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Facial Skincare and Anti-Aging - US - May 2018

"The facial skincare and anti-aging market has grown a modest 5% between 2012-17, driven by gains in the facial cleanser and facial moisturizer segments. Consumer demand for multi-benefit products is hurting growth of specialty skincare treatments, and an emphasis on natural, effective ingredients could be a challenge to mature, established players. Additionally, innovations in face masks are persuading consumers to make masking a fun, social experience."

- Alison Gaither, Beauty & Personal Care Analyst

This report will look at the following areas:

  • Specialty treatments sales still in decline
  • Product usage is limited
  • Facial anti-aging has one quarter of market, but continues to lose share

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Specialty treatments sales still in decline
            • Figure 1: Percentage change in skincare sales, by segment, 2015-17
          • Product usage is limited
            • Figure 2: Repertoire analysis of product usage, March 2018
          • Facial anti-aging has one quarter of market, but continues to lose share
            • Figure 3: Share of facial skincare and anti-aging, by segment, 2017
          • The opportunities
            • In line with population trends, 25-34-year-olds drive usage
              • Figure 4: Product usage, by age, March 2018
            • Women are a key market to build cleansing repertoires
              • Figure 5: Attitudes toward facial cleansers, by gender, March 2018
            • Masking makes skincare fun again by engaging younger audience
              • Figure 6: Attitudes toward masks/peels, by age, March 2018
            • What it means
            • The Market – What You Need to Know

              • Facial skincare staples continue to lead category growth
                • Facial cleansers, anti-aging command highest share
                  • Skincare sales affected by more than multi-benefit cannibalization
                    • Facial skincare could benefit from growing female population and consumer confidence
                    • Market Size and Forecast

                      • Historic and projected sales performance
                        • Figure 7: Total US sales and fan chart forecast of facial skincare and anti-aging products, at current prices, 2012-22
                        • Figure 8: Total US sales and forecast of facial skincare and anti-aging products, at current prices, 2012-22
                    • Market Breakdown

                      • Facial cleansers continue to command market
                        • Figure 9: Total US retail sales of facial skincare and anti-aging products, by segment, at current prices, 2015 and 2017
                        • Figure 10: Share of facial skincare and anti-aging sales, by segment, 2017
                      • Facial cleansers post growth, fade/bleach in decline
                        • Figure 11: Percent change of sales growth, by segment, 2013-17
                    • Market Perspective

                      • Specialty product sales affected by diverse offerings
                        • Figure 12: Percentage change in skincare sales, by segment, 2015-17
                      • Skincare is affected by more than color cosmetics
                      • Market Factors

                        • Growth of female population bodes well for category
                          • Figure 13: Female population by age, 2012-22
                        • Consumer confidence sees a slight bump
                          • Figure 14: Consumer Sentiment Index, January 2007-March 2018
                      • Key Players – What You Need to Know

                        • Gentle and natural formulas boost sales for middle players
                          • Natural ingredients and dermatological brands still strike a chord
                            • Specialty products struggle to keep up with multi-benefit skincare
                              • Scandinavian skincare inspires selfies and shelfies
                              • Company and Brand Sales of Facial Skincare and Anti-aging

                                • Emphasis on gentle, natural formulas boost share of middle players
                                  • Sales of facial skincare and anti-aging by company
                                    • Figure 15: Multi-outlet sales of facial skincare and anti-aging, by leading companies, rolling 52 weeks 2017 and 2018
                                • What’s Working?

                                  • Brand sales flourish by adopting trendy, natural cleansing formats
                                    • Figure 16: MULO sales of select natural skincare offerings, 52-week review period ending Jan. 28, 2018
                                    • Figure 17: MULO sales of select natural skincare offerings, 52-week review period ending Jan. 28, 2018
                                  • Dermatological brands viewed as safe, yet effective
                                    • Figure 18: MULO sales of select dermatological skincare offerings, 52-week review period ending Jan. 28, 2018
                                • What’s Struggling?

                                  • Specialized acne treatment sales slip among big players
                                    • Figure 19: Bioré Acne Commercial, 2018
                                    • Figure 20: Multi-outlet sales of select acne treatments, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                  • Private label continues to lose share
                                    • Figure 21: MULO sales for private label anti-aging treatments, facial cleansers, fade/bleach, and lip balms, rolling 52 weeks 2017 and 2018
                                • What’s Next?

                                  • Scandinavian skincare simplifies daily routines
                                    • Make skincare fun again with masks and shelfies
                                      • Figure 22: Trying the Hanacure mask that went viral, 2017
                                  • The Consumer – What You Need to Know

                                    • Basic essentials have higher market penetration than specialty
                                      • Women are using more than just cleanser to remove makeup
                                        • Natural, multitasking moisturizers appeal to busy consumers
                                          • Treatments resonate with consumers battling skin issues
                                            • Facial masks are a versatile segment with wide appeal
                                              • Innovations in devices could replace pricey spa services
                                              • Product Usage

                                                • Essentials command highest usage
                                                  • Figure 23: Product usage, March 2018
                                                • Minimalism and extensive routines both have a place in skincare
                                                  • Figure 24: Repertoire analysis of product usage, March 2018
                                                • Women drive overall engagement
                                                  • Figure 25: Product usage, by gender, March 2018
                                                • Younger consumers over index for use of facial masks, acne treatments
                                                  • Figure 26: Product usage, by age, March 2018
                                                • Asian consumers heavily engaged in skincare, followed by Hispanics
                                                  • Figure 27: Product usage, by race and Hispanic origin, March 2018
                                              • Usage of and Attitudes toward Facial Cleansers

                                                • Usage of facial cleansers aligns with sales growth
                                                  • Figure 28: Frequency of usage, facial cleansers, March 2018
                                                • Some women have to use several products to fully cleanse
                                                    • Figure 29: Attitudes toward facial cleansers, March 2018
                                                  • Women look for gentle cleansers, men cleanse more often
                                                    • Figure 30: Select attitudes toward facial cleansers, by gender, March 2018
                                                  • Reinventing classic cleanser formats could reach wider audience
                                                    • Figure 31: Attitudes toward facial cleansers, by age, March 2018
                                                  • Asian and Hispanic consumers value gentle, calming claims
                                                    • Figure 32: Attitudes toward facial cleansers, by race and Hispanic origin, March 2018
                                                • Usage of and Attitudes toward Moisturizers

                                                  • Moisturizer use is on par with cleansers
                                                    • Figure 33: Frequency of usage, facial moisturizers, March 2018
                                                  • Women are heavier users of moisturizer, men use as needed
                                                    • Figure 34: Frequency of usage, facial moisturizers, by gender, March 2018
                                                  • Natural ingredients are perceived as better for skin
                                                    • Figure 35: Attitudes toward moisturizers, March 2018
                                                  • Women are willing to spend more on moisturizers
                                                    • Figure 36: Attitudes toward moisturizers, by gender, March 2018
                                                  • Interest in natural, multi-tasking moisturizers driven by research
                                                    • Figure 37: Attitudes toward moisturizers, by age, March 2018
                                                  • Black consumers value natural ingredients
                                                    • Figure 38: Attitudes toward moisturizers, by race and Hispanic origin, March 2018
                                                • Usage of and Attitudes toward Specialty Treatments

                                                  • Usage higher among established staples
                                                    • Figure 39: Frequency of usage, specialty treatments, March 2018
                                                  • Women are heavier users of specialty products
                                                    • Figure 40: Usage of specialty treatments, by gender, March 2018
                                                  • Consumers look for specific benefits with treatments
                                                    • Figure 41: Attitudes toward daily treatments, March 2018
                                                  • Women are more benefits driven than men
                                                    • Figure 42: Attitudes toward daily treatments, by gender, March 2018
                                                  • Mature consumers are a key market for treatments
                                                    • Figure 43: Attitudes toward daily treatments, by age, March 2018
                                                • Usage of and Attitudes toward Masks and Peels

                                                  • Occasional treatments too strong for daily use
                                                    • Figure 44: Frequency of usage, facial masks/peels, March 2018
                                                  • Younger consumers driving mask usage
                                                    • Figure 45: Frequency of usage, facial masks/peels, by age, March 2018
                                                  • Masks make skincare a fun, pampering experience
                                                    • Figure 46: Attitudes toward masks and peels, March 2018
                                                  • Women associate masks with pampering
                                                    • Figure 47: Attitudes toward masks and peels, by female, March 2018
                                                  • Mask usage driven by 18-24-year-olds
                                                    • Figure 48: Attitudes toward masks and peels, by age, March 2018
                                                  • Hispanics also view masks as a fun, social experience
                                                    • Figure 49: Attitudes toward masks and peels, by Hispanic origin, March 2018
                                                • Skincare Innovations

                                                  • Pairing technology with skincare creates customized user experience
                                                    • Figure 50: Interest in skincare innovations, any interest (net), March 2018
                                                  • Younger consumers more engaged, mature more loyal
                                                    • Figure 51: Interest in skincare innovations, any interest (net), by age, March 2018
                                                  • Interest wanes among most affluent consumers
                                                    • Figure 52: Interest in skincare innovations, any interest (net), by income, March 2018
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Sales data
                                                      • Fan chart forecast
                                                        • Consumer survey data
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                            • Appendix – The Market

                                                                • Figure 53: Total US sales and forecast of facial skincare and anti-aging, at inflation-adjusted prices, 2012-22
                                                                • Figure 54: Total US retail sales and forecast of facial anti-aging products, at current prices, 2012-22
                                                                • Figure 55: Total US retail sales and forecast of facial cleansers, at current prices, 2012-22
                                                                • Figure 56: Total US retail sales and forecast of facial moisturizers, at current prices, 2012-22
                                                                • Figure 57: Total US retail sales and forecast of acne treatments, at current prices, 2012-22
                                                                • Figure 58: Total US retail sales and forecast of fade/bleach, at current prices, 2012-22
                                                                • Figure 59: Total US retail sales and forecast of lip balm, at current prices, 2012-22
                                                            • Appendix – Key Players

                                                                • Figure 60: Multi-outlet sales of facial cleansers, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                • Figure 61: Multi-outlet sales of facial moisturizers, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                • Figure 62: Multi-outlet sales of acne treatments, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                • Figure 63: Multi-outlet sales of fade/bleach, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                • Figure 64: Multi-outlet sales of lip balm, by leading companies and brands, rolling 52 weeks 2017 and 2018

                                                            Facial Skincare and Anti-Aging - US - May 2018

                                                            US $4,395.00 (Excl.Tax)