"The highly competitive facial skincare and anti-aging category saw sales dip in 2015, as specialty skincare segments continue to struggle and the previously fast-growing lip balm segment also saw sales decline. However, cleansers and moisturizers show positive growth, and natural products, Asian skincare inspired products, and no-rinse cleansing products are drawing consumer interest. Appealing to men and women aged 18-34, Hispanics, and aging Boomers will be instrumental to driving future growth."
- Shannon Romanowski, Director - Health, Household, Beauty & Personal Care
This report discusses the following key topics:
- Limited growth in competitive, highly saturated market
- Challenges for anti-aging products and blurring of categories
- Many consumers see lifestyle factors as key to skin’s appearance
This Report covers the US market for facial skincare and anti-aging products, which is defined as follows:
- Anti-aging facial products
- Facial cleansers including scrubs and toners
- Facial moisturizers
- Acne treatments
- Lip balm
Although still the largest market segment, facial anti-aging products continue along the five-year trend of declining sales and shrinking market share. The segment has faced lost share to moisturizers and cleansers, many of which now integrate some anti-aging benefits. A similar blurring of categories has emerged in relation to cosmetics, especially for foundations and concealers. Another persistent trend has been the integration of premium claims in mass products. Mass facial skincare products, like mass cosmetic products, have become more premium, with a greater range of formats and benefits. This has made it increasingly competitive and challenging to differentiate products, while also leaving shoppers sometimes overwhelmed with the range of choices in the category.
Another issue for facial skincare products is that adults are more likely to cite lifestyle factors such hydration and diet as impacting skin’s appearance as opposed to product usage. As such, consumers seeking to improve the appearance of their skin may focus more on lifestyle rather than on investing in new products.
However, awareness of lifestyle factors may create opportunities for brands to present themselves as part of a holistic approach to skincare. Mobile apps or features on wearable technology that promote usage of skincare products as part a healthy lifestyle could resonate with consumers. Digital tools that connect skincare routines to wider health goals may be especially effective in reaching the Millennial generation, who are active consumers of both technology and facial skincare.