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Anti-Aging Skincare - US - February 2014

“Lines between the anti-aging and general facial skincare categories continue to blur, hampering sales growth for both markets. Offering shoppers more targeted solutions to anti-aging skincare concerns while also providing them with more informational tools will be essential in driving future growth while also better differentiating the two markets.”

– Shannon Romanowski, Senior Beauty and Personal Care Analyst

Some questions answered in this report include:

  • How can the anti-aging skincare category return to positive sales growth?
  • How can the anti-aging skincare category be easier to shop?
  • How can the mass anti-aging skincare market better compete with the prestige market?

After years of growth, the anti-aging skincare category has experienced declines between 2011 and 2013. An increasingly competitive and saturated marketplace, combined with the migration of anti-aging claims to other categories beyond skincare is likely inhibiting growth. While current economic trends should benefit the category, it is likely at the expense of the mass market. The prestige anti-aging skincare market appears to be growing, as consumers are willing to spend more on anti-aging skincare and may see value in using prestige or dermatologist endorsed brands. On the contrary, the mass anti-aging skincare is increasingly confusing to shop, often with little assistance from associates, potentially sending shoppers to other retail outlets, other product categories, or discouraging purchase altogether.

However, despite slumping sales, there are growth opportunities within the anti-aging skincare market. Shoppers express high levels of interest in new claims and benefits including customized skincare solutions based on usage occasion (ie season, time of day). In addition, creative retailing and more education/in-store information could make the category easier to shop, helping to increase usage and awareness of new items and benefits. Lastly, men, multicultural, and older consumers are all relatively untapped demographic groups, and represent growth opportunities for the category.

This report builds on the analysis presented in Mintel’s Anti-aging Skincare – US, February 2013, as well as the February 2012, February 2011, February 2010, and February 2009 reports of the same title.

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Table of contents

  1. Scope and Themes

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

                  • Overview
                    • The market
                      • Figure 1: Total US sales and fan chart forecast of anti-aging skincare, at current prices, 2008-18
                    • Market factors
                      • Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                    • Key players
                      • Figure 3: MULO sales of leading anti-aging skincare companies, rolling 52 weeks 2012 and 2013
                    • The consumer
                      • Skincare staples are most used anti-aging products
                        • Figure 4: Use of anti-aging skincare, November 2013
                      • Treating dry skin, wrinkles, and skin texture are top reasons for using anti-aging skincare
                        • Figure 5: Top five reasons for using anti-aging skincare, by gender, November 2013
                      • Shoppers looking for multiple benefits from their anti-aging skincare products
                        • Figure 6: Top five reasons for choosing anti-aging skincare, by 25-34 and 55-64 age groups, November 2013
                      • Consumers express high levels of interest in new claims and benefits
                        • Figure 7: Any interest in top five new claims and benefits, November 2013
                      • What we think
                      • Issues and Insights

                          • How can the anti-aging skincare category return to positive sales growth?
                            • The issues
                              • The implications: Address the aging and male populations
                                • How can the anti-aging skincare category be easier to shop?
                                  • The issues
                                    • The implications: Ramp up education efforts, provide clear messaging regarding benefits
                                      • How can the mass anti-aging skincare market better compete with the prestige market?
                                        • The issues
                                          • The implications: Mass market struggles point to opportunities for creative retailing
                                          • Trend Application

                                              • Trend: Make It Mine
                                                • Trend: Experience Is All
                                                  • Mintel Futures: Generation Next
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Growth has stalled in anti-aging skincare
                                                        • Category is expected to see modest declines through 2018
                                                          • Sales and forecast of anti-aging skincare
                                                            • Figure 8: Total US sales and forecast of anti-aging skincare, at current prices, 2008-18
                                                            • Figure 9: Total US sales and forecast of anti-aging skincare, at inflation-adjusted prices, 2008-18
                                                          • Fan chart forecast
                                                              • Figure 10: Total US sales and fan chart forecast of anti-aging skincare, at current prices, 2008-18
                                                          • Market Drivers

                                                            • Key points
                                                              • Improving economy is encouraging for anti-aging skincare category
                                                                • Figure 11: Use of anti-aging skincare, by household income, December 2013
                                                                • Figure 12: Household distribution, 2012
                                                              • Aging population represents challenges
                                                                • Tightening regulatory environment could impact category
                                                                • Competitive Context

                                                                  • Competition from within facial skincare
                                                                    • Anti-aging claims proliferate
                                                                      • Figure 13: Facial skincare products making anti-aging claims, 2009-13
                                                                    • Opportunities for anti-aging skincare products
                                                                    • Retail Channels

                                                                      • Key points
                                                                        • Sales slow across all retail channels
                                                                          • Figure 14: Total U.S. retail sales of anti-aging skincare, by channel, at current prices, 2011-13
                                                                        • Retail experience is important to anti-aging shoppers
                                                                            • Figure 15: Total US retail sales of anti-aging skincare, by channel, at current prices, 2008-13 (est)
                                                                        • Leading Companies

                                                                          • Key points
                                                                            • New product activity boosts short-term sales . . . but at what cost?
                                                                              • P&G’s struggles continue
                                                                                • L’Oréal and J&J both experience modest gains
                                                                                  • Manufacturer sales of anti-aging skincare
                                                                                    • Figure 16: MULO sales of anti-aging skincare products, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                • Innovations and Innovators

                                                                                  • New product launch trends
                                                                                    • Figure 17: Share of facial skincare product launches making anti-aging claims, by subcategory, 2009-13
                                                                                    • Figure 18: Top 10 anti-aging facial skincare claims, by share, 2009-13
                                                                                  • Product innovations
                                                                                    • Cosmeceuticals
                                                                                      • Day and night products
                                                                                        • Facial masks
                                                                                          • Instant results
                                                                                            • Science + nature
                                                                                              • Skin nutrition
                                                                                                • Unique delivery systems
                                                                                                • Marketing Strategies

                                                                                                  • Overview of the brand landscape
                                                                                                    • Proven results
                                                                                                        • Figure 19: StriVectin print ad, 2013
                                                                                                        • Figure 20: Origins print ad, 2013
                                                                                                        • Figure 21: RoC print ad, 2013
                                                                                                        • Figure 22: Neutrogena print ad, 2013
                                                                                                      • You’re only as old as you feel
                                                                                                        • Figure 23: Olay print ad, 2013
                                                                                                      • Doctor endorsements
                                                                                                        • Figure 24: Dr. Perricone online ad, 2013
                                                                                                    • Social Media

                                                                                                      • Key points
                                                                                                        • Key social media metrics
                                                                                                          • Figure 25: Key performance indicators, January 6, 2013-January 5, 2014
                                                                                                        • Market overview
                                                                                                          • Brand usage and awareness
                                                                                                            • Figure 26: Brand usage and awareness of anti-aging skincare brands, November 2013
                                                                                                          • Interaction with brands
                                                                                                            • Figure 27: Social media interaction with anti-aging skincare brands, November 2013
                                                                                                          • Online conversations
                                                                                                            • Figure 28: Online mentions, selected anti-aging skincare brands, January 6, 2013-January 5, 2014
                                                                                                          • Where are people talking about anti-aging brands?
                                                                                                            • Figure 29: Mentions by page type, selected anti-aging skincare brands, January 6, 2013-January 5, 2014
                                                                                                          • What are people talking about online?
                                                                                                            • Figure 30: Mentions by topic of conversation, selected anti-aging brands, January 6, 2013-January 5, 2014
                                                                                                          • Brand analysis
                                                                                                            • Mario Badescu
                                                                                                              • Figure 31: Mario Badescu key social media indicators, December 2013
                                                                                                            • Key online campaigns
                                                                                                              • What we think
                                                                                                                • La Mer
                                                                                                                  • Figure 32: La Mer key social media indicators, December 2013
                                                                                                                • Key online campaigns
                                                                                                                  • What we think
                                                                                                                    • Perricone MD
                                                                                                                      • Figure 33: Perricone MD key social media indicators, December 2013
                                                                                                                    • Key online campaigns
                                                                                                                      • What we think
                                                                                                                        • StriVectin
                                                                                                                          • Figure 34: StriVectin key social media indicators, December 2013
                                                                                                                        • Key online campaigns
                                                                                                                          • What we think
                                                                                                                            • Aveeno
                                                                                                                              • Figure 35: Aveeno key social media indicators, December 2013
                                                                                                                            • Key online campaigns
                                                                                                                              • What we think
                                                                                                                                • Elizabeth Arden
                                                                                                                                  • Figure 36: Elizabeth Arden key social media indicators, December 2013
                                                                                                                                • Key online campaigns
                                                                                                                                  • What we think
                                                                                                                                  • Usage of Anti-aging Skincare Products

                                                                                                                                    • Key points
                                                                                                                                      • Moisturizers, cleansers are most used anti-aging skincare products
                                                                                                                                        • Consumers taking a more proactive approach to anti-aging skincare
                                                                                                                                          • Figure 37: Use of anti-aging skincare, by gender, December 2013
                                                                                                                                          • Figure 38: Use of anti-aging skincare, by age, December 2013
                                                                                                                                        • Majority of anti-aging skincare products used regularly
                                                                                                                                          • Figure 39: Frequency of use, December 2013
                                                                                                                                        • Usage frequency increases with age for some products
                                                                                                                                          • Figure 40: Frequency of use – regular use, by age, December 2013
                                                                                                                                        • Brand usage reveals differences in product usage
                                                                                                                                          • Figure 41: Use of anti-aging skincare, by brands used, December 2013
                                                                                                                                      • Spending on Anti-aging Skincare Products

                                                                                                                                        • Key points
                                                                                                                                          • Category spending varies by product
                                                                                                                                              • Figure 42: Spending on anti-aging skincare, December 2013
                                                                                                                                          • Behaviors of Higher Category Spenders

                                                                                                                                            • Key points
                                                                                                                                              • Higher spenders more likely to use anti-aging skincare products
                                                                                                                                                • Figure 43: Use of anti-aging skincare, by spending on anti-aging skincare, December 2013
                                                                                                                                              • Treating wrinkles is a priority
                                                                                                                                                • Figure 44: Reasons for using, by spending on anti-aging skincare, December 2013
                                                                                                                                              • Spending more equates to higher levels of engagement in the category
                                                                                                                                                • Figure 45: Shopping behaviors, by spending on anti-aging skincare, December 2013
                                                                                                                                                • Figure 46: Interest in new claims and benefits, by spending on anti-aging skincare, December 2013
                                                                                                                                            • Reasons for Using

                                                                                                                                              • Key points
                                                                                                                                                • Women more likely to be treating most signs of aging
                                                                                                                                                  • Figure 47: Reasons for using, by gender, December 2013
                                                                                                                                                • Reasons for using vary by age
                                                                                                                                                  • Figure 48: Reasons for using, by age, December 2013
                                                                                                                                                  • Figure 49: Reasons for using, by use of anti-aging skincare, part one, December 2013
                                                                                                                                                  • Figure 50: Reasons for using, by use of anti-aging skincare, part two, December 2013
                                                                                                                                              • Shopping Behaviors

                                                                                                                                                • Key points
                                                                                                                                                  • Women tend to be more prepared shoppers, but also confused by product choice
                                                                                                                                                    • Men, younger shoppers are more impulsive but still seek information
                                                                                                                                                      • Figure 51: Shopping behaviors, by gender, December 2013
                                                                                                                                                      • Figure 52: Shopping behaviors, by age, December 2013
                                                                                                                                                  • Choosing Anti-aging Skincare Products

                                                                                                                                                    • Key points
                                                                                                                                                      • Multiple benefit products are broadly appealing
                                                                                                                                                        • Women, older shoppers seek function
                                                                                                                                                          • Natural products appeal to men, younger shoppers
                                                                                                                                                            • Figure 53: Choosing anti-aging skincare, by gender, December 2013
                                                                                                                                                            • Figure 54: Choosing anti-aging skincare, by age, December 2013
                                                                                                                                                        • Interest in New Claims and Benefits

                                                                                                                                                          • Key points
                                                                                                                                                            • Anti-aging skincare users express high levels of interest in claims, benefits
                                                                                                                                                              • Shoppers value convenience, customized skincare solutions
                                                                                                                                                                  • Figure 55: Any interest in new claims and benefits, by gender, December 2013
                                                                                                                                                                  • Figure 56: Any interest in new claims and benefits, by age, December 2013
                                                                                                                                                              • Race and Hispanic Origin

                                                                                                                                                                • Key points
                                                                                                                                                                  • Hispanic and Asian consumers highly engaged in anti-aging skincare
                                                                                                                                                                    • Figure 57: Use of anti-aging skincare, by race/Hispanic origin, December 2013
                                                                                                                                                                  • Reasons for using and shopping behavior varies by race and ethnicity
                                                                                                                                                                    • Figure 58: Reasons for using, by race/Hispanic origin, December 2013
                                                                                                                                                                    • Figure 59: Shopping behaviors, by race/Hispanic origin, December 2013
                                                                                                                                                                    • Figure 60: Choosing anti-aging skincare, by race/Hispanic origin, December 2013
                                                                                                                                                                  • Interest in new claims and benefits is high
                                                                                                                                                                    • Figure 61: Interest in new claims and benefits, by race/Hispanic origin, December 2013
                                                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                                                  • Usage of anti-aging skincare products
                                                                                                                                                                    • Figure 62: Use of anti-aging skincare, by household income, December 2013
                                                                                                                                                                    • Figure 63: Frequency of use – regular use, by gender, December 2013
                                                                                                                                                                    • Figure 64: Frequency of use – regular use, by household income, December 2013
                                                                                                                                                                  • Spending on anti-aging skincare products
                                                                                                                                                                    • Figure 65: Spending on anti-aging skincare, by gender, December 2013
                                                                                                                                                                  • Behaviors of higher category spenders
                                                                                                                                                                    • Figure 66: Choosing anti-aging skincare, by spending on anti-aging skincare, December 2013
                                                                                                                                                                  • Reasons for using
                                                                                                                                                                    • Figure 67: Reasons for using, by household income, December 2013
                                                                                                                                                                  • Shopping behaviors
                                                                                                                                                                    • Figure 68: Shopping behaviors, by household income, December 2013
                                                                                                                                                                  • Choosing anti-aging skincare products
                                                                                                                                                                    • Figure 69: Choosing anti-aging skincare, by household income, December 2013
                                                                                                                                                                    • Figure 70: Choosing anti-aging skincare, by interest in new claims and benefits, part one, December 2013
                                                                                                                                                                    • Figure 71: Choosing anti-aging skincare, by interest in new claims and benefits, part two, December 2013
                                                                                                                                                                  • Interest in new claims and benefits
                                                                                                                                                                    • Figure 72: Interest in new claims and benefits, December 2013
                                                                                                                                                                    • Figure 73: Any interest in new claims and benefits, by household income, December 2013
                                                                                                                                                                • Appendix – Social Media

                                                                                                                                                                  • Brand usage or awareness
                                                                                                                                                                    • Figure 74: Brand usage or awareness, November 2013
                                                                                                                                                                    • Figure 75: La Mer usage or awareness, by demographics, November 2013
                                                                                                                                                                    • Figure 76: StriVectin usage or awareness, by demographics, November 2013
                                                                                                                                                                    • Figure 77: Aveeno usage or awareness, by demographics, November 2013
                                                                                                                                                                    • Figure 78: Perricone MD usage or awareness, by demographics, November 2013
                                                                                                                                                                    • Figure 79: Elizabeth Arden usage or awareness, by demographics, November 2013
                                                                                                                                                                    • Figure 80: Mario Badescu usage or awareness, by demographics, November 2013
                                                                                                                                                                  • Activities done
                                                                                                                                                                    • Figure 81: Social media interaction with anti-aging skincare brands, November 2013
                                                                                                                                                                    • Figure 82: StriVectin – Activities done – I have looked up/talked about this brand online on social media . . . , by demographics, November 2013
                                                                                                                                                                    • Figure 83: StriVectin – Activities done – I have contacted/interacted with the brand online on social media to . . . , by demographics, November 2013
                                                                                                                                                                    • Figure 84: StriVectin – Activities done – I follow/like the brand on social media because . . . , by demographics, November 2013
                                                                                                                                                                    • Figure 85: StriVectin – Activities done – I have researched the brand on social media to . . . , by demographics, November 2013
                                                                                                                                                                    • Figure 86: Aveeno – Activities done – I have looked up/talked about this brand online on social media . . . , by demographics, November 2013
                                                                                                                                                                    • Figure 87: Aveeno – Activities done – I have contacted/interacted with the brand online on social media to . . . , by demographics, November 2013
                                                                                                                                                                    • Figure 88: Aveeno – Activities done – I follow/like the brand on social media because . . . , by demographics, November 2013
                                                                                                                                                                    • Figure 89: Aveeno – Activities done – I follow/like the brand on social media because . . . , by demographics, November 2013
                                                                                                                                                                    • Figure 90: Aveeno – Activities done – I have researched the brand on social media to . . . , by demographics, November 2013
                                                                                                                                                                    • Figure 91: Elizabeth Arden – Activities done – I have looked up/talked about this brand online on social media . . . , by demographics, November 2013
                                                                                                                                                                    • Figure 92: Elizabeth Arden – Activities done – I have contacted/interacted with the brand online on social media to . . . , by demographics, November 2013
                                                                                                                                                                    • Figure 93: Elizabeth Arden – Activities done – I follow/like the brand on social media because . . . , by demographics, November 2013
                                                                                                                                                                    • Figure 94: Elizabeth Arden – Activities done – I have researched the brand on social media to . . . , by demographics, November 2013
                                                                                                                                                                  • Online conversations
                                                                                                                                                                    • Figure 95: Online mentions, selected anti-aging skincare brands, January 6, 2013-January 5, 2014
                                                                                                                                                                • Appendix – Market Drivers

                                                                                                                                                                  • Consumer confidence
                                                                                                                                                                    • Figure 96: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                  • Unemployment
                                                                                                                                                                    • Figure 97: US unemployment rate, by month, 2002-13
                                                                                                                                                                    • Figure 98: US unemployment and underemployment rates, 2007-13
                                                                                                                                                                    • Figure 99: Number of employed civilians in US, 2007-13
                                                                                                                                                                  • Racial, ethnic population growth
                                                                                                                                                                    • Figure 100: US population by race and Hispanic origin, 2009, 2014, and 2019
                                                                                                                                                                    • Figure 101: Households with children, by race and Hispanic origin of householder, 2013
                                                                                                                                                                  • Shifting US demographics
                                                                                                                                                                    • Figure 102: US population, by age, 2009-19
                                                                                                                                                                    • Figure 103: US households, by presence of own children, 2003-13
                                                                                                                                                                • Appendix – Trade Associations

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  • Family Dollar Stores, Inc
                                                                                                                                                                  • Garnier
                                                                                                                                                                  • Johnson & Johnson
                                                                                                                                                                  • L'Oréal USA
                                                                                                                                                                  • Neutrogena Corporation
                                                                                                                                                                  • Olay Company, Inc.
                                                                                                                                                                  • Procter & Gamble Company (The)
                                                                                                                                                                  • Procter & Gamble USA
                                                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                                                  Anti-Aging Skincare - US - February 2014

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