U.S. Skin Care Market
Oct 1, 1997
240 Pages - Pub ID: LA478
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  1. 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
  2. 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
  3. 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
  4. 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
  5. 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
  6. 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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