Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- The market shows steady growth
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- Figure 1: Best- and worst-case forecast of UK value sales of women’s facial skincare, 2012-22
- Companies and brands
- Ride the trend wave
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- Figure 2: UK brand shares in value sales of mass-market women’s facial skincare, year ending March 2017
- Descriptors drive relaunches
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- Figure 3: New product launches in the women’s facial skincare market, by launch type, January 2014-March 2017
- The consumer
- Age does not always mean wisdom
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- Figure 4: Skin type of women, March 2017
- Cleansing at the root of skincare
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- Figure 5: Facial cleansing formats used in the last 12 months, March 2017
- Lightweight hydration…
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- Figure 6: Facial caring formats used in the last 12 months, March 2017
- …and everyday treats
- Routines are due an upgrade
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- Figure 7: Behavioural changes amongst facial skincare users in the last 12 months, March 2017
- Know your needs
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- Figure 8: Purchase behaviour among facial skincare users in the last 12 months, March 2017
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- Figure 9: Factors for choosing facial skincare, March 2017
- Friends of the earth
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- Figure 10: Attitudes towards facial skin care, March 2017
- What we think
Issues and Insights
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- Pinpointing ageing concerns
- The facts
- The implications
- Clean living vs. lotions and potions
- The facts
- The implications
- Decluttering the cupboards
- The facts
- The implications
The Market – What You Need to Know
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- Prestige fuels growth
- Cleansing makes its mark
- Women make their own choices
Market Size and Forecast
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- The market shows steady growth
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- Figure 11: UK retail sales value of women’s facial skincare, at current and constant prices, 2012-22
- Similar levels of growth look set to continue
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- Figure 12: Best- and worst-case forecast of UK value sales of women’s facial skincare, 2012-22
- Forecast methodology
Market Segmentation
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- Cleansing formats a clear winner in mass market
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- Figure 13: UK retail sales value of mass market women’s facial skincare, by segment, years ending February, 2016-17
- Prestige storms ahead
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- Figure 14: UK retail sales value of women’s facial skincare, mass vs. prestige, years ending February, 2016-17
Channels to Market
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- Range becomes important to choice
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- Figure 15: UK retail sales value of women’s facial skincare, by outlet type, 2015-16
Market Drivers
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- Growth of youngest and oldest women
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- Figure 16: Trends in the age structure of the UK female population, 2011-21
- Figure 17: Time women spend maintaining their face (not including hair), by age, December 2016
- Consumer confidence
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- Figure 18: GFK NOP consumer confidence index, Jan 2013-Jan 2017
- Morning focus speeds up routine
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- Figure 19: Women’s face and body grooming activities, by time of day, December 2016
- Devices as a beauty shortcut
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- Figure 20: Reasons that have/would encourage usage of beauty devices amongst women, by overall usage of beauty devices, August 2016
- Taking the ‘treat’ out of treatments
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- Figure 21: Treatments had in a spa, beauty/grooming salon or other treatment area in last 12 months, women only, June 2015
- Lifestyle choices
- The dangers of the environment
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- Figure 22: Female employment rates, 2011-21
- Make-up trends
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- Figure 23: Purchase of base make-up amongst women, May 2016 and March 2017
Companies and Brands – What You Need to Know
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- Prep and purify
- All about that base
- Detox and digital
- Brains and heart
Market Share
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- Brands with a moisturising focus lose out
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- Figure 24: UK retail value sales of mass-market women’s facial skincare, by brand, years ending March 2016 and 2017
Launch Activity and Innovation
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- Fuller lips inspire launches
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- Figure 25: New product launches in the women’s facial skincare market, by sub-category, January 2014-March 2017
- Figure 26: Lip launches in women’s facial skincare, 2017
- Being clear about benefits
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- Figure 27: New product launches in the women’s facial skincare market, by launch type, January 2014-March 2017
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- Figure 28: Top claims for new product launches in the women’s facial skincare market, % change 2015-16
- Figure 29: L’Oréal Pure Clay, September 2016
- Prestige grows share
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- Figure 30: New product launches in the women’s facial skincare market, by price position, January 2014-March 2017
- Figure 31: New product launches in the women’s facial skincare market, by ultimate companies and other, 2016
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- Figure 32: New product launches from Deciem, 2016
Advertising and Marketing Activity
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- Spending moves to digital
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- Figure 33: Total recorded above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, January 2014-March 2017
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- Figure 34: Total recorded above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by media type, January 2014-March 2017
- Big campaigns push multiple benefits
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- Figure 35: Olay, Boots No7, and NIVEA campaigns, 2016-17
- Figure 36: Total recorded above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by ultimate company and other, 2016
- Masks and cleansers are big business
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- Figure 37: Total recorded above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by segment, January 2014 - March 2017
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- Figure 38: Charlotte Tilbury Instant Magic Facial Dry Sheet Mask, March 2017
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 39: Attitudes towards and usage of selected brands, April 2017
- Key brand metrics
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- Figure 40: Key metrics for selected brands, April 2017
- Brand attitudes: Women trust mass brands, but look to prestige for quality
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- Figure 41: Attitudes, by brand, April 2017
- Brand personality: Prestige can do more to engage with consumers
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- Figure 42: Brand personality – Macro image, April 2017
- Decléor and L’Oréal Paris are perceived in a similar way
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- Figure 43: Brand personality – Micro image, April 2017
- Brand analysis
- NIVEA campaigns engage, but product range risks being basic and old-fashioned
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- Figure 44: User profile of NIVEA, April 2017
- Liz Earle retains its luxury image since becoming more accessible
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- Figure 45: User profile of Liz Earle, April 2017
- Neal’s Yard known for nature and ethics
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- Figure 46: User profile of Neal’s Yard, April 2017
- L’Oréal Paris is trusted, but may border on tacky
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- Figure 47: User profile of L’Oréal Paris, April 2017
- Clean & Clear’s association with oily skin keeps it youthful
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- Figure 48: User profile of Clean & Clear, April 2017
- Dermalogica has expertise but lacks personality
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- Figure 49: User profile of Dermalogica, April 2017
- Decléor seen as exclusively for affluent consumers
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- Figure 50: User profile of Decléor, April 2017
The Consumer – What You Need to Know
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- Age does not always mean wisdom
- Cleansing at the root of skincare
- The ABCs of moisturising
- An everyday treat
- Routines are due an upgrade
- Know your needs
- Friends of the earth
Skin Type
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- Achieving natural radiance
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- Figure 51: Skin type of women, March 2017
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- Figure 52: New product launches with brightening/illuminating claims, 2016
- Youthful skin is everything
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- Figure 53: Skin type of women aged under 45, March 2017
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- Figure 54: Black mask launches, 2015-16
- Older women focus on visual markers
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- Figure 55: Skin type of women aged 45+, March 2017
Cleansing Formats and Routines
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- Engaging the inexperienced
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- Figure 56: Facial cleansing products used in the last 12 months, by age, March 2017
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- Figure 57: New cleansing milk product launches, for sensitive or spot-prone skin, 2016-17
- New trends in a mature segment
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- Figure 58: Frequency of facial cleansing product usage, March 2017
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- Figure 59: Repertoire of facial cleansing formats used in the last 12 months, by age, March 2017
- Daily rituals vs. weekly shortcuts
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- Figure 60: Usage of facial cleansing products in the last 12 months, by frequency, March 2017
Moisturising Formats and Routines
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- Single product, single purpose
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- Figure 61: Facial moisturiser products used in the last 12 months, by age, March 2017
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- Figure 62: Repertoire of facial caring products (moisturisers or treatments), March 2017
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- Figure 63: Alex Carro skincare range, May 2017
- Regular hydration for the ‘thirsty thirties’
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- Figure 64: Frequency of facial moisturiser usage, by age, March 2017
Treatment Formats and Routines
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- Serum needs explaining
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- Figure 65: Usage of facial treatments in the last 12 months, by age, March 2017
- Regular masking could drive growth
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- Figure 66: Frequency of facial treatment usage, March 2017
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- Figure 67: Facial treatments used in the last 12 months, daily use vs non-daily use, March 2017
- Signs of ageing boost treatment use
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- Figure 68: Frequency of usage of facial treatments in the last 12 months, by age, March 2017
- The eyes have it
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- Figure 69: Boots No7 Lift & Luminate eye cream advert, April 2016
- A more targeted approach to anti-ageing
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- Figure 70: Areas of the face that show signs of ageing, chosen by respondents, March 2017
- Figure 71: Treatments for specific areas of the face/neck, 2014-16
Behavioural Changes
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- A stable routine for most
- Millennials treat problems
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- Figure 72: Behavioural changes amongst facial skincare users in the last 12 months, by age, March 2017
- Regular cleansing sparks awareness
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- Figure 73: Behavioural changes in the last 12 months, by frequency of cleansing product usage, March 2017
- Daily moisturising routines evolve
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- Figure 74: Behavioural changes in the last 12 months, by frequency of facial moisturiser usage, March 2017
Factors Influencing Product Choice
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- Getting personal
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- Figure 75: Factors for choosing facial skincare products, March 2017
- Price challenges
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- Figure 76: The Ordinary, September 2016
- Using nature to nurture
Attitudes towards Skin Care
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- Comfortable in my skin
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- Figure 77: Attitudes towards facial skin care, March 2017
- Sleeping beauty
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- Figure 78: thisworks sleep-associated skincare product launches, 2016-17
- Older women use protection
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- Figure 79: Attitudes towards facial skin care (any agree), by age, March 2017
- Growing up fast
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- Figure 80: Agreement with the statement “It is not necessary to use anti-ageing products at my age”, by age, March 2017
- Here comes the sun
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- Figure 81: Agreement with the statement “Moisturisers that contain SPF are as effective as using a separate SPF product”, by age, March 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
Appendix – Companies and Brands
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- Figure 82: New product launches in the women’s facial skincare market, branded vs own-label, January 2014-March 2017
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Appendix – The Consumer
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- Figure 83: Frequency of facial moisturiser usage, March 2017
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- Figure 84: Frequency of facial cleansing product usage, by age, March 2017
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