Table of Contents
Executive Summary
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- A market showing steady growth
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- Figure 1: Best- and worst-case forecast of UK value sales of women’s facial skincare products 2010-20
- Rise in employment could boost the category
- Range extensions dominated in 2015
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- Figure 2: New product launches in the women’s facial skincare market, by launch type, January 2013-March 2016
- Eye concerns are high
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- Figure 3: Skin concerns experienced in the last 12 months, March 2016
- Use of products with natural ingredients is high
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- Figure 4: Changes in skincare habits in the last 12 months, March 2016
- Price remains an important factor
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- Figure 5: Purchase habits of facial skincare products, March 2016
- What we think
Issues and Insights
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- Mass market brands are struggling
- The facts
- The implications
- What a product contains is more important than what it excludes
- The facts
- The implications
- Adult acne could be a focus for the category
- The facts
- The implications
The Market – What You Need to Know
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- Prestige sector drives growth
- Savvy shopping drives multiple grocers and discounters
- Rise in employment could boost prestige sector
- Promoting pro-age
- You are what you eat
Market Size and Forecast
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- Slow and steady growth
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- Figure 6: UK retail value sales of women’s facial skincare products, 2010-20
- Continued growth expected
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- Figure 7: Best- and worst-case forecast of UK value sales of women’s facial skincare products, 2010-20
- Forecast methodology
Segment Performance
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- Prestige out-performs mass market
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- Figure 8: UK retail value sales of women’s facial skincare products, mass market vs prestige, 2014-15
- Lips and eye care struggle
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- Figure 9: UK retail value sales of women’s mass market facial skincare products, by segment, 2014-15*
Channels to Market
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- Department stores boosted by prestige sector
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- Figure 10: UK retail value sales of women’s facial skincare products, by outlet type, 2014-15
- Multiple grocers and discounters fare well
Market Drivers
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- Rise in employment presents opportunities
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- Figure 11: Employment and unemployment, by gender, 2010-20
- Older population could boost the category
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- Figure 12: Trends in the age structure of the UK female population, 2010-20
- Blurring boundaries in cosmetics and skincare
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- Figure 13: Usage occasions of face colour cosmetics, April 2015
- Pro-ageing opportunities
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- Figure 14: Anti-ageing product usage amongst women, by age, July 2015
- Detox skincare
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- Figure 15: Agreement with selected lifestyle statements, by age, July 2015
- Internet as influencer
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- Figure 16: BPC online activities, October 2015
Key Players – What You Need to Know
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- Leading brands see decline in value
- Innovation driven by range extensions
- Eyes see little in NPD
- Free-from claims have risen
- Promoting ageless beauty
- Face wash sees rise in advertising spend
- Brand communication translates into brand image
Market Share
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- Micellar water launch keeps Simple at the top
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- Figure 17: UK retail value sales of women’s mass market facial skincare products, by brand, years ending January, 2015 and 2016
- Olay to see range cuts
- NIVEA posts strong sales
- Lawsuits could impact brands in coming years
Launch Activity and Innovation
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- Range extensions rise in prominence in 2015
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- Figure 18: New product launches in the women’s facial skincare market, by launch type, January 2013-March 2016
- 2015: The year of micellar cleansers
- Packaging opportunities
- Eyes products see range extensions
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- Figure 19: New product launches in the women’s facial skincare market, by sub-category, January 2013-March 2016
- Figure 20: Examples of range extensions for eye products, 2015
- Fuller eyebrow trend driving eyebrow and lash innovation
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- Figure 21: Examples of lash and eyebrow products, 2015
- Free-from claims see a rise
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- Figure 22: Fastest growing product positioning claims in the women’s facial skincare market, 2014-15
- Locally produced
- Whitening claims see a rise
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- Figure 23: Launches featuring whitening claims, 2015
- Anti-acne sees a decline
- Fragmented category
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- Figure 24: New product development in women’s facial skincare market, by top five ultimate companies and other, 2015
Brand Communication and Promotion
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- Outdoor advertising sees rise in focus
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- Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s facial skincare, by media type, January 2013-March 2016
- Ageless beauty
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- Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s facial skincare, by top selling companies and other, 2015
- Neutrogena aims to attract younger women
- Photoshopping remains a point of conversation
- Face wash sees the biggest rise in advertising
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- Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s facial skincare, by segment, January 2013-March 2016
- Coverage/methodology clarification
Brand Research
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- Brand map
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- Figure 28: Attitudes towards and usage of selected brands, March 2016
- Key brand metrics
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- Figure 29: Key metrics for selected brands, March 2016
- Brand attitudes: Premium brands score well for quality
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- Figure 30: Attitudes, by brand, March 2016
- Brand personality: Usage translated to accessibility
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- Figure 31: Brand personality – Macro image, March 2016
- Olay maintains a classic image
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- Figure 32: Brand personality – Micro image, March 2016
- Brand analysis
- Simple brand associations are on par with brand equity
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- Figure 33: User profile of Simple, March 2016
- Neutrogena is youthful
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- Figure 34: User profile of Neutrogena, March 2016
- Garnier has an engaging image
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- Figure 35: User profile of Garnier, March 2016
- Olay is trusted
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- Figure 36: User profile of Olay, March 2016
- Clinique has a good reputation
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- Figure 37: User profile of Clinique, March 2016
- Clarins is expert but over-hyped
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- Figure 38: User profile of Clarins, March 2016
- La Roche-Posay is innovative
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- Figure 39: User profile of La Roche-Posay, March 2016
- NUXE is socially responsible
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- Figure 40: User profile of NUXE, March 2016
The Consumer – What You Need to Know
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- Eye concerns could drive innovation
- Acne in older women
- Young women are using micellar water
- Natural claims resonate more than free-from
- Internet rises in influence
- Price is key driver
- Oils have low usage ratings
Skin Concerns
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- Women are concerned about their eyes
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- Figure 41: Skin concerns experienced in the last 12 months, March 2016
- Skin concerns in young women may be caused by lifestyle
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- Figure 42: Selected skin concerns experienced regularly in the last 12 months, by oldest and youngest demographics, March 2016
- Even older women experience occasional acne
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- Figure 43: Selected skin concerns experienced infrequently in the last 12 months, by those aged 35+, March 2016
Usage of Facial Skincare Products
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- Face wash and face soap are used by different women
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- Figure 44: Usage of facial cleansing products, by oldest and youngest demographics, March 2016
- Micellar water usage high in young women
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- Figure 45: Usage of micellar water, by age, March 2016
- Older women moisturise more
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- Figure 46: Usage of facial moisturising products, by oldest and youngest demographics, March 2016
- Older women focus on eyes
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- Figure 47: Usage of facial treatment products, by oldest and youngest demographics, March 2016
- Traditional face masks fare well
- Sufferers of hyperpigmentation and sallow skin use a range of products
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- Figure 48: Usage of facial treatment products, by sufferers of hyperpigmentation and change in skin tone, March 2016
Changes in Skincare Habits
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- Natural is more important than free-from
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- Figure 49: Changes in skincare habits in the last 12 months, March 2016
- Premium skincare sees a rise
- Women are doing their own research
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- Figure 50: Changes in skincare habits relating to research in the last 12 months, by age, March 2016
- Rise in use of pharmacy brands
Purchase of Facial Skincare Products
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- Low prices are a key driver
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- Figure 51: Purchase habits of facial skincare products, March 2016
- Creating in-store experiences
- The process before buying
- Health and beauty retailers are the most popular destination
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- Figure 52: Places of purchase of facial skincare products, March 2016
- Shoppers at health and beauty retailers seek advice
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- Figure 53: Purchase habits of women who purchase facial skincare from health and beauty retailers, March 2016
- Older women shop at department stores
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- Figure 54: Purchase of facial skincare products at department stores and discount retailers, by age, March 2016
Attitudes towards Format Types
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- Cream and lotion have universal appeal
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- Figure 55: Correspondence analysis – Attitudes towards format types, February 2016
- Oils rate low for usage
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- Figure 56: Attitudes towards format types, February 2016
- Serums are comparable to lotions
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Fan chart forecast
- Brand research
- Brand map
- Correspondence analysis
- Attitudes towards format types
- Correspondence analysis methodology
Appendix – Key Players
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- Figure 57: New product launches in the women’s eye care segment, by launch type, January 2013-March 2016
- Figure 58: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s facial skincare, by media type, January 2013-March 2016
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