Table of Contents
Executive Summary
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- The issues
- Adults allocate most spend toward facial skincare
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- Figure 1: Share of sales in skincare market, by segment, 2014 (est.)
- Adults consider impacts of environment and product usage on the appearance of their skin
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- Figure 2: Factors impacting appearance of skin, any ranking (net*), October 2015
- Skincare usage higher among younger women
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- Figure 3: Use of skincare products, by gender, age, and race, October 2015
- The opportunities
- Simple, functional packaging appeals to consumers
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- Figure 4: Interest in skincare packaging features, October 2015
- Incorporating Asian trends into products can help brands to stand out
- Focus on natural ingredients
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- Figure 5: Correspondence analysis of natural ingredient benefits, October 2015
- What it means
The Market – What You Need to Know
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- Most spend allocated toward facial skincare, especially anti-aging
- Natural approaches impact market, adults reluctant to try new products
- Population of females, Black and Hispanic adults to boost skincare market
Market Breakdown
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- Adults allocate most spend toward facial skincare
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- Figure 6: Share of sales in skincare market, by segment, 2014 (est.)
Market Perspective
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- Adults increasingly stress importance of looking young
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- Figure 7: Attitudes toward skincare and appearance – Any agree (net^), April 2010 -June 2015
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- Figure 8: Attitudes toward skincare and appearance – Any agree (net^), by gender and race/Hispanic origin, April 2014-June 2015
- Asian skincare trends influence US market
- Beauty from within trend extends from vitamins to beverages
- In their words
- Skincare users reluctant to try new products
- In their words
- Natural ingredients appealing amid concerns over ingredient safety
- In their words
Market Factors
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- Growth in female population a positive indicator for skincare market
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- Figure 9: Female population by age, 2010-20
- Population growth among multicultural adults could improve skincare sales
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- Figure 10: US Population by race and Hispanic origin, 2010-20
- Aging population may slow market growth
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- Figure 11: US Population by age, 2010-20
- Stabilizing incomes may encourage increased spend on skincare
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- Figure 12: Median household income, in inflation-adjusted dollars, 2004-14
- Spend impacted by race and Hispanic origin
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- Figure 13: Mean skincare expenditures, by gender and race/Hispanic origin, April 2014-June 2015
Key Initiatives – What You Need to Know
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- Natural ingredients, easy-to-use formats appeal to consumers
- Technology, Asian skincare present opportunities for products to stand out
What’s In?
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- Natural ingredients like charcoal, aloe popular in product launches
- Water-based products, mist sprays offer ease-of-use, hydrating benefits
- Easy-to-use formats like sheet masks, dual chamber products simplify routines
What’s Next?
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- Environmental claims evolve from the brand level to the product level
- Asian influence becomes increasingly mainstream, inspires new ingredients
- Technology enhances the retailing landscape
- Products also benefit from the incorporation of technology
The Consumer – What You Need to Know
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- A variety of factors impact skin’s appearance
- Skincare use is higher among younger women, use of wipes increasing
- Consumers research products, consider recommendations
- Wipes seen as convenient, opportunities to position as easy-to-use or gentle
- Consumers look for functional features in skincare packaging
- Packaging innovations appeal to younger consumers
- Aloe stands out as a multi-purpose ingredient
Factors Influencing Appearance
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- Appearance of skin is impacted by both lifestyle and product usage
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- Figure 14: Factors impacting appearance of skin, any ranking (net*), October 2015
- Older adults focus on genetics and environmental factors
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- Figure 15: Factors impacting appearance of skin, any ranking (net*), by age groups 18-34 and 55+ and household incomes of >$25K and $150K+, October 2015
- Black adults less likely to consider role of sun in skin’s appearance
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- Figure 16: Factors impacting appearance of skin, any ranking (net*), by race/Hispanic origin, October 2015
- In their words
Product Usage
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- Skincare use is higher among younger adults, women
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- Figure 17: Use of skincare products, by gender, age, and race/Hispanic origin, October 2015
- Use of wipes increases as adults seek more convenient formats
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- Figure 18: Types of facial cleansing products used, April 2010-June 2015
- Products used for anti-aging despite declining anti-aging sales
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- Figure 19: Reasons for using facial cleansing products, April 2010 -June 2015
Purchase Influencers
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- Younger consumers do research, older consumers stick with what’s familiar
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- Figure 20: Skincare purchase influencers, by age, October 2015
- Black consumers less likely to consider product recommendations
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- Figure 21: Select skincare purchase influencers, by gender and race/Hispanic origin, October 2015
- In their words
Format Perceptions
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- Wipes viewed as convenient, opportunity to improve perception of gels
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- Figure 22: Correspondence analysis of attributes by product format, October 2015
- In their words
Packaging Features
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- Consumers seek simplicity, functional benefits in skincare packaging
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- Figure 23: Interest in skincare packaging features, by gender, October 2015
- Younger consumers more interested in packaging features
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- Figure 24: Interest in skincare packaging features, by age, October 2015
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- Figure 25: Interest in skincare packaging features, by race/Hispanic origin, October 2015
- In their words
Packaging Innovations
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- Consumers willing to pay more for functional packaging innovations
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- Figure 26: Interest in skincare packaging innovations, October 2015
- Younger consumers interested in packaging innovations
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- Figure 27: Willing to spend more on skincare packaging innovations, October 2015
- Those in urban areas, Hispanics more interested in diagnostic features
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- Figure 28: Interest in skincare packaging innovations, any (net*), by race/Hispanic origin and area, October 2015
Benefits of Natural Ingredients
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- Opportunities exist to improve education surrounding ingredients
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- Figure 29: Correspondence analysis of natural ingredient benefits, October 2015
- Men, Hispanics more likely to associate ingredients with specific benefits
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- Figure 30: Consumers that associate ingredients with cleansing, by gender and race/Hispanic origin, October 2015
- In their words
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Key Initiatives
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- Figure 31: Percentage of skincare products containing common ingredients, Jan 2010-Nov 11, 2015
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Appendix – Consumer
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- Figure 32: Types of moisturizers used, by gender, age, and race/Hispanic origin, April 2014-June 2015
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- Figure 33: Types of facial cleansing products used, by gender, age, and race/Hispanic origin, April 2014 – June 2015
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