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Anti-aging Skincare - US - February 2010

The US anti-aging skincare market is enjoying solid and at times robust growth in 2010, buoyed by a consumer base that is in large part unwilling to give up such products despite the current economic recession. While a number of consumers appear to be trading down to less expensive brands in the personal care aisles or making their existing brands last longer—which negatively impacts overall sales—women (the core anti-aging consumer) indicate very little propensity to forego anti-aging products altogether. This report thoroughly examines these factors, and provides in-depth analysis of the following:

  • How the recession figures into sales and marketing of anti-aging products
  • The importance of the growing population of women (specifically Boomer women) to the market, as well as how the increasing number of men and Hispanics can be harnessed to boost sales further
  • How companies are leveraging professional-grade product claims to provide the newest anti-aging innovations and stave off the threat of professional procedures performed in spas and doctor’s offices
  • The focus on the face in anti-aging among both consumers and manufacturers, and how sales of facial anti-aging products have benefited from this focus
  • The role of drug stores, which are uniquely positioned to serve the wide range of consumers’ anti-aging needs

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising and promotions
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • A booming market despite the recession
                        • Beyond recession, skincare faces threats from spa treatments and other anti-aging products
                          • Facial anti-aging far outsells body anti-aging
                            • Drug stores best positioned to serve anti-aging consumers
                              • Growing female Boomer population, men and Hispanics drive sales
                                • Boomer women
                                  • Men
                                    • Hispanics
                                      • FDM market led by P&G, L’Oréal USA, and J&J
                                        • Product usage
                                          • Impact of the recession
                                            • Frequency of use
                                              • Attitudes towards anti-aging products
                                                • The impact of race/Hispanic origin
                                                • Insights and Opportunities

                                                  • Big in Japan—why not here?
                                                    • Consumer confusion—what’s in a label?
                                                      • Too many choices
                                                      • Inspire Insights

                                                          • Blinding them with science
                                                            • Augmented reality mirror
                                                              • What is it?
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Anti-aging defies the recession, despite some trading down
                                                                    • Boomer women looking for eternal youth
                                                                      • Anti-aging skincare market size and forecast
                                                                        • Figure 1: Total U.S. sales and forecast of anti-aging skincare products, at current prices, 2004-14
                                                                        • Figure 2: Total U.S. sales and forecast of anti-aging skincare products, at inflation-adjusted prices, 2004-14
                                                                      • Walmart sales
                                                                      • Competitive Context

                                                                        • The ongoing recession spurs less use
                                                                          • Figure 3: Impact of the recession on anti-aging skincare product purchases, by gender, November 2009
                                                                          • Figure 4: Reasons for not trading down to a less expensive anti-aging skincare product, by gender, November 2009
                                                                        • Spa treatments and medical procedures compete for anti-aging customers
                                                                          • Skincare not the only anti-aging products
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Focus remains on the face
                                                                                • Companies cater to facial skincare users most
                                                                                  • Sales of anti-aging skincare products by segment
                                                                                    • Figure 5: Sales of anti-aging skincare products at current prices, by segment, 2004-14
                                                                                    • Figure 6: Percentage of anti-aging skincare products, by segment, 2007-09
                                                                                • Segment Performance—Facial Anti-aging

                                                                                  • Key points
                                                                                    • Facial anti-aging benefits from high demand, despite recession
                                                                                      • Sales and forecast of facial anti-aging products
                                                                                        • Figure 7: U.S. retail sales of facial anti-aging products, at current prices 2004-14
                                                                                    • Segment Performance—Body anti-aging

                                                                                      • Key point
                                                                                        • Body anti-aging grows overall, but cannot compete with facial products
                                                                                          • Sales and forecast of body anti-aging products
                                                                                            • Figure 8: U.S. retail sales of body anti-aging products, at current prices 2004-14
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Drug stores uniquely positioned with quality, value and expertise
                                                                                              • Channel sales of anti-aging skincare products
                                                                                                • Figure 9: U.S. sales of anti-aging products, by channel, at current prices, 2008 and 2009
                                                                                            • Retail Channels—Drug Stores

                                                                                              • Key points
                                                                                                • Drug store channel represents natural venue for skincare
                                                                                                  • Drug store sales of anti-aging skincare products
                                                                                                    • Figure 10: U.S. sales of anti-aging skincare products at drug stores, 2004-09
                                                                                                • Retail Channels—Other Stores

                                                                                                  • Key points
                                                                                                    • Mass and supermarkets try to compete with drug store channel
                                                                                                      • Department and specialty stores compete on prestige level
                                                                                                        • Other store sales of anti-aging skincare products
                                                                                                          • Figure 11: U.S. sales of anti-aging skincare products at other stores, at current prices, 2004-09
                                                                                                      • Market Drivers

                                                                                                        • Key points
                                                                                                          • Aging American women
                                                                                                              • Figure 12: U.S. female population, by age, 2005-15
                                                                                                            • Men show interest in anti-aging skincare products
                                                                                                              • Figure 13: U.S. male population, by age, 2005-15
                                                                                                              • Figure 14: Properties of facial skincare products purchased to combat the signs of aging, among men, December 2008 and November 2009
                                                                                                            • Hispanics increase usage as their numbers grow
                                                                                                              • Figure 15: U.S. population, by race and Hispanic origin, 2005-15
                                                                                                              • Figure 16: Use of different types of products to prevent the signs of aging, by race/Hispanic origin, December 2008 and November 2009
                                                                                                          • Leading Companies

                                                                                                            • Key points
                                                                                                              • Three companies top FDMx market, all emphasizing professional results
                                                                                                                • Leading companies
                                                                                                                  • Figure 17: Leading FDMx manufacturers of anti-aging skincare products, 2008 and 2009
                                                                                                              • Brand Share—Facial Anti-aging

                                                                                                                • Key points
                                                                                                                  • Olay’s gains depend largely on Pro-X line
                                                                                                                    • L’Oréal gains with its own “professional” brand—Dermo Expertise
                                                                                                                      • J&J gains with Neutrogena’s advanced Ageless Intensives
                                                                                                                        • Private label makes inroads into the facial segment
                                                                                                                          • Figure 18: Leading FDMx manufacturers of facial anti-aging skincare products, 2008 and 2009
                                                                                                                      • Brand Share—Body Anti-aging

                                                                                                                        • Key point
                                                                                                                          • New entries by major players
                                                                                                                            • Figure 19: Leading FDMx manufacturers of body anti-aging skincare products, 2008 and 2009
                                                                                                                        • Brand Qualities

                                                                                                                          • Advanced technology is the new front in the battle for anti-aging users
                                                                                                                            • Leading companies vie for Baby Boomer attention
                                                                                                                            • Innovation and Innovators

                                                                                                                              • Dermatologist-tested/recommended
                                                                                                                                • The demand for exotic ingredients
                                                                                                                                  • Natural ingredients maintain popularity
                                                                                                                                    • Multi-beneficial products
                                                                                                                                    • Advertising and Promotion

                                                                                                                                      • Overview
                                                                                                                                        • Procter & Gamble
                                                                                                                                          • Web marketing
                                                                                                                                            • L’Oréal USA
                                                                                                                                              • Web marketing
                                                                                                                                                • Johnson & Johnson
                                                                                                                                                  • Web marketing
                                                                                                                                                    • TV ads
                                                                                                                                                      • Procter & Gamble
                                                                                                                                                        • Figure 20: Procter & Gamble/Olay Pro-X television ad, 2009
                                                                                                                                                        • Figure 21: Procter & Gamble/Olay Pro-X television ad, 2009
                                                                                                                                                        • Figure 22: Procter & Gamble/Olay Total Effects television ad, 2009
                                                                                                                                                      • L’Oréal USA
                                                                                                                                                        • Figure 23: L’Oréal/Dermo-Expertise Collagen Filler television ad, 2009
                                                                                                                                                        • Figure 24: L’Oréal/Revitalift Deep Set Wrinkle Repair television ad, 2009
                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                        • Figure 25: Johnson & Johnson/Roc Retinol Correxion Deep Wrinkle Night Cream television ad, 2009
                                                                                                                                                    • Usage

                                                                                                                                                      • Key points
                                                                                                                                                        • Usage of general (not anti-aging) moisturizers/creams/lotions and facial cleansing & medicated products
                                                                                                                                                          • Figure 26: Usage of moisturizers/creams/lotions, by gender and age, April 2008-June 2009
                                                                                                                                                        • Usage of different types of general moisturizers
                                                                                                                                                          • Figure 27: Types of moisturizers/creams/lotions used, by gender and age, April 2008-June 2009
                                                                                                                                                        • Anti-aging specific product use
                                                                                                                                                            • Figure 28: Use of different types of products to combat the signs of aging, by gender and age, November 2009
                                                                                                                                                            • Figure 29: Use of different types of products to combat the signs of aging, by household income, November 2009
                                                                                                                                                          • Properties of facial skincare products
                                                                                                                                                            • Figure 30: Properties of facial skincare products purchased to combat the signs of aging, by gender and age, November 2009
                                                                                                                                                            • Figure 31: Properties of facial skincare products purchased to combat the signs of aging, by household income, November 2009
                                                                                                                                                          • Other methods used to combat aging
                                                                                                                                                            • Figure 32: Other methods used to combat the signs of aging, by gender and age, November 2009
                                                                                                                                                            • Figure 33: Properties of facial skincare products used to prevent or reverse the signs of aging, by household income, November 2009
                                                                                                                                                        • Impact of the Recession

                                                                                                                                                          • Key points
                                                                                                                                                            • Many turn to less expensive products to manage their budgets…
                                                                                                                                                              • Figure 34: Impact of the recession on anti-aging skincare product purchases, by gender and age, November 2009
                                                                                                                                                              • Figure 35: Impact of the recession on anti-aging skincare product purchases, by household income, November 2009
                                                                                                                                                            • … but more are sticking to favorite brands or making them go farther
                                                                                                                                                              • Figure 36: Reasons for not trading down to a less expensive anti-aging skincare product, by gender and age, November 2009
                                                                                                                                                              • Figure 37: Impact of the recession on anti-aging skincare product purchases, by household income, November 2009
                                                                                                                                                          • Frequency of Use

                                                                                                                                                            • Key points
                                                                                                                                                              • Most use facial anti-aging creams/lotions and eye creams/gels every day…
                                                                                                                                                                • Figure 38: Frequency of use of anti-aging creams/lotions for the face and eye creams or gels, by gender and age, November 2009
                                                                                                                                                              • … as they do for body anti-aging creams/lotions and wrinkle-reducing/minimizing products
                                                                                                                                                                • Figure 39: Frequency of use of anti-aging creams/lotions for the body and wrinkle-reducing/minimizing products, by gender and age, November 2009
                                                                                                                                                            • Attitudes Towards Anti-aging Products

                                                                                                                                                              • Key points
                                                                                                                                                                • A majority use facial anti-aging products whether or not they are sure how well they work
                                                                                                                                                                  • Figure 40: Attitudes towards facial anti-aging skincare product purchases, by gender and age, November 2009
                                                                                                                                                                • Users are similarly engaged with body anti-aging
                                                                                                                                                                  • Figure 41: Attitudes towards body anti-aging skincare product purchases, by gender and age, November 2009
                                                                                                                                                                • Top anti-aging concerns
                                                                                                                                                                  • Figure 42: Top anti-aging concerns, by gender and age, November 2009
                                                                                                                                                                • Top anti-aging concerns about areas of the body
                                                                                                                                                                  • Figure 43: Top anti-aging concerns, by gender and age, November 2009
                                                                                                                                                              • Impact of Race/Hispanic Origin

                                                                                                                                                                • Key points
                                                                                                                                                                  • Ethnic usage of anti-aging products
                                                                                                                                                                    • Figure 44: Usage of moisturizers/creams/lotions, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                    • Figure 45: Types of moisturizers/creams/lotions used, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                    • Figure 46: Use of different types of products to combat the signs of aging, by race/Hispanic origin, November 2009
                                                                                                                                                                    • Figure 47: Properties of facial skincare products used to combat the signs of aging, by race/Hispanic origin, November 2009
                                                                                                                                                                    • Figure 48: Other methods used to combat the signs of aging, by race/Hispanic origin, November 2009
                                                                                                                                                                  • Impact of the recession among ethnicities
                                                                                                                                                                    • Figure 49: Impact of the recession on anti-aging skincare product purchases, by race/Hispanic origin, November 2009
                                                                                                                                                                    • Figure 50: Reasons for not trading down to a less expensive anti-aging skincare product, by race/Hispanic origin, November 2009
                                                                                                                                                                  • Frequency of use among ethnicities
                                                                                                                                                                    • Figure 51: Frequency of use of anti-aging creams/lotions for the face and eye creams or gels, by race/Hispanic origin, November 2009
                                                                                                                                                                  • Ethnic attitudes towards anti-aging
                                                                                                                                                                    • Figure 52: Top anti-aging concerns, by race/Hispanic origin, November 2009
                                                                                                                                                                    • Figure 53: Top anti-aging concerns, by race/Hispanic origin, November 2009
                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                    • What, me worry?
                                                                                                                                                                      • Who they are
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Vaguely aware
                                                                                                                                                                            • Who they are
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Age obsessed
                                                                                                                                                                                  • Who they are
                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                        • Figure 54: Anti-aging skincare clusters, November 2009
                                                                                                                                                                                        • Figure 55: Top anti-aging concerns, by anti-aging skincare clusters, November 2009
                                                                                                                                                                                        • Figure 56: Top anti-aging body area concerns, by anti-aging skincare clusters, November 2009
                                                                                                                                                                                        • Figure 57: Properties of facial skincare products used to combat the signs of aging, by anti-aging skincare clusters, November 2009
                                                                                                                                                                                        • Figure 58: Facial skincare products and other methods used to prevent the signs of aging, by anti-aging skincare clusters, November 2009
                                                                                                                                                                                        • Figure 59: Facial skincare products and other methods used to reverse the signs of aging, by anti-aging skincare clusters, November 2009
                                                                                                                                                                                        • Figure 60: Incidence of trading down to manage household budget, by anti-aging skincare clusters, November 2009
                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                        • Figure 61: Anti-aging skincare clusters, by gender, November 2009
                                                                                                                                                                                        • Figure 62: Anti-aging skincare clusters, by age, November 2009
                                                                                                                                                                                        • Figure 63: Anti-aging skincare clusters, by household income, November 2009
                                                                                                                                                                                        • Figure 64: Anti-aging skincare clusters, by race, November 2009
                                                                                                                                                                                        • Figure 65: Anti-aging skincare clusters, by Hispanic origin, November 2009
                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Moms represent a key opportunity
                                                                                                                                                                                              • Figure 66: Top anti-aging concerns among moms and women without children, November 2009
                                                                                                                                                                                              • Figure 67: Top anti-aging concerns among moms and women without children, November 2009
                                                                                                                                                                                              • Figure 68: Properties of facial skincare products used to combat the signs of aging among moms and women without children, November 2009
                                                                                                                                                                                              • Figure 69: Use of different types of products to combat the signs of aging among moms and women without children, November 2009
                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                            • Frequency of use
                                                                                                                                                                                              • Figure 70: Frequency of use of eye creams or gels, by household income, November 2009
                                                                                                                                                                                              • Figure 71: Frequency of use of anti-aging creams/lotions for the body and wrinkle-reducing/minimizing products, by household income, November 2009
                                                                                                                                                                                            • Attitudes towards anti-aging skincare
                                                                                                                                                                                              • Figure 72: Top anti-aging concerns, by household income, November 2009
                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • ABC, Inc.
                                                                                                                                                                                            • American Academy of Dermatology
                                                                                                                                                                                            • Beiersdorf, Inc. (USA)
                                                                                                                                                                                            • Chanel USA
                                                                                                                                                                                            • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                            • General Merchandise Distributors Counsel (GMDC)
                                                                                                                                                                                            • Good Housekeeping
                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                                                            • L'Oréal Canada
                                                                                                                                                                                            • L'Oréal USA
                                                                                                                                                                                            • Lancôme
                                                                                                                                                                                            • Lansinoh Laboratories Inc
                                                                                                                                                                                            • Neutrogena Corporation
                                                                                                                                                                                            • Nivea
                                                                                                                                                                                            • Olay Company, Inc.
                                                                                                                                                                                            • Personal Care Products Council
                                                                                                                                                                                            • Procter & Gamble Company (The)
                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                            • Shiseido International
                                                                                                                                                                                            • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                                            • Takashimaya
                                                                                                                                                                                            • Toyota Motor Corporation USA
                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                            • Ulta Salon, Cosmetics & Fragrance, Inc.
                                                                                                                                                                                            • University of Michigan, The
                                                                                                                                                                                            • Walgreen Co
                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                            • Women's Wear Daily (WWD)

                                                                                                                                                                                            Anti-aging Skincare - US - February 2010

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