Women's Facial Skincare - UK - May 2015
The women’s facial skincare market has seen sales stall in 2014, with the mass market slipping into decline. Changing consumer behaviours, including switching to discount retailers and online channels, are enabling women to save money on their purchases. Meanwhile the prestige market is also suffering as women switch to smart foundations to treat skin issues, and trade down to cheaper cleansers after investing in facial skincare devices.
This report looks at the following areas:
- The future of devices
- Harnessing the link between nutrition and skin
- Keeping sales in skincare
- Expanding the anti-ageing market
Consumer research for this report investigates how women describe their facial skincare, as well as their understanding of skincare ingredients and what they feel has the biggest impact on the appearance of skin.
Within this report, Mintel defines ‘women’s facial skincare’ as all skincare products that are not specifically targeted at men. Accordingly, all market and launch information includes data for unisex facial skincare.
While women’s investment into their facial skincare routine remains the same, behavioural changes such as discounted purchases and trading down to cheaper alternatives have resulted in sales of facial skincare products slipping.
The trend towards facial cleansing devices has led to women trading down to cheaper cleansing products, with investing in a device thought to improve the performance of any cleanser. Indeed the mass-market facial skincare segment has seen growth in the cleansing segment as women switch to cheaper brands and facial soap formats.
New foundation launches from innovative prestige brands saw the claims made by such products expanding in 2014, with a focus on skincare and anti-ageing. Although leading to a surge in investment in foundation, this is likely to be drawing some consumers away from the skincare category.
Facial skincare brands are responding to new regulations surrounding parabens and preservatives; paraben- and sulphate-free were amongst the top ten fastest growing claims in the market between 2013 and 2014. However consumers display a lack of awareness and understanding of these ingredients, suggesting brands need to expand their communications further in this area as an on-pack claim may not be enough to win favour amongst consumers.
With sales slipping into decline in the facial skincare market, further NPD is needed to reignite consumer interest and return the market to growth. Within the face/neck segment, which accounted for 80% of market NPD in 2014, just over a quarter of launches for the year were completely new.
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