Table of Contents
Executive Summary
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- The issues
- Limited growth in competitive, highly saturated market
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- Figure 1: Total US sales and fan chart forecast of facial skincare and anti-aging products, at current prices, 2010-20
- Challenges for anti-aging products and blurring of categories
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- Figure 2: Total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2010-15
- Many consumers see lifestyle factors as key to skin’s appearance
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- Figure 3: Factors that impact appearance of skin, March 2016
- The opportunities
- Young adults, women, and Hispanics key to future category growth
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- Figure 4: Usage of select facial skincare products, by female by age and Hispanics, March 2016
- Natural, familiar ingredients spark interest
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- Figure 5: Interest in trying products with specific ingredients (any), March 2016
- No-rinse cleansers offer growth opportunities
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- Figure 6: Correspondence analysis – Benefits of no-rinse cleansers, March 2016
- What it means
The Market – What You Need to Know
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- Growth is slow in competitive facial skincare and anti-aging category
- Brand and retailer choice vary with products; traditional categories blur
- Positive market factors include demographic growth, natural products
Market Size and Forecast
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- Historic and projected sales performance shows tepid 10-year growth
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- Figure 7: Total US sales and fan chart forecast of facial skincare and anti-aging products, at current prices, 2010-20
- Figure 8: Total US sales and forecast of facial skincare and anti-aging products, at current prices, 2010-20
Market Breakdown
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- Anti-aging products continue to lose share to cleansers, moisturizers
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- Figure 9: Sales of facial skincare and anti-aging products, by segment, 2010-15 (est)
- Specialized segments see continued declines
- After strong gains, lip balms see sales falter in 2015
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- Figure 10: Share of facial skincare and anti-aging products, by segment, 2015 (est)
Market Perspective
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- Although online sales growing, brick and mortar stores remain important
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- Figure 11: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2013 and 2015
- Choice of brand, and thus retailer, varies with product type
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- Figure 12: Brand of current facial skincare products, March 2016
- Blurring of categories within and beyond the facial skincare market
Market Factors
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- Improving economy underpins greater spending on beauty products
- Population growth among women 25-44 will help propel, shape market
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- Figure 13: Select product usage, by gender and age, March 2016
- Hispanic women show robust interest in skincare and anti-aging
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- Figure 14: Population by race and Hispanic origin, 2010-20
- Beauty from within trend presents opportunities
Key Players – What You Need to Know
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- Leading suppliers see sales fall, especially in anti-aging segment
- Natural and dermatologist-inspired cleansers and moisturizers grow
- Lip balm faces challenges, with EOS settling disruptive lawsuit
- Future of facial skincare lies in technology, new formats, lifestyle focus
Manufacturer Sales of Facial Skincare and Anti-aging Products
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- The three largest companies see sales decline
- Smaller brands fare well with natural products and mild formulations
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- Figure 15: Manufacturer sales of facial skincare and anti-aging, 2015 and 2016
What’s Working?
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- Facial cleaners perform well with new formats, natural formulations
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- Figure 16: MULO sales of selected top-selling skin cleansing brands, rolling 52-weeks 2015 and 2016
- Figure 17: Select products from top-selling skin cleansing brands
- Smaller brands integrating natural, organic ingredients
- Dermatologist-associated brands build moisturizer share
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- Figure 18: MULO moisturizer sales for CeraVe and Cetaphil, rolling 52-weeks 2015 and 2016
What’s Struggling?
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- After strong growth, lip balm declines, EOS facing challenges
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- Figure 19: MULO sales for select lip balm, rolling 52-weeks 2015 and 2016
- Major anti-aging brands struggle to grow sales
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- Figure 20: MULO sales of anti-aging skincare, by leading companies and brands, rolling 52-weeks 2015 and 2016
- Leading acne brands continue to lose ground to private label
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- Figure 21: MULO sales of select acne treatments, by leading companies and brands, rolling 52-weeks 2015 and 2016
What’s Next?
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- No-rinse cleansers poised for ongoing growth
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- Figure 22: TV ad for simple micellar water, 2016
- Importance of lifestyle factors expands benefits of skincare products
- “Food to Face” trend with natural, food-based products
- Apps with information, customization, and on-the-go shopping
The Consumer – What You Need to Know
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- Hydration and UV are top factors impacting skin appearance
- Women and those 18-34 drive demand for facial cleansers
- No-rinse cleansers associated with being convenient, gentle
- Usage high for lip balm and facial moisturizers
- Delaying and repairing signs of aging drive product usage
- Natural ingredients are widely sought and evoke strong interest
Factors that Impact Appearance of Skin
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- Hydration and UV exposure are top factors impacting skin appearance
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- Figure 23: Factors that impact appearance of skin, March 2016
- Age and gender guide perception of what factors impact the skin
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- Figure 24: Lifestyle factors that impact appearance of skin (any rank), by age and gender, March 2016
- Race/Hispanic origin shapes concern about UV exposure
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- Figure 25: Lifestyle factors that impact appearance of skin (any rank), by race/Hispanic origin, March 2016
Use of Facial Cleansing Products
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- Facial cleansers continue positive growth trends
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- Figure 26: Usage of facial cleansing products, March 2016
- Women and those 18-34 are core users of facial cleaners
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- Figure 27: Usage of facial cleansing products, by age and gender, March 2016
- Hispanics show strong investment in the category
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- Figure 28: Usage of facial cleansing products, by race and Hispanic origin, March 2016
Benefits of No-rinse Cleansers
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- Consumers cite a range of benefits to no-rinse cleansers
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- Figure 29: Correspondence analysis – Benefits of no-rinse cleansers, March 2016
- Methodology
- Young consumers post positive attitudes toward cleansing waters
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- Figure 30: Benefits of no-rinse cleansers, March 2016
Use of Facial Moisturizer and Specialty Skincare Products
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- Usage highest for lip balm and facial moisturizers
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- Figure 31: Usage of facial moisturizers and specialty skincare, March 2016
- Usage is high among women, even as product choice evolves with age
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- Figure 32: Usage of facial moisturizers and specialty skincare products, by age and gender, March 2016
- Income drives usage of specialized skincare products
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- Figure 33: Usage of facial moisturizers and specialty skincare products, by household income, March 2016
- Hispanics are heavy users of a wide range of products
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- Figure 34: Usage of facial moisturizers and specialty skincare products, by race and Hispanic origin, March 2016
Usage, Motivations, and Benefits of Anti-aging Products
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- Both repairing and delaying signs of aging motivate usage
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- Figure 35: Usage of and motivations for using anti-aging skincare, March 2016
- Motivations for using anti-aging skincare changes with age
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- Figure 36: Usage of and motivations for anti-aging treatments, by gender and age, household income, and Hispanic origin, March 2016
- Moisturizing and anti-wrinkle claims are important to anti-aging consumers
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- Figure 37: Claims considered most important in anti-aging skincare, March 2016
- Anti-wrinkle and UV protection claims can yield maximum benefits
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- Figure 38: TURF analysis – Benefits of anti-aging skincare, March 2016
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- Figure 39: Table – TURF analysis – Benefits of anti-aging skincare, March 2016
- TURF analysis – Methodology
Influence of Ingredients
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- Facial skincare users want familiar, healthy-sounding ingredients
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- Figure 40: Any influence of ingredients (net), March 2016
- Interest in trying natural ingredients outpaces current usage
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- Figure 41: Usage of and interest in trying products with specific ingredients, March 2016
- Interest in natural ingredients peaks among younger adults, Hispanics
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- Figure 42: Any influence of select ingredients (net), by gender and age and Hispanic origin, March 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 43: Total US sales and forecast of facial skincare and anti-aging market, at current prices, 2010-20
- Figure 44: Total US sales and forecast of facial skincare and anti-aging market, at inflation-adjusted prices, 2010-20
- Figure 45: Total US sales of facial skincare and anti-aging, by segment, at current prices, 2013 and 2015
- Figure 46: Total US sales and forecast of facial skincare and anti-aging market, at inflation-adjusted prices, 2010-20
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- Figure 47: Total US retail sales of facial skincare and anti-aging, by channel, at current prices, 2010-15
- Figure 48: Female population by age, 2010-20
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Appendix – Key Players
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- Figure 49: MULO sales of anti-aging skincare, by leading companies and brands, rolling 52-weeks 2015 and 2016
- Figure 50: MULO sales of facial cleansers, by leading companies and brands, rolling 52-weeks 2015 and 2016
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- Figure 51: MULO sales of facial moisturizers, by leading companies and brands, rolling 52-weeks 2014 and 2015
- Figure 52: MULO sales of acne treatment, by leading companies and brands, rolling 52-weeks 2015 and 2016
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- Figure 53: MULO sales of fade/bleach, by leading companies and brands, rolling 52-weeks 2015 and 2016
- Figure 54: MULO sales of lip balm, by leading companies and brands, rolling 52-weeks 2015 and 2016
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Appendix – Consumer
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- Figure 55: Types of facial cleansers/toners used
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- Figure 56: Brands used of facial cleansers/toners, October 2009-December 2015
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