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Facial Skincare - US - May 2012

The U.S. market for facial skincare products is driven overwhelmingly by women, who report using facial skincare much more than men, who themselves are much more likely to maintain a daily regimen of merely soap and water as opposed to facial cleansers, toners, and assorted other specialized products. The slow economic recovery has decelerated sales growth and caused many users to switch down to private label, which has far outpaced sales growth by leading national brands. This report focuses on these factors, and provides close examination of the following:

  • The expanding role of Hispanics in the market, as the rapidly increasing Hispanic population and Hispanic spending power will fuel Hispanic women’s investment in beauty care in the coming years
  • How anti-aging products are able to outsell all other products in the market, and the role of new products in sales growth of product segments
  • How top company Johnson & Johnson maintains its position in the market
  • How drug stores are expanding their merchandising to include grocery departments, to better attract one-stop shoppers
  • The marketing strategies of the leading facial skincare companies

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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

                      • Market snapshot
                        • Combating age is a priority
                          • Johnson & Johnson leads six major players through FDMx
                            • Drug chains offer brand selection but can’t compete with other channels
                              • Marketing facial skincare relies on celebrity spokeswomen, performance
                                • Penetration of specialized products has yet to reach the level of bar soap
                                  • Neutrogena is most used facial cleanser among respondents
                                    • Soap used daily more than any specialized facial skincare
                                      • Most want cleansing, hydration, protection from facial skincare products
                                        • More than four in 10 feel diet is a major factor in skincare
                                          • Most rely on family/friends for facial skincare product information
                                            • Asians most apt to use facial products; blacks most likely to be brand loyal
                                              • Teens more likely than adults to use facial cleansing/medicated products
                                              • Insights and Opportunities

                                                • Encouraging more use of eye care products
                                                  • Customized facial skincare
                                                  • Inspire Insights

                                                      • Trend: Prove It
                                                        • Trend: Brand Review
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Women will continue to drive sales
                                                              • Slow economic rebound hinders bigger sales gains
                                                                • Hispanics represent a bright spot for future sales
                                                                  • Facial skincare products market size and forecast
                                                                    • Figure 1: Total U.S. retail sales and forecast of facial skincare products, at current prices, 2006-16
                                                                    • Figure 2: Total U.S. retail sales and forecast of facial skincare products, at inflation-adjusted prices, 2006-16
                                                                  • Fan chart forecast
                                                                      • Figure 3: U.S. sales and fan chart forecast of facial skincare products, at current prices, 2006-16
                                                                    • Walmart sales
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Women are driving sales
                                                                            • Figure 4: Usage of facial skincare products, by gender, October 2010-November 2011
                                                                            • Figure 5: U.S. female population, by age, 2011-16
                                                                          • The state of the economy is still impacting purchase habits
                                                                            • Unemployment/underemployment is still high
                                                                              • Figure 6: Unemployment, January 2007-March 2012
                                                                            • Consumer confidence fluctuates but remains low in 2012
                                                                              • Figure 7: University of Michigan’s index of consumer sentiment, 2006-(Q1)2012
                                                                            • Increased Hispanic population growth and spending power
                                                                                • Figure 8: Population, by race and Hispanic origin, 2006-16
                                                                            • Competitive Context

                                                                              • Soap is still king
                                                                                • Figure 9: Frequency of facial skincare products used, January 2012
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Combating age is a priority
                                                                                  • Cleansers grow significantly but lack sufficient new product launches
                                                                                    • Acne care sales uneven but improve with innovative formulas
                                                                                      • Moisturizers struggle to maintain growth as more soaps offer hydration
                                                                                        • Bleach is fading
                                                                                          • Sales of facial skincare products by segment
                                                                                            • Figure 10: Sales of selected facial skincare products at current prices, by segment, 2006-16
                                                                                        • Segment Performance—Facial Anti-aging

                                                                                          • Key points
                                                                                            • Search for fountain of youth buoys sales
                                                                                              • Sales and forecast of facial anti-aging products
                                                                                                • Figure 11: Total sales and forecast of facial anti-aging products, at current prices, 2006-16
                                                                                            • Segment Performance—Facial Cleansers

                                                                                              • Key points
                                                                                                • Lack of innovation stems potential for further growth
                                                                                                  • Sales and forecast of facial cleansers
                                                                                                    • Figure 12: Total sales and forecast of facial cleansers, at current prices, 2006-16
                                                                                                • Segment Performance—Acne Treatments

                                                                                                  • Key points
                                                                                                    • Sales fluctuate but new products offer hope for growth
                                                                                                      • Sales and forecast of acne treatments
                                                                                                        • Figure 13: Total sales and forecast of acne treatments, at current prices, 2006-16
                                                                                                    • Segment Performance—Facial Moisturizers

                                                                                                      • Key points
                                                                                                        • Moisturizers expected to grow as economy does
                                                                                                          • Sales and forecast of facial moisturizers
                                                                                                            • Figure 14: Total sales and forecast of facial moisturizers, at current prices, 2006-16
                                                                                                        • Segment Performance—Fade/Bleach

                                                                                                          • Key point
                                                                                                            • Fade/bleach drops 12% in 2011
                                                                                                              • Sales and forecast of fade/bleach
                                                                                                                • Figure 15: Total sales and forecast of fade/bleach, at current prices, 2006-16
                                                                                                            • Retail Channels

                                                                                                              • Key points
                                                                                                                • Drug stores outpaced by other channels
                                                                                                                  • Food stores account for less than 10% of the market
                                                                                                                    • Other channels, including mass, comprise more than 70% share
                                                                                                                      • Channel sales of facial skincare products
                                                                                                                        • Figure 16: U.S. sales of facial skincare products, by channel, at current prices, 2010 and 2011
                                                                                                                    • Retail Channels—Drug Stores

                                                                                                                      • Key points
                                                                                                                        • Focus on health and beauty drives sales at drug chains
                                                                                                                          • Drug store sales of facial skincare products
                                                                                                                            • Figure 17: Drug store sales of facial skincare products, at current prices, 2006-11
                                                                                                                        • Retail Channels—Supermarkets

                                                                                                                          • Key points
                                                                                                                            • Supermarket health and beauty care strategies are largely unchanged
                                                                                                                              • Supermarket sales of facial skincare products
                                                                                                                                • Figure 18: Drug store sales of facial skincare products, at current prices, 2006-11
                                                                                                                            • Retail Channels—Other Channels

                                                                                                                              • Key points
                                                                                                                                • Other channels cover a wide range of consumer needs
                                                                                                                                  • Other channel sales of facial skincare products
                                                                                                                                    • Figure 19: Other channel sales of facial skincare products, at current prices, 2006-11
                                                                                                                                • Leading Companies

                                                                                                                                  • Key points
                                                                                                                                    • Johnson & Johnson tops FDMx market
                                                                                                                                      • Procter & Gamble drops 7.2%
                                                                                                                                        • L'Oréal, Galderma, Unilever all increase FDMx sales
                                                                                                                                          • Private label outpaces top FDMx companies as shoppers seek value
                                                                                                                                            • Leading facial skincare products companies
                                                                                                                                              • Figure 20: Leading FDMx facial skincare product companies, 2011-12
                                                                                                                                          • Brand Share—Facial Anti-aging Products

                                                                                                                                            • Key points
                                                                                                                                              • P&G leads, but most Olay brands decline
                                                                                                                                                • L'Oréal grows; J&J declines
                                                                                                                                                  • Private label shows strongest growth
                                                                                                                                                    • Leading facial anti-aging products brands
                                                                                                                                                      • Figure 21: Leading FDMx facial anti-aging products brands, 2011-12
                                                                                                                                                  • Brand Share—Facial Cleansers

                                                                                                                                                    • Key points
                                                                                                                                                      • J&J sees solid growth with top brands, new releases
                                                                                                                                                        • P&G flatlines but Olay flagship cleanser surges with new look
                                                                                                                                                          • Smaller companies see mixed FDMx sales results
                                                                                                                                                            • Private label cleans up
                                                                                                                                                              • Leading facial cleansers brands
                                                                                                                                                                • Figure 22: Leading FDMx facial cleansers brands, 2011-12
                                                                                                                                                            • Brand Share—Acne Treatments

                                                                                                                                                              • Key points
                                                                                                                                                                • Neutrogena acne treatments help keep J&J on top
                                                                                                                                                                  • Neutrogena skiniD TV spot
                                                                                                                                                                    • Figure 23: Neutrogena skiniD television ad, 2011
                                                                                                                                                                  • Reckitt Benckiser, University Medical drop
                                                                                                                                                                    • Unilever increases sales with St. Ives and Noxzema
                                                                                                                                                                      • Private label again outpaces national brands
                                                                                                                                                                        • Leading acne treatment brands
                                                                                                                                                                          • Figure 24: Leading FDMx acne treatment brands, 2011-12
                                                                                                                                                                      • Brand Share—Facial Moisturizers

                                                                                                                                                                        • Key points
                                                                                                                                                                          • J&J grows most, sells most with Aveeno
                                                                                                                                                                            • P&G declines as Olay brands fail to keep pace
                                                                                                                                                                              • Unilever, L'Oréal, and Galderma comprise small share
                                                                                                                                                                                • Garnier Skin Renew Dark Spot Corrector TV spot
                                                                                                                                                                                  • Figure 25: Garnier Skin Renew Dark Spot Corrector television ad, 2011
                                                                                                                                                                                • Leading facial moisturizer brands
                                                                                                                                                                                  • Figure 26: Leading FDMx facial moisturizer brands, 2011-12
                                                                                                                                                                              • Brand Share—Fade/Bleach

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Nearly all leading fade/bleach national brand companies decline
                                                                                                                                                                                    • Private label increases but with $2 million in sales is a minor presence
                                                                                                                                                                                      • Leading fade/bleach brands
                                                                                                                                                                                        • Figure 27: Leading FDMx fade/bleach product brands, 2011-12
                                                                                                                                                                                    • Innovations and Innovators

                                                                                                                                                                                      • Men have skin, too
                                                                                                                                                                                        • Natural/botanical
                                                                                                                                                                                          • Sun protection is primary in facial skincare
                                                                                                                                                                                          • Brands and the Advertising Landscape

                                                                                                                                                                                              • Overview
                                                                                                                                                                                                • L'Oréal
                                                                                                                                                                                                  • Figure 28: Brand analysis of L'Oréal, 2012
                                                                                                                                                                                                • L'Oréal Age Perfect Hydra-Nutrition TV spot
                                                                                                                                                                                                  • Figure 29: L'Oréal Age Perfect Hydra-Nutrition television ad, 2011
                                                                                                                                                                                                • Online initiatives
                                                                                                                                                                                                  • Print and other
                                                                                                                                                                                                    • Clearasil
                                                                                                                                                                                                      • Figure 30: Brand analysis of Clearasil, 2012
                                                                                                                                                                                                    • Clearasil PerfectaWash TV spot
                                                                                                                                                                                                      • Figure 31: Clearasil PrefectaWash television ad, 2012
                                                                                                                                                                                                    • Online initiatives
                                                                                                                                                                                                      • Print and other
                                                                                                                                                                                                        • Olay
                                                                                                                                                                                                          • Figure 32: Brand analysis of Olay, 2012
                                                                                                                                                                                                        • Olay Foaming Face Wash TV spot
                                                                                                                                                                                                          • Figure 33: Olay Foaming Face Wash television ad, 2011
                                                                                                                                                                                                        • Online initiatives
                                                                                                                                                                                                          • Print and other
                                                                                                                                                                                                          • Usage and Purchases

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Nearly four in 10 use facial cleansing/medicated products or toners
                                                                                                                                                                                                                • Figure 34: Usage of facial skincare products, by gender, October 2010-November 2011
                                                                                                                                                                                                              • Usage decreases with age
                                                                                                                                                                                                                • Figure 35: Usage of facial skincare products, by age, October 2010-November 2011
                                                                                                                                                                                                              • A majority buy no eye care products
                                                                                                                                                                                                                • Figure 36: Eye care products purchased for specific conditions, by gender, January 2012
                                                                                                                                                                                                              • Age dictates purchases of certain products
                                                                                                                                                                                                                • Figure 37: Eye care products purchased for specific conditions, by age, January 2012
                                                                                                                                                                                                              • $100K+ most likely to buy eye care products
                                                                                                                                                                                                                • Figure 38: Eye care products purchased for specific conditions, by household income, January 2012
                                                                                                                                                                                                              • Most spend less than $10 on facial skincare items
                                                                                                                                                                                                                • Figure 39: Typical spend on facial skincare item, January 2012
                                                                                                                                                                                                            • Brands Used and Level of Brand Loyalty

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Neutrogena tops brands used among men and women
                                                                                                                                                                                                                  • Figure 40: Facial cleansing brands used, by gender, October 2010-November 2011
                                                                                                                                                                                                                • Most respondents switch between facial skincare brands
                                                                                                                                                                                                                  • Figure 41: Level of brand loyalty for facial skincare products, January 2012
                                                                                                                                                                                                                • Women more likely than men to switch between brands
                                                                                                                                                                                                                  • Figure 42: Level of brand loyalty for facial skincare products, by gender, January 2012
                                                                                                                                                                                                                • 35-44 more likely to switch between brands; 55-64 more likely brand loyal
                                                                                                                                                                                                                  • Figure 43: Level of brand loyalty for facial skincare products, by age, January 2012
                                                                                                                                                                                                                • $25K or less least likely to switch between brands
                                                                                                                                                                                                                  • Figure 44: Level of brand loyalty for facial skincare products, by household income, January 2012
                                                                                                                                                                                                              • Frequency of Use

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Most use soap and water daily, followed by facial moisturizers
                                                                                                                                                                                                                    • Figure 45: Frequency of facial skincare products used, by gender, January 2012
                                                                                                                                                                                                                  • Daily use of soap and water increases with age
                                                                                                                                                                                                                    • Figure 46: Frequency of facial skincare products used, by age, January 2012
                                                                                                                                                                                                                • Desired Results of Facial Skincare Products

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Most use facial skincare to clean, hydrate, and protect skin
                                                                                                                                                                                                                      • Figure 47: Desired results of facial skincare products, by gender, January 2012
                                                                                                                                                                                                                    • 35+ most likely to use facial skincare for age-related reasons
                                                                                                                                                                                                                      • Figure 48: Desired results of facial skincare products, by age, January 2012
                                                                                                                                                                                                                  • Attitudes toward Facial Skincare Products

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • More than four in 10 say diet is very important for facial skincare
                                                                                                                                                                                                                          • Figure 49: Attitudes toward use of facial skincare products, by gender, January 2012
                                                                                                                                                                                                                        • Youth and age determine facial skincare attitudes
                                                                                                                                                                                                                          • Figure 50: Attitudes toward use of facial skincare products, by age, January 2012
                                                                                                                                                                                                                      • Sources for Facial Skincare Information

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Most turn to friends/family for facial skincare information
                                                                                                                                                                                                                              • Figure 51: Sources for facial skincare information, by gender, January 2012
                                                                                                                                                                                                                            • 55+ most likely to rely on no facial skincare information sources
                                                                                                                                                                                                                              • Figure 52: Sources for facial skincare information, by age, January 2012
                                                                                                                                                                                                                          • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Asians most likely to use facial cleansers/medicated products
                                                                                                                                                                                                                                • Figure 53: Usage of facial skincare products, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                                                                              • Hispanics/Asians most likely to buy a range of eye care products
                                                                                                                                                                                                                                • Figure 54: Eye care products purchased for specific conditions, by race/Hispanic origin, January 2012
                                                                                                                                                                                                                              • Blacks report most brand loyalty
                                                                                                                                                                                                                                • Figure 55: Level of brand loyalty for facial skincare products, by race/Hispanic origin, January 2012
                                                                                                                                                                                                                              • Blacks most concerned with cleansing, dry skin
                                                                                                                                                                                                                                • Figure 56: Desired results of facial skincare products, by race/Hispanic origin, January 2012
                                                                                                                                                                                                                              • Asians most likely to rely on a range of facial skincare information sources
                                                                                                                                                                                                                                • Figure 57: Sources of facial skincare information, by race/Hispanic origin, January 2012
                                                                                                                                                                                                                            • Teen Usage

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • More than half of teens use cleansing/medicated facial products
                                                                                                                                                                                                                                  • Figure 58: Use of facial cleansing, medicated products or toners, by gender, October 2010-November 2011
                                                                                                                                                                                                                                • Teens use foaming face wash more than any other facial product
                                                                                                                                                                                                                                    • Figure 59: Use of facial cleansing and medicated products, by gender, October 2010-November 2011
                                                                                                                                                                                                                                  • Acne care is a top priority for teens
                                                                                                                                                                                                                                    • Figure 60: Use of facial cleansing and medicated products, by gender, October 2010-November 2011
                                                                                                                                                                                                                                  • Neutrogena, Clean & Clear top teens’ brand choices
                                                                                                                                                                                                                                    • Figure 61: Brands of facial cleansing and medicated products used, by gender, October 2010-November 2011
                                                                                                                                                                                                                                  • Teens use facial cleansers nearly every day
                                                                                                                                                                                                                                    • Figure 62: Usage frequency of facial skincare products, by gender, October 2010-November 2011
                                                                                                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Lower education level tied to higher likelihood to watch TV ads
                                                                                                                                                                                                                                          • Figure 63: Sources of facial skincare information, by education, January 2012
                                                                                                                                                                                                                                        • Education level and attitudes toward facial skincare products
                                                                                                                                                                                                                                            • Figure 64: Attitudes toward use of facial skincare products, by education, January 2012
                                                                                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                          • Frequency of use
                                                                                                                                                                                                                                            • Figure 65: Frequency of facial skincare products used, by household income, January 2012
                                                                                                                                                                                                                                          • Desired results of facial skincare products
                                                                                                                                                                                                                                            • Figure 66: Desired results of facial skincare products, by household income, January 2012
                                                                                                                                                                                                                                          • Attitudes toward facial skincare products
                                                                                                                                                                                                                                            • Figure 67: Attitudes toward use of facial skincare products, by household income, January 2012
                                                                                                                                                                                                                                          • Sources for facial skincare information
                                                                                                                                                                                                                                            • Figure 68: Sources for facial skincare information, by household income, January 2012
                                                                                                                                                                                                                                          • Impact of race/Hispanic origin
                                                                                                                                                                                                                                            • Figure 69: Frequency of facial skincare products used, by race/Hispanic origin, January 2012
                                                                                                                                                                                                                                            • Figure 70: Attitudes toward use of facial skincare products, by race/Hispanic origin, January 2012
                                                                                                                                                                                                                                        • Appendix: Gender and Age

                                                                                                                                                                                                                                            • Figure 71: Frequency of facial skincare products usage, by gender and age, January 2012
                                                                                                                                                                                                                                            • Figure 72: Eyecare products purchased for specific conditions, by gender and age, January 2012
                                                                                                                                                                                                                                            • Figure 73: Desired results of facial skincare products, by gender and age, January 2012
                                                                                                                                                                                                                                            • Figure 74: Level of brand loyalty for facial skincare products, by gender and age, January 2012
                                                                                                                                                                                                                                            • Figure 75: Sources of facial skincare information, by gender and age, January 2012
                                                                                                                                                                                                                                            • Figure 76: Attitudes toward use of facial skincare products, by gender and age, January 2012
                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                          Facial Skincare - US - May 2012

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