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Women's Facial Skincare - UK - May 2015

OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
RSV slips as sales are cannibalised
Figure 1: Best- and worst-case forecast for UK retail value sales of facial skincare products, 2009-19
Launch trends focus on evolving claims, but more is needed
Figure 2: New product launches in the women’s facial skincare market, by launch type, January 2012-March 2015
A third of women have uneven skin tone
Figure 3: How women describe their skin condition, March 2015
Strong interest in ‘inside-out’ beauty
Figure 4: Most important factors in determining the appearance of skin, March 2015
42% of women have not heard of parabens
Figure 5: Awareness and knowledge of facial skincare ingredients, March 2015
ISSUES AND INSIGHTS
The future of devices
The facts
The implications
Harnessing the link between nutrition and skin
The facts
The implications
Keeping sales in skincare
The facts
The implications
Expanding the anti-ageing market
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
RSV slips as sales are cannibalised
Flexi-working presents skincare opportunity
The healthy lifestyle effect
Discount retailers transform the market
MARKET SIZE AND FORECAST
Sales start to slip into decline
Figure 6: UK retail value sales of women’s facial skincare products, 2009-19
However growth is expected to return
Figure 7: Best- and worst-case forecast for UK retail value sales of facial skincare products, 2009-19
SEGMENT PERFORMANCE
Mass market slips into decline
Figure 8: UK retail value sales of women’s facial skincare products, by segment, 2013-14
Moisturisers tumble while lip care triumphs
Figure 9: UK retail value sales of women’s mass market facial skincare products, by category, 2013-14
MARKET DRIVERS
Ageing population threatens segment sales
Figure 10: Trends in the age structure of the female population, 2009-19
Renewed focus on UV impact on skin
Figure 11: Rates of malignant melanoma diagnoses per 100,000 population, UK, by age at diagnosis, 2009-11
Flexi-working presents skincare opportunity
Figure 12: Employment and unemployment of women, 2009-19
Growing cosmetic surgery market
Figure 13: Experience of cosmetic surgery and interest in future procedures, September 2014
The healthy lifestyle effect
Figure 14: Eat Pretty by Jolene Hart, 2014
Cosmetics and skincare boundaries continue to blur
CHANNELS TO MARKET
Discounters and online retailers change the shape of the market
Figure 15: UK retail value sales of facial skincare products, by outlet type, 2013-14
Prestige sales benefit online and department stores
KEY PLAYERS – WHAT YOU NEED TO KNOW
Strong heritage and new appeal benefits facial skincare brands
Older women see skincare as a luxury
Serum the new star of advertising
NPD indexing below high of 2012
Paraben- and sulphate-free amongst top growing claims
Natural oils trend lifts botanical/herbal claim
A mixed brand performance in the mass market
Advertising investment reflects on sales performance
BRAND RESEARCH
Key brand metrics
Figure 16: Key metrics for selected brands, March 2015
Brand map
Figure 17: Attitudes towards and usage of selected brands, March 2015
Brand attitudes: Vichy and Estée Lauder noted for quality
Figure 18: Attitudes, by brand, March 2015
Vichy struggles to match up to Estée Lauder, despite similar associations
Figure 19: User profile of Vichy, March 2015
Estée Lauder is most likely to be perceived in glamour terms
Figure 20: Brand personality – micro image, March 2015
Estée Lauder is seen as glamorous, but risks being seen as old-fashioned
Figure 21: User profile of Estée Lauder, March 2015
Brand personality: NIVEA’s value image promotes accessible associations
Figure 22: Brand personality – Macro image, March 2015
NIVEA has all-round strong brand image
Figure 23: User profile of NIVEA, March 2015
Soap & Glory benefits from youthful, quirky brand associations
Figure 24: User profile of Soap & Glory, March 2015
REN lacks strong awareness and usage but noted for expertise and cutting-edge developments
Figure 25: Demographic breakdown of consumers aware of REN, March 2015
Eau Thermale Avène’s product claims influence 16-44s in particular
Figure 26: Demographic breakdown of consumers aware of Eau Thermale Avène, March 2015
Caudalie could leverage an innovative brand image
Figure 27: Demographic breakdown of consumers aware of Caudalie, March 2015
BRAND COMMUNICATION AND PROMOTION
Increased advertising investment in the market
Figure 28: Main monitored advertising spend on women’s facial skincare products, by advertiser, 2012-14
Serum the new star of advertising
Figure 29: Main monitored advertising spend on women’s facial skincare products, by product type, 2013-14
Shifting focus on medias
Figure 30: Main monitored advertising spend on women’s facial skincare products, by media type, 2012-14
LAUNCH ACTIVITY AND INNOVATION
NPD indexing below high of 2012
Figure 31: New product launches in the women’s facial skincare market, by launch type, January 2012-March 2015
Figure 32: Examples of new women’s facial skincare product launches, 2015
Face and neck products dominate launches
Figure 33: Examples of women’s facial skincare water product launches, 2014
Figure 34: New product launches in the women’s facial skincare market, by sub category, January 2012-March 2015
Paraben- and sulphate-free amongst top growing claims
Figure 35: Examples of paraben-free women’s facial skincare launches, 2014
Figure 36: Fastest growing product positioning claims in the women’s facial skincare market, 2013-14
Natural oils trend lifts botanical/herbal claim
Figure 37: Examples of women’s facial skincare products featuring botanical oils, 2014
Appealing to an ageing population
Figure 38: Examples of women’s facial skincare products featuring anti-ageing claims, 2014-15
L’Oréal continues to lead NPD
Figure 39: New product development in women’s facial skincare, by top five ultimate companies and other, 2014
Figure 40: Product launches from L’Oréal brands, 2014
MARKET SHARE
A mixed brand performance in the mass market
Figure 41: Brand shares in UK sales of women’s mass market facial skincare, March 2014 – March 2015
Advertising investment reflects on sales performance
Vaseline targets impulse purchases with limited editions
Figure 42: Examples of Vaseline limited edition tins launched in 2014
THE CONSUMER – WHAT YOU NEED TO KNOW
A third of women have uneven skin tone
Wrinkles are the most common skin concern
Facial soaps maintain their resurgence in popularity
Anti-ageing usage remains static
Strong interest in ‘inside-out’ beauty
Cleansing devices for the older woman
Consumers concerned over stressing skin
Expanding occasions of use
42% of women have not heard of parabens
Anti-ageing ingredient knowledge can be improved
SKIN CONDITION AND CONCERNS
A third of women have uneven skin tone
Figure 43: How women describe their skin condition, March 2015
Wrinkles are the most common skin concern
Figure 44: Skin concerns of women, March 2015
Primer growth increases awareness of pores
PRODUCT USAGE
Facial soaps maintain their resurgence in popularity
Figure 45: Examples of new women’s facial soap products, 2014
Anti-ageing usage remains static
Figure 46: Women’s facial skincare product usage, 2013-15
Oils and devices need to increase user base
Product repertoires shrink as women age
Figure 47: Repertoire of women’s facial skincare, March 2015
FACTORS INFLUENCING APPEARANCE OF SKIN
Strong interest in ‘inside-out’ beauty
Figure 48: Most important factors in determining the appearance of skin, March 2015
Facial treatments need to highlight importance
Cleansing devices for the older woman
SKINCARE ROUTINES
Consumers concerned over stressing skin
Figure 49: Attitudes towards facial skincare products, March 2015
Expanding occasions of use
The routine and brand loyalty
SKINCARE INGREDIENTS
42% of women have not heard of parabens
Figure 50: Awareness and knowledge of facial skincare ingredients, March 2015
Anti-ageing ingredient knowledge can be improved
Figure 51: Awareness and knowledge of facial skincare ingredients, March 2015
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Abbreviations
Fan chart forecast
APPENDIX – KEY PLAYERS
Figure 52: New product launches in the women’s facial skincare market, by sub category and launch type, 2014
Figure 53: Top ten product positioning claims in the women’s facial skincare market, ranked by 2014, January 2012-March 2015

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