Table of Contents
Executive Summary
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- The market
- Market will stabilise
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- Figure 1: Best- and worst-case forecast of the UK value sales of women’s facial skincare, 2014-24
- Companies and brands
- Accept the change
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- Figure 2: UK retail value sales of mass market women’s facial skincare, by brand, year ending May 2019
- Prestige pushes hydration
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- Figure 3: New product launches in the women’s facial skincare market, by launch type, January 2016-May 2019
- The consumer
- Cause for concern
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- Figure 4: Areas of concern on face/neck, May 2019
- Keep cleansing simple
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- Figure 5: Facial cleansing products used in the last 12 months, May 2018 and May 2019
- Caring becomes about glow
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- Figure 6: Facial caring products used in the last 12 months, May 2018 and May 2019
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- Figure 7: Facial treatment products used in the last 12 months, May 2018 and May 2019
- The right balance
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- Figure 8: Changes in facial skincare routine/behaviour over the last 12 months, May 2019
- Water is a winner
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- Figure 9: Correspondence analysis for facial caring formats, May 2019
- What we think
Issues and Insights
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- Wipes are on the naughty list
- The facts
- The implications
- Deconstructed skincare
- The facts
- The implications
- Glow minimises care routine
- The facts
- The implications
The Market – What You Need to Know
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- Market will stabilise
- The growth of big hitters
- Retailers on a journey
- Living my best life
Market Size and Forecast
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- Women pare back
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- Figure 10: UK retail value sales of women’s facial skincare, at current and constant prices, 2014-24
- Market set to stabilise
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- Figure 11: Best- and worst-case forecast of the UK value sales of women’s facial skincare, 2014-24
- Forecast methodology
Market Segmentation
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- Quality over quantity
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- Figure 12: UK retail value sales of mass market women’s facial skincare, by segment, years ending May 2018 and 2019
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- Figure 13: UK retail value sales of mass market women’s facial skincare, mass vs prestige, years ending May 2018 and 2019
- No more double cleansing
Channels to Market
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- Looking for niche brands
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- Figure 14: UK retail sales value of women’s facial skincare, by outlet type, 2017 and 2018
- The premium experience
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- Figure 15: Boots’ new beauty hall concept, March 2019
Market Drivers
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- Older women could fuel market downturn
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- Figure 16: Trends in the age structure of the UK female population, 2013-23
- Premium not always expensive
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- Figure 17: Boots No7 HydraLuminous Water Surge Gel, May 2019
- Cosmetics strengthen their benefits
- Wipe out
- Double cleanse or straight to bed?
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- Figure 18: Time spent on evening beauty and grooming routines, by gender, February 2019
- Show me my reflection
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- Figure 19: Interest in diversity in advertising, October 2018
Companies and Brands – What You Need to Know
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- Accept the change
- Prestige pushes hydration
- Return to TV
- Build an identity
Market Share
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- A clean sweep
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- Figure 20: UK retail value sales of mass market women’s facial skincare, by brand, years ending May 2018 and 2019
- Don’t dwell on age
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- Figure 21: L’Oréal Revitalift Filler +Hyaluronic Acid 7-Day Cure Replumping Ampoules, April 2019
Launch Activity and Innovation
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- Face care moves the category forward
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- Figure 22: New product launches in the women’s facial skincare market, by launch type, January 2016-May 2019
- Figure 23: New product launches in the women’s facial skincare market, by segment, January 2016-May 2019
- Hydration hits the big time
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- Figure 24: Top growing and declining formats/textures in women’s facial skincare, 2017-18
- Figure 25: NPD examples of top growing formats/textures, 2018
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- Figure 26: Top growing and declining claims in women’s facial skincare, 2017-18
- Figure 27: New products with brightening/illuminating AND antioxidant claims, 2018
- Prestige pushes back
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- Figure 28: New product launches in the women’s facial skincare market, by price positioning, January 2016-May 2019
- Figure 29: New product launches in the women’s facial skincare market, by ultimate companies and other, 2018
Advertising and Marketing Activity
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- Outdoor gains share
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- Figure 30: Total above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by media type, Jan 2016-May 2019
- Figure 31: NIVEA Daily Essentials Urban Skin Detox Night Gel Cream, September 2017
- Big players reduce spending
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- Figure 32: Total above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by top companies and other, 2018
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 33: Attitudes towards and usage of selected brands, April 2019
- Key brand metrics
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- Figure 34: Key metrics for selected brands, April 2019
- Brand attitudes: Major brands aren’t seen as interested in consumer wellbeing
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- Figure 35: Attitudes, by brand, April 2019
- Brand personality: Brands considered ethical also struggle with boring image
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- Figure 36: Brand personality – macro image, April 2019
- Many struggle to separate the image of different prestige brands
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- Figure 37: Brand personality – micro image, April 2019
- Brand analysis
- La Roche-Posay makes sensitivity premium
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- Figure 38: User profile of La Roche-Posay, April 2019
- Simple prepares for the future
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- Figure 39: User profile of Simple, April 2019
- Figure 40: Simple biodegradable cleansing wipes, 2019
- L’Oréal Paris could win with Millennials
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- Figure 41: User profile of L’Oréal Paris, April 2019
- Garnier loses strong image
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- Figure 42: User profile of Garnier, April 2019
- Pixi’s success could falter
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- Figure 43: User profile of Pixi, April 2019
- Superdrug B. needs to forge its own way
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- Figure 44: User profile of Superdrug B., April 2019
- Nip+Fab going after the next generation
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- Figure 45: User profile of Nip+Fab, April 2019
- Figure 46: NIP + FAB Purify Teen Skin Fix Salicylic Acid Concentrate, June 2019
- Ole Henriksen confuses users
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- Figure 47: User profile of Ole Henriksen, April 2019
The Consumer – What You Need to Know
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- Cause for concern
- Keep cleansing simple
- Caring becomes about glow
- The right balance
- Water is a winner
Areas of Concern
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- Ingredients for eyes
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- Figure 48: Areas of concern on face/neck, May 2019
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- Figure 49: Eye care innovation containing glycolic acid, 2018
- Figure 50: Overnight anti-ageing treatments containing retinol, 2018
- Stamping out stress
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- Figure 51: Areas of concern on face/neck, by age, May 2019
- Figure 52: Realine Frown Line Patches, May 2018
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- Figure 53: Sothys nO2ctuelle Chrono-Destressing Sleeping Mask, March 2018
Facial Cleansing Routines
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- Return of the washcloth
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- Figure 54: Facial cleansing products used in the last 12 months, May 2018 and May 2019
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- Figure 55: Face/neck care NPD featuring reusable cloths, 2018
- Simpler times
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- Figure 56: Repertoire of facial cleansing products used in the last 12 months, May 2018 and May 2019
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- Figure 57: Stick format innovation in facial skincare, 2018-19
- Older Millennials fear for their face
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- Figure 58: Percentage point change in users of facial cleansing products, by age, May 2018 vs May 2019
Facial Caring Routines
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- Morning dew
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- Figure 59: Facial caring products used in the last 12 months, May 2018 and May 2019
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- Figure 60: Facial oils using glow terminology, 2019
- Oil aboard
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- Figure 61: Percentage point change in use of facial caring products, by age, May 2018 vs May 2019
- A nourished glow
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- Figure 62: Facial treatment products used in the last 12 months, May 2018 and May 2019
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- Figure 63: Atlantis Skincare Glowing Skin Serum Gel, 2018
- Masking the problem
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- Figure 64: Percentage point change in use of facial treatment products, by age, May 2018 vs May 2019
Changes in Behaviour
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- Health remains internal
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- Figure 65: Changes in facial skincare routine/behaviour over the last 12 months, May 2019
- A balancing act
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- Figure 66: Changes in specified facial skincare routine/behaviours over the last 12 months, by age, May 2019
- Figure 67: Vitamins and supplements with beauty-enhancing claims, 2018
- Authority figures
Format Associations
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- Serum is a winner
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- Figure 68: Correspondence analysis for facial caring formats, May 2019
- It’s not all bad
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- Figure 69: Words/phrases associated with facial caring formats, May 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Correspondence methodology
- Forecast methodology
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