Although inflation is easing, consumers will maintain some level of price scrutiny in the UK facial skincare market. This will place pressure on prestige brands to prove the value in trading up, particularly as private label and mass-market innovation is increasingly sophisticated and dupe NPD has become commonplace. To respond, prestige brands can highlight the value in trading up with patented technologies, high quality ingredients or the promise of superior results.
Skin streaming trends pose a threat to facial skincare brands, with these behaviours likely to deplete volume sales in future. To overcome this, prestige brands can highlight that whilst the trend involves just three formats, results hinge on using three superior products that ensure transformative results.
Tailoring product assortments and marketing to the next generation of consumers is an emerging opportunity in the category, as the media has drawn attention to a rise in teens using products that are unsuitable for their skin. Alongside launching products specifically for this age group, brands can highlight which products are suitable/unsuitable within existing ranges to instil trust, while also tapping into a new wave of highly engaged consumers.
This report is written by Maddie Malone, Beauty and Personal Care Analyst at Mintel. Maddie joined Mintel in 2021, writing reports and articles across various Beauty and Personal Care categories. She has over four years’ experience in insight roles at other research agencies, across food, personal care and retail property.
Facial skincare value growth has outpaced inflation, with opportunities to drive further growth by better targeting men.
Maddie Malone
Beauty and Personal Care Analyst
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