The U.S. Skincare Market

Published by: Packaged Facts

Published: Apr. 1, 2001 - 208 Pages

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Table of Contents

1. Executive Summary
   
   Scope and Methodology
   
   The Products
   
   • Skincare Market Parameters
     
   • Three Major Product Classes: Mass-Market, Prestige and Alternative
     
   • Three Product Categories: Hand and Body Moisturizers, Facial Moisturizers, and Facial Cleansers
     
   • Regulatory Milieu
     
   
   The Market
   
   • Retail Sales Grew Some 7% to Nearly $4.5 Billion in 2000
     
   • Overall Skincare Numbers Disguise Volatility of Individual Categories
     
   • Table 1-1: U.S. Retail Sales of Skincare Products, 1996-2005 (dollars)
     
   • Market Composition by Product Type
     
   • Hand and Body Moisturizers Largest Category
     
   • Facial Moisturizers Are More Important in Prestige than in Mass Market
     
   • Facial Moisturizers Share of Total Skincare Market Is Around 45%
     
   • Market Composition by Retail Outlet
     
   • Factors in Future Market Growth
     
   • Aging Boomers Drive the Market
     
   • The Baby-Boom Echo
     
   • Consumer Skincare Reflects a Rising Use of Professional Skin Treatments
     
   • Negative Effects of Prestige-to-Mass Shift
     
   
   The Marketers
   
   • Over One Hundred Companies Market Skincare Products Nationally
     
   • Most Specialize by Sales Channel
     
   • Four Companies Dominate Mass Market
     
   • Johnson & Johnson Moves into First Place
     
   • Unilever, Second Largest Skincare Marketer in Mass Outlets
     
   • Procter & Gamble Fields Two Major Skincare Brands
     
   • Kao Markets Skincare in U.S. through Its Andrew Jergens Subsidiary
     
   • Prestige Marketers Are Usually Cosmetics or Fragrance Companies
     
   • Two Marketers Dominate Prestige Skincare
     
   • Estée Lauder Leads
     
   • L'Oréal Follows
     
   • Second Tier Prestige Marketers
     
   • Natural Food Store Marketers
     
   • Direct Marketers
     
   • Specialty Store Brands
     
   • Competitive Overview
     
   • Shifting Shares Reflect Timing of New Product Initiatives
     
   • P&G, Unilever and Kao's Loss; J&J, L'Oréal and Beiersdorf's Gain
     
   • Avon Experiments
     
   • New Product Trends
     
   • Pace Is Swift
     
   • Rise in Antiaging Introductions Reflects Rise in Sales
     
   • Eye Treatments Multiply
     
   • Firming, Lifting, and Anti-Cellulite Products
     
   • With Natural Progesterone
     
   • The Importance of Pores
     
   • Masks Becoming Commonplace
     
   • Spray-On Body Lotions
     
   • A Spa At Home
     
   • Skincare Treatments Specifically for Day or Night
     
   • New Products in a Fragrance Line
     
   • Aromatherapy
     
   • Ingredient Trends
     
   
   Distribution and Retail
   
   • A Wide Variety of Suppliers and Retailers Makes for Complex Distribution Paths
     
   • Retail Picture Is More Complex Than Ever
     
   • Prestige Sector Defined by Selection, Price, and Service
     
   • Mass Merchandisers, Drugstores, and Supermarkets
     
   • Mass Outlets Changing Formats, Getting Into Each Others' Business
     
   • Mass Merchandisers Overtake Drugstores in Skincare
     
   • Alternative Retail: Old and New Alternatives to Conventional Sales Channels
     
   
   The Consumer
   
   • Note on Consumer Base
     
   • The Hand and Body Moisturizer Consumer
     
   • Few Factors Favor Overall Product Use
     
   • The Facial Moisturizer Consumer
     
   • User Demographics Are Not Pronounced
     
   • Heavy Product Use Presents a More Pronounced Portrait
     
   • The Facial Cleanser Consumer
     
2. The Products
   
   Anatomy of the Skin
   
   • A Highly Complex Organ
     
   • The Social Function of Skin
     
   • What Skin Anatomy Means for the Skincare Market
     
   • Epidermis, Dermis, and Subcutis
     
   • Epidermis
     
   • The Dermis
     
   • The Subcutis
     
   • The Skin Resists Penetration by Drugs and Topically Applied Nutrients
     
   • Oil Glands Protect the Skin
     
   • Four Skin Types: Oily, Dry, Balanced, Combination
     
   • Common Skin Problems
     
   • Proper Skincare: Protection against UV Light Is Essential
     
   • Photosensitivity
     
   • Skin Changes throughout Life
     
   • Intrinsic Aging
     
   • Extrinsic Aging
     
   • Other Environmental Causes of Skin Problems
     
   
   A Brief History of Skincare Products
   
   • Ancient Preparations
     
   • Modern Skincare Parallels Advances in Science
     
   • NASA Gives Products a High-Tech Boost
     
   • Collagen and Biomatrix Complexes: The Rage of the Mid- to Late-1970s
     
   • Products with Sunscreens "Prevent Premature Aging"
     
   • Cell Renewal Concerns Start in 1980
     
   • 1980-1986 Are Golden Years for Biological Concepts
     
   • Retinoids Show True Benefits and Mark Birth of Cosmeceutical Age
     
   • "Miracle Cures" Proliferate
     
   • 1992 Offers the Arrival of Alpha Hydroxy Acids
     
   • Late 1990s Brings Enzymes and Vitamins to Center Stage
     
   • The Advent of the Pore Strip
     
   
   Product Classifications
   
   • Skincare Market Parameters
     
   • Wide Variety of Forms
     
   • Two Product Classes: Mass Market and Prestige
     
   • Three Product Categories: Hand and Body Moisturizers, Facial Moisturizers, and Facial Cleansers
     
   • "Lift" Products
     
   • Therapeutic vs. Cosmetic Products
     
   • Antiaging Preparations
     
   • Target Audience Classifications
     
   
   Product Ingredients
   
   • Moisturizing Ingredients
     
   • Cleansing Ingredients
     
   • Toning Ingredients
     
   • Specialty Ingredients
     
   • Adenisone Tri Phosphate (ATP)
     
   • Algae (dark algae)
     
   • Aloe Vera
     
   • Alpha Hydroxy Acids (AHAs)
     
   • Antioxidants
     
   • Arnica
     
   • Barley
     
   • Butcher's Broom
     
   • Caffeine
     
   • Ceramides
     
   • Cerebrosides
     
   • Collagen
     
   • Garcinol
     
   • Glycosphingolipids
     
   • Grape Extracts
     
   • Green Tea Extract
     
   • Horsetail
     
   • Hyaluronic Acid
     
   • Kojic Acid
     
   • Lanolin
     
   • Liposomes
     
   • Magnesium Ascorbyl Phosphate
     
   • Mulberry Root Extract
     
   • Perfluorinated Oils
     
   • Plankton Extract
     
   • Purified Yeast Extract
     
   • Sea Whip Extract
     
   • Shiso Extract
     
   • Soy Extract
     
   • Vitamins
     
   • Whey Protein
     
   • Wild Yam (dioscorea villosa)
     
   • Yeast Protein
     
   
   Product Packaging
   
   • Types and Sizes of Product Packaging
     
   
   Regulatory Milieu
   
   • Skincare Products under FDA Jurisdiction
     
   • Skincare Products Are Regulated as Cosmetics, But Can Be Regulated as Drugs as Well
     
   • Regulatory Distinctions between Drugs and Cosmetics
     
   • Labeling
     
   • Safety
     
   • Efficacy
     
   • In Practice, Skincare Occupies a Borderland
     
   • FDA Practice vs. FDA Preaching
     
   • Skincare Marketers Self-Regulation
     
3. Iii. The Market
   
   • Figure 3-1: U.S. Retail Sales of Skincare Products, 1996-2000
     
   
   The Market
   
   • Methodology of Sales Estimates
     
   • Retail Sales Grew Some 7% to Nearly $4.5 Billion in 2000
     
   • Table 3-1: U.S. Retail Sales of Skincare Products, 1996-2000 (dollars)
     
   • 7% Rise Caps Four Years of Dramatic Growth
     
   • Prestige Skincare Sales Over $2 Billion
     
   • Table 3-2: U.S Retail Sales of Skincare Products: Mass Market versus Prestige, 1996-2000 (dollars): mass market; prestige
     
   • Overall Skincare Numbers Disguise Volatility of Individual Categories
     
   • Table 3-3: U.S. Retail Sales of Mass-Market Skincare Products by Category, 1996-2000 (dollars): hand and body moisturizers, facial moisturizers, facial cleansers
     
   
   Market Composition by Product Type
   
   • Hand and Body Moisturizers Account for 43% of Sales
     
   • Thanks to Pore Strips, Facial Cleanser Sales Almost Equal Facial Moisturizer Sales
     
   • Table 3-4: Share of Mass-Market Skincare Retail Sales by Product Category, 1996-2000 (percent): hand and body moisturizers, facial moisturizers, facial cleansers
     
   • Facial Moisturizers Are More Important in Prestige than in Mass Market
     
   • Facial Moisturizers' Share of Total Skincare Market Is around 46%
     
   • Figure 3-2: Share of Total U.S. Skincare Retail Market by Product Category, 2000
     
   • Three Categories Accounted for Nearly Equal Shares of Mass-Market Skincare Growth Since 1996
     
   • Table 3-5: Share of Mass-Market Skincare Growth by Product Category and Segment, 1996-2000 and 1998-2000 (dollars and percent): hand and body moisturizers, facial moisturizers, facial cleansers
     
   
   Market Composition by Retail Outlet
   
   • Skincare Products Are Sold in a Variety of Retail Formats
     
   • Mass Outlets Have an Edge in Sales
     
   • Drugstores and Food Stores Losing Ground to Mass Merchandisers
     
   • Figure 3-3: Share of U.S. Mass-Market Skincare Sales by Retail Outlet, 2000
     
   
   Market Composition by Region and Season
   
   • There Are Few Regional Differences in Skincare Use
     
   • Table 3-6: Regional Use of Skincare Products by Category, 2000 (number and percent): hand and body moisturizers, facial moisturizers, facial cleansers
     
   • Sales Vary Slightly by Season, with Third Quarter Weakest
     
   • Table 3-7: Seasonality of Sales by Product Category, 1999 and 2000 Combined (percent): hand and body moisturizers, facial moisturizers, and facial cleansers
     
   
   Factors in Future Market Growth
   
   • Aging Boomers Drive the Market
     
   • Boomers Pamper Themselves
     
   • The Baby Boom Echo
     
   • Consumer Skincare Reflects a Rising Use of Professional Skin Treatments
     
   • Skincare Products Are an Alternative and an Accessory to Dermatology Visits and Spas
     
   • Boomers in Their Fifties Shift Focus to Antiaging
     
   • Boomers Have Money to Spend on Skincare
     
   • Exit the Baby Boomers?
     
   • AHAs Lead Consumers to Expect Innovation
     
   • AHAs Confirmed Safe with Sunscreens at Levels Used in Mass-Market Formulas
     
   • Further Potential of Pore Cleaning Products
     
   • The Competitiveness of the Skincare Market Keeps It Hot
     
   • A Boom Economy Provides Disposable Income for Skincare
     
   • The U.S. Economy May Be a Negative Factor after 2000
     
   • Effects of Prestige-to-Mass Shift
     
   
   Projected Growth of Market
   
   • Skincare Will Top $5.4 Billion by 2005
     
   • Table 3-8: Projected Growth in U.S. Retail Sales of Skincare Products, 2000-2005 (dollars)
     
4. The Marketers
   
   The Marketers
   
   • Over One Hundred Companies Market Skincare Products Nationally
     
   • Most Specialize by Sales Channel, But the Largest Have a Presence in Both Mass and Prestige Outlets
     
   • Some Specialize by Category, Some Don't
     
   • Four Companies Dominate Mass Market
     
   • Johnson & Johnson Moves into First Place
     
   • Unilever, Second Largest Skincare Marketer in Mass Outlets
     
   • Procter & Gamble Fields Two Major Skincare Brands
     
   • Kao Markets Skincare in U.S. through Its Andrew Jergens Subsidiary
     
   • Prestige Marketers Are Usually Cosmetics or Fragrance Companies
     
   • Two Marketers Dominate Prestige Skincare
     
   • Estée Lauder Leads
     
   • L'Oréal Follows
     
   • Second Tier Prestige Marketers
     
   • Other Important Prestige Players
     
   • Ethnic Skincare Specialists
     
   • Natural Foods Store Marketers
     
   • Direct Marketers
     
   • Specialty Store Brands
     
   • Table 4-1: U.S. Skincare Products: Selected Marketers, Brands, and Products, 2000 (listing): 40 marketers, 56 brands
     
   
   Shares of Skincare Marketers in Mass-Market Outlets
   
   • Four Leading Marketers Account for 57% of Sales
     
   • Johnson & Johnson Is the Leading Marketer, with 17.4% of Market Sales
     
   • Unilever's Share Down to 17%
     
   • P&G Knocks Kao Out of Third Place
     
   • Kao's Share Declines Sharply
     
   • Like P&G, Beiersdorf Climbs Back Thanks to Antiaging Products
     
   • Varying Fortunes for Seven Other Marketers
     
   • Private Label's Share Grew in 2000
     
   • Table 4-2: U.S. Skincare Market: Estimated Marketer Shares of Mass-Market Skincare Product Sales, 1996, 1998, and 2000 (percent): 13 marketers, private label
     
   • Figure 4-1: Estimated Marketer Shares of Mass-Market Skincare Product Sales, 2000
     
   
   Marketer and Brand Shares of Mass-Market Hand and Body Moisturizers
   
   • Top Four Marketers Account for 58% of Sales
     
   • Shifting Shares among Top Four
     
   • Three More Marketers Make the List
     
   • Table 4-3: U.S. Skincare Market: Estimated Marketer/Brand Shares of Mass-Market Hand and Body Moisturizers: 1996, 1998, and 2000 (percent): 15 marketers, 20 brands, private label
     
   
   Marketer and Brand Shares of Mass-Market Facial Moisturizers
   
   • Top Three Marketers Register Double-Digit Shares
     
   • Next Tier Occupied by Unilever and Beiersdorf
     
   • Remaining Marketers Have Shares in 1% to 3% Range
     
   • Table 4-4: U.S. Skincare Market: Estimated Marketer and Brand Shares of Mass-Market Facial Moisturizers, 2000 (percent): 13 marketers, 20 brands, private label
     
   • Table 4-5: U.S. Skincare Market: Estimated Brand Shares of Mass-Market Facial Moisturizers, 1996, 1998, and 2000 (percent): 17 brands, private label
     
   
   Marketer and Brand Shares of Mass-Market Facial Cleansers
   
   • Top Four Marketers Account for Around Two-Thirds of Sales
     
   • Johnson & Johnson Replaces Kao as Leading Marketer
     
   • P&G in Second Place Thanks to Kao's Decline
     
   • Unilever's Share Down 2.8 Points
     
   • Kao's Share Down by Half
     
   • Alberto-Culver Stands Where It Stood in 1996
     
   • Most of the Remaining Marketers Improve Their Standing
     
   • Table 4-6: U.S. Skincare Market: Estimated Marketer/Brand Shares of Mass-Market Facial Cleansers, 1996, 1998, and 2000 (percent): 12 marketers, 20 brands, private label
     
   
   Competitive Overview
   
   • Market Becomes More Concentrated in the Nineties Despite Proliferation of Marketers
     
   • Shifting Shares Reflect Timing of New Product Initiatives
     
   • P&G, Unilever and Kao's Loss; J&J, L'Oréal and Beiersdorf's Gain
     
   • Johnson & Johnson
     
   • L'Oréal
     
   • Beiersdorf AG
     
   • Procter & Gamble
     
   • Unilever Reconceives Vaseline Intensive Care and Sells Elizabeth Arden
     
   • Rise and Fall of Kao/Jergens
     
   • Avon Experiments
     
   
   Competitive Profile: Alberto-Culver Company
   
   • Sales of $2.2 Billion in 2000
     
   • Alberto-Culver Bought St. Ives Laboratories in 1996
     
   • Failure to Be in the Right Category at the Right Time
     
   • No Entry in Pore Strips
     
   • Reduced Support of Hand and Body Moisturizers
     
   • Facial Cleansers Do Well
     
   • Frequent New Product Initiatives
     
   
   Competitive Profile: Avon Products, Inc.
   
   • Sales of $5.7 Billion in 2000
     
   • Avon's Direct Sales Model
     
   • New Threats to Direct Sales, and Avon's Response
     
   • Skincare: A Major Part of the Avon Product Mix
     
   • Very Frequent Product Introductions
     
   
   Competitive Profile: Beiersdorf AG
   
   • Sales of $3.7 Billion in 1999
     
   • Seventh-Place Marketer of Mass-Market Skincare Products in the U.S.
     
   • Nivea Visage Q10 Scores a Touchdown for Beiersdorf
     
   
   Competitive Profile: The Clarins Group
   
   • An International Marketer of Toiletries and Haute Couture
     
   • A Skincare Line of More Than One Hundred Products
     
   • Recent Initiatives in Skincare
     
   
   Competitive Profile: The Estée Lauder Companies Inc.
   
   • Net Sales of Almost $4.4 Billion in Fiscal 2000
     
   • A Global Skincare and Cosmetics Marketer
     
   • A Prestige Marketer Moving into Mass Market
     
   • Rule Makers and Rule Breakers: Brands for Every Prestige Niche
     
   • A 50-Year History in Prestige Skincare
     
   • Unchallenged Leader of Prestige Skincare
     
   • Initiatives in Specialty Retailing
     
   • New Skincare Direction
     
   • Dipping Toe into Hand and Body Category
     
   • New Mass Skincare Line
     
   
   Competitive Profile: Elizabeth Arden, Inc. (Formerly FFI Fragrances, Inc.)
   
   • Sales of $361 Million in Fiscal 2000
     
   • 230 Brands, Now Including Elizabeth Arden
     
   • Elizabeth Arden under Unilever
     
   
   Competitive Profile: Johnson & Johnson
   
   • Sales of $27.5 Billion in 1999
     
   • Company History
     
   • Organization
     
   • The Leading Company in Mass-Market Skincare
     
   • Clean & Clear Grows Slowly While J&J Neglects Purpose
     
   • Neutrogena Bucks Cleanser Decline and Succeeds as Moisturizer Too
     
   • RoC Helps J&J Capitalize on Antiaging Segment
     
   
   Competitive Profile: Kao Corporation/Andrew Jergens Co.
   
   • Sales of $8 Billion in Fiscal 2000
     
   • The Second Place Facial Cleanser—Briefly the First Place Cleanser
     
   • Success Brings Competition, and Bad Drives Out Good
     
   • Other Kao Skincare Products Also Suffer
     
   • New Product Initiatives in 1999 and 2000
     
   • Kao's Skincare Business in Japan
     
   
   Competitive Profile: L'Oréal, S.A.
   
   • The World's Largest Beauty Products Company
     
   • U.S. Subsidiaries L'Oréal USA and Soft Sheen Products
     
   • Among the Top 10 in Skincare
     
   • L'Oréal Plénitude Scores Big in 1999 and 2000
     
   • Recent Product Initiatives for Lancôme
     
   • Other L'Oréal Prestige Skincare Brands
     
   
   Competitive Profile: Pfizer Inc.
   
   • Product of a Merger between Pfizer and Warner-Lambert Company
     
   • Many Familiar Consumer Brands, But Prescription Drugs are Pfizer's Main Earners
     
   • Skincare Products
     
   
   Competitive Profile: Procter & Gamble
   
   • Sales of $40 Billion in Fiscal 2000
     
   • Company History
     
   • Familiar P&G Brands
     
   • Moving from Soap to Health Care
     
   • P&G's Skincare Brands
     
   • Oil of Olay's 1995 BHA Setback
     
   • Oil of Olay's Second Try
     
   • ProVital Line Targets Women Over 50
     
   • Noxzema a Sinking Ship
     
   
   Competitive Profile: Revlon Inc.
   
   • Sales of $1.9 Billion in 1999
     
   • Revlon History
     
   • Revlon's Experience with Skincare
     
   • Almay BHA Launch Crushed by P&G's Launch of Similar Product
     
   • Recent Initiatives in Skincare
     
   
   Competitive Profile: Unilever
   
   • Sales of $43.6 Billion in 1999
     
   • U.S. Operating Companies and Familiar Brands
     
   • The World's Largest Joint Venture
     
   • Four Main Skincare Brands; Pond's, Vaseline, Suave, and Caress
     
   • Declining Shares in All Three Skincare Categories
     
   • Vaseline Intensive Care
     
   • Pond's: From Cold Cream Brand to General Skincare Brand
     
   • Smaller Brands: Suave and Caress
     
   
   Product and Marketing Trends
   
   • Pace of Product Introductions Rises throughout Decade
     
   • Herbs, Vitamins, Botanicals, and Exfoliants Are Ubiquitous
     
   • Figure 4-2: Rise of New Skincare Product Introductions, 1990-2000
     
   • Dermal Patches and Pore Strip Launches Become Scarce
     
   • Rise in Antiaging Introductions Reflects Rise in Sales
     
   • Table 4-7: Selected New Skincare Product Introductions: Antiaging, 1999-2000 (listing): 17 marketers, 18 brands
     
   • Eye Treatments Multiply
     
   • Table 4-8: Selected New Skincare Product Introductions: Eye Treatments, 1999-2000 (listing): 16 marketers, 19 brands
     
   • Firming and Lifting Products
     
   • Table 4-9: Selected New Skincare Product Introductions: Firm/Lift, 1999-2000 (listing): 7 marketer, 8 brands
     
   • Anti-Cellulite Products
     
   • Table 4-10: Selected New Skincare Product Introductions: Anti-Cellulite, 1999-2000 (listing): 10 marketers, 10 brands
     
   • With Natural Progesterone
     
   • Table 4-11: Selected New Skincare Product Introductions: With Progesterone, 1999-2000 (listing): 7 marketers, 7 brands
     
   • The Importance of Pores
     
   • Table 4-12: Selected New Skincare Product Introductions: Pore Cleansing, 1999-2000 (listing): 5 marketers, 5 brands
     
   • Masks Becoming Commonplace
     
   • Table 4-13: Selected New Skincare Product Introductions: Masks, 1999-2000 (listing): 23 marketers, 24 brands
     
   • Spray-On Body Lotions
     
   • Table 4-14: Selected New Skincare Product Introductions: Spray-On, 1999-2000 (listing): 11 marketers, 12 brands
     
   • A Spa at Home
     
   • Table 4-15: Selected New Skincare Product Introductions: Spa At Home, 1999-2000 (listing): 10 marketers, 10 brands
     
   • Skincare Treatments Specifically for Day or Night
     
   • Table 4-16: Selected New Skincare Product Introductions: Day/Night Treatments, 1999-2000 (listing): 11 marketers, 12 brands
     
   • New Products in a Fragrance Line
     
   • Table 4-17: Selected New Skincare Product Introductions: In a Fragrance Line, 1999-2000 (listing): 10 marketers, 10 brands
     
   • New Skincare Products for Men
     
   • Table 4-18: Selected New Skincare Product Introductions: For Men, 1999-2000 (listing): 6 marketers, 6 brands
     
   • Aromatherapy
     
   • Table 4-19: Selected New Skincare Product Introductions: Aromatherapy, 1999-2000 (listing): 11 marketers, 11 brands
     
   • Ingredient Trends
     
   • Ingredients Derived from the Sea
     
   • Table 4-20: Selected New Skincare Product Introductions: With Sea-Derived Ingredients, 1999-2000 (listing): 10 marketers, 10 brands
     
   • Soy Extract
     
   • Table 4-21: Selected New Skincare Product Introductions: With Soy, 1999-2000 (listing): 5 marketers, 5 brands
     
   • Coenzyme Q10
     
   • Table 4-22: Selected New Skincare Product Introductions: With Coenzyme Q10, 1999-2000 (listing): 4 marketers, 5 brands
     
   • Ester-C
     
   • Table 4-23: Selected New Skincare Product Introductions: Ester-C, 1999-2000 (listing): 5 marketers, 6 brands
     
   • Milk
     
   • Table 4-24: Selected New Skincare Product Introductions: With Milk, 1999-2000 (listing): 5 marketers, 5 brands
     
   
   Estimated Advertising Expenditures
   
   • Ad Spending Down in 1999 as the Biggest Spenders Tighten Their Belts
     
   • Procter & Gamble, Unilever, and Kao Sharply Curtail Ad Buys
     
   • L'Oréal and Estée Lauder Also Lower Ad Spending, Less Drastically
     
   • Johnson & Johnson and Beiersdorf Support Big Product Rollouts with Advertising Increases
     
   • Warner-Lambert, Bristol-Myers Squibb, and Scott's Liquid Gold Also Spend More in 1999
     
   
   Advertising Positioning
   
   • Upscale Brands Preserve Style of Prestige Cosmetics
     
   • Strictly Skincare Brands Such as Clinique and RoC Have a More Austere Style
     
   • Various Proofs of Effectiveness
     
   • Ingredients—Preferably Novel Ingredients—Are the Proof in Antiaging
     
   • Clinique, However, Tells No Ingredient Story, Model Story—or Any Story
     
   • Proof with Pictures and Famous Faces
     
   • Professional Endorsement
     
   • Nivea Uses Testimonials
     
   • Guarantees Are a Hallmark of the Fly-by-Night Brand
     
   • Ads for Other Skincare Segments Sell the Experience of Using the Product
     
   • Positioning on Nonirritating, Natural, No Animal Testing
     
   
   Consumer Promotion
   
   • Promotions Are Sophisticated and Coordinated
     
   • Sampling Is the Key Promotional Technique
     
   • Discount Coupons Used Also, Though Less Often
     
   • Point of Sale Literature Being Replaced by Web Sites
     
5. Distribution And Retail
   
   Distribution
   
   • A Wide Variety of Suppliers and Retailers Makes for Complex Distribution Paths
     
   • Diversion of Prestige Products
     
   
   At the Retail Level: Overview
   
   • Retail Picture Is More Complex Than Ever
     
   • Is Prestige Disappearing?
     
   • Marketers Hedge Their Bets
     
   
   At the Retail Level: Prestige
   
   • A Sales Sector Defined by Selection, Price, and Service
     
   • Selection
     
   • Service
     
   • Price
     
   • Department Stores in Changing Times
     
   • Skincare Product Selection in Department Stores
     
   • Specialty Stores: A Breakaway Counter, A Bridge to Mass-Market
     
   • Salons, Spas, and Dermatologists' Offices
     
   
   At the Retail Level: Mass Market
   
   • Mass Merchandisers, Drugstores, and Supermarkets
     
   • Mass Outlets Changing Formats, Getting into Each Other's Business
     
   • Mass Merchandisers Overtake Drugstores in Skincare
     
   • The Critical Importance of Selection
     
   • Mass Retailer's Share of Skincare Categories Differ
     
   • Drugstores Lead in Facial Moisturizers
     
   • Mass Merchandisers Are Strongest in Both Facial Cleanser and Hand and Body Lotion Sales.
     
   • Mass Merchandisers' Strengths
     
   • Figure 5-1: Share of U.S. Mass-Market Skincare Sales by Outlet Type by Product Category/Segment, 2000
     
   • Hand and Body Lotion Is Mass Merchandiser's Best Skincare Category
     
   • Drugstores in the Changing Retail Picture
     
   • Figure 5-2: Skincare Category Share in Mass Merchandisers
     
   • Drug Chain Consolidation
     
   • Display at Drugstores Is Inconsistent
     
   • Drugstore Advantages and Disadvantages
     
   • Hand and Body Moisturizers Make Largest Contribution to Skincare Sales in Drugstores
     
   • Supermarket Advantages and Disadvantages
     
   • Figure 5-3: Skincare Category Share in Drugstores
     
   • Figure 5-4: Skincare Category Share in Supermarkets
     
   
   At the Retail Level: Alternative Retail
   
   • Old and New Answers to Conventional Sales Channels
     
   • Natural Foods Stores
     
   • Direct Marketing Growth Is Slowing
     
   • Internet Skincare Is Fast-Growing but Even Harder to Quantify
     
6. The Consumer
   
   Users of Skincare Products
   
   • Explanatory Note on SMRB Data
     
   
   The Hand and Body Moisturizer Consumer
   
   • Almost 124 Million Adult Users—Mostly Women
     
   • Table 6-1: U.S. Skincare Market: Adult Use of Hand and Body Moisturizers by Sex, 2000 (number and percent)
     
   • Heavy Users Consume More Than Half of Product
     
   • Figure 6-1: Adult Use of Hand and Body Moisturizers by Frequency of Use, 2000
     
   • On Average, Women Are Heavier Users
     
   • Table 6-2: U.S. Skincare Market: Frequency of Use of Hand and Body Moisturizers by Sex, 2000 (percent)
     
   • Few Factors Favor Overall Product Use
     
   • Heavy Users Differ More
     
   • Table 6-3: Demographic Characteristics Favoring Adult Use of Hand and Body Moisturizers by Frequency: All vs. Heavy Users, 2000
     
   • Lotion Favorite Product Form
     
   • Table 6-4: U.S. Skincare Market: Adult Use of Hand and Body Moisturizers by Product Form: 2000 (number and percent): 4 forms
     
   • Regular Preferred Product Type
     
   • Table 6-5: U.S. Skincare Market: Adult Use of Hand and Body Moisturizers by Product Type 2000 (number and percent): 4 types
     
   • Vaseline Is the Most Often Used Brand
     
   • Table 6-6: U.S. Skincare Market: Adult Use of Hand and Body Moisturizers by Brand, 2000 (number and percent): 10 brands
     
   • Brand Profile: Baby Magic
     
   • Brand Profile: Calgon
     
   • Brand Profile: Curél
     
   • Table 6-7a: Demographic Characteristics Favoring Adult Use of Hand and Body Moisturizers by Brand: Baby Magic, Calgon, and Curél, 2000
     
   • Brand Profile: Jergens
     
   • Brand Profile: Johnson's
     
   • Brand Profile: Keri
     
   • Table 6-7b: Demographic Characteristics Favoring Adult Use of Hand and Body Moisturizers by Brand: Jergens, Johnson's, and Keri, 2000
     
   • Brand Profile: Lubriderm
     
   • Brand Profile: Neutrogena
     
   • Brand Profile: Vaseline Intensive Care
     
   • Table 6-7c: Demographic Characteristics Favoring Adult Use of Hand and Body Moisturizers by Brand: Lubriderm, Neutrogena, and Vaseline Care, 2000
     
   
   The Facial Moisturizer Consumer
   
   • 71% of Adult American Women Use Facial Moisturizers
     
   • Use by Men at Zero in Simmons' Survey
     
   • User Demographics Are Not Pronounced
     
   • Figure 6-2: Adult Use of Facial Moisturizers by Frequency of Use, 2000
     
   • Heavy Product Use Presents a More Pronounced Portrait
     
   • Heavy Use Is Highest among Those 45-54
     
   • Upscale Characteristics Favor Heavy Use of Facial Moisturizers
     
   • Table 6-8: Demographic Characteristics Favoring Adult Female Use of Facial Moisturizers by Frequency: All vs. Heavy, 2000
     
   • Lotions Are the Preferred Form
     
   • Not All Women Recognize the Value of Sunscreen
     
   • Table 6-9: U.S. Skincare Market: Adult Females Using Facial Moisturizers by Product Form: 2000 (number and percent): lotion, cream, spray, other, with sunscreen/sunblock, without sunscreen/sunblock
     
   • Oil of Olay Is the Most Popular Brand
     
   • Table 6-10: U.S. Skincare Market: Adult Female Use of Facial Moisturizers by Brand, 2000 (number and percent): brands
     
   • Brand Profile: Almay
     
   • Brand Profile: Avon
     
   • Brand Profile: Clinique
     
   • Brand Profile: Estée Lauder
     
   • Table 6-11a: Demographic Characteristics Favoring Adult Female Use of Facial Moisturizers by Brand: Almay, Avon, Clinique, and Estée Lauder, 2000 (listing): Any, Heavy, Medium, Light; 12 factors
     
   • Brand Profile: Keri
     
   • Brand Profile: Mary Kay
     
   • Brand Profile: Neutrogena
     
   • Table 6-11b: Demographic Characteristics Favoring Adult Female Use of Facial Moisturizers by Brand: Keri, Mary Kay, and Neutrogena, 2000
     
   • Brand Profile: Oil of Olay
     
   • Brand Profile: Pond's and Vaseline
     
   • Table 6-11c: Demographic Characteristics Favoring Adult Female Use of Facial Moisturizers by Brand: Oil of Olay, Pond's, and Vaseline, 2000
     
   
   The Facial Cleanser Consumer
   
   • Four-Fifths of Adult Women Use Facial Cleansers
     
   • Broad Use Leads to an All-American Profile
     
   • Heavy User Is Young and Upscale
     
   • Table 6-12: Demographic Factors Favoring Adult Female Use of Facial Cleansers: All Users and Heavy Users, 2000
     
   • Cleansing Creams Are Favored
     
   • Table 6-13: U.S. Skincare Market: Adult Females Using Facial Cleansers by Product Form, 2000 (number and percent): 7 forms
     
   • Heavy Users of Cleansing Creams Resemble the General Population
     
   • Users of Facial Cleansing Lotions, Gels, and Scrubs Tend to be Young and Upscale
     
   • Young and Upscale Are Also the Key Factors for Astringents
     
   • Table 6-14: Demographic Characteristics Favoring Adult Female Heavy Use of Cleansing Creams, Lotions, or Astringents, 2000
     
   • Oil of Olay Most Widely Preferred Facial Cleansers
     
   • Table 6-15: U.S. Skincare Market: Adult Females Using Facial Cleansers by Brand, 2001 (number and percent): 8 brands
     
   • Brand Profile: Estée Lauder
     
   • Brand Profile: Johnson & Johnson
     
   • Brand Profile: L'Oréal
     
   • Table 6-16a: Demographic Characteristics Favoring Adult Female Use of Facial Cleansers by Brand: Estée Lauder, Johnson & Johnson, L'Oréal, 2000
     
   • Brand Profile: Neutrogena
     
   • Brand Profile: Noxzema
     
   • Brand Profile: Oil of Olay
     
   • Table 6-16b: Demographic Characteristics Favoring Adult Female Use of Facial Cleansers by Brand: Neutrogena, Noxzema, and Oil of Olay, 2000
     
   • Brand Profile: Pond's
     
   • Brand Profile: Sea Breeze
     
   • Table 6-16c: Demographic Characteristics Favoring Adult Female Use of Facial Cleansers by Brand: Pond's and Sea Breeze, 2000
     
   
   Appendix I: Examples Of Consumer And Trade Advertising And Promotions
   
   Appendix II: Addresses Of Selected Marketers
   

Abstract

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