Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Opportunities: Innovation, usage frequency, countering professional services
- Treating multiple aging symptoms in a single bottle
- Promoting increased usage frequency
- Resisting the potential for users to try professional services
- Sales decelerate due to the stagnant economy
- Women aged 55+ will help grow sales in the coming years
- Men, Hispanics set to play a larger role in the market
- Market driven by demographics, negatively impacted by the economy
- Women are the foremost user of anti-aging skincare
- Men’s usage is steady, but population growth is not set to help drive sales
- Hispanic population, spending power to grow substantially
- Consumer confidence in decline
- High unemployment keeps many consumers from spending on anti-aging skincare
- Declining median household income also means fewer anti-aging skincare sales
- Facial products far outsell body products
- Drug sells more than food channel, but other outlets sell most
- Three top FDMx companies, but only L’Oréal grows sales
- Innovations turn on scientific claims, physician-created products, men
- Putting the focus on science
- The doctor is in
- Men are poised for change
- Advertising aims to impress with celebrities, science, and technology
- The anti-aging skincare consumer
- Concerns about aging
- Measures taken to prevent/reverse the signs of aging
- Frequency of use of facial skincare treatments
- Frequency of use of body skincare treatments
- Age at which anti-aging products should be used
- Attitudes toward facial anti-aging
- Experience with anti-aging treatments
- Impact of race/Hispanic origin
Insights and Opportunities
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- Multiple-symptom products could be the newest innovation
- Increasing usage frequency
- Countering the potential for professional services
Inspire Insights
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- Trend: Girly Men
- Trend: Mood to Order
Market Size and Forecast
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- Key points
- Growth decelerates as economy takes its toll
- Women, and their desire to outrun age, drive most sales
- Men and Hispanics will also factor into future sales
- Body anti-aging sales decline
- Anti-aging skincare products market size and forecast
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- Figure 1: Total U.S. retail sales and forecast of anti-aging skincare products, at current prices, 2006-16
- Figure 2: Total U.S. retail sales and forecast of anti-aging skincare products, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 3: Total U.S. sales and fan chart forecast of anti-aging skincare market, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Women are the primary buyers and users of anti-aging skincare
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- Figure 4: Avon Anew Platinum Eye & Lip Cream television ad, 2011
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- Figure 5: Purchase and usage of facial skincare products, by gender, Nov. 2011
- Figure 6: U.S. female population, by age, 2006-16
- Usage among men remains steady between 2010 and 2011
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- Figure 7: Usage of moisturizers and lotions among men, July 2009-September 2010, April 2010-June 2011
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- Figure 8: Male population by age, 2006-16
- Hispanics set to play a major role in the market
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- Figure 9: Forms of moisturizers/creams/lotions used among Hispanics, July 2009-September 2010, April 2010-June 2011
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- Figure 10: Population by race and Hispanic origin, 2006-16
- Hispanic spending power
- Consumer confidence flags, could negatively impact sales
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- Figure 11: Consumer confidence, March 2007-Nov. 2011
- Unemployment continues to trouble consumers and restrict spending
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- Figure 12: Unemployment and underemployment, January 2007-October 2011
- Household incomes decline
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- Figure 13: Median household income in inflation-adjusted dollars, 2000-10
Competitive Context
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- Professional procedures may draw some users away from the market
- Functional beverages compete with anti-aging creams and lotions
Segment Performance
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- Key points
- Facial anti-aging accounts for vast majority of sales
- Body anti-aging sales fluctuate
- Sales of anti-aging skincare products by segment
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- Figure 14: Sales of selected anti-aging skincare products at current prices, by segment, 2006-16
Segment Performance—Facial Anti-aging
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- Key points
- Decelerated growth, but sales look to improve in coming years
- Sales and forecast of facial anti-aging products
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- Figure 15: Sales and forecast of facial anti-aging products, at current prices, 2006-16
Segment Performance—Body Anti-aging
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- Key points
- Body anti-aging sales fall victim to the economy
- Sales and forecast of body anti-aging products
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- Figure 16: Sales and forecast of body anti-aging products, at current prices, 2006-16
Retail Channels
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- Key points
- Drug stores lead in anti-aging skincare sales
- Other channels comprise a majority of the market, but also decline
- Channel sales of anti-aging skincare products
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- Figure 17: U.S. sales of anti-aging skincare products, by channel, at current prices, 2010 and 2011
Retail Channels—Drug Stores
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- Key points
- Drug stores experience decelerated growth between 2006 and 2011
- Drug stores engage in a range of activities to attract shoppers
- Drug store sales of anti-aging skincare products
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- Figure 18: Drug store sales of anti-aging skincare products, at current prices, 2006-11
Retail Channels—Supermarkets
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- Key points
- Supermarkets cannot compete with drug chains’ reputation
- Supermarkets see the value in store brands
- Supermarket sales of anti-aging skincare products
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- Figure 19: Supermarket sales of anti-aging skincare products, at current prices, 2006-11
Retail Channels—Other Channels
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- Key points
- Other channels account for a majority of sales
- Mass stores see store brands as a way to attract skincare users
- Other channel sales of anti-aging skincare products
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- Figure 20: Other channel sales of anti-aging skincare products, at current prices, 2006-11
Leading Companies
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- Key points
- P&G tops market but drops FDMx sales
- L’Oréal grows based on new offerings
- J&J drops sales significantly
- Private label attracts value-conscious users
- Leading FDMx anti-aging skincare product companies
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- Figure 21: Leading FDMx anti-aging skincare product companies, 2010-11
Brand Share—Facial Anti-aging
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- Key points
- P&G’s top FDMx facial anti-aging brands all drop
- L’Oréal grows sales and share with Skin Expertise Youth Code
- J&J facial also declines, despite some new products
- Private label surge reflects the lasting impact of the economy
- Leading FDMx facial anti-aging product brands
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- Figure 22: Leading FDMx facial anti-aging product brands, 2010-11
Brand Share—Body Anti-aging
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- Key points
- Segment leader P&G drops FDMx sales
- Post-natal supply companies fail to gain much traction
- J&J, Beiersdorf, and L’Oréal account for small body anti-aging FDMx sales
- Leading FDMx body anti-aging product brands
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- Figure 23: Leading FDMx body anti-aging product brands, 2010-11
Innovation and Innovators
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- Scientific/technological claims go for the cutting-edge angle
- Physician formulas offer a professional touch
- Appealing to men
Marketing Strategies
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- Overview
- L’Oréal
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- Figure 24: Brand analysis of L’Oréal, 2011
- L’Oréal TV spot
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- Figure 25: L’Oréal Age Perfect Golden Balm television ad, 2011
- Online initiatives
- Estée Lauder
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- Figure 26: Brand analysis of Estée Lauder, 2011
- Estée Lauder TV spot
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- Figure 27: Estée Lauder Advanced Night Repair television ad, 2011
- Online initiatives
- Neutrogena
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- Figure 28: Brand analysis of Neutrogena, 2011
- Neutrogena TV spot
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- Figure 29: Neutrogena Rapid Wrinkle Repair television ad, 2011
- Online initiatives
Concerns about Aging
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- Key points
- Dry skin, dark eye circles, age spots/blotches top concerns
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- Figure 30: Hydrolyze Under Eye Treatment television ad, 2011
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- Figure 31: Concerns about aging, by gender, Nov. 2011
- 18-24 most concerned about dry skin, uneven skin tone, visible pores
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- Figure 32: Concerns about aging, by age, Nov. 2011
- $100K+ most concerned about age spots/blotches, fine lines/wrinkles
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- Figure 33: Concerns about aging, by household income, Nov. 2011
Usage and Purchase of Facial Skincare Products
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- Key points
- Nearly two thirds of respondents use moisturizers/lotions
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- Figure 34: Usage of moisturizers and lotions, by gender, April 2010-June 2011
- 18-24 least likely to use moisturizers/lotions
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- Figure 35: Usage of moisturizers and lotions, by age, April 2010-June 2011
- Some 15% use products with microdermabrasion, anti-acne properties
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- Figure 36: Purchase and usage of facial skincare products, by gender, Nov. 2011
- Younger respondents most likely to use products with anti-acne properties
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- Figure 37: Purchase and usage of facial skincare products, by age, Nov. 2011
- Use of some facial skincare products increases with household income
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- Figure 38: Purchase and usage of facial skincare products, by household income, Nov. 2011
Anti-Aging in Moisturizers, Creams, and Lotions
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- Key points
- Three in 10 use anti-aging moisturizers/creams/lotions
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- Figure 39: Types of moisturizers and lotions used, by gender, April 2010-June 2011
- 18-34s most likely to use regular lotions
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- Figure 40: Types and forms of moisturizers and lotions used, by age, April 2010-June 2011
- Figure 41: Types of moisturizers and lotions used, females, by age, April 2010-June 2011
Measures Taken to Prevent/Reverse Signs of Aging
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- Key points
- Use of OTC products far outweighs professional procedures
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- Figure 42: Measures taken to prevent/reverse signs of aging, Nov. 2011
- Women more likely than men to use/consider using OTC treatments
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- Figure 43: Measures taken to prevent/reverse signs of aging, by gender, Nov. 2011
- 18-24s least likely to report using home anti-aging products
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- Figure 44: Measures taken to prevent/reverse signs of aging, by age, Nov. 2011
- Use of home anti-aging products highest among $100K+
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- Figure 45: Measures taken to prevent/reverse signs of aging, by household income, Nov. 2011
- Women more likely than men to consider a range of products/services
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- Figure 46: Measures not taken but would consider to prevent/reverse signs of aging, by gender, Nov. 2011
- Younger respondents most likely to consider a range of products/services
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- Figure 47: Measures not taken but would consider to prevent/reverse signs of aging, by age, Nov. 2011
Frequency of Use of Facial Skincare Treatments
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- Key points
- More than six in 10 use anti-aging facial creams daily or more
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- Figure 48: Frequency of use of skincare treatments, Nov. 2011
- More than six in 10 women use facial anti-aging products once daily or more
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- Figure 49: Frequency of use of anti-aging creams or serums for the face, by gender, Nov. 2011
- Daily or more usage of facial anti-aging highest among $100K+
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- Figure 50: Frequency of use of anti-aging creams or serums for the face, by household income, Nov. 2011
- Nearly six in 10 women use eye creams/gels daily or more
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- Figure 51: Frequency of use of eye creams or gels, by gender, Nov. 2011
- 18-24 most likely to use facial peels once daily or more
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- Figure 52: Frequency of use of facial peels, by age, Nov. 2011
Frequency of Use of Body Skincare Treatments
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- Key points
- Nearly half use body anti-aging products daily or more
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- Figure 53: Frequency of use of anti-aging skincare creams or lotions for the body, by gender, Nov. 2011
- 45-54s most likely to use body anti-aging products daily or more
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- Figure 54: Frequency of use of anti-aging skincare creams or lotions for the body, by age, Nov. 2011
- $100K+ most likely to use body anti-aging daily or more
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- Figure 55: Frequency of use of anti-aging skincare creams or lotions for the body, by household income, Nov. 2011
Age at Which Anti-aging Products Should Be Used
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- Key points
- Most feel that people should age naturally
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- Figure 56: Age anti-aging products should be used, by gender, Nov. 2011
- 18-24s most likely to feel anti-aging should begin at age 20
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- Figure 57: Age anti-aging products should be used, by age, Nov. 2011
Attitudes Toward Facial Anti-aging
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- Key points
- Respondents cite lifestyle, hydration as keys to facial anti-aging
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- Figure 58: Attitudes toward facial aging, Nov. 2011
- Fewest respondents agree that professional procedures offer real results
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- Figure 59: Attitudes toward facial aging, Nov. 2011
Experience with Anti-aging Treatments
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- Key point
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- Figure 60: Experience with anti-aging treatments, Nov. 2011
- Women more likely than men to have opinions about anti-aging products
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- Figure 61: Experience with anti-aging treatments, by gender, Nov. 2011
Impact of Race/Hispanic Origin
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- Key points
- Hispanics, Asians report widest range of aging concerns
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- Figure 62: Concerns about aging, by race/Hispanic origin, Nov. 2011
- Blacks most likely to use lotions, oils, and regular moisturizers
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- Figure 63: Types and forms of moisturizer and lotion used, by race/Hispanic origin, April 2010-June 2011
- Blacks most likely to use Vaseline brands
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- Figure 64: Moisturizer and lotion brands used, by race/Hispanic origin, April 2010-June 2011
- Asian, Hispanic respondents most likely to report using a range of anti-aging methods
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- Figure 65: Measures taken to prevent/reverse signs of aging, by race/Hispanic origin, Nov. 2011
- Asian respondents most likely to consider a range of anti-aging methods
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- Figure 66: Measures not taken but would consider to prevent/reverse signs of aging, by race/Hispanic origin, Nov. 2011
IRI/Builders Panel Data
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- Skincare—U.S.
- Overview of skincare
- Consumer insights on key purchase measures—facial anti-aging
- Brand map
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- Figure 67: Brand map, selected brands of facial anti-aging, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 68: Key purchase measures for the top brands of facial anti-aging, by household penetration, 2011*
Appendix: Other Useful Consumer Tables
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- Measures taken to prevent/reverse signs of aging
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- Figure 69: Measures not taken but would consider to prevent/reverse signs of aging, by household income, Nov. 2011
- Frequency of use of facial skincare treatments
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- Figure 70: Frequency of use of anti-aging creams or serums for the face, by age, Nov. 2011
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- Figure 71: Frequency of use of eye creams or gels, by age, Nov. 2011
Appendix: Trade Associations
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