Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Specialty treatments sales still in decline
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- Figure 1: Percentage change in skincare sales, by segment, 2015-17
- Product usage is limited
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- Figure 2: Repertoire analysis of product usage, March 2018
- Facial anti-aging has one quarter of market, but continues to lose share
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- Figure 3: Share of facial skincare and anti-aging, by segment, 2017
- The opportunities
- In line with population trends, 25-34-year-olds drive usage
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- Figure 4: Product usage, by age, March 2018
- Women are a key market to build cleansing repertoires
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- Figure 5: Attitudes toward facial cleansers, by gender, March 2018
- Masking makes skincare fun again by engaging younger audience
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- Figure 6: Attitudes toward masks/peels, by age, March 2018
- What it means
The Market – What You Need to Know
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- Facial skincare staples continue to lead category growth
- Facial cleansers, anti-aging command highest share
- Skincare sales affected by more than multi-benefit cannibalization
- Facial skincare could benefit from growing female population and consumer confidence
Market Size and Forecast
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- Historic and projected sales performance
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- Figure 7: Total US sales and fan chart forecast of facial skincare and anti-aging products, at current prices, 2012-22
- Figure 8: Total US sales and forecast of facial skincare and anti-aging products, at current prices, 2012-22
Market Breakdown
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- Facial cleansers continue to command market
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- Figure 9: Total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2015 and 2017
- Figure 10: Share of facial skincare and anti-aging sales, by segment, 2017
- Facial cleansers post growth, fade/bleach in decline
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- Figure 11: Percent change of sales growth, by segment, 2013-17
Market Perspective
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- Specialty product sales affected by diverse offerings
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- Figure 12: Percentage change in skincare sales, by segment, 2015-17
- Skincare is affected by more than color cosmetics
Market Factors
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- Growth of female population bodes well for category
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- Figure 13: Female population by age, 2012-22
- Consumer confidence sees a slight bump
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- Figure 14: Consumer Sentiment Index, January 2007-March 2018
Key Players – What You Need to Know
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- Gentle and natural formulas boost sales for middle players
- Natural ingredients and dermatological brands still strike a chord
- Specialty products struggle to keep up with multi-benefit skincare
- Scandinavian skincare inspires selfies and shelfies
Company and Brand Sales of Facial Skincare and Anti-aging
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- Emphasis on gentle, natural formulas boost share of middle players
- Sales of facial skincare and anti-aging by company
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- Figure 15: Multi-outlet sales of facial skincare and anti-aging, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- Brand sales flourish by adopting trendy, natural cleansing formats
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- Figure 16: MULO sales of select natural skincare offerings, 52-week review period ending Jan. 28, 2018
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- Figure 17: MULO sales of select natural skincare offerings, 52-week review period ending Jan. 28, 2018
- Dermatological brands viewed as safe, yet effective
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- Figure 18: MULO sales of select dermatological skincare offerings, 52-week review period ending Jan. 28, 2018
What’s Struggling?
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- Specialized acne treatment sales slip among big players
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- Figure 19: Bioré Acne Commercial, 2018
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- Figure 20: Multi-outlet sales of select acne treatments, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Private label continues to lose share
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- Figure 21: MULO sales for private label anti-aging treatments, facial cleansers, fade/bleach, and lip balms, rolling 52 weeks 2017 and 2018
What’s Next?
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- Scandinavian skincare simplifies daily routines
- Make skincare fun again with masks and shelfies
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- Figure 22: Trying the Hanacure mask that went viral, 2017
The Consumer – What You Need to Know
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- Basic essentials have higher market penetration than specialty
- Women are using more than just cleanser to remove makeup
- Natural, multitasking moisturizers appeal to busy consumers
- Treatments resonate with consumers battling skin issues
- Facial masks are a versatile segment with wide appeal
- Innovations in devices could replace pricey spa services
Product Usage
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- Essentials command highest usage
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- Figure 23: Product usage, March 2018
- Minimalism and extensive routines both have a place in skincare
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- Figure 24: Repertoire analysis of product usage, March 2018
- Women drive overall engagement
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- Figure 25: Product usage, by gender, March 2018
- Younger consumers over index for use of facial masks, acne treatments
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- Figure 26: Product usage, by age, March 2018
- Asian consumers heavily engaged in skincare, followed by Hispanics
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- Figure 27: Product usage, by race and Hispanic origin, March 2018
Usage of and Attitudes toward Facial Cleansers
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- Usage of facial cleansers aligns with sales growth
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- Figure 28: Frequency of usage, facial cleansers, March 2018
- Some women have to use several products to fully cleanse
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- Figure 29: Attitudes toward facial cleansers, March 2018
- Women look for gentle cleansers, men cleanse more often
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- Figure 30: Select attitudes toward facial cleansers, by gender, March 2018
- Reinventing classic cleanser formats could reach wider audience
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- Figure 31: Attitudes toward facial cleansers, by age, March 2018
- Asian and Hispanic consumers value gentle, calming claims
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- Figure 32: Attitudes toward facial cleansers, by race and Hispanic origin, March 2018
Usage of and Attitudes toward Moisturizers
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- Moisturizer use is on par with cleansers
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- Figure 33: Frequency of usage, facial moisturizers, March 2018
- Women are heavier users of moisturizer, men use as needed
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- Figure 34: Frequency of usage, facial moisturizers, by gender, March 2018
- Natural ingredients are perceived as better for skin
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- Figure 35: Attitudes toward moisturizers, March 2018
- Women are willing to spend more on moisturizers
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- Figure 36: Attitudes toward moisturizers, by gender, March 2018
- Interest in natural, multi-tasking moisturizers driven by research
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- Figure 37: Attitudes toward moisturizers, by age, March 2018
- Black consumers value natural ingredients
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- Figure 38: Attitudes toward moisturizers, by race and Hispanic origin, March 2018
Usage of and Attitudes toward Specialty Treatments
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- Usage higher among established staples
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- Figure 39: Frequency of usage, specialty treatments, March 2018
- Women are heavier users of specialty products
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- Figure 40: Usage of specialty treatments, by gender, March 2018
- Consumers look for specific benefits with treatments
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- Figure 41: Attitudes toward daily treatments, March 2018
- Women are more benefits driven than men
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- Figure 42: Attitudes toward daily treatments, by gender, March 2018
- Mature consumers are a key market for treatments
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- Figure 43: Attitudes toward daily treatments, by age, March 2018
Usage of and Attitudes toward Masks and Peels
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- Occasional treatments too strong for daily use
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- Figure 44: Frequency of usage, facial masks/peels, March 2018
- Younger consumers driving mask usage
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- Figure 45: Frequency of usage, facial masks/peels, by age, March 2018
- Masks make skincare a fun, pampering experience
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- Figure 46: Attitudes toward masks and peels, March 2018
- Women associate masks with pampering
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- Figure 47: Attitudes toward masks and peels, by female, March 2018
- Mask usage driven by 18-24-year-olds
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- Figure 48: Attitudes toward masks and peels, by age, March 2018
- Hispanics also view masks as a fun, social experience
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- Figure 49: Attitudes toward masks and peels, by Hispanic origin, March 2018
Skincare Innovations
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- Pairing technology with skincare creates customized user experience
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- Figure 50: Interest in skincare innovations, any interest (net), March 2018
- Younger consumers more engaged, mature more loyal
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- Figure 51: Interest in skincare innovations, any interest (net), by age, March 2018
- Interest wanes among most affluent consumers
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- Figure 52: Interest in skincare innovations, any interest (net), by income, March 2018
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 53: Total US sales and forecast of facial skincare and anti-aging, at inflation-adjusted prices, 2012-22
- Figure 54: Total US retail sales and forecast of facial anti-aging products, at current prices, 2012-22
- Figure 55: Total US retail sales and forecast of facial cleansers, at current prices, 2012-22
- Figure 56: Total US retail sales and forecast of facial moisturizers, at current prices, 2012-22
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- Figure 57: Total US retail sales and forecast of acne treatments, at current prices, 2012-22
- Figure 58: Total US retail sales and forecast of fade/bleach, at current prices, 2012-22
- Figure 59: Total US retail sales and forecast of lip balm, at current prices, 2012-22
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Appendix – Key Players
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- Figure 60: Multi-outlet sales of facial cleansers, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 61: Multi-outlet sales of facial moisturizers, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 62: Multi-outlet sales of acne treatments, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 63: Multi-outlet sales of fade/bleach, by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 64: Multi-outlet sales of lip balm, by leading companies and brands, rolling 52 weeks 2017 and 2018
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