Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Most spend goes toward facial skincare, blurring lines present market challenges
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- Figure 1: Share of sales in skincare market, by segment, 2016 (est)
- Broader variety of formats results in declining use of existing cleansing options
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- Figure 2: Types of facial cleansing products used, April 2011-June 2016
- Preference for simplicity, skepticism challenge brands
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- Figure 3: Skincare attitudes – any agree (net)*, October 2016
- The opportunities
- Ethical claims and natural offerings resonate with younger women, Hispanics
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- Figure 4: Natural skincare – any agree (net)*, October 2016
- Inspiration from K-beauty, other regions help differentiate offerings
- Exotic, plant-based ingredients pique the interest of younger consumers
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- Figure 5: Interest in select exotic ingredients, by all and aged 18-24 and 65+, October 2016
- What it means
The Market – What You Need to Know
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- Smaller segments experience growth, blurring lines impact skincare
- Younger women are engaged but disappointed, seek natural offerings
- Wipes resonate, consumers demand less ambiguity with natural claims
- Aging population challenges market, buoyed by increasing Hispanic population
Market Breakdown
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- Most spend goes toward facial skincare, while lip balm, suncare see growth
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- Figure 6: Share of sales in skincare market, by segment, 2016 (est)
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- Figure 7: Percentage change in skincare sales, by segment, 2016 (est.)
- Blurring of categories impacts skincare
Snapshot of Skincare Consumers
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- Most engaged consumers are also the most likely to express frustrations
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- Figure 8: Select skincare attitudes – any agree (net)*, by select demographics, October 2016
- Natural offerings appeal to younger affluent women
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- Figure 9: Natural skincare – any agree (net)*, October 2016
Market Perspective
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- Wipes viewed as convenient, opportunity to improve perception of gels
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- Figure 10: Correspondence analysis of attributes by product format, October 2015
- Decline in “natural” claims as consumers demand less ambiguity
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- Figure 11: Attitudes toward natural and organic personal care products, October 2016
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- Figure 12: Share of skincare products making select ingredient claims, 2011-16*
- Women turn to beauty from within trends to improve skin
- Adults emphasize youthful appearance, are eating more healthfully
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- Figure 13: Attitudes toward skincare, eating, and appearance – Any agree (net^), April 2015-June 2016
Market Factors
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- Aging female population challenges market growth
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- Figure 14: Female population by age, 2011-21
- Growing multicultural population benefits skincare
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- Figure 15: Population by race and Hispanic origin, 2011-21
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- Figure 16: Mean skincare expenditures, by gender and race/Hispanic origin, April 2015-June 2016
- Rising consumer confidence encourages increased spend
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- Figure 17: Consumer Sentiment Index, January 2011-June 2016
Key Initiatives – What You Need to Know
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- Korean skincare hits masses, natural offerings resonate
- Exotic ingredients, customization pique consumer interest
What’s In?
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- Korean skincare is here to stay
- “Food-to-face” ingredients include everything but the kitchen sink
- No-rinse products offer ease of use, promote water conservation
- Preferences for multitasking, simplicity spawn new formats
- Niche natural brands increase competition
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- Figure 18: Select niche MULO skincare brands, 2016
What’s Next?
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- Natural ingredients go exotic
- Customizable products and lines address consumers’ specific needs
- Brands seek inspiration from regions beyond Korea
- Ethical claims reach younger generations
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- Figure 19: Share of skincare products making select ethical claims, 2011-16*
The Consumer – What You Need to Know
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- Skincare benefits from widespread usage, higher among younger women
- Simplicity and familiarity drive skincare routines
- Personal experience, people most influential for learning about skincare
- Plant-based exotic ingredients hold appeal
- Benefits of overnight products clear, confusion around sheet masks
- Simple instructions most important, moral claims a secondary consideration
- Skincare packaging a secondary concern, room for improvements exist
Skincare Product Usage
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- Skincare benefits from widespread use, younger women most engaged
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- Figure 20: Product usage – any usage (net)*, by gender and age, October 2016
- Income a barrier to sun protection and specialty skincare usage
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- Figure 21: Product usage – any usage (net)*, by household income, October 2016
- Hispanics stronger users of skincare products
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- Figure 22: Product usage – any usage (net)*, by race/Hispanic origin, October 2016
- Broader variety of formats results in declining use of existing options
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- Figure 23: Types of facial cleansing products used, April 2011-June 2016
Attitudes toward Skincare
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- Adults seek simplicity in their skincare routines
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- Figure 24: Skincare attitudes – any agree (net), October 2016
- Familiarity also drives skincare routines
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- Figure 25: Skincare attitudes, October 2016
- Women like to experiment and learn – but are often disappointed
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- Figure 26: Select skincare attitudes – any agree (net)*, by gender, October 2016
- Adults aged 25-34 enthusiastic about skincare but keep budget in mind
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- Figure 27: Select skincare attitudes – any agree (net)*, by age, October 2016
- Hispanics enjoy skincare, express concerns
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- Figure 28: Select skincare attitudes – any agree (net)*, by race/Hispanic origin, October 2016
Resources for Learning about Skincare
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- Personal experience, people most influential for learning about skincare
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- Figure 29: Resources for learning about skincare, October 2016
- Women rely on trial and error, seek advice from magazines
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- Figure 30: Select resources for learning about skincare – any rank (net)*, by gender, October 2016
- Older generations rely on trial and error, younger trust internet, parents
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- Figure 31: Select resources for learning about skincare – any rank (net)*, by generation, October 2016
- Parents’ skincare advice more influential to Black, Hispanic adults
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- Figure 32: Select resources for learning about skincare – any rank (net)*, by race/Hispanic origin, October 2016
Interest in Exotic Ingredients
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- Exotic ingredients that are plant-based are most appealing to consumers
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- Figure 33: Interest in exotic ingredients, October 2016
- Younger adults willing to experiment, older adults intimidated by the unfamiliar
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- Figure 34: Interest in select exotic ingredients, by age, October 2016
- Hispanics open to trying exotic ingredients
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- Figure 35: Interest in select exotic ingredients, by race/Hispanic origin, October 2016
Benefits of Asian Skincare Products
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- Consumers see benefits of overnight skincare, confused over other formats
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- Figure 36: Correspondence analysis – Benefits of Asian skincare products, September 2016
- Figure 37: Benefits of Asian skincare products, September 2016
- Methodology
- Men less familiar with Asian skincare offerings
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- Figure 38: Select benefits of overnight skincare products, by gender, October 2016
- Younger adults recognize Asian skincare benefits
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- Figure 39: Benefits of sheet masks, by age, October 2016
- Hispanics see pros to Asian skincare, Asians are discerning shoppers
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- Figure 40: Select benefits of overnight skincare products, by race/Hispanic origin, October 2016
Packaging Features
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- Shoppers look for simple instructions, short ingredients list
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- Figure 41: Packaging features, October 2016
- Ethical and environmental claims reach younger adults
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- Figure 42: Packaging features – any rank (net)*, by age, October 2016
- Hispanics also drawn to ethical and environmental claims
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- Figure 43: Packaging features – any rank (net)*, by race/Hispanic origin, October 2016
Attitudes toward Skincare Packaging
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- Skincare packaging concerns less relevant than other product attributes
- Packaging leaves room for improvements
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- Figure 44: Attitudes toward skincare packaging, October 2016
- Packaging more influential to younger adults when choosing a product
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- Figure 45: Select attitudes toward skincare packaging, by age, October 2016
- Hispanics take cues on product quality from packaging
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- Figure 46: Select attitudes toward skincare packaging, by race/Hispanic origin, October 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Consumer
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- Figure 47: Reasons for using facial cleansing products, by age, April 2015-June 2016
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