"Introduction

Skincare consumers deem value-for-money to be the main consideration when purchasing category products, but many factors impact choice. Brand is generally not as important to oral hygiene consumers as either moisturizing benefits or overall product efficacy. Yet consumers are clearly quality conscious.

Scope

*Detailed insights and analysis documenting consumers' attitudes towards skincare and the drivers and inhibitors of consumption habits

*Data highlighting the importance consumers place on different skincare product features and the frequency of using these products

*Strategic conclusions combined with actionable recommendations for all industry players looking to fully capitalize on this category

*Covers: France, Germany, Italy, Neths, Spain, Sweden, UK, US, Australia, Japan, S. Korea, China, India, Brazil, Russia, UAE and Saudi Arabia

Highlights

Skincare forms the largest part of the overall personal care market in volume terms. In 2009, around 15% of all spend on personal care came in the skincare category. This figure rises further in Asia Pacific, where one in five US dollars spent is on a skincare product

Consumers clearly believe that taking care of their skin is one of the most important parts of their overall health and beauty regimes. Research shows that more consumers rated taking care of their skin as 'important' than they did for looking their best in day-to-day life, highlighting how pivotal skincare is to the majority

It is apparent that majorities of consumers globally are concerned by differing skincare issues covered in research. In particular, minimizing body odor and sweat was an issue of concern; more than half of respondents claimed to be both concerned about this issue AND actively using skincare products to address the issue

Reasons to Purchase

*Consumer understanding: obtain a detailed understanding of consumer attitudes and behaviors towards skincare products by accessing unique data

*Market understanding: identify the key markets and product innovation trends in 17 countries across five geographic territories

*Ideation: find inspiration for innovative skincare formulations and product positioning which cater to the overwhelming consumer emphasis on value

"Overview 1
Catalyst 1
Summary 1
2
Table of figures 3
Table of tables 4
THE FUTURE DECODED 5
INTRODUCTION: Skincare is a major component of the overall personal care market 5
This report is one in a series of five category focused reports outlining personal care trends 6
Skincare is the biggest individual component of overall personal care spend in many regions 6
Today's skincare market is subject to a number of drivers and inhibitors 8
TREND: 'Visual Culture' and an associated pre-occupation with appearance is the defining trend in the personal care space across product categories 10
Image is important to consumers even if they do not significantly feel societal pressure to look good - at least consciously 11
There is scope for consumers to feel happier about their appearance, given the pressure to conform to demanding beauty ideals associated with contemporary society 18
Key takeouts and implications: Visual Culture is the core macro-trend influencing personal care habits. Consumers generally feel it is important to look their best, which is fueling skincare product usage 22
TREND: Countries with long traditions of 'skincare management' have the largest, most established skincare markets 23
France has a reputation as a skincare knowledge center and consumers here have regular skincare routines 24
The US is the second largest skincare market in the world, with growth in hand care forecast to be strong 26
The Japanese purchase high amounts of skincare products as caring for skin forms a key element of their beauty routines 27
Skin whitening creams form an important basis of Middle Eastern women's skincare regimes 30
Most consumers are spending longer on their skincare regimes which is reflected by user occasion growth 32
Key takeouts and implications: emerging markets offer significant growth potential as more affluent consumers purchase skincare products 35
INSIGHT: Value-for-money is the main skincare product attribute desired by consumers 36
While private labels still struggle behind branded skincare products, the recession and a propensity to seek value-for-money are fuelling demand 43
Key takeouts and implications: consumers are constantly seeking out value-for-money, even in skincare, so the threat from private label products cannot be ignored, despite current low penetration rates 50
INSIGHT: Consumers are becoming more demanding of skincare products that address particular skin problems which is leading to more innovative forms of skincare solutions 51
Body odor and skin dryness are two of the main skin related problems consumers are concerned about 53
Body shape and tone issues are mainly of concern to women, but have a lack of consumer trust 54
Numerous creams have emerged on the market that claim to reduce cellulite and tone skin 55
While body tone concerns some consumers, skepticism is a problem for manufacturers of tonal and cellulite creams 56
Adult acne and rosacea are problems for a minority of consumers but form a significant niche market 64
Teen skin brands address teen insecurities and the desire to look good in front of their peers 65
Eczema and sensitive skin conditions are being more frequently reported 67
Key takeouts and implications: consumers will purchase more customized skincare but only if its efficacy is proven 72
INSIGHT: Consumers in different lifestages desire products relevant to their own needs 72
Pregnant women have unique demands for stretch mark creams 73
Baby skincare generally centers on natural formulations that are suitable for sensitive skin 74
Key takeouts and implications: consumers want products that are suited to their particular skin needs and which are well regarded by their peers 75
INSIGHT: Skincare remains underdeveloped in the male marketplace 75
Minimizing body odor and sweat is the biggest skincare concern among men 77
The scale and rate of growth in the female skincare market is continuing to outstrip that in the male market 78
Key takeouts and implications: a wide variety of skincare issues are of concern to many men, but encouragement is still needed to increase product usage 79
INSIGHT: Ethnic populations have their own unique customization demands 80
Multi-ethnic societies are growing, yet skincare is failing to address ethnic requirements 80
Whitening products are an important skincare requirement for many consumers with darker skins 82
Key take-outs and implications: growing multi ethnic societies create a high demand for products suitable for their skin types 85
INSIGHT: Efficacy is a top-of-mind consideration for a majority of consumers when purchasing skincare products, more so than brand consciousness 85
Consumer loyalty to skincare brands can easily switch if other brands are perceived as being more effective 85
Consumers' heavy focus on efficacy translates into quality consciousness, but not always brand consciousness 88
Key takeouts and implications: proven product efficacy can boost the sales of both high and low end brands 111
INSIGHT: Consumers are becoming more aware of the importance of protecting their skin from the effects of the sun, from both an aesthetic and health perspective 112
International bodies have warned against excessive sun exposure due to the risk of getting skin cancer 112
The suncare market is generally largest in hot countries, but growth is occurring in cooler regions 113
Consumers often do not heed advice to limit their exposure to the sun 115
Suncare treatments form a key niche area of anti-aging products 118
Sunbed usage is popular among some consumers but has been criticized by health bodies 118
Sunless tanning offers growth potential as consumers heed warnings to avoid the sun and sun beds 119
Key takeouts and implications: suncare products offer consumers the chance to enjoy the sun in a safe way 119
INSIGHT: Anti-aging skincare is core to the growing cosmeceuticals market 119
Anti-aging treatments are designed to address one or more of the seven signs of aging 120
The anti-aging skincare market is driven by aging populations and a desire by the Baby Boomer generation to stay younger for longer 121
There are five key ingredients in anti-aging skincare 124
Anti-aging treatments are focusing on new directions 125
Face lift alternatives 125
Gene based skincare 126
Oxygenating skincare 126
Non-face targeted anti-aging creams 128
Marketers are targeting both young and old women with anti-aging preventers and treatments 130
Key takeouts and implications: anti-aging skincare will remain the strongest driver of market growth which marketers are willing to invest in 130
INSIGHT: Natural and ethical skincare is of growing appeal to consumers 131
Consumer interest in natural/organic and ethical/environmental skincare is relatively high 134
While middle-aged women form a key target market, opportunities have emerged to target more niche demographics 140
Natural and organic skincare is developing into a range of off-shoots 140
Ethical and environment friendly claims gaining appeal include Fairtrade and low carbon footprint 143
Consumers demand efficacy and product transparency to prove that natural and green skincare is as claimed 144
Key takeouts and implications: targeting a larger sector of society with natural and ethical products is achievable, but efficacy concerns need to be well addressed 147
INSIGHT: The internet has been a powerful medium for skincare promotion, working well alongside traditional marketing platforms 149
The importance placed on friends/family endorsement varies globally but is favored everywhere over other recommendations 149
Celebrity collaborations remain a popular means of promotion for skincare brands 152
The internet is a growing channel for skincare marketing and