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Facial Skincare - UK - May 2013

“Facial care remains an integral part of beauty and grooming routines. However in a results-driven category, consumers are very demanding of their facial skincare products and brands tread a fine line between igniting interest and the ability to deliver on promises.”

– Charlotte Libby – Household and Personal Care Analyst

Some questions answered in this report include:

  • How will an ageing population affect the facial skincare market?
  • Which product attribute is most important to consumers?
  • How can men be encouraged to use facial skincare products more frequently?
  • How can consumer trust be reignited in product claims?
 

Facial skincare products secure high penetration in male and female consumers thanks to the importance placed on maintaining an attractive appearance. The market was valued at over £1 billion in 2012 and is forecast for further growth to 2017.

The ‘lipstick effect’ has held strong throughout the UK’s economic downturn and small indulgences sell well as people look for inexpensive treats. This has also applied within the facial skincare sector where prestige products in particular have enjoyed strong sales increases of 9% between 2011 and 2012. This has been driven by a continuous programme of product innovation as well as retail initiatives such as Harvey Nichols Beauty Bazaar driving consumers in store. Projected growth in the population aged over 55 presents an opportunity for the facial skincare market, as female consumers of this age are primary users of facial moisturisers and anti-ageing products.

 

Products covered in this report

Mintel’s definition of facial skincare includes products targeted at men and women, as follows:

  • Moisturisers/treatments
  • Cleansers, including scrubs, washes, wipes, make-up remover
  • Toners
  • Masks
  • Specialised products such as lip salves, eye care
  • Medicated skincare
  • Skincare devices eg mechanical cleansing brushes.
 

Please note that for the ease of market categorisation from product and brand perspective, this report refers to premium and mass products. For the purpose of this report:

  • Top-end prices and high brand status define prestige products. They are typically sold behind the counter in department stores with specialised sales assistants. Prestige brands include Clinique (Estée Lauder) and Lancôme (L’Oréal).
  • Mass products are more typically priced at the lower end of the spectrum, sold in self-serve formats in mass-retail outlets including supermarkets and high street chemists such as Boots and Superdrug. Mass brands include Nivea (Beiersdorf) and Olay (Procter & Gamble).
 

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Table of contents

  1. Introduction

      • Products covered in this report
        • Definitions of mass market and prestige
          • Abbreviations
          • Executive Summary

              • The market: Prestige products reach 40% market share
                • Figure 1: Best and worst case forecast UK value sales of facial skincare products, 2007-17
              • Market drivers: Ageing population may boost products for mature skin
                • New product development: Time/speed a growing claim
                  • Figure 2: UK new product launches of face, neck and eyecare products, % by top claims, Jan 2009-Mar 2013
                • The consumer: Men and women primarily seek skin hydration
                  • Figure 3: Facial skin type, by gender, March 2013
                  • Figure 4: Facial skincare products used, by gender, March 2013
                  • Figure 5: Most important product attributes, by gender, March 2013
                • What we think
                • Issues in the Market

                    • How will an ageing population affect the facial skincare market?
                      • Which product attribute is most important to consumers?
                        • How can men be encouraged to use facial skincare products more frequently?
                          • How can consumer trust be reignited in product claims?
                          • Trend Application

                              • Trend: Return to the Experts
                                • Trend: Extend my Brand
                                  • Mintel Futures: Old Gold
                                  • Market Drivers

                                    • Key points
                                      • Ageing population may boost products for mature skin
                                        • Figure 6: Trends in the age structure of the UK population, 2007-17
                                      • Increasing employment creates opportunities for convenience products
                                        • Figure 7: Employment trends, by gender, 2007-17
                                      • Diversifying UK population requires diversified product ranges
                                        • Figure 8: Ethnic groups, England and Wales, 2011
                                      • Fewer sunshine hours may reduce SPF requirement
                                        • Figure 9: Summer sunshine and rainfall trends, 2000-12
                                      • UK’s evolving diet and nutrition is affecting skincare needs
                                        • Figure 10: Trends in the number of adult smokers in the UK by gender, 2000-10
                                      • Animal testing ban now in force
                                        • One in five interested in cosmetic skin procedures
                                          • Figure 11: Cosmetic procedures had, and interest in having, March 2013
                                        • Increasing incidence of skin complaints
                                        • Market Size and Forecast

                                          • Key points
                                            • Men’s and prestige products drive growth
                                              • Figure 12: UK retail value sales of facial skincare, at current and constant prices, 2007-17
                                              • Figure 13: Best and worst case forecast UK value sales of facial skincare products, 2007-17
                                            • Forecast methodology
                                            • Segment Performance

                                              • Key points
                                                • Women’s mass market losing ground to prestige products
                                                  • Figure 14: Retail value sales of mass market and prestige products, 2011-12
                                                • Women’s mass market
                                                  • Figure 15: UK retail value sales of women’s mass market skincare, by sector 2011-12
                                              • Channels to Market

                                                • Key points
                                                  • Boots remains leading retailer
                                                    • Figure 16: UK retail sales of facial skincare, by outlet type, 2011-12
                                                  • Department stores benefit from prestige sales growth
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Innovation in skincare continues to rise
                                                        • Figure 17: UK new product launches of face, neck and eyecare products, index by year 2009-12
                                                      • Face and neck products dominate NPD
                                                        • Figure 18: UK new product launches of face, neck and eyecare products, % share by category, January 2009-March 2013
                                                      • Amplified new product innovation in 2012
                                                        • Figure 19: UK new product launches of face, neck and eyecare products, launch type, Jan 2009-March 2013
                                                      • Anti-ageing and time/speed claims respond to consumer needs
                                                        • Figure 20: UK new product launches of face, neck and eyecare products, % by top five claims, Jan 2009-Mar 2013
                                                      • Own-label share of launches remains small
                                                        • Figure 21: UK new product launches of face, neck and eyecare products, % own-label vs. branded, Jan 2009-March 2013
                                                      • High level of relaunch activity from Boots in 2012
                                                        • Figure 22: UK new product launches of face, neck and eyecare products, % share by company, Jan-Dec 2012
                                                    • Market Share

                                                      • Key points
                                                        • Battle for mass market leadership
                                                          • Figure 23: Manufacturers’ shares in mass-market facial skincare, 2011-12
                                                      • Companies and Products

                                                        • Alliance Boots
                                                            • Figure 24: Alliance Boots UK health and beauty division: Financial performance, 2007/08-2011/12
                                                            • Figure 25: Examples of new product launches by Boots UK in the UK facial skincare market, June 2012-February 2013
                                                          • Beiersdorf
                                                              • Figure 26: Beiersdorf, financial performance, 2010 and 2011
                                                              • Figure 27: Examples of new product launches by Beiersdorf in the UK facial skincare market, June 2012-February 2013
                                                            • Estée Lauder companies
                                                                • Figure 28: Estée Lauder UK, financial results 2011-12
                                                                • Figure 29: Examples of product launches by Estée Lauder in the UK facial skincare market, June 2012-February 2013
                                                              • L’Oréal
                                                                  • Figure 30: L’Oréal (UK) Ltd, financial performance, 2010-11
                                                                  • Figure 31: Examples of new product launches by L’Oréal in the UK facial skincare market, June 2012-February 2013
                                                                • P&G
                                                                    • Figure 32: Procter & Gamble (global), financial performance, 2011 and 2012
                                                                    • Figure 33: Examples of new product launches by P&G in the UK facial skincare market, June 2012-February 2013
                                                                  • Unilever
                                                                      • Figure 34: Unilever, financial performance, 2011-12
                                                                      • Figure 35: New product launches of Unilever in the UK facial skincare market, June 2012-February 2013
                                                                  • Brand Communication and Promotion

                                                                    • Key points
                                                                      • Total advertising spend fell in 2012
                                                                        • Figure 36: Main monitored above-the-line advertising spend on facial skincare, 2008-12
                                                                      • Spend shifting away from TV
                                                                        • Figure 37: Advertising spend, by media type, 2008-12
                                                                      • Facial moisturisers account for over half of advertising spend
                                                                        • Figure 38: Advertising spend by category, 2012
                                                                      • Top 3 advertisers reduced spend in 2012
                                                                        • Figure 39: Top 5 advertising spends by company, 2008-12
                                                                    • Brand Research

                                                                      • Brand map
                                                                          • Figure 40: Attitudes towards and usage of brands in the facial skincare sector, March 2103
                                                                        • Correspondence analysis
                                                                          • Brand attitudes
                                                                            • Figure 41: Attitudes by facial skincare brand, March 2103
                                                                          • Brand personality
                                                                            • Figure 42: Facial skincare brand personality – macro image, March 2103
                                                                            • Figure 43: Facial skincare brand personality – micro image, March 2103
                                                                          • Brand experience
                                                                            • Figure 44: Facial skincare brand usage, March 2103
                                                                            • Figure 45: Satisfaction with various facial skincare brands, March 2103
                                                                            • Figure 46: Consideration of facial skincare brands, March 2103
                                                                            • Figure 47: Consumer perceptions of current facial skincare brand performance, March 2103
                                                                            • Figure 48: Facial skincare brand recommendation – Net Promoter Score, March 2103
                                                                          • Brand index
                                                                            • Figure 49: Facial skincare brand index, March 2103
                                                                            • Figure 50: Facial skincare brand index vs. recommendation, March 2103
                                                                          • Target group analysis
                                                                            • Figure 51: Target groups, March 2103
                                                                            • Figure 52: Facial skincare brand usage, by target groups, March 2103
                                                                          • Group One – Conformists
                                                                            • Group Two – Simply the Best
                                                                              • Group Three – Shelf Stalkers
                                                                                • Group Four – Habitual Shoppers
                                                                                  • Group Five – Individualists
                                                                                  • The Consumer – Product Usage & Frequency Amongst Women

                                                                                    • Key points
                                                                                      • Combination skin is the new normal
                                                                                        • Figure 53: Women’s facial skin type, May 2012 and March 2013
                                                                                      • Eight in ten women use facial moisturiser
                                                                                        • Figure 54: Female usage of facial skincare products, March 2013
                                                                                      • Anti-ageing a priority for older women
                                                                                        • Young women focus on make-up
                                                                                          • City girls cleaning up with cleanser
                                                                                            • Convenient formats could increase frequency of use
                                                                                              • Figure 55: Female frequency of using skincare products, March 2013
                                                                                          • The Consumer – Product Usage & Frequency Amongst Men

                                                                                            • Key points
                                                                                              • Men more likely than women to suffer from dry or oily skin
                                                                                                • Figure 56: Facial skin type, by gender, March 2013
                                                                                              • Men in their mid-twenties are key facial skincare consumers
                                                                                                • Figure 57: Facial skincare products used, March 2013
                                                                                              • Younger men more involved in their skincare regimes
                                                                                                • Innovations in male BB creams present a market opportunity
                                                                                                  • Left to their own devices, men are less likely to use facial skincare
                                                                                                    • Frequency of use
                                                                                                      • Figure 58: Men’s frequency of using facial skincare products, March 2013
                                                                                                    • Mature men stick to soap and water
                                                                                                      • Convenience claims resonate with men as well
                                                                                                      • The Consumer – Spend on Facial Skincare

                                                                                                        • Key points
                                                                                                          • Anti-ageing products command the highest spend
                                                                                                            • Figure 59: Amount spent on facial skincare products, March 2013
                                                                                                          • Scope to offer skincare devices in a gifting capacity
                                                                                                            • Multifunction products inspire a higher spend
                                                                                                            • The Consumer – Desired Product Attributes

                                                                                                              • Key points
                                                                                                                • Skin hydration is consumers’ primary goal
                                                                                                                  • Figure 60: Most important product attributes, by gender, March 2013
                                                                                                                • Men interested in refreshing products
                                                                                                                • The Consumer – Facial Skincare Routines

                                                                                                                  • Key points
                                                                                                                    • Female consumers follow a daily regimen
                                                                                                                      • Figure 61: Attitudes towards skincare routines, by gender, March 2013
                                                                                                                    • Consumers more interested in saving time than money
                                                                                                                    • The Consumer – Shopping for Facial Skincare

                                                                                                                      • Key points
                                                                                                                        • Over half of women don’t believe claims made by skincare products
                                                                                                                          • Figure 62: Attitudes towards buying facial skincare products, by gender, March 2013
                                                                                                                        • Consumers stock-up during promotional periods
                                                                                                                          • Encouraging peer reviews may reassure consumers of product claims
                                                                                                                          • Appendix – Market Drivers

                                                                                                                              • Figure 63: Total number of consultants in dermatology, 2009 and 2010
                                                                                                                          • Appendix – Brand Research

                                                                                                                              • Figure 64: Brand usage, March 2013
                                                                                                                              • Figure 65: Brand commitment, March 2013
                                                                                                                              • Figure 66: Brand momentum, March 2013
                                                                                                                              • Figure 67: Brand diversity, March 2013
                                                                                                                              • Figure 68: Brand satisfaction, March 2013
                                                                                                                              • Figure 69: Brand recommendation, March 2013
                                                                                                                              • Figure 70: Brand attitude, March 2013
                                                                                                                              • Figure 71: Brand image – macro image, March 2013
                                                                                                                              • Figure 72: Brand image – micro image, March 2013
                                                                                                                              • Figure 73: Profile of target groups, by demographics, March 2013
                                                                                                                              • Figure 74: Psychographic segmentation, by target groups, March 2013
                                                                                                                              • Figure 75: Brand usage, by target groups, March 2013
                                                                                                                            • Brand index
                                                                                                                              • Figure 76: Brand index, March 2013
                                                                                                                          • Appendix – Product Usage & Frequency Amongst Women

                                                                                                                              • Figure 77: Women’s skin type, by most popular product usage, March 2013
                                                                                                                              • Figure 78: Women’s skin type, by next most popular product usage, March 2013
                                                                                                                              • Figure 79: Women’s skin type, by other product usage, March 2013
                                                                                                                              • Figure 80: Most popular women’s product usage, by demographics, March 2013
                                                                                                                              • Figure 81: Next most popular women’s product usage, by demographics, March 2013
                                                                                                                              • Figure 82: Other women’s product usage, by demographics, March 2013
                                                                                                                              • Figure 83: Women’s frequency of using of facial moisturiser, by demographics, March 2013
                                                                                                                              • Figure 84: Women’s frequency of use of face mask or peels, by demographics, March 2013
                                                                                                                          • Appendix – Product Usage & Frequency Amongst Men

                                                                                                                              • Figure 85: Most popular men’s product usage by demographics, March 2013
                                                                                                                              • Figure 86: Next most popular men’s product usage, by demographics, March 2013
                                                                                                                              • Figure 87: Other men’s product usage, by demographics, March 2013
                                                                                                                              • Figure 88: Men’s frequency of use of soap, by demographics, March 2013
                                                                                                                          • Appendix- Number of Products Used

                                                                                                                              • Figure 89: Number of products used, by demographics, March 2013
                                                                                                                          • Appendix – Spend on Facial Skincare

                                                                                                                              • Figure 90: Average amount spent on facial skincare products, March 2013
                                                                                                                              • Figure 91: Amount spent on facial moisturiser, by demographics, March 2013
                                                                                                                              • Figure 92: Amount spent on anti-ageing products, by demographics, March 2013
                                                                                                                              • Figure 93: Frequency of use, by amount spent on facial moisturiser, March 2013
                                                                                                                              • Figure 94: Attitudes towards shopping for facial skincare products, by amount spent on facial moisturiser, March 2013
                                                                                                                          • Appendix – Desired Product Attributes

                                                                                                                              • Figure 95: Product usage, by most important product attributes, March 2013
                                                                                                                              • Figure 96: Product usage, by next most important product attributes, March 2013
                                                                                                                              • Figure 97: Most important product attributes, by demographics, March 2013
                                                                                                                              • Figure 98: Next most important product attributes, by demographics, March 2013
                                                                                                                          • Appendix – Facial Skincare Routines

                                                                                                                              • Figure 99: Product usage, by most popular skincare routines, March 2013
                                                                                                                              • Figure 100: Product usage, by next most popular skincare routines, March 2013
                                                                                                                              • Figure 101: Product usage, by other skincare routines, March 2013
                                                                                                                              • Figure 102: Most popular skincare routines, by demographics, March 2013
                                                                                                                              • Figure 103: Next most popular skincare routines, by demographics, March 2013
                                                                                                                              • Figure 104: Other skincare routines, by demographics, March 2013
                                                                                                                          • Appendix – Shopping for Facial Skincare

                                                                                                                              • Figure 105: Most popular attitudes towards shopping for facial skincare products, by demographics, March 2013
                                                                                                                              • Figure 106: Next most popular attitudes towards shopping for facial skincare products, by demographics, March 2013
                                                                                                                              • Figure 107: Other attitudes towards shopping for facial skincare products, by demographics, March 2013

                                                                                                                          Companies Covered

                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                          Facial Skincare - UK - May 2013

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