Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Moderate growth as specialty products slow sales
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- Figure 1: Percent change of sales growth, by segment, 2016 (est)
- Lackluster engagement, habitual buying pose challenges for brands
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- Figure 2: Share of facial skincare consumer segments, February 2017
- Most products used on an as-needed basis
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- Figure 3: Product usage, by routine, February 2017
- The opportunities
- Natural offerings appeal to a range of buyers
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- Figure 4: Select attitudes toward natural skincare, by segment, February 2017
- New formats can increase repertoire of skincare products used
- Hispanics are highly engaged, but brands must combat value-driven approach
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- Figure 5: Select benefits of skincare products – Any agree (net)*, by all, Hispanic origin, and Black, February 2017
- What it means
The Market – What You Need to Know
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- Facial skincare and anti-aging experience moderate growth
- Facial cleansers dominate market, drive growth
- Beauty category comprised of four consumer segments
- Most skincare spend allocated toward face, direct sales brands on the rise
- Population trends impact product usage
Market Size and Forecast
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- Historic and projected sales performance
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- Figure 6: Total US sales and fan chart forecast of facial skincare and anti-aging, at current prices, 2011-21
- Figure 7: Total US sales and forecast of facial skincare and anti-aging, at current prices, 2011-21
Market Breakdown
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- Facial cleansers command largest share of market
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- Figure 8: Share of facial skincare and anti-aging market, by segment, 2016 (est)
- Lip balms falter, anti-aging struggles continue
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- Figure 9: Percent change of sales growth, by segment, 2016 (est)
Facial Skincare Consumer Snapshot
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- Facial skincare consumers divided into four categories
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- Figure 10: Share of facial consumer segments, February 2017
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- Figure 11: Beauty indifferent segment, February 2017
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- Figure 12: Frustrated but Engaged segment, February 2017
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- Figure 13: Natural Beauty segment, February 2017
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- Figure 14: Habitual Beauty segment, February 2017
Market Perspective
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- Facial skincare comprises most of skincare sales, staples drive growth
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- Figure 15: Share of sales in skincare market, by segment, 2016 (est)
- Figure 16: Percentage change in skincare sales, by segment, 2016 (est.)
- Direct sales and direct-to-consumer skincare brands are trending
- Beauty from within increasingly mainstream
- Skincare segments continue to blur
- Enthusiasm for natural looks, product trial benefits skincare
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- Figure 17: Benefits of skincare products, February 2017
Market Factors
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- Population growth trends alter facial skincare landscape
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- Figure 18: Population by age, 2012-22
- Hispanics over index for usage, but are value-oriented
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- Figure 19: Select benefits of skincare products – Any agree (net)*, by all, Hispanic, and Black, February 2017
- Strong consumer confidence bodes well for higher priced offerings
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- Figure 20: Consumer sentiment index, January 2007-December 2016
Key Players – What You Need to Know
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- Market leaders struggle as middle players stay on-trend
- Familiar ingredients, dermatologist brands, and single-use masks thrive
- Men’s facial skincare, EOS, and private-label lag behind
- Science meets natural, formats continue to evolve
Company and Brand Sales of Facial Skincare and Anti-aging
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- Market leaders J&J and P&G struggle to maintain share
- Sales of facial skincare and anti-aging by company
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- Figure 21: MULO sales of facial skincare and anti-aging, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
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- Cleansers touting familiar ingredients thrive
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- Figure 22: MULO sales of select natural skincare offerings, 52-week review period ending Jan. 27, 2017
- Dermatologist brands continue to build momentum
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- Figure 23: Cetaphil Gentle Skin Cleanser | Commercial, 2017
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- Figure 24: The Next Generation of Healing Ointment, 2016
- Figure 25: MULO sales of select dermatologist facial skincare products, 52-week review period ending Jan. 27, 2017
- Single-use masks, sheet masks benefit from ease of use
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- Figure 26: MULO sales of select single use masks, 52-week review period ending Jan. 27, 2017
- For lip balm, consumers turn back to staples
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- Figure 27: MULO sales of select lip balm products, 52-week review period ending Jan. 27, 2017
What’s Struggling?
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- EOS lip balms – A fleeting fad?
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- Figure 28: MULO sales for EOS lip balms, rolling 52-weeks 2016 and 2017
- Men’s facial skincare products fail to keep pace
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- Figure 29: MULO sales for select men’s skincare products, rolling 52-weeks 2016 and 2017
- Private label sales trends influence segment performance
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- Figure 30: MULO sales for private label facial cleansers and facial moisturizers, rolling 52-weeks 2016 and 2017
What’s Next?
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- Blurring between “natural” and science
- Korean skincare inspires a slew of new product formats
- Skincare positioned as a way to boost overall health and wellness
The Consumer – What You Need to Know
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- Staples experience widespread use, specialty products reach niche audience
- Most products are used on an as-needed basis, slowing sales
- Natural brands commonly used, consumers adding steps to skincare routines
- Attitudes toward natural skincare products are generally positive
- Essences recognized for hydration, lack of awareness still exists
- Lip balms primarily functional, added benefits can set products apart
Usage of Facial Cleansers
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- Facial cleansers experience widespread use
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- Figure 31: Facial cleanser usage – Any use (net)*, February 2017
- Younger adults, women drive facial cleanser usage
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- Figure 32: Facial cleanser usage– Any use (net)*, by gender and age, February 2017
- Young, affluent consumers over index across formats
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- Figure 33: Facial cleanser usage – Any use (net)*, by age and income, February 2017
- Hispanics are key facial cleanser users
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- Figure 34: Facial cleanser usage – Any use (net)*, by race/Hispanic origin, February 2017
Usage of Facial Moisturizers and Specialty Products
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- Lip balm, moisturizers experience moderate usage
- Specialty products reach niche audiences due to discretionary nature
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- Figure 35: Facial moisturizers and specialty products usage – Any use (net)*, February 2017
- Younger women most engaged in skincare market
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- Figure 36: Facial moisturizers and specialty products usage – Any use (net)*, by gender and age, February 2017
- Hispanics report strong usage, Black adults under index
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- Figure 37: Facial moisturizers and specialty products usage – Any use (net)*, by race/Hispanic origin, February 2017
Skincare Routines
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- Younger women, Hispanics use more products
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- Figure 38: Product usage repertoire, by gender and age and race/Hispanic origin, February 2017
- Moisturizers, cleansers used in the morning, anti-aging associated with evening
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- Figure 39: Product usage, by morning and evening routines, February 2017
- Many products used on an “as needed” basis
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- Figure 40: Product usage, by as needed/occasional, February 2017
Skincare Behaviors
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- Natural products used more widely than premium, direct sales
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- Figure 41: Skincare behaviors – Brand types used, February 2017
- Beauty from within going mainstream, steps added to skincare routines
- Consumers hesitate to ask for advice from professionals
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- Figure 42: Skincare behaviors, February 2017
- Younger women adding skincare steps, skipping make-up
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- Figure 43: Select skincare behaviors, by age, February 2017
- Hispanics more likely to conduct skincare research
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- Figure 44: Select skincare behaviors, by all, Hispanic origin, and Black, February 2017
- Natural beauties take holistic approach toward skincare
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- Figure 45: Select skincare behaviors, by beauty segment, February 2017
Attitudes toward Natural Skincare
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- Consumers hold generally positive views toward natural skincare
- Natural offerings benefit from efficacy-related benefits
- Belief that natural means pricey can hold natural brands back
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- Figure 46: Attitudes toward natural skincare, February 2017
- Younger women see natural as being healthier and better for skin
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- Figure 47: Select attitudes toward natural skincare, by gender and age, February 2017
- Hispanics hold positive views of natural, but may not be purchasing
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- Figure 48: Select attitudes toward natural skincare, by all, Hispanic origin, and Black, February 2017
- Efficacy of natural products appeals to Frustrated but Engaged shoppers
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- Figure 49: Attitudes toward natural skincare, by segment, February 2017
Benefits of Essences
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- Essences recognized for hydration, ease of use
- One third of consumers don’t know much about essences
- Perceptions that essences are expensive, for occasional use are a challenge
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- Figure 50: Benefits of essences, February 2017
- Younger, affluent adults more familiar with essences
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- Figure 51: Select benefits of essences, by age and income, February 2017
- Black and Hispanic adults more likely to recognize benefits of essences
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- Figure 52: Select benefits of essences, by Hispanic origin and Black, February 2017
Attitudes toward Lip Balm
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- Lip balms used during winter and as-needed, slowing segment growth
- Added benefits can set products apart
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- Figure 53: Attitudes toward lip balm, February 2017
- Natural offerings, fun packaging appeal to younger adults
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- Figure 54: Attitudes toward lip balm, by gender and age, February 2017
- Added benefits stand out for Hispanic consumers
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- Figure 55: Attitudes toward lip balm, by all, Hispanic, and Black, February 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 56: Total US sales and forecast of facial skincare and anti-aging, at inflation-adjusted prices, 2011-21
- Figure 57: Total US retail sales and forecast of facial skincare and anti-aging, by segment, at current prices, 2011-21
- Figure 58: Total US retail sales of facial skincare and anti-aging, by channel, at current prices, 2011-16
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- Figure 59: Population by race and Hispanic origin, percent change, 2017-22
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Appendix – Key Players
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- Figure 60: MULO sales of anti-aging skincare, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 61: MULO sales of facial cleansers, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 62: MULO sales of facial moisturizers, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 63: MULO sales of acne treatment, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 64: MULO sales of fade/bleach, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 65: MULO sales of lip treatment, by leading companies and brands, rolling 52 weeks 2016 and 2017
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Appendix – The Consumer
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- Figure 66: Types of facial cleansers/toners used, October 2011-November 2016
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- Figure 67: Types of facial cleansers/toners used, by select demographics, October 2015-November 2016
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- Figure 68: Brands of facial cleansers/toners used, October 2011-November 2016
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