Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- A category going from strength to strength
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- Figure 1: Best- and worst-case forecast of the UK value sales of women’s facial skincare, 2013-23
- Companies and brands
- Simple and L’Oréal lead market share
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- Figure 2: UK retail value sales of mass market women’s facial skincare, by brand, year ending May 2018
- NPD shows a decline
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- Figure 3: New product launches in the women’s facial skincare market, January 2015-April 2018
- The consumer
- Penetration of cleansing products is on the rise
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- Figure 4: Facial cleansing products used in the last 12 months, March 2017 and May 2018
- Night cream sees increased penetration
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- Figure 5: Facial moisturiser products used in the last 12 months, March 2017 and May 2018
- Increased penetration of treatments suggests widening repertoires
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- Figure 6: Facial treatment products used in the last 12 months, March 2017 and May 2018
- Sun exposure is the biggest external factor impacting skin appearance
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- Figure 7: External factors impacting the appearance of facial skin, May 2018
- Sleep is an issue
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- Figure 8: Internal factors impacting the appearance of facial skin, May 2018
- High awareness, low knowledge
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- Figure 9: Facial skincare ingredient awareness, May 2018
- Price is the biggest purchase influencer
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- Figure 10: Purchase factors for facial skincare products, May 2018
- Use of SPF is high
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- Figure 11: Usage of SPF products in facial skincare routine, by youngest and oldest age groups, May 2018
- Confusion on sun protection
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- Figure 12: Attitudes towards SPF and facial skincare, May 2018
- What we think
Issues and Insights
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- SPF skincare still has a long way to go
- The facts
- The implications
- The category fares well despite NPD being down
- The facts
- The implications
- Women are buying more, even though knowledge is still low
- The facts
- The implications
The Market – What You Need to Know
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- Strong growth in value
- Mass market cleansers and eye care show strong value sales
- Specialist stores showed strong sales in 2017
- The teen market presents opportunities
- ‘Anti-ageing’ may no longer resonate
- Natural and organic sector remains confusing
Market Size and Forecast
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- Strong value growth in 2017
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- Figure 13: UK retail value sales of women’s facial skincare, at current and constant prices, 2013-23
- Continued growth predicted
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- Figure 14: Best- and worst-case forecast of the UK value sales of women’s facial skincare, 2013-23
- Forecast methodology
Market Segmentation
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- Mass market cleansers and eye care see significant rise
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- Figure 15: UK retail value sales of mass market women’s facial skincare, by segment, years ending February, 2017 and 2018
- Mass shows growth whilst prestige is in decline
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- Figure 16: UK retail value sales of women’s facial skincare, mass vs prestige, years ending February, 2017 and 2018
Channels to Market
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- Specialist stores fare well in 2017
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- Figure 17: UK retail value sales of women’s facial skincare, by outlet type, 2016-17
- Boots remains most popular destination
Market Drivers
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- Opportunities for the teen market
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- Figure 18: Trends in the age structure of the female UK population, 2012-22
- Rethinking ‘anti-ageing’
- Financial situations may change
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- Figure 19: Trends in how respondents would describe their financial situation, May 2017 and May 2018
- Bodycare blurs the boundaries
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- Figure 20: Attitudes towards facial vs body skin, January 2018
- Personalising skincare
- The sun protection factor
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- Figure 21: Attitudes towards sun protection products, September 2017
- Clearing the confusion in the natural and organic category
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- Figure 22: Attitudes towards natural/organic beauty and personal care products, September 2017
- Holiday beauty is important
- Facial treatments in salons is on the decline
Companies and Brands – What You Need to Know
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- L’Oréal sees strong value growth
- NPD sees a decline
- Botanical/herbal remains the top claim
- Digital advertising sees greater focus
- Helping women navigate skincare
- Women are proud of mass market brands
Market Share
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- Simple and L’Oréal lead market share
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- Figure 23: UK retail value sales of mass market women’s facial skincare, by brand, years ending May, 2017 and 2018
Launch Activity and Innovation
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- Decline in NPD
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- Figure 24: New product launches in the women’s facial skincare market, January 2015-April 2018
- Figure 25: Examples of NPD in eye and lip masks, 2017
- High-end products in lip care
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- Figure 26: High end NPD for lips, 2017
- Little in new formulations
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- Figure 27: New product launches in the women’s facial skincare market, by launch type, January 2015-April 2018
- Figure 28: Moisturising lip launches, 2017 and 2018
- Treading the line between skincare and colour cosmetics
- Botanical/herbal remains top claim
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- Figure 29: Top claims for new product launches in the women’s facial skincare market in 2017, 2016-17
- Rise in vegan, halal and ethnic claims
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- Figure 30: Percentage change in vegan, halal and ethnic claims, 2016-17
- Environmental claims see a boost
- Protecting from the environment
- Estée Lauder leads NPD
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- Figure 31: New product launches in the women’s facial skincare market, by ultimate companies and other, 2017
- Cult beauty brands that hit the UK
Advertising and Marketing Activity
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- Advertising spend sees little change
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- Figure 32: Total recorded above-the-line, online and direct mail advertising expenditure on women’s facial skincare, by media type, January 2015-April 2018
- P&G leads advertising spend
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- Figure 33: Total recorded above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by ultimate company and other, 2017
- Brands look to present more high-tech guidance
- Bringing help in the home
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 34: Attitudes towards and usage of selected brands, April 2018
- Key brand metrics
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- Figure 35: Key metrics for selected brands, April 2018
- Brand attitudes: Mass market brands inspire pride
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- Figure 36: Attitudes, by brand, April 2018
- Brand personality: Premium brands are exclusive
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- Figure 37: Brand personality – macro image, April 2018
- Simple brand considered natural
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- Figure 38: Brand personality – micro image, April 2018
- Brand analysis
- Liz Earle has low associations with brand metrics
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- Figure 39: User profile of Liz Earle, April 2018
- Simple is considered ethical
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- Figure 40: User profile of Simple, April 2018
- Boots appeals to older women
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- Figure 41: User profile of Boots No7, April 2018
- Garnier is considered fun
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- Figure 42: User profile of Garnier, April 2018
- Clinique appeals to older women
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- Figure 43: User profile of Clinique, April 2018
- Olay instils pride
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- Figure 44: User profile of Olay, April 2018
- Neutrogena is innovative
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- Figure 45: User profile of Neutrogena, April 2018
The Consumer – What You Need to Know
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- Penetration of facial skincare is on the rise
- Sun exposure is the biggest external influencer
- Sleep is the biggest internal influencer
- Ingredient awareness is high but knowledge is low
- Price is the most important purchase influencer
- Use of SPF is high - but so is confusion
Usage of Facial Cleansing Products
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- Cleansing becomes more important
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- Figure 46: Facial cleansing products used in the last 12 months, March 2017 and May 2018
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- Figure 47: Quotes and image related to cleansing, May 2018
- Wipes sometimes used instead of cleanser
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- Figure 48: Image and quotes related to usage of wipes, May 2018
- Moving away from single-step cleansing routines
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- Figure 49: Facial cleansing repertoires, May 2018
Usage of Facial Caring Products
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- Widening repertoires in the caring segment
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- Figure 50: Repertoire of facial caring products (moisturisers and treatments) used in the last 12 months, March 2017 and May 2018
- More focus on night routines
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- Figure 51: Facial moisturiser products used in the last 12 months, March 2017 and May 2018
- Day cream usage peaks in over-65s
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- Figure 52: Usage of day, night and eye cream, by age, May 2018
- Figure 53: Images and quotes relating to moisturising, May 2018
- Masks remain popular
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- Figure 54: Facial treatment products used in the last 12 months, March 2017 and May 2018
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- Figure 55: Image and quotes related to using face masks, May 2018
Factors Impacting Skin Appearance
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- Sun exposure is the biggest external culprit
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- Figure 56: External factors impacting the appearance of facial skin, May 2018
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- Figure 57: Image and quote relating to light from devices impacting the appearance of skin, May 2018
- Even those in small towns worry about pollution
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- Figure 58: Agreement with pollution impacting facial skin appearance, by area, May 2018
- Figure 59: Image and quotes relating to pollution impacting the appearance of skin, May 2018
- Cold weather impacts older people more, hot weather impacts younger
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- Figure 60: Agreement with hot and cold weather impacting facial skin appearance, by age, May 2018
- Figure 61: Image and quotes relating to the impact of hot and cold weather on skin appearance, May 2018
- Dust concern may impact usage of cleansers
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- Figure 62: Usage of cleansing balm and cleansing oil/gel amongst women who agree that dust impacts facial skin appearance, May 2018
- Sleep is the biggest internal influencer
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- Figure 63: Internal factors impacting the appearance of facial skin, May 2018
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- Figure 64: Image and quotes relating to sleep as a factor influencing skin appearance, May 2018
- Impact of hormones changes by age
- Diet is a bigger factor for younger women, water is bigger for older women
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- Figure 65: Agreement with diet and water consumption impacting the appearance of facial skin, by age, May 2018
- Figure 66: Image and quotes relating to diet impacting the appearance of skin, May 2018
Ingredient Awareness
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- High awareness but low knowledge when it comes to ingredients
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- Figure 67: Facial skincare ingredient awareness, May 2018
- The acids are well known
Purchase of Facial Skincare Products
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- Price and brand name are universally important
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- Figure 68: Purchase factors for facial skincare products, May 2018
- Young women look for reviews
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- Figure 69: Good reviews/recommendations as an important factor when buying facial skincare products, by age, May 2018
- Ingredients are more important with age
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- Figure 70: Ingredients and certification as important factors when buying facial skincare products, by age, May 2018
- Halal and vegan claims appeal to desire for cruelty-free
Use of Facial Skincare with SPF
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- Use of moisturiser with SPF is high
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- Figure 71: Usage of SPF products in facial skincare routine, by youngest and oldest age groups, May 2018
- Confusion in the sector
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- Figure 72: Attitudes towards SPF and facial skincare, May 2018
- Young women concerned about SPF products not suiting skin
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- Figure 73: Agreement with SPF products being heavy, causing spots or skin sensitivity, amongst 16-24s, May 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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- Figure 74: Image bank for facial skincare routines, May 2018
- Figure 75: Image bank for factors impacting appearance of facial skin, May 2018
- Forecast methodology
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