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Facial Skincare - UK - June 2012

“The results-oriented emphasis in facial care advertising puts the category at the risk of disappointing its consumers if claims do not deliver on their promise. Although new claims can generate interest, those that do not follow up with visible results can damage the credibility of the skincare category in general.”

– Michelle Strutton, Senior Consumer Analyst

Some questions answered in this report include:

  • How will the current economy impact growth prospects for facial care?
  • Catch her if you can: Where is the consumer shopping for facial care?
  • What drives women to use facial care?
  • How will the e-revolution impact facial care marketing?

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Table of contents

  1. Introduction

      • Definitions
        • Definitions of premium and mass
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Best- and worst-case forecast UK value sales of facial skincare, 2006-16
              • Outlook
                • Figure 2: UK retail value sales of selected beauty products, 2006-11
              • Market factors
                • Launch activity
                  • Figure 3: UK new product launches of face, neck and eyecare products, % share by company, 2011
                • The consumer
                  • Usage and purpose
                    • Figure 4: Facial skincare products used on a daily basis, May 2012
                  • Trends in usage
                    • Shopping preferences
                      • Usage influences
                        • Figure 5: Reasons for using facial skincare products, May 2012
                      • What we think
                      • Issues in the Market

                          • How will the current economy impact growth prospects for facial care?
                            • Catch her if you can: Where is the consumer shopping for facial care?
                              • What drives women to use facial care?
                                • How will the e-revolution impact facial care marketing?
                                • Future Opportunities

                                    • Trend: Prove It
                                      • Trend: Retired for Hire
                                        • Trend 2015: Access Anything Anywhere
                                        • Internal Market Environment

                                          • Key points
                                            • Attitudes towards appearance
                                              • Figure 6: Trends in agreement with selected lifestyle statements, 2007-11
                                            • Changing priorities
                                              • Under-35s key targets for looks maintenance
                                                • Skin type
                                                  • Figure 7: Trends in women's skin condition, 2007-11
                                                • About face
                                                  • Figure 8: Frequency of visiting beauty salons, 2011
                                                • Under the knife
                                                  • Figure 9: Trends in having cosmetic surgery to improve appearance, 2008-11
                                                • Shunning the sun
                                                  • Figure 10: Summer sunshine and rainfall trends, 2000-11
                                                  • Figure 11: Trends in frequency of using suntan and sun protection products (including self-tanning), 2007-11
                                                  • Figure 12: Trends in type of suntan and sun protection products (including self-tanning) used, 2007-11
                                                  • Figure 13: Factor of protection use, 2011
                                              • Broader Market Environment

                                                • Key points
                                                  • Demographic shift
                                                    • Figure 14: Trends in the age structure of the UK female population, 2007-17
                                                  • Employment
                                                    • Figure 15: Female employment and unemployment, 2007-17
                                                  • Ethnic skin
                                                    • Figure 16: Estimated resident female population by ethnic group, England and Wales, mid-2009 (experimental statistics)
                                                • Strengths and Weaknesses in the Market

                                                  • Strengths
                                                    • Weaknesses
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Launches by sector
                                                          • Figure 17: UK new product launches of face, neck and eyecare products, % share by category, Jan 2009-Dec 2011
                                                        • Claims
                                                          • Figure 18: UK new product launches of face, neck and eyecare products, % by top five claims, Jan 2009-Dec 2011
                                                        • Private label
                                                          • Figure 19: UK new product launches of face, neck and eyecare products, % private label vs. branded, Jan 2009-Dec 2011
                                                        • Company activity
                                                          • Figure 20: UK new product launches of face, neck and eyecare products, % share by company, 2011
                                                        • Anti-ageing
                                                        • Competitive Context

                                                          • Key points
                                                            • Market size
                                                              • Figure 21: UK retail value sales of selected beauty products, 2006-11
                                                            • Usage
                                                              • Figure 22: Trends in female usage of selected beauty products, 2009-11
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Figure 23: UK retail value sales of facial skincare, at current and constant prices, 2006-16
                                                              • Figure 24: Retail value sales of facial skincare, mass market and prestige, 2009-12
                                                            • The future
                                                              • Scientific breakthrough will drive development
                                                                • Prestige market will thrive as high-end stores continue to attract key youth base
                                                                  • Figure 25: Best- and worst-case forecast UK value sales of facial skincare, 2006-16
                                                                • Forecast methodology
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Segmentation of facial skincare
                                                                      • Figure 26: UK retail value sales of mass-market skincare, by sector, 2009-11
                                                                    • Moisturisers
                                                                      • Figure 27: UK retail value sales of mass-market moisturisers and treatments, by sector, 2010 and 2011
                                                                    • Cleansers
                                                                      • Figure 28: UK retail value sales of mass-market cleansers, by type, 2010 and 2011
                                                                  • Market Share

                                                                    • Key points
                                                                        • Figure 29: Manufacturers’ shares in mass-market facial skincare, 2012
                                                                      • Boots looks strong amid the brand giants
                                                                        • Simple strategies
                                                                          • High-tech launches undermined by over-stated ad campaigns
                                                                            • Nivea maintains position despite low level of launch activity
                                                                              • Garnier maintains its edge
                                                                                • Own-label doubles market share
                                                                                • Brand Research

                                                                                  • Brand map
                                                                                      • Figure 30: Attitudes towards and usage of brands in the facial skincare sector, April 2012
                                                                                    • Correspondence analysis
                                                                                      • Brand attitudes
                                                                                        • Figure 31: Attitudes by facial skincare brand, April 2012
                                                                                      • Brand personality
                                                                                        • Figure 32: Facial skincare brand personality – macro image, April 2012
                                                                                        • Figure 33: Facial skincare brand personality – micro image, April 2012
                                                                                      • Brand experience
                                                                                        • Figure 34: Facial skincare brand usage, April 2012
                                                                                        • Figure 35: Satisfaction with various facial skincare brands, April 2012
                                                                                        • Figure 36: Consideration of facial skincare brands, April 2012
                                                                                        • Figure 37: Consumer perceptions of current facial skincare brand performance, April 2012
                                                                                        • Figure 38: Facial skincare brand recommendation – Net Promoter Score, April 2012
                                                                                      • Brand index
                                                                                        • Figure 39: Facial skincare brand index, April 2012
                                                                                        • Figure 40: Facial skincare brand index vs. recommendation, April 2012
                                                                                      • Target group analysis
                                                                                        • Figure 41: Target groups, April 2012
                                                                                        • Figure 42: Facial skincare brand usage, by target groups, April 2012
                                                                                      • Group One – Conformists
                                                                                        • Group Two – Simply the Best
                                                                                          • Group Three – Shelf Stalkers
                                                                                            • Group Four – Habitual Shoppers
                                                                                              • Group Five – Individualists
                                                                                              • Companies and Products

                                                                                                • Alliance Boots
                                                                                                    • Figure 43: Examples of new product launches by Boots UK in the UK facial skincare market, January-March 2012
                                                                                                  • Avon
                                                                                                      • Figure 44: Examples of new product launches by Avon in the UK facial skincare market, January-March 2012
                                                                                                    • Beiersdorf
                                                                                                        • Figure 45: Examples of new product launches by Beiersdorf in the UK facial skincare market, January-March 2012
                                                                                                      • Clarins
                                                                                                          • Figure 46: Examples of new product launches by Clarins in the UK facial skincare market, January-March 2012
                                                                                                        • Estée Lauder Companies
                                                                                                            • Figure 47: Examples of product launches by Estée Lauder in the UK facial skincare market, January-March 2012
                                                                                                          • Johnson & Johnson
                                                                                                              • Figure 48: Examples of new product launches by Johnson & Johnson in the UK facial skincare market, July 2011-March 2012
                                                                                                            • L’Oréal
                                                                                                                • Figure 49: Examples of new product launches by L’Oréal in the UK facial skincare market, January-March 2012
                                                                                                              • P&G
                                                                                                                  • Figure 50: Examples of new product launches by P&G in the UK facial skincare market, January-March 2012
                                                                                                                • Unilever
                                                                                                                    • Figure 51: New product launches of Unilever in the UK facial skincare market, July 2011-March 2012
                                                                                                                • Brand Communication and Promotion

                                                                                                                  • Key points
                                                                                                                    • Figure 52: Main monitored media above-the-line advertising spend on facial skincare, 2007-11
                                                                                                                  • Spend by media type
                                                                                                                    • Figure 53: Above-the-line spend on facial skincare, % share by media type, 2007-11
                                                                                                                  • Spend by company
                                                                                                                    • Figure 54: Above-the-line advertising spend on facial skincare, by company, 2007-11
                                                                                                                • Channels to Market

                                                                                                                  • Key points
                                                                                                                    • Figure 55: UK retail sales of facial skincare, by outlet type, 2010 and 2011
                                                                                                                  • Grocery multiples ramp up beauty offering
                                                                                                                    • Department stores benefit from prestige, but struggle to maintain footfall
                                                                                                                      • Figure 56: Trends in frequency of visiting department stores, 2009-11
                                                                                                                    • Initiatives to drive footfall
                                                                                                                      • Online users
                                                                                                                      • The Consumer – Frequency and Reasons for Using Facial Skincare

                                                                                                                        • Key points
                                                                                                                          • Face creams and lotions
                                                                                                                            • Figure 57: Frequency of using face creams and lotions, 2011
                                                                                                                            • Figure 58: Types of face creams and lotions used (any), 2011
                                                                                                                          • Reasons for using face creams and lotions
                                                                                                                            • Figure 59: Trends in purpose of using face creams and lotions, 2007-11
                                                                                                                          • Eyecare
                                                                                                                            • Figure 60: Trends in purpose of using eye creams and lotions, 2007-11
                                                                                                                          • Focus on cleansing
                                                                                                                            • Figure 61: Trends in use and purpose of using cleansing cream, milk, lotion, toner and wipes, 2007-11
                                                                                                                            • Figure 62: Trends in types of cleansing cream, milk, lotion, toner and wipes used, 2007-11
                                                                                                                          • Toner
                                                                                                                            • Wipes
                                                                                                                              • Figure 63: Trends in frequency of using wipes, 2007-11
                                                                                                                            • Washes
                                                                                                                              • Figure 64: Trends in frequency of using washes, 2007-11
                                                                                                                            • Creams, lotions and milks
                                                                                                                              • Figure 65: Trends in frequency of using cleansing cream/lotion/milk, 2007-11
                                                                                                                            • Toners
                                                                                                                              • Figure 66: Trends in frequency of using toners, 2007-11
                                                                                                                            • Scrubs and masks
                                                                                                                              • Figure 67: Trends in frequency of using scrubs and masks, 2007-11
                                                                                                                          • The Consumer – Outlets Where Skincare is Bought

                                                                                                                            • Key points
                                                                                                                                • Figure 68: Retailers used to buy beauty or personal care goods in the last six months, by usage of face lotion/moisturiser, May 2012
                                                                                                                                • Figure 69: Retailers used to buy beauty or personal care goods in the last six months, by usage of face lotion/moisturiser, May 2012
                                                                                                                            • The Consumer – Skin Type and Usage of Products

                                                                                                                              • Key points
                                                                                                                                  • Figure 70: Facial skin type, May 2012
                                                                                                                                • Product usage
                                                                                                                                  • Figure 71: Facial skincare product usage, by type, May 2012
                                                                                                                                • Cleansing
                                                                                                                                  • Other moisturisers
                                                                                                                                    • Moisturiser with SPF protection
                                                                                                                                      • Scrubs
                                                                                                                                        • Masks and peels
                                                                                                                                          • Toners and astringents
                                                                                                                                            • Eye creams and gels
                                                                                                                                              • Anti-ageing serums
                                                                                                                                                • Acne and pore strips
                                                                                                                                                  • BB creams
                                                                                                                                                    • Microdermabrasion kits
                                                                                                                                                    • The Consumer – Eyecare

                                                                                                                                                      • Key points
                                                                                                                                                          • Figure 72: Eyecare products purchased, May 2012
                                                                                                                                                      • The Consumer – Reasons for Using Skincare

                                                                                                                                                        • Key points
                                                                                                                                                            • Figure 73: Reasons for using facial skincare products, May 2012
                                                                                                                                                          • Clean skin
                                                                                                                                                            • Dry skin
                                                                                                                                                              • Protection
                                                                                                                                                                • Texture
                                                                                                                                                                  • Looking young
                                                                                                                                                                    • The make-up base
                                                                                                                                                                      • Anti-dark spots and circles
                                                                                                                                                                        • Spots and breakouts and shine
                                                                                                                                                                          • Slackening skin
                                                                                                                                                                            • Figure 74: Reasons for using facial skincare products, by type of moisturiser used, May 2012
                                                                                                                                                                        • The Consumer – Prestige Brands

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Prestige skincare brands
                                                                                                                                                                              • Figure 75: Premium skincare brands purchased in the last 12 months, May 2012
                                                                                                                                                                            • Clinique most prestigious
                                                                                                                                                                              • Prohibitive pricing on precious ingredients
                                                                                                                                                                                  • Figure 76: Usage of premium facial skincare brands, by facial skin type, May 2012
                                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                                  • Figure 77: Attitudes towards appearance, by demographics, 2011
                                                                                                                                                                                  • Figure 78: Attitudes towards appearance, by demographics, 2011
                                                                                                                                                                                  • Figure 79: Condition of skin, by demographics, 2011
                                                                                                                                                                                  • Figure 80: Frequency of visiting beauty salons, by demographics, 2011
                                                                                                                                                                                  • Figure 81: Had cosmetic surgery to improve appearance, by demographics, 2011
                                                                                                                                                                                  • Figure 82: Frequency of using suntan and sun protection products (including self-tanning), by demographics, 2011
                                                                                                                                                                              • Appendix – Competitive Context

                                                                                                                                                                                  • Figure 83: Usage of selected toiletries, by demographics, 2011
                                                                                                                                                                                  • Figure 84: Usage of selected toiletries, by demographics, 2011
                                                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                                                  • Figure 85: Best- and worst-case forecast UK retail value sales of facial skincare, 2011-16
                                                                                                                                                                              • Appendix – Channels of Distribution

                                                                                                                                                                                  • Figure 86: Frequency of visiting department stores, by demographics, 2011
                                                                                                                                                                                  • Figure 87: Frequency of accessing the internet, by demographics, 2011
                                                                                                                                                                              • Appendix – Brand Research

                                                                                                                                                                                  • Figure 88: Brand usage, April 2012
                                                                                                                                                                                  • Figure 89: Brand commitment, April 2012
                                                                                                                                                                                  • Figure 90: Brand momentum, April 2012
                                                                                                                                                                                  • Figure 91: Brand diversity, April 2012
                                                                                                                                                                                  • Figure 92: Brand satisfaction, April 2012
                                                                                                                                                                                  • Figure 93: Brand recommendation, April 2012
                                                                                                                                                                                  • Figure 94: Brand attitude, April 2012
                                                                                                                                                                                  • Figure 95: Brand image – macro image, April 2012
                                                                                                                                                                                  • Figure 96: Brand image – micro image, April 2012
                                                                                                                                                                                  • Figure 97: Profile of target groups by demographic, April 2012
                                                                                                                                                                                  • Figure 98: Psychographic segmentation by target group, April 2012
                                                                                                                                                                                  • Figure 99: Brand usage, by target group, April 2012
                                                                                                                                                                                • Brand index
                                                                                                                                                                                  • Figure 100: Brand index, April 2012
                                                                                                                                                                              • Appendix – The Consumer – Frequency and Reasons for Using Facial Skincare

                                                                                                                                                                                  • Figure 101: Frequency of using face creams and lotions, by demographics, 2011
                                                                                                                                                                                  • Figure 102: Use of cleansing cream, milk, lotion, toner and wipes, by demographics, 2011
                                                                                                                                                                                  • Figure 103: Frequency of using cream/lotion/milk, by demographics, 2011
                                                                                                                                                                                  • Figure 104: Frequency of using toners, by demographics, 2011
                                                                                                                                                                                  • Figure 105: Frequency of using wipes, by demographics, 2011
                                                                                                                                                                                  • Figure 106: Frequency of using washes, by demographics, 2011
                                                                                                                                                                                  • Figure 107: Types of scrubs and masks used, by demographics, 2011
                                                                                                                                                                                  • Figure 108: Frequency of using scrubs and masks, by demographics, 2011
                                                                                                                                                                                  • Figure 109: Usage of facial skincare products, by demographics, May 2012
                                                                                                                                                                                  • Figure 110: Frequency of use of cleansing cream, milk, lotion, toner and wipes, by demographics, 2011
                                                                                                                                                                              • Appendix – The Consumer – Outlets Where Skincare is Bought

                                                                                                                                                                                  • Figure 111: Retailers used to buy beauty or personal care goods in the last six months, by usage of face lotion/moisturiser, May 2012
                                                                                                                                                                                  • Figure 112: Most popular retailers used to buy beauty or personal care goods in the last six months, by demographics, May 2012
                                                                                                                                                                                  • Figure 113: Next most popular retailers used to buy beauty or personal care goods in the last six months, by demographics, May 2012
                                                                                                                                                                              • Appendix – The Consumer – Skin Type and Usage of Products

                                                                                                                                                                                  • Figure 114: Facial skin type, by demographics, May 2012
                                                                                                                                                                                  • Figure 115: Facial cleansers including make-up remover usage, by demographics, May 2012
                                                                                                                                                                                  • Figure 116: Other moisturiser usage, by demographics, May 2012
                                                                                                                                                                                  • Figure 117: Exfoliating scrubs usage, by demographics, May 2012
                                                                                                                                                                                  • Figure 118: Soap and water usage, by demographics, May 2012
                                                                                                                                                                                  • Figure 119: Moisturiser with SPF usage, by demographics, May 2012
                                                                                                                                                                                  • Figure 120: Masks or at-home peels usage, by demographics, May 2012
                                                                                                                                                                                  • Figure 121: Facial toner/astringent usage, by demographics, May 2012
                                                                                                                                                                                  • Figure 122: Eye cream/gels for fine lines/wrinkles usage, by demographics, May 2012
                                                                                                                                                                                  • Figure 123: Anti-ageing serums usage, by demographics, May 2012
                                                                                                                                                                                  • Figure 124: Acne products/pore strips usage, by demographics, May 2012
                                                                                                                                                                                  • Figure 125: BB creams (ie blemish balms) usage, by demographics, May 2012
                                                                                                                                                                                  • Figure 126: Facial skincare product usage, by demographics, May 2012
                                                                                                                                                                              • Appendix – The Consumer – Eyecare

                                                                                                                                                                                  • Figure 127: Purpose of using eye creams and lotions, by demographics, 2011
                                                                                                                                                                              • Appendix – The Consumer – Reasons for Using Skincare

                                                                                                                                                                                  • Figure 128: Most popular reasons for using facial skincare products, by demographics, May 2012
                                                                                                                                                                                  • Figure 129: Next most popular reasons for using facial skincare products, by demographics, May 2012
                                                                                                                                                                                  • Figure 130: Other reasons for using facial skincare products, by demographics, May 2012
                                                                                                                                                                              • Appendix – The Consumer – Prestige Brands

                                                                                                                                                                                  • Figure 131: Usage of premium facial skincare brands, by demographics, May 2012

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Alliance Boots
                                                                                                                                                                              • Alliance Boots UK Retail
                                                                                                                                                                              • Aveda
                                                                                                                                                                              • Avon Cosmetics Ltd
                                                                                                                                                                              • Beiersdorf UK Ltd
                                                                                                                                                                              • Carrefour
                                                                                                                                                                              • Clarins UK Ltd
                                                                                                                                                                              • Colgate-Palmolive UK Ltd
                                                                                                                                                                              • Coty Inc
                                                                                                                                                                              • Estée Lauder Companies Inc. (The)
                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                              • Garnier
                                                                                                                                                                              • Giorgio Armani S.p.A.
                                                                                                                                                                              • Johnson & Johnson
                                                                                                                                                                              • Johnson & Johnson Ltd
                                                                                                                                                                              • L'Oréal (UK)
                                                                                                                                                                              • Lancôme
                                                                                                                                                                              • Neutrogena Corporation
                                                                                                                                                                              • Nivea
                                                                                                                                                                              • Olay Company, Inc.
                                                                                                                                                                              • Procter & Gamble UK & Ireland
                                                                                                                                                                              • Sara Lee (UK)
                                                                                                                                                                              • Shu Uemura
                                                                                                                                                                              • The Body Shop - Retail Sales
                                                                                                                                                                              • Unilever Plc
                                                                                                                                                                              • Waitrose

                                                                                                                                                                              Facial Skincare - UK - June 2012

                                                                                                                                                                              £1,995.00 (Excl.Tax)