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Women's Facial Skincare - UK - July 2019

Covered in this report

For the purposes of this report, Mintel’s definition of facial skincare includes:

  • Moisturisers
  • Cleansers, including scrubs, washes, wipes, makeup remover and facial soaps
  • Toners
  • Masks and treatments
  • Specialised products such as lip salves, eye care and antiageing products
  • Medicated skincare

Please note that for the ease of market categorisation from a product and brand perspective, this report refers to premium and mass products. For the purpose of this report:

  • Top-end prices and high brand status define prestige products. They are typically sold behind the counter in department stores with specialised sales assistants. Prestige brands include Clinique (Estée Lauder) and Lancôme (L’Oréal)
  • Mass products are more typically priced at the lower end of the spectrum and are sold in self-serve formats in mass retail outlets including supermarkets and high street chemists such as Boots and Superdrug. Mass brands include NIVEA (Beiersdorf) and Olay (Procter & Gamble)

“The market’s previous trajectory for growth has been short-lived, and the market is expected to decline to an estimated £1.16 billion in 2019. The move away from K-Beauty-inspired routines has been driven by women’s evolving interest in radiance and glow. Serums and oils are the formats chosen to create this look, while other products have been dropped from the routine in favour of lifestyle changes.”

– Alex Fisher, Associate Director BPC

This report examines the following issues:

  • Wipes are on the naughty list
  • Deconstructed skincare
  • Glow minimises care routine

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Market will stabilise
              • Figure 1: Best- and worst-case forecast of the UK value sales of women’s facial skincare, 2014-24
            • Companies and brands
              • Accept the change
                • Figure 2: UK retail value sales of mass market women’s facial skincare, by brand, year ending May 2019
              • Prestige pushes hydration
                • Figure 3: New product launches in the women’s facial skincare market, by launch type, January 2016-May 2019
              • The consumer
                • Cause for concern
                  • Figure 4: Areas of concern on face/neck, May 2019
                • Keep cleansing simple
                  • Figure 5: Facial cleansing products used in the last 12 months, May 2018 and May 2019
                • Caring becomes about glow
                  • Figure 6: Facial caring products used in the last 12 months, May 2018 and May 2019
                  • Figure 7: Facial treatment products used in the last 12 months, May 2018 and May 2019
                • The right balance
                  • Figure 8: Changes in facial skincare routine/behaviour over the last 12 months, May 2019
                • Water is a winner
                  • Figure 9: Correspondence analysis for facial caring formats, May 2019
                • What we think
                • Issues and Insights

                  • Wipes are on the naughty list
                    • The facts
                      • The implications
                        • Deconstructed skincare
                          • The facts
                            • The implications
                              • Glow minimises care routine
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Market will stabilise
                                      • The growth of big hitters
                                        • Retailers on a journey
                                          • Living my best life
                                          • Market Size and Forecast

                                            • Women pare back
                                              • Figure 10: UK retail value sales of women’s facial skincare, at current and constant prices, 2014-24
                                            • Market set to stabilise
                                              • Figure 11: Best- and worst-case forecast of the UK value sales of women’s facial skincare, 2014-24
                                            • Forecast methodology
                                            • Market Segmentation

                                              • Quality over quantity
                                                • Figure 12: UK retail value sales of mass market women’s facial skincare, by segment, years ending May 2018 and 2019
                                                • Figure 13: UK retail value sales of mass market women’s facial skincare, mass vs prestige, years ending May 2018 and 2019
                                              • No more double cleansing
                                              • Channels to Market

                                                • Looking for niche brands
                                                  • Figure 14: UK retail sales value of women’s facial skincare, by outlet type, 2017 and 2018
                                                • The premium experience
                                                  • Figure 15: Boots’ new beauty hall concept, March 2019
                                              • Market Drivers

                                                • Older women could fuel market downturn
                                                  • Figure 16: Trends in the age structure of the UK female population, 2013-23
                                                • Premium not always expensive
                                                  • Figure 17: Boots No7 HydraLuminous Water Surge Gel, May 2019
                                                • Cosmetics strengthen their benefits
                                                  • Wipe out
                                                    • Double cleanse or straight to bed?
                                                      • Figure 18: Time spent on evening beauty and grooming routines, by gender, February 2019
                                                    • Show me my reflection
                                                      • Figure 19: Interest in diversity in advertising, October 2018
                                                  • Companies and Brands – What You Need to Know

                                                    • Accept the change
                                                      • Prestige pushes hydration
                                                        • Return to TV
                                                          • Build an identity
                                                          • Market Share

                                                            • A clean sweep
                                                              • Figure 20: UK retail value sales of mass market women’s facial skincare, by brand, years ending May 2018 and 2019
                                                            • Don’t dwell on age
                                                              • Figure 21: L’Oréal Revitalift Filler +Hyaluronic Acid 7-Day Cure Replumping Ampoules, April 2019
                                                          • Launch Activity and Innovation

                                                            • Face care moves the category forward
                                                              • Figure 22: New product launches in the women’s facial skincare market, by launch type, January 2016-May 2019
                                                              • Figure 23: New product launches in the women’s facial skincare market, by segment, January 2016-May 2019
                                                            • Hydration hits the big time
                                                              • Figure 24: Top growing and declining formats/textures in women’s facial skincare, 2017-18
                                                              • Figure 25: NPD examples of top growing formats/textures, 2018
                                                              • Figure 26: Top growing and declining claims in women’s facial skincare, 2017-18
                                                              • Figure 27: New products with brightening/illuminating AND antioxidant claims, 2018
                                                            • Prestige pushes back
                                                              • Figure 28: New product launches in the women’s facial skincare market, by price positioning, January 2016-May 2019
                                                              • Figure 29: New product launches in the women’s facial skincare market, by ultimate companies and other, 2018
                                                          • Advertising and Marketing Activity

                                                            • Outdoor gains share
                                                              • Figure 30: Total above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by media type, Jan 2016-May 2019
                                                              • Figure 31: NIVEA Daily Essentials Urban Skin Detox Night Gel Cream, September 2017
                                                            • Big players reduce spending
                                                              • Figure 32: Total above-the-line, online display and direct mail advertising expenditure on women’s facial skincare, by top companies and other, 2018
                                                            • Nielsen Ad Intel coverage
                                                            • Brand Research

                                                                • Brand map
                                                                  • Figure 33: Attitudes towards and usage of selected brands, April 2019
                                                                • Key brand metrics
                                                                  • Figure 34: Key metrics for selected brands, April 2019
                                                                • Brand attitudes: Major brands aren’t seen as interested in consumer wellbeing
                                                                  • Figure 35: Attitudes, by brand, April 2019
                                                                • Brand personality: Brands considered ethical also struggle with boring image
                                                                  • Figure 36: Brand personality – macro image, April 2019
                                                                • Many struggle to separate the image of different prestige brands
                                                                  • Figure 37: Brand personality – micro image, April 2019
                                                                • Brand analysis
                                                                  • La Roche-Posay makes sensitivity premium
                                                                    • Figure 38: User profile of La Roche-Posay, April 2019
                                                                  • Simple prepares for the future
                                                                    • Figure 39: User profile of Simple, April 2019
                                                                    • Figure 40: Simple biodegradable cleansing wipes, 2019
                                                                  • L’Oréal Paris could win with Millennials
                                                                    • Figure 41: User profile of L’Oréal Paris, April 2019
                                                                  • Garnier loses strong image
                                                                    • Figure 42: User profile of Garnier, April 2019
                                                                  • Pixi’s success could falter
                                                                    • Figure 43: User profile of Pixi, April 2019
                                                                  • Superdrug B. needs to forge its own way
                                                                    • Figure 44: User profile of Superdrug B., April 2019
                                                                  • Nip+Fab going after the next generation
                                                                    • Figure 45: User profile of Nip+Fab, April 2019
                                                                    • Figure 46: NIP + FAB Purify Teen Skin Fix Salicylic Acid Concentrate, June 2019
                                                                  • Ole Henriksen confuses users
                                                                    • Figure 47: User profile of Ole Henriksen, April 2019
                                                                • The Consumer – What You Need to Know

                                                                  • Cause for concern
                                                                    • Keep cleansing simple
                                                                      • Caring becomes about glow
                                                                        • The right balance
                                                                          • Water is a winner
                                                                          • Areas of Concern

                                                                            • Ingredients for eyes
                                                                              • Figure 48: Areas of concern on face/neck, May 2019
                                                                              • Figure 49: Eye care innovation containing glycolic acid, 2018
                                                                              • Figure 50: Overnight anti-ageing treatments containing retinol, 2018
                                                                            • Stamping out stress
                                                                              • Figure 51: Areas of concern on face/neck, by age, May 2019
                                                                              • Figure 52: Realine Frown Line Patches, May 2018
                                                                              • Figure 53: Sothys nO2ctuelle Chrono-Destressing Sleeping Mask, March 2018
                                                                          • Facial Cleansing Routines

                                                                            • Return of the washcloth
                                                                              • Figure 54: Facial cleansing products used in the last 12 months, May 2018 and May 2019
                                                                              • Figure 55: Face/neck care NPD featuring reusable cloths, 2018
                                                                            • Simpler times
                                                                              • Figure 56: Repertoire of facial cleansing products used in the last 12 months, May 2018 and May 2019
                                                                              • Figure 57: Stick format innovation in facial skincare, 2018-19
                                                                            • Older Millennials fear for their face
                                                                              • Figure 58: Percentage point change in users of facial cleansing products, by age, May 2018 vs May 2019
                                                                          • Facial Caring Routines

                                                                            • Morning dew
                                                                              • Figure 59: Facial caring products used in the last 12 months, May 2018 and May 2019
                                                                              • Figure 60: Facial oils using glow terminology, 2019
                                                                            • Oil aboard
                                                                              • Figure 61: Percentage point change in use of facial caring products, by age, May 2018 vs May 2019
                                                                            • A nourished glow
                                                                              • Figure 62: Facial treatment products used in the last 12 months, May 2018 and May 2019
                                                                              • Figure 63: Atlantis Skincare Glowing Skin Serum Gel, 2018
                                                                            • Masking the problem
                                                                              • Figure 64: Percentage point change in use of facial treatment products, by age, May 2018 vs May 2019
                                                                          • Changes in Behaviour

                                                                            • Health remains internal
                                                                              • Figure 65: Changes in facial skincare routine/behaviour over the last 12 months, May 2019
                                                                            • A balancing act
                                                                              • Figure 66: Changes in specified facial skincare routine/behaviours over the last 12 months, by age, May 2019
                                                                              • Figure 67: Vitamins and supplements with beauty-enhancing claims, 2018
                                                                            • Authority figures
                                                                            • Format Associations

                                                                              • Serum is a winner
                                                                                • Figure 68: Correspondence analysis for facial caring formats, May 2019
                                                                              • It’s not all bad
                                                                                • Figure 69: Words/phrases associated with facial caring formats, May 2019
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Abbreviations
                                                                                  • Consumer research methodology
                                                                                    • Correspondence methodology
                                                                                      • Forecast methodology

                                                                                      Women's Facial Skincare - UK - July 2019

                                                                                      £1,995.00 (Excl.Tax)