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- Executive Summary
- The Products
- Two Product Classes
- Two Product Categories
- The Market
- U.S. Retail Sales Top $3.3 Billion in 1997
- Table 1-1: U.S. Retail Sales of Skincare Products by Class, 1993-2002 (dol-lars): Mass-Market, Prestige
- Skincare Sales Dwindle
- Mass-Market Sales Grow Faster Than Prestige Sales
- Figure 1-1: U.S. Retail Sales of Skincare Products by Class, 1993 vs. 1997 (dollars): Mass-Market, Prestige, Total
- Facial Preparations Lead Mass Market in Size
- Mass-Market Hand and Body Moisturizer Sales Grow Rapidly
- U.S. Skincare Sales to Near $4 Billion by 2002
- Mass Market Dominates Skincare Sales
- Department Stores and Drugstores Lose Shares
- Factors Affecting Market Growth
- The Marketers
- Two Types of Skincare Marketers: Mass and Prestige
- Niche Marketers Target Specific Consumer Needs
- Mass-Marketer Shares
- Brand Shares of Mass-Market Skincare Products
- Skincare Marketers Extremely Active
- Distribution and Retail
- Mass Outlets
- Discount Stores
- Drugstores
- Food Stores
- Prestige Outlets
- The Consumer
- Users of Skincare Products
- User Profiles Differ According to Product
- Use of Facial Moisturizers: By Brand
- Use of Facial Cleansers: By Brand
- Use of Hand & Body Moisturizers: By Brand
- Scope and Methodology
- Products Covered
- Report Methodology
- The Products
- Description of the Skin
- Skin: The Body's Largest Organ
- The Skin's Structure
- Skin Replenishes Itself
- Oil Glands Protect Skin
- Four Skin Types: Oily, Dry, Balanced, Combination
- Proper Skincare Requires Protection Against UV Light
- A Brief History of Skincare Products
- Ancient Skincare Preparations
- Modern Skincare Keeps Pace with Advances in Science
- Biological Concepts Emerge in Early 1980s
- Retinoids Mark Birth of Cosmeceutical Age
- Alpha-Hydroxy Acids Arrive in 1992
- Ethocyn Debuts in 1995
- High-Tech Skincare Treatments Flourish
- Product Classifications
- Skincare Market Parameters
- Wide Variety of Forms
- Two Product Classes: Mass-Market and Prestige
- Two Product Categories: Facial Preparations and Hand and Body
- Moisturizers
- Therapeutic vs. Cosmetic Products
- Anti-Aging Preparations
- Regular vs. Medicated Products
- Target Audience Classifications
- Types and Sizes of Product Packaging
- Product Ingredients
- Moisturizing Ingredients
- Cleansing Ingredients
- Treatment and Anti-Aging Product Ingredients
- Regulatory Milieu
- Skincare Products Fall Under FDA Jurisdiction
- FDA Classifies Drugs and Cosmetics
- Product Claims Watched Closely
- FDA Monitors AHA Safety and Claims
- Clinical Findings on AHAs
- The Market
- Figure 3-1: U.S. Retail Sales of Skincare Products, 1993-1997 (dollars)
- Market Size and Growth
- Methodology for Sales Estimates
- Retail Sales Top $3.3 Billion in 1997
- Table 3-1: U.S. Retail Sales of Skincare Products, 1993-1997 (dollars)
- Sales Slow as AHA Excitement Subsides
- Mass-Market Sales Up 11% Over 1993
- Table 3-2: U.S. Retail Sales of Skincare Products: Mass-Market vs.
- Prestige, 1993-1997 (dollars)
- Mass-Market Facial Preparations Surpass $900 Million in 1997
- Table 3-3a: U.S. Retail Sales of Mass-Market Skincare Products:
- Facial Preparations, 1993-1997 (dollars):
- Moisturizers, Cleansers
- Mass-Market Hand and Body Moisturizers Reach $838 Million in 1997
- Table 3-3b: U.S. Retail Sales of Mass-Market Skincare Products
- by Category, 1993-1997 (dollars): Facial Preparations,
- Hand & Body Moisturizers
- Market Composition: By Product Type
- Mass-Market Products Account for Majority of Sales
- Table 3-4: Share of U.S. Retail Sales: Mass-Market vs. Prestige
- Skincare Products, 1993-1997 (percent)
- Total Sales Growth Split Almost Evenly Between Mass-Market and
- Prestige Products
- Table 3-5: Share of Skincare Product Growth: Mass-Market vs.
- Prestige, 1993 vs. 1997 (dollars and percent)
- Facial Preparations Outstrip Hand and Body Moisturizers in
- Mass-Market Sales
- Table 3-6: Share of U.S. Mass-Market Skincare Retail Sales: By
- Product Category, 1993-1997 (percent): Facial
- Preparations/Moisturizers & Cleansers, Hand &
- Body Moisturizers
- Hand and Body Moisturizers Responsible for Most
- Mass-Market Growth
- Table 3-7: Share of Mass-Market Skincare Growth: By Product
- Category, 1993-1997 (dollars and percent): Facial
- Preparations, Hand & Body Moisturizers
- Moisturizers Dominate Facial Category; Bodycare Leads Hand
- and Body Category
- Figure 3-2: Share of U.S. Mass-Market Skincare Sales: By Retail
- Outlet, 1994 vs. 1997 (percent): Drugstores,
- Discount Stores, Food Stores
- Market Composition: By Retail Outlet
- Many Different Types of Outlets
- Mass Outlets Account for Majority of Sales
- Table 3-8: Share of Total U.S. Skincare Sales: By Retail Outlet,
- 1994 vs. 1997 (percent): Mass-Market, Prestige
- Department Stores Losing Share to Drugstores
- Drugstores Lead Mass Market
- Table 3-9: Share of U.S. Mass-Market Skincare Sales: By Retail
- Outlet, 1994 vs. 1997 (percent): Facial Preparations,
- Hand & Body Moisturizers
- Department Stores Account for Lion's Share of Prestige Sales
- Market Composition: By Region and Season
- Sales by Region
- Table 3-10: Regionality of Skincare Product Purchasing: By Category,
- 1996 (percent): Facial Cleansers, Facial Moisturizers,
- Hand & Body Moisturizers
- Sales Highest in Summer and Winter
- Factors Affecting Market Growth
- AHAs Used in New Ways
- Research and Technology Improve Product Efficacy
- The Debut of Ethocyn
- New Delivery Systems
- New Ingredients Sustain Skincare Market
- The Impact of an Aging Population
- Younger Women, Working Women, and Teenagers
- Niche Marketing Targets Men and Ethnic Groups
- Skincare Consumers Increasingly Demanding
- New Product Development
- Skincare Becoming a Healthcare Issue
- Hand and Body Moisturizers Make a Comeback
- The Upscaling of the Mass Market
- Figure 3-3: Projected Growth in U.S. Retail Sales of Skincare
- Products, 1997-2002 (dollars): Mass Market, Prestige
- Projected Market Growth
- Skincare Sales to Near $4-Billion Mark by 2002
- Table 3-11: Projected Growth in U.S. Retail Sales of Skincare
- Products, 1997-2002 (dollars): Mass-Market, Prestige
- The Marketers
- The Marketers
- Two Types of Skincare Marketers: Mass and Prestige
- Four Companies Lead Mass Market
- Secondary Mass Players
- Four Companies Lead Prestige Market
- Secondary Prestige Players
- Marketers Target Ethnic Groups, Men, and Teens
- Marketers of Botanical Products
- Products for Aging, Dry, or Problem Skin
- Table 4-1: U.S. Mass-Market Skincare Products: Selected Marketers
- and Brands (27 Marketers and Their Major Brands)
- Table 4-2: U.S. Prestige Market Skincare Products: Selected Marketers
- and Brands (35 Marketers and Their Major Brands)
- Figure 4-1: Estimated Marketer Shares of Mass-Market Skincare
- Product Sales, 1996 (percent): Unilever, Procter &
- Gamble, Johnson & Johnson, Beiersdorf, Cosmair,
- Jergens, Warner-Lambert, Bristol-Myers Squibb,
- Private Label, Others
- Marketer Shares
- Three Companies Dominate Mass Market
- Unilever, Procter & Gamble, and Johnson & Johnson Lead Overall
- Mass Market
- Four Marketers Have 5%-7% Share Each
- Seven Companies Have Shares Between 1% and 4%
- Table 4-3: U.S. Skincare Market: Estimated Marketer Shares of Mass-
- Market Skincare Product Sales by Category and Segment,
- 1996 (percent); 14 Marketers/Facial Moisturizers, Facial
- Cleansers, Hand & Body Moisturizers
- Private Label Claims 3.6% Share of Overall Sales
- Handful of Marketers Compete for Prestige Sales
- Figure 4-2: Estimated Brand Shares of Mass-Market Facial Moisturizers,
- 1996 (percent): Oil of Olay, L'Oréal Plénitude, Pond's,
- Almay, Neutrogena, Alpha Hydrox, Nivea Visage,
- Private Label, Others
- Brand Shares: Mass-Market Facial Moisturizers
- Oil of Olay, Plénitude, and Pond's Dominate Facial Moisturizer Sales
- Four Brands Compete for 4%-7% Shares
- 1%-2% Shares Go to Four Additional Companies
- Table 4-4: U.S. Skincare Market: Estimated Brand Shares of
- Mass-Market Facial Moisturizers, 1995 vs. 1996
- (percent): 11 Marketers and Their Major Brands
- Figure 4-3: Estimated Brand Shares of Mass-Market Facial Cleansers,
- 1996 (percent): Noxzema, Neutrogena, Pond's,
- Oil of Olay, Clean & Clear, Sea Breeze, St. Ives,
- Private Label, Others
- Brand Shares: Mass-Market Facial Cleansers
- Noxzema and Neutrogena Strong in Facial Cleansers
- Three Other Brands Have Shares Between 5% and 10%
- Eight Other Brands Have 1%-5% Shares
- Table 4-5: U.S. Skincare Market: Estimated Brand Shares of
- Mass-Market Facial Cleansers, 1995 vs. 1996 (percent):
- 16 Marketers and Their Major Brands
- Figure 4-4: Estimated Brand Shares of Hand & Body Moisturizers,
- 1996 (percent): Vaseline Intensive Care, Jergens,
- Lubriderm, Suave, Nivea, Eucerin, Curel, Private Label,
- Others
- Brand Shares: Mass-Market Hand & Body Moisturizers
- Vaseline Intensive Care Is Number One in Bodycare
- Table 4-6: U.S. Skincare Market: Estimated Brand Shares of
- Hand & Body Moisturizers, 1995 vs. 1996 (percent):
- 16 Marketers and Their Major Brands
- Competitive Overview
- Major Players Control an Intensely Competitive Market
- Distinctions Between Mass and Prestige Products Blur
- Extensions and New Entries Fuel Competition
- Enhanced AHA-Based Products Hit the Market
- Smaller Companies Compete through Niche Marketing
- Prestige-Level Competition Intensifies
- High-Performance Products Appeal to Well-Informed Consumers
- Alternative Marketers Continue to Thrive
- Competitive Profile: Andrew Jergens Co. (Kao Corp. of America)
- Jergens a Leader in Hand and Body Moisturizers
- Jergens Skincare Brand Debuts
- Jergens Launches Biore in the United States
- Competitive Profile: Avon Products, Inc.
- A Major Force in Direct Sales
- Anew: Avon's Big Seller
- Competitive Profile: Bausch & Lomb, Inc.
- A Successful Newcomer to Skincare Market
- Curel Positioned as Therapeutic
- Soft Sense Promoted
- Competitive Profile: Beiersdorf, Inc.
- Beiersdorf Competes with Nivea, Eucerin, Basis, and La Prairie Brands
- Nivea Visage Line Extended
- Nivea Skin Therapy Positioned as Hand and Body Moisturizer
- Eucerin Targets Dry Skin
- Basis Simplifies Skincare
- La Prairie
- Competitive Profile: Bristol-Myers Squibb Co.
- Bristol-Myers Squibb Co.
- Sea Breeze's Share Decreases
- Keri's Share Increases
- A Pioneer in Anti-Bacterial Skincare
- New Entries from Matrix Essentials
- Competitive Profile: Cosmair, Inc.
- Cosmair Competes with Mass L'Oréal and Prestige Lancôme
- Plénitude Alters Mass Market
- Revitalift
- Futur-e Targets Younger Consumers
- Lancôme Targets Younger Customers
- Primordiale Competes as a Prestige Anti-Aging Line
- Competitive Profile: Estée Lauder Companies, Inc.
- Estée Lauder Dominates Prestige Class
- Clinique Leads Department Store Brands
- New Clinique Products Target Oily and Problem Skin
- Estée Lauder Develops Innovative Natural Products
- Vérité and Resilience Arrive in 1996
- Origins Division Targets Environmentally Conscious Consumers
- Competitive Profile: Johnson & Johnson
- The World's Largest Healthcare Firm
- Neutrogena Acquisition Strengthens Johnson & Johnson
- Johnson & Johnson a Contender in Facial Cleansers
- Competitive Profile: Procter & Gamble Co.
- A $36-Billion Consumer Goods Powerhouse
- Company Places Second in Mass-Market Skincare
- Oil of Olay Fights to Stay Number One
- Oil of Olay Age Defying Series
- Procter & Gamble Competes in Facial Cleansers with Noxzema
- Competitive Profile: Revlon, Inc.
- Revlon Shows Muscle Mainly on Mass Level
- Almay's Time-Off Bridges Mass and Prestige Classes
- More New Offerings from Almay
- Two New Ultima II Skincare Series
- Competitive Profile: St. Ives Laboratories, Inc. (Alberto-Culver Co.)
- Alberto-Culver Co. Acquires St. Ives
- St. Ives Competes with New Face and Body Preparations
- Competitive Profile: Scott's Liquid Gold, Inc.
- Top Scott's Brands
- Extensive Alpha Hydrox Line
- Competitive Profile: Unilever
- A $50-Billion Consumer Products Giant
- Company Number One in U.S. Skincare Market
- Vaseline Reigns in Hand and Body Category
- New Vaseline Products
- Pond's: Chesebrough-Pond's Entry in the Anti-Aging Market
- Acquisition of Helene Curtis Industries, Inc.
- Unilever's Prestige Activity Centers Around Elizabeth Arden
- Elizabeth Arden's Modern SkinCare Debuts
- Competitive Profile: Warner-Lambert Co.
- Company Active in Pharmaceuticals and Healthcare
- Success with Hand and Body Moisturizers
- Marketing Trends
- Line Extensions Flourish
- Mass Marketers Upscale, Prestige Marketers Downscale
- Lines Blur Between Face and Body Preparations and
- Between Moisturizers and Cleansers
- Marketers Extend Cleansers to Shower and Bath
- Marketers Use Clinical Studies to Buttress Claims
- Skincare Marketers Go Interactive
- One-Step vs. Multi-Step Skincare Regimens
- Skincare Marketers Expand into Problem-Skin Arena
- New Product Trends
- Cosmeceuticals Promise Multiple Benefits, But Anti-Aging
- Claims Toned Down
- AHA-Based Anti-Aging Products Abound
- Daytime- and Nighttime-Use Facial Moisturizers
- Eyecare Products
- Natural Products
- Facial Treatments for Sensitive, Acne-Prone, or Oily Skin
- Therapeutic Bodycare
- Table 4-7: U.S. Skincare Market: Selected New Product Introductions
- and Line Extensions, January 1996-July 1997
- (111 Marketers and Their Major Brands)
- Consumer Advertising Expenditures
- Advertising Exceeds $300 Million in 1996
- Four Mass Marketers Account for Almost 60% of Advertising
- Estée Lauder in Fifth Place
- Four Companies Spend $10-$20 Million Each
- Advertising Expenditures Between $3 and $8 Million
- Other Million-Dollar Advertisers
- Consumer Advertising Positioning
- Women Targeted by Mass and Prestige Advertising
- Line Between Therapeutic and Cosmetic Positionings Blurs
- The Therapeutic Appeal
- The Cosmetic Appeal
- Examples of Consumer Advertising
- Consumer Promotions
- Promotions Are Extremely Important
- Mass-Market Promotions: Coupons, Trial Sizes, and Bonus Bottles
- Prestige Promotions: Education, PWPs, and GWPs
- Online and Telephone Promotions
- Examples of Consumer Promotions
- Trade Promotions and Advertising
- In-Store Display Materials Are Standard Promotion
- Prestige Marketers Rely Heavily on In-Store Promotions
- Mass Marketers Increase Support for Retailers
- Detailing and Bulk Mailing
- Co-Op Ads and Invoice Discounting
- Trade Shows and Trade Advertising
- Distribution And Retail
- Distribution
- Leading Mass and Prestige Marketers Use Direct Distribution
- Service Merchandisers Important to Smaller Marketers and Retailers
- Diverters Move Prestige Products Through Mass Outlets
- Direct Sales
- At the Retail Level: Mass Outlets
- The Major Outlets
- Average Margins
- Location of Skincare Departments
- Displaying Skincare Products
- Shelf Space
- Selection and Turnover
- Mass Retailers Battle Relentlessly among Themselves
- Discounters Compete on Price
- Combos and Superstores Compete Effectively
- Drugstores Wage War against Other Retail Outlets
- Traditional Supermarkets Expand Skincare Offerings
- Retail Promotions
- Pricing
- At the Retail Level: Prestige Outlets
- Department Stores Are Major Prestige Outlet
- Average Margins
- Displaying Prestige Products
- Selection
- Department Stores Compete Against Other Retailers
- Promotions
- Beauty Consultations and Skincare Clinics Boost Sales
- Pricing
- The Consumer
- Introduction
- Note on Simmons Market Research Bureau Data
- The Consumer: Facial Moisturizers
- Nearly Three-Quarters of Adult Women Use
- Factors Favoring Use
- Table 6-1: Demographic Characteristics Favoring Use of Facial
- Moisturizers by Female Users by Frequency:
- All vs. Heavy, 1997
- Factors Favoring Use by Form: Lotion vs. Cream
- Table 6-2: Demographic Characteristics Favoring Use of Facial
- Moisturizers by Form: Lotion and Cream, 1997
- Use of Facial Moisturizers: By Brand
- Table 6-3: U. S. Consumer Use of Facial Moisturizers by Brand,
- 1997 (number and percent): 8 Major Brands
- Factors Favoring Use by Brand: Age and Race
- Factors Favoring Use by Brand: Region and Locality
- Socioeconomic Factors Favoring Use by Brand: Education,
- Employment Status, Occupation, and Household Income
- Household Factors Favoring Use by Brand: Marital Status,
- Household Size, and Age of Children
- Table 6-4a: Demographic Characteristics Favoring Use of Facial
- Moisturizers by Brand: Almay and Avon, 1997
- Table 6-4b: Demographic Characteristics Favoring Use of Facial
- Moisturizers by Brand: Clinique and Estée Lauder, 1997
- Table 6-4c: Demographic Characteristics Favoring Use of Facial
- Moisturizers by Brand: Neutrogena and Oil of Olay, 1997
- Table 6-4d: Demographic Characteristics Favoring Use of Facial
- Moisturizers by Brand: Pond's and Vaseline, 1997
- The Consumer: Facial Cleansers
- Four-Fifths of Adult Females Use
- Factors Favoring Use: By Frequency
- Table 6-5: Demographic Characteristics Favoring Heavy Use of
- Facial Cleansers by Form: Cream, Lotion/Gel/Scrub,
- and Astringent, 1997
- Factors Favoring Use: By Form
- Table 6-6a: Demographic Characteristics Favoring Use of Facial
- Cleansers by Form: Cream and Lotion, 1997
- Table 6-6b: Demographic Characteristics Favoring Use of Facial
- Cleansers by Form: Astringent/Toner/Freshener and
- Scrub, 1997
- Use of Facial Cleansers: By Brand
- Table 6-7: U.S. Consumer Use of Facial Cleansers by Brand, 1997
- (number and percent): 9 Major Brands
- Factors Favoring Use by Brand: Age and Race
- Factors Favoring Use by Brand: Region and Locality
- Socioeconomic Factors Favoring Use by Brand: Education,
- Employment Status, Occupation, and Household Income
- Household Factors Favoring Use by Brand: Marital Status, Household
- Size, and Age of Children
- Table 6-8a: Demographic Characteristics Favoring Use of Facial
- Cleansers by Brand: Avon and Estée Lauder, 1997
- Table 6-8b: Demographic Characteristics Favoring Use of Facial
- Cleansers by Brand: Johnson & Johnson
- and L'Oréal, 1997
- Table 6-8c: Demographic Characteristics Favoring Use of Facial
- Cleansers by Brand: Neutrogena and Noxzema, 1997
- Table 6-8d: Demographic Characteristics Favoring Use of Facial
- Cleansers by Brand: Oil of Olay, Pond's,
- and Sea Breeze, 1997
- The Consumer: Hand and Body Moisturizers
- Approximately 135 Million Users
- Use of Hand and Body Moisturizers Linked to Sex and Race
- Factors Favoring Use: By Frequency
- Table 6-9a: Demographic Characteristics Favoring Use of Hand
- and Body Moisturizers by Frequency: All Users vs.
- Heavy Users, 1997
- Table 6-9b: Demographic Characteristics Favoring Use of Hand and
- Body Moisturizers by Frequency: Medium Users vs.
- Light Users, 1997
- Factors Favoring Use: By Form
- Table 6-10a: Demographic Characteristics Favoring Use of Hand and
- Body Moisturizers by Form: Cream and Lotion, 1997
- Table 6-10b: Demographic Characteristics Favoring Use of Hand and
- Body Moisturizers by Form: Oil and Mousse, 1997
- Brands of Hand & Body Moisturizers Most Frequently Used
- by U.S. Adults
- Table 6-11: U.S. Consumer Use of Hand and Body Moisturizers,
- 1997: By Brand (number and percent): 9 Major Brands
- Factors Favoring Use by Brand: Age, Sex, and Race
- Factors Favoring Use by Brand: Region and Locality
- Socioeconomic Factors Favoring Use by Brand: Education,
- Employment Status, Occupation, and Household Income
- Household Factors Favoring Use by Brand: Marital Status,
- Household Size, and Age of Children
- Table 6-12a: Demographic Characteristics Favoring Use of Hand
- and Body Moisturizers by Brand: Avon and Curel, 1997
- Table 6-12b: Demographic Characteristics Favoring Use of Hand
- and Body Moisturizers by Brand: Jergens and Keri, 1997
- Table 6-12c: Demographic Characteristics Favoring Use of Hand
- and Body Moisturizers by Brand: Lubriderm and
- Neutrogena, 1997
- Table 6-12d: Demographic Characteristics Favoring Use of Hand
- and Body Moisturizers by Brand: Nivea, Oil of Olay,
- and Vaseline Intensive Care, 1997
Appendix I: Examples Of Consumer Advertising And Promotions
Appendix II: Addresses Of Selected Marketers
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