Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Growth in facial skincare remains constant, yet gains are not as substantial
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- Figure 1: Total US sales and forecast of facial skincare and anti-aging, at current prices, 2013-23
- New minimalist trends place additional pressure on category
- Most consumers stick to skincare staples
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- Figure 2: Select product usage, January 2019
- The opportunities
- Face masks expand the traditional repertoire
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- Figure 3: Mask usage, by women and Hispanics, January 2019
- Consumers believe that skincare improves skin, and therefore, improves self-esteem
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- Figure 4: Select attitudes toward facial skincare, January 2019
- Interest is strong across an assortment of new formats
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- Figure 5: Any interest in skincare formats – (Net), January 2019
- What it means
The Market – What You Need to Know
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- Facial skincare growth expected to remain positive despite saturation
- Facial cleansers maintain position as leading skincare segment
- Social media is a viable promotional tool for skincare
- Minimalism and injectables place pressure on skincare
Market Size and Forecast
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- Historic and projected sales performance of facial skincare
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- Figure 6: Total US sales and fan chart forecast of facial skincare and anti-aging, at current prices, 2013-23
- Figure 7: Total US sales and forecast of facial skincare, at current prices, 2013-23
Market Breakdown
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- Facial cleansers are still on top
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- Figure 8: Share of total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2018
- Essentials are at the center of category growth
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- Figure 9: Percent change of facial skincare sales, by segment, 2016-18
Market Perspective
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- Social media is a skincare shopping destination for women
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- Figure 10: Select interest in facial skincare recommended on social media, December 2018
Market Factors
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- New minimalist trends place more pressure on lengthy skincare routines
- Non-surgical treatment companies employ influencers to attract Millennials
Key Players – What You Need to Know
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- J&J continues to lead among MULO players
- Innovative formats and ingredients are rooted in results
- Anti-aging sales continue to slip
- Skincare will be cleaner and smarter in the future
Company and Brand Sales of Facial Skincare and Anti-Aging
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- J&J stays on top, L’Oréal moves to second place
- Sales of facial skincare by company
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- Figure 11: Multi-outlet sales of facial skincare and anti-aging products, by leading companies, rolling 52 weeks 2018 and 2019
What’s Working?
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- Face masks – more than a trend
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- Figure 12: Multi-outlet sales of select face mask brands, by companies and brands, rolling 52 weeks 2018 and 2019
- CBD takes root in skincare
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- Figure 13: Share of facial skincare launches using cannabis sativa seed oil and cannabidiol, Jan 2015-Dec 2018
What’s Struggling?
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- Anti-aging treatments continue to take a hit
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- Figure 14: Total US retail sales of facial anti-aging products, at current prices, 2013-23
- Specialty skincare remains on the low end of consumer usage
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- Figure 15: Select product usage, January 2019 and March 2018
What’s Next?
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- Skincare gets smarter, works harder
- Clean will mean holistic sustainability
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- Figure 16: Top topics for “clean beauty” on social media, Instagram, and Twitter
The Consumer – What You Need to Know
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- Skincare essentials command usage over specialty
- Convenient retailers encourage impulse skincare buys
- Consumers understand that using skincare means healthy skin
- Efficacy is a key purchase driver, but clean isn’t far behind
- Face masks are more than special effects
- Convenient formats lead both usage and interest
Product Usage and Frequency
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- Traditional skincare continues to lead product usage
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- Figure 17: Product usage, January 2019
- Consumers largely stick to the essentials
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- Figure 18: Product usage – Repertoire analysis, January 2019
- Usage of essentials driven by women, though young men aren’t far behind
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- Figure 19: Select product usage, by age and gender, January 2019
- Asian consumers over index for specialty skincare
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- Figure 20: Product usage, by race and Hispanic origin, January 2019
- Established treatments exhibit regular usage
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- Figure 21: Select frequency of usage, January 2019
Retailers Shopped
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- Convenience influences the retailers that consumers shop
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- Figure 22: Retailers shopped, January 2019
- Men consider Amazon a prime skincare destination
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- Figure 23: Select retailers shopped, by gender, January 2019
- 25-34-year-olds value the convenient positioning of Amazon
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- Figure 24: Retailers shopped, by age, January 2019
- Asian consumers shop Sephora more than the total market
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- Figure 25: Retailers shopped, Asian, non-Hispanic, January 2019
- Most consumers peruse one to two retailers for skincare
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- Figure 26: Retailers shopped – Repertoire analysis, January 2019
Attitudes toward Facial Skincare
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- Healthy looking skin affects self-esteem
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- Figure 27: Attitudes toward facial skincare, January 2019
- Self-care is an important part of the skincare experience
- Embrace consumers with skin issues
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- Figure 28: Attitudes toward facial skincare, by gender, January 2019
- Younger consumers cite skin insecurities; women do something about it
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- Figure 29: Select attitudes toward facial skincare, by select gender and age, January 2019
- Hispanic consumers have an emotional tie to skincare
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- Figure 30: Attitudes toward facial skincare, by race and Hispanic origin, January 2019
Facial Skincare Behaviors
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- Natural ingredients are an expectation
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- Figure 31: Behaviors toward facial skincare, January 2019
- Efficacy is more appealing than trendy
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- Figure 32: Want products that work regardless of trends, by gender, January 2019
- Mature consumers want efficacy over trends
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- Figure 33: Behaviors toward facial skincare, by age, January 2019
- Multicultural consumers are interested in trends, but for different reasons
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- Figure 34: Behaviors toward facial skincare, by race and Hispanic origin, January 2019
Attitudes toward Facial Masks
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- Face masks are here to stay
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- Figure 35: Attitudes toward face masks, January 2019
- Men could be the next target market for masks
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- Figure 36: Attitudes toward face masks, by gender, January 2019
- 18-24-year-olds are developing a different connection with masks
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- Figure 37: Attitudes toward face masks, by age, January 2019
- Hispanic consumers are driving the mask movement
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- Figure 38: Masks are an effective skincare step, by race and Hispanic origin, January 2019
Interest in Skincare Formats
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- Interest is strong across all formats
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- Figure 39: Any interest in skincare formats – (Net), January 2019
- Wipes lead usage, but raise sustainability concerns
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- Figure 40: Interest in skincare formats, January 2019
- 25-34-year-olds choose convenient formats
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- Figure 41: Any interest in skincare formats – (Net), by age, January 2019
- Hispanic consumers over index for all trendy formats
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- Figure 42: Any interest in skincare formats – (Net), by race and Hispanic origin, January 2019
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 – The Market
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- Figure 43: Total US sales and forecast of facial skincare and anti-aging, at inflation-adjusted prices, 2013-23
- Figure 44: Total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2016 and 2018
- Figure 45: Total US retail sales of facial anti-aging products, at current prices, 2013 and 2018
- Figure 46: Total US retail sales and forecast of facial moisturizers, at current prices, 2013 and 2018
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- Figure 47: Total US retail sales and forecast of facial cleansers, at current prices, 2013 and 2018
- Figure 48: Total US retail sales and forecast of acne treatments, at current prices, 2013 and 2018
- Figure 49: Total US retail sales and forecast of lip balm, at current prices, 2013 and 2018
- Figure 50: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2013-18
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- Figure 51: Total US retail sales of facial skincare and anti-aging products, by channel, at current prices, 2016 and 2018
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Appendix – Key Players
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- Figure 52: Multi-outlet sales of facial anti-aging products, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 53: Multi-outlet sales of facial cleansers, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 54: Multi-outlet sales of facial moisturizers, by leading companies and brands, rolling 52 weeks 2018 and 2019
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