2023
9
UK Women’s Facial Skincare Market Report 2023
2023-07-07T04:07:07+01:00
OX1158209
2195
164798
[{"name":"Facial Care","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/skincare\/facial-care"}]
Report
en_GB
“Women’s facial skincare will feel the benefit of price rises in 2023, with this boosting value growth in the category. However, despite a challenging economic setting, women still appear willing…

UK Women’s Facial Skincare Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s UK Women’s Facial Skincare Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of the women’s facial skincare market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • How usage patterns have shifted in women’s facial skincare market.
  • The impact of the rising cost of living on how women shop for facial skincare.
  • The importance of private label within the women’s facial skincare market.
  • How brands can boost product repertoires in the women’s facial skincare market in the UK.
  • How brands can respond to the downward pressure on price in women’s facial skincare.

Women’s Facial Skincare Market Outlook

Whilst financial concerns persist, the women’s facial skincare market will benefit from value growth, driven by price rises. Although the cost of living will drive price priorities, women are willing to experiment with new products. Brands across the facial skincare market can tempt shoppers to spend by emphasising the use of sought-after ingredients and providing education about concentration and molecular weight.

  • Facial skincare market size: Mintel forecasts that value sales will grow 6.7% to £1.6 billion in 2023.

Find the total UK retail sales, product launches and forecast for each segment of the facial skincare market in the full report, alongside an expert analysis of segment performance.

Opportunities and Trends in the Facial Skincare Market in the UK

Facilitate experimentation in the facial skincare market

Women are experimenting with new brands, reflective of the level of choice there is for female facial skincare users. Making sample size products available on launch will encourage shoppers to buy into a brand without having to buy a full product.

  • Facial skincare market opportunity: 32% of consumers are experimenting with new brands more often compared to 12 months prior.

Enable women to shop by skin type

Female facial skincare users recognize the importance of skin type and view products that cater for different skin types as a right, not a privilege. Given this recognition, brands can invest in an online tool for individuals to determine their own skin type at home. Alternatively, AI tools could be used to guide shoppers through questions to help them distinguish their skin type.

  • Facial skincare opportunity: 61% agree it’s better to shop by skin type, as opposed to skin concern.

To learn how to connect with your audience, purchase our full UK Women’s Facial Skincare Market Report 2023.  Discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Leading Brands in the Facial Skincare Market

Garnier, Simple, Olay, Vaseline, e.l.f, No7, Olaplex, L’Oréal, LVMH, Unilever, Estée Lauder.

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
  • Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Insights from a BPC Analyst

This report, written by Maddie Malone, a leading BPC industry analyst, delivers in-depth commentary and analysis to highlight current trends in the women’s facial skincare market and add expert context to the numbers.

Women’s facial skincare market will feel the benefit of price rises in 2023, with this boosting value growth in the category. However, despite a challenging economic setting, women still appear willing to experiment with new formats. There’s room to boost growth by supporting women adopting behaviours such as skincare layering or skin cycling. This could take the form of NPD or better aligning existing products with these trends.”

Maddie Malone
Senior Beauty and Personal Care Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for women’s facial skincare
      • Figure 1: Category outlook for women’s facial skincare, 2023-27
    • The market
    • Inflation drives growth in 2023
    • Accelerate growth by encouraging experimentation
      • Figure 2: Market forecast for women’s facial skincare, 2023-28
    • Companies and brands
    • Assert efficacy by targeting niche areas
      • Figure 3: New product development in the women’s facial skincare category, by sub-category, 2020-23
    • The consumer
    • Women get more experiential with cleansing formats
      • Figure 4: Facial cleansing products used in the last 12 months, 2021-23
    • Communicate the continued relevance of day cream
      • Figure 5: Facial caring products used in the last 12 months, 2021-23
    • Women show a willingness to trade up in moisturisers
      • Figure 6: Typical spend on women’s facial skincare products in the last 12 months, by segment, 2023
    • Facilitate experimentation in women’s facial skincare
      • Figure 7: Changes in behaviour within women’s facial skincare during the last 12 months, 2023
    • A challenging economic setting drives price priorities
      • Figure 8: Priorities within women’s facial skincare, 2023
    • Enable women to shop by skin type
      • Figure 9: Attitudes towards facial skincare, 2023
  3. Issues and Insights

    • Cater for value-led shoppers in women’s facial skincare
    • Broaden repertoires in facial skincare
    • Support range navigation
  4. Market Size and Performance

    • Inflation to drive growth for women’s facial skincare in 2023
      • Figure 10: Market size for women’s facial skincare, 2018-23
  5. Market Forecast

    • Innovate to drive long-term growth in women’s facial skincare
      • Figure 11: Category outlook for women’s facial skincare, 2023-27
    • Accelerate growth with experimentation
      • Figure 12: Market forecast for women’s facial skincare, 2018-28
      • Figure 13: Market forecast for women’s facial skincare, 2018-28
    • Learnings from the last income squeeze
    • Forecast methodology
  6. Market Segmentation

    • Prestige is hindered by cutback behaviours
      • Figure 14: Retail value sales of women’s facial skincare, by price positioning, 2021-23
    • Cleansers see a boost from double cleansing trends
      • Figure 15: Retail value sales of mass-market women’s facial skincare, by sub-category, 2021-23
    • Efficacy desires drive spend in medicated skincare
    • Maximise on lip care spend with NPD
    • Eco priorities hinder masks and wipes
    • Tap into the mist and spray opportunity with multifunctional NPD
  7. Channels to Market

    • Discounters benefit from trade-down behaviours
      • Figure 16: Retail value sales of women’s facial skincare, by retail channel, 2021-23
    • Grocery retailers can further spotlight private label
      • Figure 17: Example of grocery retailers innovating in dupe facial skincare products, 2022
    • Online can position itself as a price comparison tool
    • H&B specialists focus on social media effect
    • Department stores battle with store closures
  8. Market Drivers

    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 18: Household financial wellbeing index, 2016-22
    • …and most people are feeling the effects of price rises
    • Economic challenges drive stress amongst women
      • Figure 19: Factors causing experience of stress or anxiety, 2022
    • Maximise on the physical store
      • Figure 20: How females purchased beauty and personal care products in the last 12 months, 2022
    • Design products suitable for teens
      • Figure 21: Trends in the age structure of the UK female population, 2016-26
    • Drive trade-up with duration claims
      • Figure 22: I would be encouraged to buy a premium/luxury branded BPC product if it…, 2022
    • Tap into the private-label opportunity
      • Figure 23: Purchase of own-label-only products over branded alternatives, 2017-22
      • Figure 24: Example of a private-label skincare launch that incorporates freeze-dried technology, 2022
    • Savvy shopping habits persist online
      • Figure 25: Purchase behaviours when shopping online in the last 12 months, 2022
    • Maximise on the social media opportunity
      • Figure 26: Usage of social media platforms, 2022
    • Cater for those with skin conditions
      • Figure 27: What consumers think beauty/grooming brands should be prioritising in inclusive NPD, 2022
  9. Market Share

    • Multifunctional innovation supports Garnier and Simple
      • Figure 28: Retail value sales of mass-market women’s facial skincare, by brand, 2022 and 2023
      • Figure 29: Examples of multifunctional innovation, Garnier and Simple, 2023
    • Vaseline spotlights medical opinions
    • Expansion of small disruptors pays off
    • Private label can maximise on financial concerns
    • Olay can make its membership model more widely known
  10. Launch Activity and Innovation

    • Assert efficacy by targeting niche areas
      • Figure 30: New product development in the women’s facial skincare category, by sub-category, 2020-23
    • e.l.f. Cosmetics enters the skincare space
      • Figure 31: Example of a cosmetic brand moving into skincare, 2022
    • Be more experimental with formats
      • Figure 32: Top 10 formats in the women’s facial skincare category (based on leading formats in 2022), 2021-23
    • Brands tap into the supplement opportunity
    • Private label has a moment in facial skincare
      • Figure 33: Example of private-label skincare innovation, 2022
    • Focus on skin health continues
    • Ethical innovation picks up in 2022
      • Figure 34: Top 10 claims in the women’s facial skincare category (based on leading claims in 2022), 2021-23
    • Boost use of treatments with time/speed claims
    • Olaplex enters the eyelash serum space
      • Figure 35: Example of haircare brand moving into facial skincare, 2023
    • New brand launches disrupt the skincare market
      • Figure 36: New product development in the women’s facial skincare category, by ultimate company, 2022
    • Benefit launches new POREfessional range
      • Figure 37: Example of Benefit new product launch, 2023
    • Boots unveils new peptide technology
  11. Advertising and Marketing Activity

    • Advertising spend dips as companies cut back
      • Figure 38: Total above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, 2020-March 2023
    • Boots takes viewers behind the scenes of its new menopause range
      • Figure 39: Example of a brand taking viewers behind the scenes in product development, 2022
    • Brands tap into the pop-up opportunity
    • Trinny London focuses on personalised regimes
      • Figure 40: Example of a TV ad focused on personalised skincare routines, 2023
    • L’Oréal continues to drive advertising spend
      • Figure 41: Total above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by top nine advertisers, 2022
    • Brands hone in on glow messaging
      • Figure 42: Example of skincare TV ad focusing on skin glow messaging, 2023
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 43: Attitudes towards and usage of selected brands, 2023
    • Key brand metrics
      • Figure 44: Key metrics for selected brands, 2023
    • Fenty Skin is worth paying more for
      • Figure 45: Attitudes, by brand, 2023
    • Cetaphil is seen as accessible
      • Figure 46: Brand personality – macro image, 2023
    • Tropic is viewed as innovative
      • Figure 47: Brand personality – micro image, 2023
    • Brand analysis
    • Boots No7 benefits from significant trust
    • The Ordinary can invest in referral schemes
    • Fenty Skin is seen as diverse
    • Cetaphil thought to care about health and wellbeing
    • Eucerin is seen as expert
    • Tropic Skincare is seen as natural
    • Trinny London can bridge the gap between awareness and usage
    • Vichy benefits from expert perceptions
  13. Usage of Cleansing Products

    • Women get more experiential with formats
      • Figure 48: Facial cleansing products used in the last 12 months, 2021-23
    • Convey the benefits of double cleansing
    • Maximise on broadened repertoire in cleansing
      • Figure 49: Repertoire of facial cleansing products used in the last 12 months, 2022 and 2023
    • Cleansing oils can maximise on hydration priorities
    • Demonstrate the convenience benefits of facial cleansing devices
    • Encourage the over-65s to switch to cleansing bars
      • Figure 50: Facial cleansing products used in the last 12 months, by age, 2023
    • Drive repertoires amongst those in rural locations
      • Figure 51: Repertoire analysis for facial cleansing products used in the last 12 months, by location type, 2023
  14. Usage of Caring Products

    • Communicate the continued relevance of day cream
      • Figure 52: Facial caring products used in the last 12 months, 2021-23
    • Innovate in eco-friendly sheet masks
    • Tap into makeup “skinification” trends with BB/CC/DD creams
    • Create gentler-for-skin exfoliators
  15. Purchase of Facial Skincare Products

    • Women show a willingness to trade up in moisturiser
      • Figure 53: Typical spend on women’s facial skincare products in the last 12 months, by segment, 2023
    • Create gifting solutions for treatment products
      • Figure 54: Typical spend on treatment products, by usage of treatment products, 2023
    • Drive trade-up in facial cleansers
  16. Changes in Facial Skincare Behaviours

    • Facilitate experimentation in facial skincare
      • Figure 55: Changes in behaviour within women’s facial skincare during the last 12 months, 2023
    • Simplify the skincare layering process
      • Figure 56: Example of how to support skincare users when layering products, 2023
    • Make shopping by skin condition easier
    • Design lifestage-based apps
    • Drive appeal with format innovation
      • Figure 57: Example of launch activity focused around format, 2023
    • Emerging brands can align with current trends
      • Figure 58: Changes in behaviours within women’s facial skincare during the last 12 months, by age, 2023
    • Derma brands can emphasise specialism
    • Provide products suited to the 25-44s
      • Figure 59: Changes in behaviours within women’s facial skincare during the last 12 months, by age, 2023
  17. Priorities in Facial Skincare

    • A challenging economic climate drives price priorities
      • Figure 60: Priorities within women’s facial skincare, 2023
    • Leverage long-lasting and instant results
    • Drive trade-up with active ingredients
      • Figure 61: The importance of active ingredients, by average spend on facial skincare, 2023
    • Lead with derma claims
    • Emphasise eco-friendly credentials
    • Explore less known ingredients
  18. Attitudes towards Facial Skincare

    • Enable women to shop according to skin type
      • Figure 62: Attitudes towards facial skincare, 2023
    • Innovate in pre-makeup skincare solutions
    • Support those attempting multi-step regimes
      • Figure 63: Agreement that applying products in a particular order is important within multi-step routines, by repertoire of caring products used, 2023
    • Tap into ‘notox’ trends
    • Provide education around everyday cleansing
      • Figure 64: Attitudes towards facial skincare, by age, 2023
    • Support those struggling to get a GP appointment
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  20. Appendix – Forecast Methodology

    • Market drivers and assumptions
      • Figure 65: Market forecast for women’s facial skincare, 2018-28
      • Figure 66: Best- and worst-case forecast for women’s facial skincare, 2023-28
    • Market drivers and assumptions
    • Forecast methodology

Why Mintel?

Gain access to high quality market research with every purchase of Mintel’s consumer reports. Here's what else you can expect when buying from us:

Mintel’s Clients Portal

After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal which provides instant access to supplementary insights from Mintel’s industry experts.

Multiple Report Formats

Mintel’s reports are available in PDF and PPT formats, and arrive in your inbox alongside an excel datasheet, so you can share Mintel’s market intelligence with ease.

Interactive Databook

Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.

Custom Presentations

Using Mintel’s custom presentation tool, you can easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.

Browse our sample PDF report below:

Click to show report
2024 Sample Consumer Cover

Please Note: All of the figures, graphs, and tables in this sample report have been redacted.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch