2022
9
UK Women’s Facial Skincare Market Report 2022
2022-06-30T04:11:43+01:00
OX1102989
2195
152553
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Report
en_GB
“Value growth in women’s facial skincare will be largely driven by inflation in 2022, and the comparison capabilities of the online channel will facilitate savvy shopping habits, exacerbating challenges around…

UK Women’s Facial Skincare Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Women’s Facial Skincare market report identifies consumer attitudes towards Women’s Facial Skincare, the impact of inflation and future innovations in the women’s facial skincare market in the UK. This report covers the Women’s Facial Skincare market size, market forecast, market segmentation and industry trends for the Women’s Facial Skincare market in the UK.

Click here to view our German market research on Women’s Facial Skincare 2022.

 

Current Market Landscape 

Brand loyalty is high within women’s facial skincare market as users tend to stick with the same brands. Despite this, launch activity remains strong, with plenty of innovation coming from smaller niche brands within the women’s skincare industry.

Although the women’s facial skincare market is forecasted to remain in growth in 2022, this will be primarily driven by price rises. Inflationary pressures will see some women trade down to own-label brands or lower-priced branded products, whilst brand loyalists will opt to buy products when they are on offer. However, women are unlikely to drop out of the category altogether, given that facial skincare products are engrained in beauty routines and offer affordable luxury for many.

 

Market Share and Key Industry Trends

Mintel’s facial skincare market analysis highlights how consumers are doing their homework and expecting proof before purchase. Recent skincare industry trends include an increased number of brands proving the beneficial claims of their products to offset competition and inflation.

There is also an opportunity to help women get more from their routines. As many women struggle to know which products work on their skin, there is room to innovate in results tracking services, which encourage users to eliminate products from their routine one by one to assess the impact on their skin.

  • 71% of female facial skincare users tend to stick with the same brands, rather than experiment with new ones.
  • 82% of female facial skincare users agree that they want to see brands do more to prove that products do what they claim to do.
  • 41% of UK female facial skincare users would be interested in using skin care products that are designed for their skin tone.
  • 52% of UK female skincare users would be interested in a reward system for returning empty products to a store/brand.

Future Market Trends in UK Women’s Facial Skincare Market

A threat to the women’s facial skincare market growth is the streamlining of multistep routines due to women seeking to simplify their beauty regimes and adopt a back-to-basics approach in facial skincare. This will consequently subdue both volume and value sales, as women look for multifunctional products to save time, save money and reduce waste.

However, the shrinking of grooming and cleansing routines creates an opportunity for brands to boost engagement for multifunctional products that focus on building holistic, eco-conscious, skincare-led routines.

Read on to discover more details or take a look at all of our UK Beauty and Personal Care Market Research.

Understand Quickly

  • The impact of rising inflation on women’s facial skincare.
  • Innovation in the women’s facial skincare category.
  • Advertising and marketing activity in the women’s facial skincare category.
  • Usage and purchase of women’s facial cleansing and caring products during the last 12 months.
  • Attitudes towards women’s facial skincare products.
  • Interest in innovation in women’s facial skincare products.

Covered in this Report

Product Types: Moisturisers, cleansers (scrubs, wipes, makeup remover, soaps), toners, masks, treatments, lip salves, eye care products, anti-ageing products, medicated skincare.

Brands:   Olay (P&G), Unilever (Simple), L’Oréal (Garnier, La Roche-Posay, Kiehl’s), Beiersdorf (NIVEA), Johnson & Johnson (Clean & Clear), Holland & Barrett, CeraVe, Nubyén, Dior, Ashmire Botanica, Patchology, Pixi, Hello Kitty, Kiko, Mylee, Estée Lauder, Glow Recipe, Walgreen Boots Alliance, L’occitane, LVMH, Revolution Beauty, Dr. Jart, Tom Ford, Clarins, Reckitt, Puig, Caudaliem, Pierre Fabre (Avene), Bioderma, Mario Badescu. Suqqu, Augustinus Bader, e.l.f., Tata Harper, Eve Lom, Future Beauty Labs (BYOMA), Yuni, Beauty Bay, FOREO, and Yoppie.

Expert Analysis from a Specialist in the Field

This report, written by Maddie Malone, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Value growth in women’s facial skincare will be largely driven by inflation in 2022, and the comparison capabilities of the online channel will facilitate savvy shopping habits, exacerbating challenges around value growth in the category. To offset this, brands can look to prove product claims in order to instill purchase confidence, and support value growth. Although loyalty is high within women’s facial skincare, there is still willingness to experiment. Brands can tap into this by enlivening the research process. Moving forward, there is an appetite for facial skincare products that work well alongside makeup and sun care products, highlighting an opportunity for facial skincare brands to build more holistic beauty routines.”

Maddie Malone
Beauty and Personal Care Analyst

 

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • 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, 2022-27
    • The market
    • Savvy shopping habits impact facial skincare
      • Figure 2: Market forecast for women’s facial skincare, 2017-27
    • Medicated skincare loses out to derma skincare
      • Figure 3: Forecast percentage change in retail value sales of mass-market women’s facial skincare, by sub-category, 2021-22
    • Companies and brands
    • Financial pressures boost own-label
      • Figure 4: Retail value sales of mass-market women’s facial skincare, by brand, 2022
    • Create stronger ties between lip care and self-care
      • Figure 5: New product development in the women’s facial skincare category, by sub-category, 2019-22
    • The consumer
    • Cater for streamlined routines with multifunctional products
      • Figure 6: Facial cleansing products used in the last 12 months, 2020-22
    • Build night and day routines
      • Figure 7: Facial caring products used in the last 12 months, 2020-22
    • Lead with personalised follow-ups
      • Figure 8: Purchase of facial skincare products in the last 12 months, 2022
    • Explore lesser-known hydration ingredients
      • Figure 9: Sought-after facial skincare benefits, 2022
    • Tweak advertising to prove claims
      • Figure 10: Attitudes towards women’s facial skincare, 2022
    • Tap into willingness to experiment
      • Figure 11: Women’s facial skincare behaviours in the last 12 months, 2022
    • Build holistic routines
      • Figure 12: Interest in women’s facial skincare innovations, 2022
  3. Issues and Insights

    • Offset inflation concerns by proving claims
    • Build holistic, skincare-led beauty routines
    • Explore the willingness to experiment
    • Recognise that there is not a one-size-fits-all approach
  4. Market Size and Performance

    • Inflation drives value growth in facial skincare in 2022
      • Figure 13: Market size for women’s facial skincare, 2017-22
    • Maintain trust through price transparency
  5. Market Forecast

    • A more challenging outlook for facial skincare
      • Figure 14: Category outlook for women’s facial skincare, 2022-27
    • Savvy shopping habits impact facial skincare
      • Figure 15: Market forecast for women’s facial skincare, 2017-27
      • Figure 16: Forecast retail value sales of women’s facial skincare, 2022-27
    • Shrinkage presents an opportunity
    • Learnings from the last income squeeze
      • Figure 17: UK value sales of the women’s facial skincare market, 2009-19
    • Forecast methodology
  6. Market Segmentation

    • Prestige hindered by financial pressures
      • Figure 18: Retail value sales of women’s facial skincare, by price positioning, 2020-22
    • Serums continue to perform strongly
      • Figure 19: Retail value sales of mass-market women’s facial skincare, by sub-category, 2020-22
    • Wipes battle with eco-friendly priorities
    • Medicated skincare loses out to derma skincare
  7. Channels to Market

    • Health & beauty specialists lead with support
      • Figure 20: Retail value sales of women’s facial skincare, by retail channel, 2020-22
      • Figure 21: No7 Unstoppable Together campaign, 2022
    • Cutting back behaviours boost the discounters
    • Newness boosts online-only
    • Grocery retailers struggle to maintain share
  8. Market Drivers

    • The conflict in Ukraine will hurt the UK economy
    • Inflationary pressures build
    • Savvy shopping habits accelerate
      • Figure 22: Beauty/grooming product shopping habits, 2022
    • The store continues to aid discovery
      • Figure 23: Beauty/grooming new product discovery, 2021
    • Talk to teens on TikTok
      • Figure 24: Trends in the age structure of the UK female population, 2016-26
    • Spots are the leading skin condition in women
      • Figure 25: Experience of skin conditions, 2021
    • Understanding around the need for SPF remains low
      • Figure 26: Usage of suncare products in the last 12 months, 2019-21
    • Women seek out information around actives
      • Figure 27: Top three most important on-pack information pieces for facial skincare, 2021
    • Refills still battle with convenience
      • Figure 28: Usage of and interest in select BPC refill concepts, 2021
  9. Market Share

    • Ingredient focus supports most leading brands
      • Figure 29: Retail value sales of mass-market women’s facial skincare, by brand, 2021 and 2022
      • Figure 30: Examples of women’s facial skincare NPD from leading brands, 2021 and 2022
    • L’Oréal loses market share
    • A lack of newness hinders Clean & Clear
    • Financial pressures boost own-label
      • Figure 31: Examples of own-label women’s facial skincare launches, 2021
  10. Launch Activity and Innovation

    • Face and neck care continues to dominate
      • Figure 32: New product development in the women’s facial skincare category, by sub-category, 2019-22
    • Mimicking cosmetic treatments
      • Figure 33: Examples of women’s facial skincare products that mimic cosmetic treatments, 2021
    • Botanical and herbal claims rise
      • Figure 34: Top 10 claims in the women’s facial skincare category (based on leading claims in 2021), 2020-22
      • Figure 35: Examples of women’s facial skincare products that carry botanical/natural claims, 2021
    • Renewed focus on time/speed claims aligns with multifunctionality demands
      • Figure 36: Examples of multifunctional women’s facial skincare launches, 2021 and 2022
    • Serums steal from food
      • Figure 37: Top 10 formats in the women’s facial skincare category (based on leading formats in 2021), 2020-22
      • Figure 38: Examples of cream/serum launches that use food-based ingredients, 2021
    • Key brands compete for NPD leader
      • Figure 39: New product development in the women’s facial skincare category, by ultimate company and others, 2021
      • Figure 40: Example of launch activity from Tom Ford in facial skincare, 2021
    • Dr. Jart+ focuses on format experimentation
      • Figure 41: Examples of launch activity from Dr. Jart+ in women’s facial skincare, 2021
    • L’Oréal partners with Clue
  11. Advertising and Marketing Activity

    • Above-the-line advertising spend picked up in 2021
      • Figure 42: Total above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, 2020-April 2022
    • Brands take a stand on important issues
      • Figure 43: Olay, Decode The Bias campaign, 2021
      • Figure 44: Boots No7, We See You campaign, 2021
    • Online brands go offline
      • Figure 45: Women’s facial skincare brands open London-based pop-up shops, 2021 and 2022
    • Professionals gain a greater voice
      • Figure 46: CeraVe partnership with medical professional, 2021
      • Figure 47: L’Oréal Paris – Revitalift Filler Hyaluronic Serum, TV advert, 2022
    • Leading brands dominate spend
      • Figure 48: Total above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by top 10 advertisers, 2021
      • Figure 49: La Roche Posay TV ad, 2021
    • Garnier taps into the influence of reviews
      • Figure 50: Garnier Vitamin C brightening serum, TV advert, 2022
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 51: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 52: Key metrics for selected brands, 2022
    • Simple stands out for offering value
      • Figure 53: Attitudes, by brand, 2022
    • Derma skincare brands battle with being seen as boring
      • Figure 54: Brand personality – macro image, 2022
    • Kiehl’s is considered innovative
      • Figure 55: Brand personality – micro image, 2022
    • Brand analysis
    • L’Oréal Paris benefits from high trust
    • Simple stands out for value
    • Bioderma is viewed as expert
    • Revolution Skincare is perceived as accessible
    • Avène is considered high quality
    • Kiehl’s stands out as innovative
    • Mario Badescu is perceived as youthful
    • Caudalie is viewed as indulgent
  13. Facial Cleansing Routines

    • Streamlined routines impact usage behaviours
      • Figure 56: Facial cleansing products used in the last 12 months, 2020-22
      • Figure 57: Example of a serum cleanser launch, 2021
    • Cleansing bars are hindered by drying perceptions
    • Tap into the cleansing device opportunity
    • Support the 16-34s with cleansing routines
      • Figure 58: Repertoire of facial cleansing products used in the last 12 months, by age, 2022
    • Tempt the over-55s away from soap
      • Figure 59: Facial cleansing products used in the last 12 months, by age, 2022
  14. Facial Caring Routines

    • Build night and day routines
      • Figure 60: Facial caring products used in the last 12 months, 2020-22
    • Create budget-friendly serums
      • Figure 61: Examples of skincare launches with ingredient maximalist claims, 2021
    • Align BB/CC/DD creams with skin concerns
      • Figure 62: Example of CC cream launch, 2021
    • Innovate in eco-friendly sheets
    • Take learnings from day creams
      • Figure 63: Facial caring products used in the last 12 months, by age, 2020-22
      • Figure 64: Example of a dual-format product launch, 2021
  15. Facial Skincare Purchase Priorities

    • Lead with personalised follow-ups
      • Figure 65: Purchase of facial skincare products, 2022
    • Prove hydration results
      • Figure 66: Sought-after facial skincare benefits, 2022
      • Figure 67: Boots No7 Pro Derm Scan launch, 2022
    • Lead with skin ‘glow’ benefits
    • Tackle the cause of fine lines and wrinkles
    • Innovate to support those with spot-prone skin
      • Figure 68: Sought-after facial skincare benefits, by age, 2022
  16. Attitudes towards Women’s Facial Skincare

    • Tweak advertising to prove claims
      • Figure 69: Attitudes towards women’s facial skincare, 2022
    • Tap into “skinmunity” trends
      • Figure 70: Examples of microbiome-focused women’s facial skincare launches, 2022
    • Help with skin diagnosis
      • Figure 71: Female facial skincare users who struggle to know which products improve their facial skin, by repertoire of cleansing products used, 2022
    • A one-size-fits-all solution doesn’t resonate in skincare
      • Figure 72: Attitudes towards women’s facial skincare, by age, 2022
    • Enliven the research process in-store
      • Figure 73: Attitudes towards women’s facial skincare, by age, 2022
  17. Behaviours in Women’s Facial Skincare

    • Tap into willingness to experiment
      • Figure 74: Women’s facial skincare behaviours in the last 12 months, 2022
    • Inflationary pressures take hold
    • Drive repertoires amongst the 16-24s
      • Figure 75: Women’s facial skincare behaviours in the last 12 months, by age, 2022
  18. Interest in Women’s Facial Skincare

    • Design for all skin tones
      • Figure 76: Interest in women’s facial skincare, 2022
    • Skincare merges with cosmetics
    • Support post-workout skincare on the go
      • Figure 77: Example of a no-rinse body cleanser launch, 2021
    • Emphasise the relevance of skincare tools
      • Figure 78: Example of dual merchandising for skincare products and tools, 2022
    • Innovate in mix-your-own kits
      • Figure 79: Example of a DIY face mask product launch, 2022
    • Tap into the hormonal skincare opportunity
      • Figure 80: Interest in women’s facial skincare, by age, 2022
      • Figure 81: Example of a menstrual cycle-based skincare solution, 2021
    • Innovate in digital tools to attract a wide audience
      • Figure 82: TURF Analysis – Women’s Facial Skincare, 2022
      • Figure 83: Table – TURF Analysis – Women’s Facial Skincare, April 2022
    • TURF Analysis Methodology
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  20. Appendix – Market Size and Forecast

    • Market forecast and prediction intervals
      • Figure 83: Market forecast and prediction intervals for the UK women’s facial skincare category, 2022-27
    • Market drivers and assumptions
      • Figure 84: Key economic drivers, 2016-26
    • Forecast methodology

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