Facial Skincare and Anti-Ageing - US - May 2015
Growth in the near-$7 billion facial skincare and anti-aging category is slow, driven by the highly competitive category landscape and continued below-average usage among men and older adults. Also, as skincare staples like facial cleansers offer more comprehensive benefits, specialty skincare segments struggle to grow. While new product development is critical in driving growth and keeping consumers engaged, tools that help consumers navigate the complex facial skincare category are equally as essential.
This report looks at the following areas:
- Skincare staples outperform specialty segments
- Men, older adults are below-average users of facial skincare
- Specialty skincare shoppers turning to prestige
Growth in the facial skincare and anti-aging category is slow, which can be largely attributed to the highly competitive and saturated nature of the category, and below-average usage among men and older adults. The traditional category segmentation is also shifting, as skincare staples continue to deliver more comprehensive benefits, while cannibalizing sales from specialized segments like anti-aging. Lastly, while claims and results are important to facial skincare users, product aesthetics, concerns about skin health and sensitivity, and simplified shopping are equally as essential.
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