Reasons for Using Acne Treatment Products
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- Treating acne and blackheads are top priorities
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- Figure 28: Use of and reasons for using acne treatment products, any rank, February 2015
Use of and Reasons for Using Facial Masks
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- Facial mask users motivated by a variety of skincare benefits
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- Figure 29: Use of and reasons for using facial masks, any rank, February 2015
- In their words
The Role of Mass, Prestige, and Dermatologist Brands in Product Selection
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- Shoppers turn to mass brands for facial skincare staples
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- Figure 30: Type of brand used, February 2015
- Facial skincare shoppers are overwhelmed, seeking information
- In their words
Importance of Claims
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- Category users prioritize product aesthetics, results
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- Figure 31: Importance of facial skincare claims, February 2015
- In their words
Attitudes toward Facial Skincare
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- Women customizing facial skincare routine to meet their needs
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- Figure 32: Attitudes toward customized facial skincare routines, by female and age, February 2015
- Concerns about sensitivity, ingredients are important category themes
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- Figure 33: Attitudes toward sensitive skin and ingredients, by gender and age, February 2015
- In their words
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations
Appendix – Market
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- Figure 34: Total US sales and forecast of facial skincare and anti-aging, at inflation-adjusted prices, 2009-19
- Figure 35: Total US retail sales of facial skincare and anti-aging skincare products, by segment, at current prices, 2012 and 2014
- Figure 36: Total US retail sales of facial skincare and anti-aging skincare products, by channel, at current prices, 2012 and 2014
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Appendix – Key Players
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- Figure 37: MULO sales of anti-aging skincare, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 38: MULO sales of facial cleansers, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 39: MULO sales of facial moisturizer, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 40: MULO sales of acne treatments, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 41: MULO sales of fade/bleach, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 42: MULO sales of lip balm, by leading companies and brands, rolling 52 weeks 2014 and 2015
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Appendix – Consumer
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- Summary of bases for role of brand in product selection
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- Figure 43: Summary of bases for role of brand in product selection, February 2015
- Type of facial cleansing products used
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- Figure 44: Types of facial cleansing products, any use, by demographics, November 2013-December 2014
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