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Facial Skincare - US - January 2009

The market for facial skincare has experienced robust growth during 2003-08, though sales did slow down in 2008, due to the struggling economy. Anti-aging facial skincare products continue to be the fastest-growing segment and have overtaken cleansers as the largest share of the market, with female Baby Boomers leading the charge in pushing sales figures higher and demanding products that cater to their needs.

This report provides in-depth information about the facial skincare market including:

  • Exploration of emerging trends, including natural/organic items in keeping with consumers' desire to back away from synthetic chemicals

  • Analysis of product trends in light of consumer attitudes towards brands, marketers, and retailers

  • Details of facial skincare segment sales and advertising strategies among brand leaders

  • Attitudes, purchasing behavior, and product repertoire among different demographic groups as well as cluster analysis of three distinct user groups of facial skincare respondents.

  • Activity among products sold through natural grocery stores

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Table of contents

  1. Scope and Themes

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

                  • A healthy industry
                    • Female Baby Boomers, Hispanic and black women driving growth
                      • Advertising focuses on anti-aging
                        • Natural skincare stagnates
                          • Anti-aging sales are the key to future category growth
                            • Retail channel preferences
                              • Facial skincare consumers
                              • Insights and Opportunities

                                • Organic is the “new green”
                                  • Raw Essential—Raw-Juvenate Eye-Recoup
                                    • Word of mouth
                                      • Mature women and their desire for youthfulness
                                        • 3Lab—"M" Cream
                                          • ISS Intelligent Skin Sense—Bag Lady Eye Gel
                                          • Fast Forward Trends

                                            • Masstige trades up to attract users trading down
                                              • Introducing Olay’s Pro-X line
                                              • Market Size and Forecast

                                                • Key points
                                                  • Baby Boomers clamoring for products
                                                    • Figure 1: U.S. FDMx sales of facial skincare, at current prices, 2003-13
                                                    • Figure 2: U.S. FDMx sales of facial skincare, at inflation-adjusted prices, 2003-13
                                                  • Wal-Mart sales
                                                  • Competitive Context

                                                    • Botox and other professionally administered anti-aging treatments
                                                      • Spa treatments
                                                      • Segment Performance

                                                        • Key points
                                                          • Demographics are critical
                                                            • Economy may have an impact
                                                              • Figure 3: U.S. FDMx sales of facial skincare, segmented by type, 2006 and 2008
                                                          • Segment Performance—Facial Cleansers

                                                            • Key points
                                                              • Cleansers not crucial to repertoire
                                                                • Figure 4: U.S. FDMx sales of facial cleansers, at current prices, 2003-13
                                                            • Segment Performance—Anti-aging

                                                              • Key point
                                                                • Demographics in play
                                                                  • Figure 5: U.S. FDMx sales of anti-aging products, at current prices, 2003-13
                                                              • Segment Performance—Acne Treatments

                                                                • Key point
                                                                  • Acne treatments continue to have their audience
                                                                    • Figure 6: U.S. FDMx sales of acne treatments, at current prices, 2003-13
                                                                • Segment Performance—Facial Moisturizers

                                                                  • Key point
                                                                    • Competing products put a dent in sales
                                                                      • Figure 7: U.S. FDMx sales of facial moisturizers, at current prices, 2003-13
                                                                  • Segment Performance—Fade/Bleach

                                                                    • Key points
                                                                      • Fade/bleach products becoming redundant
                                                                        • Figure 8: U.S. FDMx sales of fade/bleach, at current prices, 2003-13
                                                                    • Market Drivers

                                                                      • Female Baby Boomers drive growth
                                                                        • Teens and tweens
                                                                          • Figure 9: Female population, by age, 2003-13
                                                                        • A frightening economy affecting consumer spending
                                                                        • Leading Companies

                                                                          • Brand qualities
                                                                            • Oil of Olay
                                                                              • Clearasil
                                                                                • Neutrogena
                                                                                  • Neutrogena Lift & Strengthen Intensive—Redefining Moisturizing Facial Concentrate
                                                                                    • RoC
                                                                                      • RoC Retin-Ox—Wrinkle Filler Day & Night
                                                                                        • Kiehl’s
                                                                                          • Kiehl's Dermatologist Solutions—High Efficient Skin Tone Corrector
                                                                                            • Dermalogica
                                                                                              • Kiss My Face
                                                                                                • Kiss My Face—Sliced Peach Organic Lip Balm
                                                                                                  • Kiss My Face Obsessively Natural—Chinese Botanical Ultra Moisturizer
                                                                                                  • Innovation and Innovators

                                                                                                    • Aveda
                                                                                                      • L’Occitane en Provence
                                                                                                        • L'Occitane en Provence Immortelle - Very Precious Regenerating Concentrate
                                                                                                          • Origins/MAC
                                                                                                            • Origins
                                                                                                              • Origins Youthtopia - Age Correcting Serum
                                                                                                                • RoC/Neutrogena
                                                                                                                  • Kiehl’s
                                                                                                                    • Clinique
                                                                                                                      • Clinique Turnaround—Radiance Peel Once A Week
                                                                                                                      • Retail Channels

                                                                                                                        • Key point
                                                                                                                          • FDMx sales
                                                                                                                            • Figure 10: U.S. FDMx sales of facial skincare, by retail channel, 2006 and 2008
                                                                                                                        • Retail Channels—Drug Stores

                                                                                                                          • Key point
                                                                                                                            • Drug stores reign supreme in personal care
                                                                                                                              • Figure 11: U.S. FDMx sales of facial skincare at drug stores, 2003-08
                                                                                                                          • Retail Channels—Other

                                                                                                                            • Key point
                                                                                                                              • Food stores try to compete
                                                                                                                                • Figure 12: U.S. FDMx sales of facial skincare at food stores, 2003-08
                                                                                                                            • Retail Channels—Natural channel/SPINS

                                                                                                                              • Sales of facial skincare in the natural channel
                                                                                                                                • Figure 13: Natural product supermarket retail sales of facial skincare, at current prices, three years ending November 4, 2008
                                                                                                                              • Implications
                                                                                                                                • Natural channel sales by segment
                                                                                                                                  • Figure 14: Natural product supermarket retail sales of facial skincare, by segment, 2006 and 2008
                                                                                                                                • Facial skincare natural channel
                                                                                                                                • Advertising and Promotion

                                                                                                                                  • Overview
                                                                                                                                    • St. Ives
                                                                                                                                      • Figure 15: Television ad for St. Ives Scrub, 2008
                                                                                                                                    • Aveeno
                                                                                                                                      • Figure 16: Television ad for Aveeno Night Cream, 2008
                                                                                                                                    • L’Oréal
                                                                                                                                      • Figure 17: Television ad for L’Oréal’s RevitaLift, 2008
                                                                                                                                    • Neutrogena
                                                                                                                                      • Figure 18: Television ad for Neutrogena Age Reverse, 2008
                                                                                                                                    • Olay
                                                                                                                                      • Figure 19: Television ad for Olay Definity, 2008
                                                                                                                                      • Figure 20: Television ad for Olay Skin Intervention, 2008
                                                                                                                                  • Facial Skincare Usage

                                                                                                                                    • Usage of different types of products
                                                                                                                                        • Figure 21: Facial skincare products used, by gender, November 2008
                                                                                                                                        • Figure 22: Facial skincare products used, by age, November 2008
                                                                                                                                      • Product attributes
                                                                                                                                          • Figure 23: Ingredients found in skincare products typically used, by gender, November 2008
                                                                                                                                          • Figure 24: Ingredients found in skincare products typically used, by age, November 2008
                                                                                                                                        • Form of skincare products used
                                                                                                                                          • Figure 25: Form of skincare products typically used, by gender, February-March 2008
                                                                                                                                        • Brand of moisturizer used
                                                                                                                                          • Figure 26: Brands of moisturizer used, by gender, February-March 2008
                                                                                                                                        • Form of facial cleansing/medicated products used
                                                                                                                                          • Figure 27: Forms of facial cleansing/medicated products used, by gender, February-March 2008
                                                                                                                                          • Figure 28: Forms of facial cleansing/medicated products used, by age, February-March 2008
                                                                                                                                        • Purpose of facial cleansing or medicated products
                                                                                                                                          • Figure 29: Forms of facial cleansing/medicated products used, by gender, February-March 2008
                                                                                                                                        • Brands of medicated skincare products used
                                                                                                                                          • Figure 30: Brands of medicated skincare products used, by gender, February-March 2008
                                                                                                                                        • Incidence of buying prestige brands
                                                                                                                                          • Figure 31: Prestige brands of skincare products used, by gender, November 2008
                                                                                                                                          • Figure 32: Prestige brands of skincare products used, by age, November 2008
                                                                                                                                      • Attitudes Towards Facial Skincare

                                                                                                                                        • Brand loyalty
                                                                                                                                            • Figure 33: Degrees of brand loyalty to facial skincare products, November 2008
                                                                                                                                            • Figure 34: Degrees of brand loyalty to facial skincare products, by gender, November 2008
                                                                                                                                            • Figure 35: Degrees of brand loyalty to facial skincare products, by age, November 2008
                                                                                                                                          • Where facial skincare users get their information
                                                                                                                                              • Figure 36: Sources of information on which products to use, by gender, November 2008
                                                                                                                                              • Figure 37: Sources of information on which products to use, by age, November 2008
                                                                                                                                          • The Teen Consumer—Product Usage

                                                                                                                                            • Teens and facial skincare
                                                                                                                                                • Figure 38: Types of facial cleansing/medicated products used—teens, by age and gender, May 2007-June 2008
                                                                                                                                              • Facial cleansing and medicated products
                                                                                                                                                  • Figure 39: Forms of facial cleansing/medicated products used—teens, by gender, May 2007-June 2008
                                                                                                                                                  • Figure 40: Brands of facial cleansing/medicated products used—teens, by gender, May 2007-June 2008
                                                                                                                                                • Moisturizers/creams/lotions
                                                                                                                                                  • Types used
                                                                                                                                                      • Figure 41: Types of moisturizers/creams/lotions used—teens, by gender, May 2007-June 2008
                                                                                                                                                    • Brands used
                                                                                                                                                        • Figure 42: Brands of moisturizer used—teens, by gender, May 2007-June 2008
                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                      • Usage of different types of products
                                                                                                                                                          • Figure 43: Facial skincare products used, by race/Hispanic origin, November 2008
                                                                                                                                                        • Product attributes
                                                                                                                                                          • Figure 44: Ingredients found in skincare products typically used, by race/Hispanic origin, November 2008
                                                                                                                                                        • Incidence of buying prestige brands
                                                                                                                                                          • Figure 45: Prestige brands of skincare products used, by race/Hispanic origin, November 2008
                                                                                                                                                        • Where facial skincare respondents get their information
                                                                                                                                                          • Figure 46: Sources of information on which products to use, by race/Hispanic origin, November 2008
                                                                                                                                                      • Cluster Analysis

                                                                                                                                                          • Family and in-store
                                                                                                                                                            • Traditional minimalists
                                                                                                                                                              • Combination connoisseurs
                                                                                                                                                                • Cluster Characteristics
                                                                                                                                                                  • Figure 47: Facial skincare product user clusters, November 2008
                                                                                                                                                                  • Figure 48: Description of skin type, by facial skincare product user clusters, November 2008
                                                                                                                                                                  • Figure 49: Skincare product repertoire, by facial skincare product user clusters, November 2008
                                                                                                                                                                  • Figure 50: Ingredients found in skincare products typically used, by facial skincare product user clusters, November 2008
                                                                                                                                                                  • Figure 51: Degrees of brand loyalty to facial skincare products, by facial skincare product user clusters, November 2008
                                                                                                                                                                  • Figure 52: Sources of information on which products to use, by facial skincare product user clusters, November 2008
                                                                                                                                                                  • Figure 53: Prestige brands purchased, by facial skincare product user clusters, November 2008
                                                                                                                                                                  • Figure 54: Purchases of professional or Doctor-branded products, by facial skincare product user clusters, November 2008
                                                                                                                                                                • Cluster demographics
                                                                                                                                                                  • Figure 55: Facial skincare product user clusters, by gender, November 2008
                                                                                                                                                                  • Figure 56: Facial skincare product user clusters, by age, November 2008
                                                                                                                                                                  • Figure 57: Facial skincare product user clusters, by household income, November 2008
                                                                                                                                                                  • Figure 58: Facial skincare product user clusters, by race, November 2008
                                                                                                                                                                  • Figure 59: Facial skincare product user clusters, by Hispanic origin, November 2008
                                                                                                                                                                • Methodology
                                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                                    • Usage of different types of products
                                                                                                                                                                      • Figure 60: Facial skincare products used, by men with/without children, November 2008
                                                                                                                                                                    • Ingredients in products
                                                                                                                                                                        • Figure 61: Ingredients found in skincare products typically used, November 2008
                                                                                                                                                                    • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                      • Skincare
                                                                                                                                                                        • Overview of skincare purchases
                                                                                                                                                                          • Facial cleansers
                                                                                                                                                                            • Brand map
                                                                                                                                                                              • Figure 62: Brand map, selected brands of facial cleansers, by household penetration, 2008*
                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                • Figure 63: Key purchase measures for the top brands of facial cleansers, by household penetration, 2008*
                                                                                                                                                                              • Acne treatments
                                                                                                                                                                                • Brand map
                                                                                                                                                                                    • Figure 64: Brand map, selected brands of acne treatments, by household penetration, 2008*
                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                      • Figure 65: Key purchase measures for the top brands of acne treatments, by household penetration, 2008*
                                                                                                                                                                                    • Facial anti-aging
                                                                                                                                                                                      • Brand map
                                                                                                                                                                                        • Figure 66: Brand map, selected brands of facial anti-aging, by household penetration, 2008*
                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                          • Figure 67: Key purchase measures for the top brands of facial anti-aging, by household penetration, 2008*
                                                                                                                                                                                        • Facial moisturizers
                                                                                                                                                                                          • Brand map
                                                                                                                                                                                            • Figure 68: Brand map, selected brands of facial moisturizers, by household penetration, 2008*
                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                              • Figure 69: Key purchase measures for the top brands of facial moisturizers, by household penetration, 2008*
                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                              • Figure 70: Type of skincare products typically used, by age, February-March 2008
                                                                                                                                                                                              • Figure 71: Brands of medicated skincare products used, by age, February-March 2008
                                                                                                                                                                                              • Figure 72: Brands of medicated skincare products used, by age, February-March 2008
                                                                                                                                                                                              • Figure 73: Brands of medicated skincare products used, by race/Hispanic origin, February-March 2008
                                                                                                                                                                                          • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              • Allergan, Inc.
                                                                                                                                                                                              • American Academy of Dermatology
                                                                                                                                                                                              • Avalon Natural Products
                                                                                                                                                                                              • Aveda
                                                                                                                                                                                              • Avon USA
                                                                                                                                                                                              • Bath & Body Works
                                                                                                                                                                                              • Beiersdorf, Inc. (USA)
                                                                                                                                                                                              • Burt's Bees Inc.
                                                                                                                                                                                              • Chanel USA
                                                                                                                                                                                              • Clarins USA
                                                                                                                                                                                              • Clinique Laboratories, Inc.
                                                                                                                                                                                              • Clorox Company , The
                                                                                                                                                                                              • Dermalogica
                                                                                                                                                                                              • Dr Andrew Weil
                                                                                                                                                                                              • Dr Hauschka (WALA Heilmittel GmbH)
                                                                                                                                                                                              • Eg Eucerin
                                                                                                                                                                                              • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                              • Greenfield Online
                                                                                                                                                                                              • Guerlain
                                                                                                                                                                                              • Johnson & Johnson
                                                                                                                                                                                              • Kao Brands Company
                                                                                                                                                                                              • L'Occitane Norway
                                                                                                                                                                                              • L'Oréal Canada
                                                                                                                                                                                              • L'Oréal USA
                                                                                                                                                                                              • Lancôme
                                                                                                                                                                                              • Mary Kay Inc.
                                                                                                                                                                                              • Murad, Inc.
                                                                                                                                                                                              • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                              • Neutrogena Corporation
                                                                                                                                                                                              • Olay Company, Inc.
                                                                                                                                                                                              • Origins Natural Resources, Inc.
                                                                                                                                                                                              • Personal Care Products Council
                                                                                                                                                                                              • Procter & Gamble USA
                                                                                                                                                                                              • Reckitt Benckiser USA
                                                                                                                                                                                              • Richardson-Vicks
                                                                                                                                                                                              • Saatchi & Saatchi
                                                                                                                                                                                              • Shiseido International
                                                                                                                                                                                              • Target Corporation
                                                                                                                                                                                              • The Body Shop - Retail Sales
                                                                                                                                                                                              • The Hain Celestial Group, Inc.
                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                                                                              • Vanity Fair Corporation
                                                                                                                                                                                              • Victoria's Secret
                                                                                                                                                                                              • Walmart Stores (USA)

                                                                                                                                                                                              Facial Skincare - US - January 2009

                                                                                                                                                                                              US $3,995.00 (Excl.Tax)