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Women's Facial Skincare - UK - May 2016

“The women’s facial skincare category has seen slow and steady growth in recent years, with the prestige sector driving growth in 2015; as employment rates rise, women are showing a greater willingness to spend on premium products. Whilst brands are promoting ageless beauty campaigns in 2015, focusing on NPD for older skin concerns will really drive the market.”
– Roshida Khanom, Senior Personal Care Analyst

This report discusses the following key topics:

  • Mass market brands are struggling
  • What a product contains is more important than what it excludes
  • Adult acne could be a focus for the category

With price being a key factor in the category, retailers can enhance in-store experiences to drive the mass market sector. In addition, innovation in areas where women show interest and concern (such as eye care and anti-acne) could also boost the category.

Within this report, Mintel defines ‘women’s facial skincare’ as all skincare products that are not specifically targeted at men. Accordingly, all market and launch information includes data for unisex facial skincare. Mintel’s definition of facial skincare includes:

  • Moisturisers
  • Cleansers, including scrubs, washes, wipes, make-up remover and facial soaps
  • Toners
  • Masks and treatments
  • Specialised products such as lip salves, eye care and anti-ageing products
  • Medicated skincare.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • A market showing steady growth
            • Figure 1: Best- and worst-case forecast of UK value sales of women’s facial skincare products 2010-20
          • Rise in employment could boost the category
            • Range extensions dominated in 2015
              • Figure 2: New product launches in the women’s facial skincare market, by launch type, January 2013-March 2016
            • Eye concerns are high
              • Figure 3: Skin concerns experienced in the last 12 months, March 2016
            • Use of products with natural ingredients is high
              • Figure 4: Changes in skincare habits in the last 12 months, March 2016
            • Price remains an important factor
              • Figure 5: Purchase habits of facial skincare products, March 2016
            • What we think
            • Issues and Insights

              • Mass market brands are struggling
                • The facts
                  • The implications
                    • What a product contains is more important than what it excludes
                      • The facts
                        • The implications
                          • Adult acne could be a focus for the category
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Prestige sector drives growth
                                  • Savvy shopping drives multiple grocers and discounters
                                    • Rise in employment could boost prestige sector
                                      • Promoting pro-age
                                        • You are what you eat
                                        • Market Size and Forecast

                                          • Slow and steady growth
                                            • Figure 6: UK retail value sales of women’s facial skincare products, 2010-20
                                          • Continued growth expected
                                            • Figure 7: Best- and worst-case forecast of UK value sales of women’s facial skincare products, 2010-20
                                          • Forecast methodology
                                          • Segment Performance

                                            • Prestige out-performs mass market
                                              • Figure 8: UK retail value sales of women’s facial skincare products, mass market vs prestige, 2014-15
                                            • Lips and eye care struggle
                                              • Figure 9: UK retail value sales of women’s mass market facial skincare products, by segment, 2014-15*
                                          • Channels to Market

                                            • Department stores boosted by prestige sector
                                              • Figure 10: UK retail value sales of women’s facial skincare products, by outlet type, 2014-15
                                            • Multiple grocers and discounters fare well
                                            • Market Drivers

                                              • Rise in employment presents opportunities
                                                • Figure 11: Employment and unemployment, by gender, 2010-20
                                              • Older population could boost the category
                                                • Figure 12: Trends in the age structure of the UK female population, 2010-20
                                              • Blurring boundaries in cosmetics and skincare
                                                • Figure 13: Usage occasions of face colour cosmetics, April 2015
                                              • Pro-ageing opportunities
                                                • Figure 14: Anti-ageing product usage amongst women, by age, July 2015
                                              • Detox skincare
                                                • Figure 15: Agreement with selected lifestyle statements, by age, July 2015
                                              • Internet as influencer
                                                • Figure 16: BPC online activities, October 2015
                                            • Key Players – What You Need to Know

                                              • Leading brands see decline in value
                                                • Innovation driven by range extensions
                                                  • Eyes see little in NPD
                                                    • Free-from claims have risen
                                                      • Promoting ageless beauty
                                                        • Face wash sees rise in advertising spend
                                                          • Brand communication translates into brand image
                                                          • Market Share

                                                            • Micellar water launch keeps Simple at the top
                                                              • Figure 17: UK retail value sales of women’s mass market facial skincare products, by brand, years ending January, 2015 and 2016
                                                            • Olay to see range cuts
                                                              • NIVEA posts strong sales
                                                                • Lawsuits could impact brands in coming years
                                                                • Launch Activity and Innovation

                                                                  • Range extensions rise in prominence in 2015
                                                                    • Figure 18: New product launches in the women’s facial skincare market, by launch type, January 2013-March 2016
                                                                  • 2015: The year of micellar cleansers
                                                                    • Packaging opportunities
                                                                      • Eyes products see range extensions
                                                                        • Figure 19: New product launches in the women’s facial skincare market, by sub-category, January 2013-March 2016
                                                                        • Figure 20: Examples of range extensions for eye products, 2015
                                                                      • Fuller eyebrow trend driving eyebrow and lash innovation
                                                                        • Figure 21: Examples of lash and eyebrow products, 2015
                                                                      • Free-from claims see a rise
                                                                        • Figure 22: Fastest growing product positioning claims in the women’s facial skincare market, 2014-15
                                                                      • Locally produced
                                                                        • Whitening claims see a rise
                                                                          • Figure 23: Launches featuring whitening claims, 2015
                                                                        • Anti-acne sees a decline
                                                                          • Fragmented category
                                                                            • Figure 24: New product development in women’s facial skincare market, by top five ultimate companies and other, 2015
                                                                        • Brand Communication and Promotion

                                                                          • Outdoor advertising sees rise in focus
                                                                            • Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s facial skincare, by media type, January 2013-March 2016
                                                                          • Ageless beauty
                                                                              • Figure 26: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s facial skincare, by top selling companies and other, 2015
                                                                            • Neutrogena aims to attract younger women
                                                                              • Photoshopping remains a point of conversation
                                                                                • Face wash sees the biggest rise in advertising
                                                                                  • Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s facial skincare, by segment, January 2013-March 2016
                                                                                • Coverage/methodology clarification
                                                                                • Brand Research

                                                                                    • Brand map
                                                                                      • Figure 28: Attitudes towards and usage of selected brands, March 2016
                                                                                    • Key brand metrics
                                                                                      • Figure 29: Key metrics for selected brands, March 2016
                                                                                    • Brand attitudes: Premium brands score well for quality
                                                                                      • Figure 30: Attitudes, by brand, March 2016
                                                                                    • Brand personality: Usage translated to accessibility
                                                                                      • Figure 31: Brand personality – Macro image, March 2016
                                                                                    • Olay maintains a classic image
                                                                                      • Figure 32: Brand personality – Micro image, March 2016
                                                                                    • Brand analysis
                                                                                      • Simple brand associations are on par with brand equity
                                                                                        • Figure 33: User profile of Simple, March 2016
                                                                                      • Neutrogena is youthful
                                                                                        • Figure 34: User profile of Neutrogena, March 2016
                                                                                      • Garnier has an engaging image
                                                                                        • Figure 35: User profile of Garnier, March 2016
                                                                                      • Olay is trusted
                                                                                        • Figure 36: User profile of Olay, March 2016
                                                                                      • Clinique has a good reputation
                                                                                        • Figure 37: User profile of Clinique, March 2016
                                                                                      • Clarins is expert but over-hyped
                                                                                        • Figure 38: User profile of Clarins, March 2016
                                                                                      • La Roche-Posay is innovative
                                                                                        • Figure 39: User profile of La Roche-Posay, March 2016
                                                                                      • NUXE is socially responsible
                                                                                        • Figure 40: User profile of NUXE, March 2016
                                                                                    • The Consumer – What You Need to Know

                                                                                      • Eye concerns could drive innovation
                                                                                        • Acne in older women
                                                                                          • Young women are using micellar water
                                                                                            • Natural claims resonate more than free-from
                                                                                              • Internet rises in influence
                                                                                                • Price is key driver
                                                                                                  • Oils have low usage ratings
                                                                                                  • Skin Concerns

                                                                                                    • Women are concerned about their eyes
                                                                                                      • Figure 41: Skin concerns experienced in the last 12 months, March 2016
                                                                                                    • Skin concerns in young women may be caused by lifestyle
                                                                                                      • Figure 42: Selected skin concerns experienced regularly in the last 12 months, by oldest and youngest demographics, March 2016
                                                                                                    • Even older women experience occasional acne
                                                                                                        • Figure 43: Selected skin concerns experienced infrequently in the last 12 months, by those aged 35+, March 2016
                                                                                                    • Usage of Facial Skincare Products

                                                                                                      • Face wash and face soap are used by different women
                                                                                                        • Figure 44: Usage of facial cleansing products, by oldest and youngest demographics, March 2016
                                                                                                      • Micellar water usage high in young women
                                                                                                        • Figure 45: Usage of micellar water, by age, March 2016
                                                                                                      • Older women moisturise more
                                                                                                        • Figure 46: Usage of facial moisturising products, by oldest and youngest demographics, March 2016
                                                                                                      • Older women focus on eyes
                                                                                                        • Figure 47: Usage of facial treatment products, by oldest and youngest demographics, March 2016
                                                                                                      • Traditional face masks fare well
                                                                                                        • Sufferers of hyperpigmentation and sallow skin use a range of products
                                                                                                          • Figure 48: Usage of facial treatment products, by sufferers of hyperpigmentation and change in skin tone, March 2016
                                                                                                      • Changes in Skincare Habits

                                                                                                        • Natural is more important than free-from
                                                                                                          • Figure 49: Changes in skincare habits in the last 12 months, March 2016
                                                                                                        • Premium skincare sees a rise
                                                                                                          • Women are doing their own research
                                                                                                            • Figure 50: Changes in skincare habits relating to research in the last 12 months, by age, March 2016
                                                                                                          • Rise in use of pharmacy brands
                                                                                                          • Purchase of Facial Skincare Products

                                                                                                            • Low prices are a key driver
                                                                                                              • Figure 51: Purchase habits of facial skincare products, March 2016
                                                                                                            • Creating in-store experiences
                                                                                                              • The process before buying
                                                                                                                • Health and beauty retailers are the most popular destination
                                                                                                                  • Figure 52: Places of purchase of facial skincare products, March 2016
                                                                                                                • Shoppers at health and beauty retailers seek advice
                                                                                                                  • Figure 53: Purchase habits of women who purchase facial skincare from health and beauty retailers, March 2016
                                                                                                                • Older women shop at department stores
                                                                                                                  • Figure 54: Purchase of facial skincare products at department stores and discount retailers, by age, March 2016
                                                                                                              • Attitudes towards Format Types

                                                                                                                • Cream and lotion have universal appeal
                                                                                                                  • Figure 55: Correspondence analysis – Attitudes towards format types, February 2016
                                                                                                                • Oils rate low for usage
                                                                                                                  • Figure 56: Attitudes towards format types, February 2016
                                                                                                                • Serums are comparable to lotions
                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                  • Data sources
                                                                                                                    • Abbreviations
                                                                                                                      • Fan chart forecast
                                                                                                                        • Brand research
                                                                                                                          • Brand map
                                                                                                                            • Correspondence analysis
                                                                                                                              • Attitudes towards format types
                                                                                                                                • Correspondence analysis methodology
                                                                                                                                • Appendix – Key Players

                                                                                                                                    • Figure 57: New product launches in the women’s eye care segment, by launch type, January 2013-March 2016
                                                                                                                                    • Figure 58: Recorded above-the-line, online display and direct mail total advertising expenditure on women’s facial skincare, by media type, January 2013-March 2016

                                                                                                                                Companies Covered

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

                                                                                                                                Women's Facial Skincare - UK - May 2016

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