What you need to know
The women’s facial skincare market has seen sales stall in 2014, with the mass market slipping into decline. Changing consumer behaviours, including switching to discount retailers and online channels, are enabling women to save money on their purchases. Meanwhile the prestige market is also suffering as women switch to smart foundations to treat skin issues, and trade down to cheaper cleansers after investing in facial skincare devices.
Consumer research for this report investigates how women describe their facial skin, as well as their understanding of skincare ingredients and what they feel has the biggest impact on the appearance of skin.
Products covered in this report
Within this report, Mintel defines ‘women’s facial skincare’ as all skincare products that are not specifically targeted at men. Accordingly, all market and launch information includes data for unisex facial skincare. Mintel’s definition of facial skincare includes:
Moisturisers
Cleansers, including scrubs, washes, wipes, make-up remover and facial soaps
Toners
Masks and treatments
Specialised products such as lip salves, eye care and anti-ageing products
Medicated skincare
Skincare devices eg mechanical cleansing brushes (please note: although discussed within the context of the report, market information for skincare devices is excluded).
Bodycare products are excluded from this report but are covered in the forthcoming Hand and Bodycare – UK, June 2015 report.
Please note that for the ease of market categorisation from a product and brand perspective, this report refers to premium and mass products. For the purpose of this report:
Top-end prices and high brand status define prestige products. They are typically sold behind the counter in department stores with specialised sales assistants. Prestige brands include Clinique (Estée Lauder) and Lancôme (L’Oréal).
Mass products are more typically priced at the lower end of the spectrum, and are sold in self-serve formats in mass-retail outlets including supermarkets and high street chemists such as Boots and Superdrug. Mass brands include NIVEA (Beiersdorf) and Olay (Procter & Gamble).
