Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. sales and fan chart forecast of facial skincare products, at current prices, 2007-17
- Market factors
- Aging population
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- Figure 2: U.S. population aged 18 or older, by age, 2013 and 2018
- Consumer confidence
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- Figure 3: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
- Segment performance
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- Figure 4: Sales of facial skincare products, segmented by type, 2010 and 2012
- The consumer
- Facial skincare usage
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- Figure 5: Regular use* of facial skincare products, February 2013
- Reasons for using facial skincare
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- Figure 6: Top five reasons for using facial skincare products, January 2012-February 2013
- Shopping for facial skincare
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- Figure 7: Top five facial skincare behaviors, February 2013
- Interest in facial skincare claims
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- Figure 8: Top five facial skincare claims, any interest, February 2013
- Interest in facial skincare forms
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- Figure 9: Any interest in facial skincare forms, February 2013
- Interest in information sources
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- Figure 10: Any interest in information sources, by gender, February 2013
- What we think
Issues in the Market
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- What are the opportunities to help consumers better navigate the facial skincare category?
- How are multi-functional skincare products such as BB creams impacting the facial skincare category?
- How will more stringent regulations regarding claims coming out of the EU potentially impact the U.S. facial skincare market?
Insights and Opportunities
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- Promoting facial skincare based on lifestage
- Illness drives need for innovative skincare
- Hormonal changes impact skincare needs
- Water-free skincare combines functionality and sustainability
Trend Applications
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- Trend: Guiding Choice
- Trend: Carnivore, Herbivore…Locavore
- Mintel Futures: Human
Market Size and Forecast
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- Key points
- Category growth has been slow and steady
- Facial skincare forecast to see improved growth rates through 2017
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- Figure 11: Total U.S. retail sales and forecast of facial skincare products, at current prices, 2007-17
- Figure 12: Total U.S. retail sales and forecast of facial skincare products at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 13: Total U.S. sales and fan chart forecast of facial skincare products, at current prices, 2007-17
Market Drivers
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- Aging population creates challenges, opportunities for facial skincare
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- Figure 14: U.S. population aged 18 or older, by age, 2008-18
- Children entering puberty younger
- Consumer confidence improving
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- Figure 15: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
Competitive Context
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- Competition from within
Segment Performance
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- Key points
- Facial cleansers and moisturizers are driving category growth
- Specialty skincare segments are struggling
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- Figure 16: Sales of facial skincare products, segmented by type, 2010 and 2012
Segment Performance—Anti-aging Facial Skincare
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- Key points
- Anti-aging skincare experiencing modest struggles after years of growth
- Sales and forecast of facial anti-aging skincare
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- Figure 17: Sales and forecast of facial anti-aging skincare, at current prices, 2007-17
Segment Performance—Facial Cleansers
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- Key points
- Facial cleansers gaining momentum
- Sales and forecast of facial cleansers
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- Figure 18: Sales and forecast of facial cleansers, at current prices, 2007-17
Segment Performance—Acne Treatments
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- Key points
- Acne treatment sales remain relatively flat
- Sales and forecast of acne treatments
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- Figure 19: Sales and forecast of acne treatments, at current prices, 2007-17
Segment Performance—Facial Moisturizers
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- Key points
- Facial moisturizers rebounding after recession
- Sales and forecast of facial moisturizers
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- Figure 20: Sales and forecast of facial moisturizers, at current prices, 2007-17
Segment Performance—Fade/Bleach
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- Key points
- Fade/bleach is smallest segment and declining
- Sales and forecast of fade/bleach
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- Figure 21: Sales and forecast of fade/bleach, at current prices, 2007-17
Retail Channels
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- Key points
- Facial skincare seeing modest growth across all retail channels
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- Figure 22: Total U.S. retail sales of facial skincare products, by channel, 2010 and 2012
- Other retail channels dominate facial skincare retail sales
- Drug stores and supermarkets maintain presence in skincare market
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- Figure 23: Total U.S. retail sales of facial skincare products, by channel, at current prices, 2007-12
Leading Companies
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- Key points
- Johnson & Johnson holds top spot in facial skincare category
- Procter & Gamble continues to struggle
- Private label sees slowdown
- Manufacturer sales of facial skincare
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- Figure 24: MULO sales of facial skincare, by leading companies, rolling 52 weeks, 2012 and 2013
Brand Share—Anti-aging Facial Skincare
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- Key points
- P&G struggles, L’Oréal gains ground
- J&J seeing mixed results
- Manufacturer sales of facial anti-aging products
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- Figure 25: MULO sales of facial anti-aging products, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Facial Cleansers
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- Key points
- J&J and P&G losing segment share
- Unilever’s Simple driving growth
- Smaller segment players post solid gains
- Manufacturer sales of facial cleansers
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- Figure 26: MULO sales of facial cleansers, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Acne Treatments
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- Key points
- J&J dominates acne treatments segment
- Branded products struggle while private label performs well
- Manufacturer sales of acne treatments
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- Figure 27: MULO sales of acne treatments, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Facial Moisturizers
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- Key points
- J&J leads facial moisturizers, but with mixed results
- P&G and L’Oréal declining
- Unilever, Galderma seeing strongest growth
- Manufacturer sales of facial moisturizers
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- Figure 28: MULO sales of facial moisturizers, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Fade/Bleach
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- Key points
- Palmer’s leads fade/bleach segment
- Mixed results from smaller segment players
- Manufacturer sales of fade/bleach
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- Figure 29: MULO sales of fade/bleach, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- New product launch trends
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- Figure 30: Facial skincare product launches, by subcategory, 2007-13*
- Figure 31: Facial skincare product launches, by top 20 product claims, 2007-13*
- Product innovations
- BB creams and CC creams
- Dark spot correctors
- Eye and lip care
- Facial masks
- Facial oils
- In-shower products
- Men
- Portability
- Ultra gentle
Marketing Strategies
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- Overview of the brand landscape
- Strategy: Celebrity endorsements
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- Figure 32: Aveeno, “Jen’s Decision,” TV AD, 2013
- Strategy: Marketing to men
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- Figure 33: Dove, “Face Torture,” TV AD, 2013
- Strategy: Fear
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- Figure 34: Clean & Clear, “Oil Free,” TV AD, 2013
- Figure 35: Simple, “Simply Clean,” TV AD, 2012
- Strategy: Natural positioning
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- Figure 36: Neutrogena, “Wintergreen Clean,” TV AD, 2013
- Strategy: Anti-aging
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- Figure 37: L'Oréal, “It’s a Miracle,” TV AD, 2013
- Strategy: Multi-functional
Social Media
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- Key points
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- Figure 38: key brand metrics, facial skincare brands, March 2013
- Market overview
- Brand usage and awareness
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- Figure 39: Usage and awareness of selected facial skincare brands, February 2013
- Interaction with brands
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- Figure 40: Interaction with selected facial skincare brands, February 2013
- Online conversations
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- Figure 41: Percentage of consumer conversation by selected facial skincare brands, March 3-April 2, 2013
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- Figure 42: Online mentions, selected facial skincare brands, percentage of daily mentions, by day, March 3-April 2, 2013
- Where are people talking about facial skincare brands?
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- Figure 43: Mentions by page type, selected facial skincare brands, March 3-April 2, 2013
- What are people talking about online?
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- Figure 44: Mentions by type of conversation, selected facial skincare brands, March 3-April 2, 2013
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- Figure 45: Major areas of discussion surrounding facial skincare brands, percentage of daily mentions, by day, March 3-April 2, 2013
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- Figure 46: Major areas of discussion surrounding facial skincare brands, by page type, March 3-April 2, 2013
- Brand analysis
- Clarins
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- Figure 47: Clarins key social media indicators, March 2013
- Key online campaigns
- What we think
- Neutrogena
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- Figure 48: Neutrogena key social media indicators, March 2013
- Key online campaigns
- What we think
- Aveeno
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- Figure 49: Aveeno key social media indicators, March 2013
- Key online campaigns
- What we think
- Cetaphil
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- Figure 50: Cetaphil key social media indicators, March 2013
- Key online campaigns
- What we think
- Bioré
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- Figure 51: Bioré key social media indicators, March 2013
- Key online campaigns
- What we think
- Simple
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- Figure 52: Simple skincare key social media indicators, March 2013
- Key online campaigns
- What we think
Facial Skincare Usage
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- Key points
- Majority of consumers use soap and water
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- Figure 53: Facial skincare product usage, February 2013
- Users of premium facial skincare brands more likely to use most skincare products
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- Figure 54: Regular use of facial skincare products by each brand used, February 2013
Usage—Facial Cleansing Products/Toner
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- Key points
- Soap is most used facial skincare product
- Use of facial cleansing products driven by young women
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- Figure 55: Regular usage* of facial cleansing products/toner, by gender, February 2013
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- Figure 56: Regular usage* of facial skincare cleansing products/toner, by gender and age, February 2013
- Household income impacts use of facial cleansing products
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- Figure 57: Regular usage* of facial cleansing products/toner, by household income, February 2013
- Neutrogena most used facial cleansing brand
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- Figure 58: Brands used of facial cleansers, medicated products, or toners, by gender and age, August 2011-August 2012
Usage—Facial Moisturizer
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- Key points
- Facial moisturizer use largely driven by women
- Men represent opportunity in facial moisturizer segment
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- Figure 59: Regular usage* of facial moisturizer, by gender and age, February 2013
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- Figure 60: Forms of moisturizers, creams, or lotions used, by gender and age, August 2011-August 2012
- Figure 61: Brands of moisturizers, creams, or lotions used, by gender and age, August 2011-August 2012
- Household income drives use of facial moisturizer
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- Figure 62: Regular usage* of facial moisturizer, by household income, February 2013
Usage—Specialty Skincare Products
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- Key points
- Nearly half of women use anti-aging products
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- Figure 63: Regular usage* of specialty skincare products, by gender, February 2013
- Younger consumers using acne products, skin devices
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- Figure 64: Attitudes toward acne products, by gender and age, February 2013
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- Figure 65: Regular usage* of specialty skincare products, by gender and age, February 2013
- Household income drives use of specialty skincare products
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- Figure 66: Regular usage* of specialty skincare products, by household income, February 2013
Reasons for Using Facial Skincare
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- Key points
- More consumers looking to improve skin’s texture with use of facial skincare
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- Figure 67: Facial skincare benefits, total respondents, January 2012 and February 2013
- Lifestage dictates type of facial skincare products used
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- Figure 68: Facial skincare benefits, by gender and age, February 2013
- Desired benefits drive product usage
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- Figure 69: Benefits by facial skincare product use, part one, February 2013
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- Figure 70: Benefits by facial skincare product use, part two, February 2013
Shopping for Facial Skincare
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- Key points
- Multiple-benefit facial skincare products are broadly appealing
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- Figure 71: Attitudes toward multi-functional products, by gender and age, February 2013
- Older women more likely to purchase from brands they trust
- Younger shoppers looking for customized skincare solutions
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- Figure 72: Facial skincare behavior, by gender and age, February 2013
- Figure 73: Facial skincare behavior, by household income, February 2013
Interest in Facial Skincare—Claims
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- Key points
- Added functionality drives strong consumer interest
- Natural claims drive interest, especially among younger women
- Young adults open to deodorizing, medicated claims
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- Figure 74: Any Interest in facial skincare claims, by gender and age, February 2013
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- Figure 75: Any Interest in facial skincare claims, by household income, February 2013
Interest in Facial Skincare—Forms
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- Key points
- Interest in eco-friendly packaging
- Young women looking for diagnostic tools
- Women interested in products that aid in makeup application, provide coverage
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- Figure 76: Any interest in new facial skincare forms, by gender and age, February 2013
- Figure 77: Any interest in new facial skincare forms, by household income, February 2013
Interest in Facial Skincare—Information Sources
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- Key points
- Majority of facial skincare users seeking more product information
- Mobile apps appeal to young adults
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- Figure 78: Any interest in facial skincare information sources, by gender, February 2013
- Figure 79: Any interest in facial skincare information sources, by gender and age, February 2013
Attitudes Toward Facial Skincare
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- Key points
- Consumers are motivated by product functionality
- Higher-income women more likely to have different skincare routines based on time of day
- Some consumers using body care products to treat facial skin
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- Figure 80: Attitudes toward facial skincare, by gender and age, February 2013
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- Figure 81: Attitudes toward facial skincare, by household income, February 2013
Race and Hispanic Origin
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- Key points
- Asians and Hispanics are highly involved in facial skincare category
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- Figure 82: Regular usage of facial skincare product, by race/Hispanic origin, February 2013
- Reasons for using facial skincare vary by race
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- Figure 83: Facial skincare benefits, by race/Hispanic origin, February 2013
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- Figure 84: Facial skincare behavior, by race/Hispanic origin, February 2013
- Hispanics, Asians express above-average interest in facial skincare product claims, benefits
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- Figure 85: Any Interest in facial skincare claims, by race/Hispanic origin, February 2013
- Figure 86: Any interest in new facial skincare forms/information sources, by race/Hispanic origin, February 2013
Cluster Analysis
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- Figure 87: Facial skincare clusters, February 2013
- Cluster 1: Involved
- Opportunities
- Cluster 2: Seekers
- Opportunities
- Cluster 3: Basic
- Opportunities
- Cluster characteristic tables
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- Figure 88: Regular usage of facial skincare product, by target clusters, February 2013
- Figure 89: Facial skincare benefits, by target clusters, February 2013
- Figure 90: Facial skincare behavior, by target clusters, February 2013
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- Figure 91: Any Interest in facial skincare claims, by target clusters, February 2013
- Figure 92: Attitudes toward facial skincare, by target clusters, February 2013
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- Figure 93: Any interest in new facial skincare forms/information sources, by target clusters, February 2013
- Cluster demographics
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- Figure 94: Target clusters, by demographic, February 2013
- Cluster methodology
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Key Household Purchase Measures—Information Resources Inc. Builders Panel Data
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- Overview of facial skincare
- Facial cleansers
- Consumer insights on key purchase measures
- Brand map
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- Figure 95: Brand map, selected brands of facial cleansers, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 96: Key purchase measures for the top brands of facial cleansers, by household penetration, 2012*
- Facial moisturizers
- Consumer insights on key purchase measures
- Brand map
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- Figure 97: Brand map, selected brands of facial moisturizers buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 98: Key purchase measures for the top brands of facial moisturizers, by household penetration, 2012*
- Acne treatments
- Consumer insights on key purchase measures
- Brand map
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- Figure 99: Brand map, selected brands of acne treatments buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 100: Key purchase measures for the top brands of acne treatments, by household penetration, 2012*
Appendix: Other Useful Consumer Tables
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- Reasons for using facial skincare
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- Figure 101: Facial skincare benefits, by gender and household income, February 2013
- Interest in facial skincare—claims
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- Figure 102: Interest in facial skincare claims, February 2013
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- Figure 103: Any Interest in facial skincare claims, by gender, February 2013
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- Figure 104: Any interest in product claims by facial skincare behaviors, part one, February 2013
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- Figure 105: Any interest in product claims by facial skincare behaviors, part two, February 2013
- Interest in new facial skincare forms and information sources
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- Figure 106: Interest in new facial skincare forms/information sources, February 2013
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- Figure 107: Any interest in new facial skincare forms/information sources, by gender, February 2013
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- Figure 108: Any interest in new facial skincare information sources, by household income, February 2013
- Attitudes toward facial skincare
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- Figure 109: Attitudes toward facial skincare, by race/Hispanic origin, February 2013
Appendix: Social Media
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- Usage and awareness
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- Figure 110: Brand usage or awareness, February 2013
- Figure 111: Neutrogena usage or awareness, by demographics, February 2013
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- Figure 112: Bioré usage or awareness, by demographics, February 2013
- Figure 113: Clarins usage or awareness, by demographics, February 2013
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- Figure 114: Cetaphil usage or awareness, by demographics, February 2013
- Figure 115: Simple usage or awareness, by demographics, February 2013
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- Figure 116: Aveeno usage or awareness, by demographics, February 2013
- Activities done
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- Figure 117: Activities done, February 2013
- Figure 118: Neutrogena—Activities done, by demographics, February 2013
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- Figure 119: Bioré—Activities done, by demographics, February 2013
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- Figure 120: Cetaphil—Activities done, by demographics, February 2013
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- Figure 121: Aveeno—Activities done, by demographics, February 2013
- Online conversations
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- Figure 122: Percentage of consumer conversation by selected facial skincare brands, March 3-April 2, 2013
- Figure 123: Online mentions, selected facial skincare brands, percentage of daily mentions, by day, March 3-April 2, 2013
- Figure 124: Mentions by page type, selected facial skincare brands, March 3-April 2, 2013
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- Figure 125: Mentions by type of conversation, selected facial skincare brands, March 3-April 2, 2013
- Figure 126: Major areas of discussion surrounding facial skincare brands, percentage of daily mentions, by day, March 3-April 2, 2013
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- Figure 127: Major areas of discussion surrounding facial skincare brands, by page type, March 3-April 2, 2013
Appendix: Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix: Trade Associations
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