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Facial Skincare - US - April 2011

Sales of facial skincare products in the U.S. declined in 2008 and 2009, as millions of Americans took steps to mitigate the impact of the recession and minimize household expenditures. However, category sales increased in 2010 and there is reason to believe sales could rise again in 2011.

In order to help manufacturers identify opportunities and optimize their marketing and development efforts, Mintel has published this report, which addresses the following questions:

  • How have sales fluctuated in recent years and which categories of the facial skincare market hold the greatest promise of future growth?
  • Which brands are leaders in the category and which have posted significant sales gains in 2010?
  • What types of innovations did manufacturers of facial skincare products introduce in 2010 and the first quarter of 2011?
  • How are manufacturers promoting their products and brands?
  • What segments of the population tend to over-index on usage of facial skincare products and which tend to avoid the products?

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Table of contents

  1. Scope and Themes

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

                      • FDMx sales growth accelerating
                        • Anti-aging products continue to drive overall category growth
                          • Moisturizer sales continue to decline as fade/bleach sales grow
                            • Drug stores remain dominant channel
                              • P&G, L’Oréal, and Johnson & Johnson dominate
                                • Many use products with sunscreen and anti-aging properties
                                  • Retail, friends, and past experience are key information sources
                                  • Insights and Opportunities

                                    • Targeting Hispanic women with the promise of beauty
                                      • Teen segment could hold significant growth potential
                                        • Men’s facial skincare
                                        • Inspire Insights

                                            • Trend: Mood From Food
                                            • Market Size and Forecast

                                              • Key points
                                                • Overall category sales growing slowly
                                                  • Figure 1: Total U.S. FDMx sales and forecast of facial skincare, at current prices, 2005-15
                                                  • Figure 2: Total U.S. FDMx sales and forecast of facial skincare, at inflation-adjusted prices, 2005-15
                                                • Fan-chart forecast
                                                    • Figure 3: FDMx sales and fan chart forecast of facial skincare, at current prices, 2005-15
                                                  • Walmart sales
                                                  • Market Drivers

                                                    • Key points
                                                      • Population growth likely to drive future sales growth
                                                        • Figure 4: U.S. population by age, 2006-16
                                                      • Some consumers continue to feel effects of recession, but confidence rising
                                                        • Figure 5: Unemployment and underemployment rate in the U.S., January 2007–February 2011
                                                        • Figure 6: University of Michigan Consumer Sentiment Index, January 2008–February 2011
                                                      • Rising commodity prices could undermine growth in the near term
                                                        • Figure 7: Consumer Price Index, all items, January 2008–February 2011
                                                    • Competitive Context

                                                      • Some avoid products, prefer instead to simply wash their faces
                                                        • Figure 8: Facial skincare products used, by gender, December 2010–January 2011
                                                    • Segment Performance

                                                      • Anti-aging continues to lead sales growth
                                                        • Figure 9: U.S. FDMx sales of facial skincare, by segment, 2008 and 2010
                                                    • Segment Performance—Facial Anti-aging Products

                                                      • Key points
                                                        • Growth of anti-aging products decelerating despite growth of Boomer segment
                                                          • Figure 10: Total U.S. FDMx sales and forecast of facial anti-aging products, at current prices, 2005-15
                                                      • Segment Performance—Facial Cleansers

                                                        • Key points
                                                          • Sales of facial cleansers on the rise
                                                            • Figure 11: Total U.S. FDMx sales and forecast of facial cleansers, at current prices, 2005-15
                                                        • Segment Performance—Acne Treatments

                                                          • Key points
                                                            • Sales growth of acne treatments returns to pre-recession levels
                                                              • Figure 12: Total U.S. FDMx sales and forecast of acne treatments, at current prices, 2005-15
                                                          • Segment Performance—Facial Moisturizers

                                                            • Key points
                                                              • Moisturizer sales continue to decline as consumers turn to value-added products
                                                                • Figure 13: Total U.S. FDMx sales and forecast of facial moisturizers, at current prices, 2005-15
                                                            • Segment Performance—Facial Fade Cream/Bleach

                                                              • Key points
                                                                • Sales and forecast of facial fade cream/bleach
                                                                  • Figure 14: Total U.S. FDMx sales and forecast of facial fade cream/bleach, at current prices, 2005-15
                                                              • Retail Channels

                                                                • Drug remains critical channel for most marketers
                                                                  • Figure 15: U.S. FDMx sales of facial skincare, by retail channel, 2008 and 2010
                                                              • Retail Channels—Drug Stores

                                                                • Key point
                                                                  • Drug stores remain critical channel
                                                                    • Figure 16: U.S. drug store sales of facial skincare, at current prices, 2005-10
                                                                • Retail Channels—Other FDMx

                                                                  • Key point
                                                                    • Sales in other FDMx channels on par with rate of overall category growth
                                                                      • Figure 17: U.S. food store sales of facial skincare, at current prices, 2005-10
                                                                  • Leading Companies

                                                                    • Key points
                                                                      • Johnson & Johnson (Neutrogena, Aveeno, Clean & Clear)
                                                                        • Procter & Gamble (Olay)
                                                                          • L’Oréal USA (L’Oréal, Garnier Nutritioniste)
                                                                            • Galderma Laboratories (Cetaphil)
                                                                              • E.T. Browne (Palmer’s Cocoa Butter)
                                                                                • Alberto Culver (St. Ives, Noxzema)
                                                                                  • Private Label
                                                                                    • Figure 18: Manufacturer sales of facial skincare at FDMx, 2010 and 2011
                                                                                • Brand Share—Facial Anti-aging Products

                                                                                  • Key points
                                                                                    • P&G continues to dominate the category
                                                                                      • Figure 19: Selected brand sales and share of facial anti-aging products at FDMx, 2010 and 2011
                                                                                  • Brand Share—Facial Cleansers

                                                                                    • Key points
                                                                                      • Johnson & Johnson still leads, but P&G and L’Oréal posted gains
                                                                                        • Figure 20: Selected brand sales and share of facial cleansers at FDMx, 2010 and 2011
                                                                                    • Brand Share—Acne Treatments

                                                                                      • Key points
                                                                                        • Neutrogena, Johnson’s Clean & Clear, and Clearasil are brands to watch
                                                                                          • Figure 21: Selected brand sales and share of acne treatments at FDMx, 2010 and 2011
                                                                                      • Brand Share—Facial Moisturizers

                                                                                        • Key points
                                                                                          • Moisturizer sales drag down overall category growth
                                                                                            • Figure 22: Selected brand sales and share of facial moisturizers at FDMx, 2010 and 2011
                                                                                        • Brand Share—Facial Fade Cream/Bleach

                                                                                          • Key points
                                                                                            • Facial fade cream sales remain low but category growing quickly
                                                                                              • Figure 23: Selected brand sales and share of facial fade cream/bleach at FDMx, 2010 and 2011
                                                                                          • Innovations and Innovators

                                                                                            • Scientific and natural claims common in 2010 and 2011 anti-aging launches
                                                                                              • Many new facial cleansers claim to provide a range of benefits
                                                                                                • Acne treatments
                                                                                                • Marketing Strategies

                                                                                                  • Overview of the brand landscape
                                                                                                    • Olay
                                                                                                      • Television ads
                                                                                                        • Figure 24: Brand analysis of Olay
                                                                                                        • Figure 25: Olay ad, 2010
                                                                                                        • Figure 26: Olay ad, 2010
                                                                                                      • Website
                                                                                                        • Figure 27: Quantcast estimates for Olay.com, March 2011
                                                                                                      • Facebook
                                                                                                        • Neutrogena
                                                                                                          • Figure 28: Brand analysis of Neutrogena
                                                                                                          • Figure 29: Neutrogena Wave Sonic ad, 2010
                                                                                                          • Figure 30: Neutrogena Oil-Free Acne Wash Pink Grapefruit ad, 2010
                                                                                                        • Website
                                                                                                          • Figure 31: Quantcast estimates for Neutrogena.com, March 2011
                                                                                                        • Facebook
                                                                                                          • Johnson’s Clean & Clear Website
                                                                                                            • Figure 32: Quantcast.com estimates for Cleanandclear.com, March 2011
                                                                                                          • Facebook
                                                                                                            • Aveeno website
                                                                                                              • Figure 33: Quantcast estimates for Aveeno.com, March 2011
                                                                                                            • Facebook
                                                                                                            • Facial Skincare Usage

                                                                                                              • Key points
                                                                                                                • Young adults are a high demand segment
                                                                                                                  • Figure 34: Facial skincare products used, by age, December 2010–January 2011
                                                                                                                • 35-54s most likely to report using anti-aging products
                                                                                                                  • Figure 35: Eye care products used, December 2010–January 2011
                                                                                                                • Women still more likely to be users
                                                                                                                  • Figure 36: Ingredients contained in facial skincare products used, by gender, December 2010–January 2011
                                                                                                                • Demand for sunscreen higher among Gen Xers
                                                                                                                  • Figure 37: Ingredients found in facial skincare products used, by age, December 2010–January 2011
                                                                                                              • Facial Skincare Formats and Brands

                                                                                                                • Key points
                                                                                                                  • Many affluents prefer moisturizers with sunscreen
                                                                                                                    • Figure 38: Forms of moisturizer used, by household income, July 2009–September 2010
                                                                                                                  • Consider cross-merchandising Vaseline moisturizers with shaving SKUs
                                                                                                                    • Figure 39: Brands of moisturizer used, by gender, July 2009–September 2010
                                                                                                                  • Affluents somewhat more likely to use cleansers, including foams
                                                                                                                    • Figure 40: Forms of facial cleanser used, by household income, July 2009–September 2010
                                                                                                                  • Demand for foams and scrubs high among young adults
                                                                                                                    • Figure 41: Forms of facial cleanser used, by age, July 2009–September 2010
                                                                                                                  • Neutrogena, Johnson’s Clean & Clear, and Olay most popular cleansers
                                                                                                                    • Figure 42: Brands of facial cleanser used, by gender, July 2009–September 2010
                                                                                                                  • Lancôme, Estée Lauder most popular prestige brands
                                                                                                                    • Figure 43: Incidence of buying prestige skincare, by gender, December 2010–January 2011
                                                                                                                • Attitudes and Opinions Regarding Facial Skincare

                                                                                                                  • Key points
                                                                                                                    • Retail displays are most popular source of skincare product information
                                                                                                                      • Figure 44: Sources of information on facial skincare, by gender, December 2010–January 2011
                                                                                                                    • 18-44s more likely to rely on friends/family for product information
                                                                                                                      • Figure 45: Sources of information on facial skincare, by age, December 2010–January 2011
                                                                                                                    • Four in 10 see diet as a major factor in skin health
                                                                                                                      • Figure 46: Attitudes and behaviors regarding facial skincare, by gender, December 2010–January 2011
                                                                                                                  • Impact of Race/Hispanic Origin

                                                                                                                    • Key points
                                                                                                                      • More blacks use soap and water for facial skincare
                                                                                                                        • Figure 47: Facial skincare products used, by race/Hispanic origin, December 2010–January 2011
                                                                                                                      • Very few blacks use facial skincare products with sunscreen
                                                                                                                        • Figure 48: Ingredients found in facial skincare products used, by race/Hispanic origin, December 2010–January 2011
                                                                                                                      • Asians are more frequent users of prestige facial skincare
                                                                                                                        • Figure 49: Incidence of buying prestige skincare, by race/Hispanic origin, December 2010–January 2011
                                                                                                                    • Teen Usage of Facial Skincare Products

                                                                                                                      • Key points
                                                                                                                        • Teenage girls much more likely to use facial skincare products
                                                                                                                          • Figure 50: Types of facial skincare used by teens, by gender and age, April 2009–June 2010
                                                                                                                        • Teen boys tend to heavily favor acne- and related-treatment facial cleansers
                                                                                                                          • Figure 51: Brands of facial cleanser used by teens, by gender and age, April 2009–June 2010
                                                                                                                        • Teenage boys less likely to use brands with sunscreen/sunblock
                                                                                                                          • Figure 52: Type of moisturizer used by teens, by gender and age, April 2009–June 2010
                                                                                                                      • Custom Consumer Groups

                                                                                                                        • Targeting women aged 18-24 with cleansers, masks, and acne systems
                                                                                                                            • Figure 53: Facial skincare products used, women by age, December 2010–January 2011
                                                                                                                          • Mature women more likely than younger women to be brand loyal
                                                                                                                              • Figure 54: Brand loyalty in facial skincare products used, women by age, December 2010–January 2011
                                                                                                                            • Appeal to young women with convenient and comprehensive skincare systems
                                                                                                                              • Figure 55: Women’s attitudes and behaviors regarding facial skincare, by age, December 2010–January 2011
                                                                                                                            • Focus efforts to target men
                                                                                                                              • Figure 56: Facial skincare products used, men by age, December 2010–January 2011
                                                                                                                            • Targeting men with retail promotions and viral campaigns
                                                                                                                                • Figure 57: Sources of information on facial skincare, men by age, December 2010–January 2011
                                                                                                                            • Cluster Analysis

                                                                                                                                • Specialists (30%)
                                                                                                                                  • Demographics
                                                                                                                                    • Characteristics
                                                                                                                                      • Opportunity
                                                                                                                                        • Protectors (31%)
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunity
                                                                                                                                                • Minimalists (38%)
                                                                                                                                                  • Demographics
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Cluster characteristics
                                                                                                                                                          • Figure 58: Facial skincare clusters, January 2011
                                                                                                                                                          • Figure 59: Facial skincare products used by facial skincare clusters, January 2011
                                                                                                                                                          • Figure 60: Ingredients contained in facial skincare products used by facial skincare clusters, January 2011
                                                                                                                                                          • Figure 61: Attitudes and behaviors regarding facial skincare by facial skincare clusters, January 2011
                                                                                                                                                        • Cluster demographics
                                                                                                                                                          • Figure 62: Facial skincare clusters, by gender, January 2011
                                                                                                                                                          • Figure 63: Facial skincare clusters, by age group, January 2011
                                                                                                                                                          • Figure 64: Facial skincare clusters, by household income, January 2011
                                                                                                                                                          • Figure 65: Facial skincare clusters, by race, January 2011
                                                                                                                                                          • Figure 66: Facial skincare clusters, by Hispanic origin, January 2011
                                                                                                                                                        • Cluster methodology
                                                                                                                                                        • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                            • Overview of skincare
                                                                                                                                                              • Facial cleansers
                                                                                                                                                                • Brand map
                                                                                                                                                                  • Figure 67: Brand map, selected brands of facial cleansers, buying rate, by household penetration, 2010*
                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                    • Figure 68: Key purchase measures for the top brands of facial cleansers, by household penetration, 2010*
                                                                                                                                                                  • Facial anti-aging
                                                                                                                                                                    • Brand map
                                                                                                                                                                      • Figure 69: Brand map, selected brands of anti-aging products, buying rate, by household penetration, 2010*
                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                        • Figure 70: Key purchase measures for the top brands of anti -aging products, by household penetration, 2010*
                                                                                                                                                                      • Facial moisturizers
                                                                                                                                                                        • Consumer insights on key purchase measures— facial moisturizers
                                                                                                                                                                          • Brand map
                                                                                                                                                                            • Figure 71: Brand map, selected brands of facial moisturizers, buying rate by household penetration, 2010*
                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                              • Figure 72: Key purchase measures for the top brands of facial moisturizers, by household penetration, 2010*
                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                              • Figure 73: Eye care products used, women by age, December 2010–January 2011
                                                                                                                                                                              • Figure 74: Incidence of buying prestige skincare, by age, December 2010–January 2011
                                                                                                                                                                              • Figure 75: Men’s attitudes and behaviors regarding facial skincare, by age, December 2010–January 2011
                                                                                                                                                                              • Figure 76: Brand loyalty in facial skincare products used, men by age, December 2010–January 2011
                                                                                                                                                                          • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                              • IRI Consumer Network Metrics
                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • Alberto-Culver USA Inc
                                                                                                                                                                                • American Academy of Dermatology
                                                                                                                                                                                • Aveda
                                                                                                                                                                                • Avon USA
                                                                                                                                                                                • Bath & Body Works
                                                                                                                                                                                • Boots Healthcare Usa, Inc
                                                                                                                                                                                • Burt's Bees Inc.
                                                                                                                                                                                • Chanel USA
                                                                                                                                                                                • Clarins USA
                                                                                                                                                                                • Clinique Laboratories, Inc.
                                                                                                                                                                                • Costco Wholesale Corporation
                                                                                                                                                                                • Coty Inc
                                                                                                                                                                                • CVS Caremark Corporation
                                                                                                                                                                                • Duane Reade, Inc
                                                                                                                                                                                • E.T. Browne Drug Co., Inc.
                                                                                                                                                                                • Eg Eucerin
                                                                                                                                                                                • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                • Galderma Laboratories, L.P.
                                                                                                                                                                                • Google, Inc.
                                                                                                                                                                                • Guerlain
                                                                                                                                                                                • Jergens Naturals
                                                                                                                                                                                • Johnson & Johnson
                                                                                                                                                                                • Kmart Corporation
                                                                                                                                                                                • L'Oréal Canada
                                                                                                                                                                                • L'Oréal USA
                                                                                                                                                                                • Lancôme
                                                                                                                                                                                • Macy's, Inc.
                                                                                                                                                                                • Mary Kay Inc.
                                                                                                                                                                                • Merz Pharmaceuticals LLC
                                                                                                                                                                                • N.V. Perricone
                                                                                                                                                                                • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                • Neutrogena Corporation
                                                                                                                                                                                • Nickelodeon Movies
                                                                                                                                                                                • Nivea
                                                                                                                                                                                • Olay Company, Inc.
                                                                                                                                                                                • Origins Natural Resources, Inc.
                                                                                                                                                                                • Personal Care Products Council
                                                                                                                                                                                • Procter & Gamble Company (The)
                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                • Reckitt Benckiser USA
                                                                                                                                                                                • Reuters Group PLC
                                                                                                                                                                                • Sephora
                                                                                                                                                                                • Shiseido International
                                                                                                                                                                                • Skin Cancer Foundation
                                                                                                                                                                                • Target Corporation
                                                                                                                                                                                • The Body Shop - Retail Sales
                                                                                                                                                                                • The Kroger Co.
                                                                                                                                                                                • The New York Times Company
                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                • Unilever USA
                                                                                                                                                                                • University of Michigan, The
                                                                                                                                                                                • US Department of Commerce
                                                                                                                                                                                • Vanity Fair Corporation
                                                                                                                                                                                • Walgreen Co
                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                • Women's Wear Daily (WWD)

                                                                                                                                                                                Facial Skincare - US - April 2011

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