In the New [ab]Normal of economic sluggishness, cosmeceutical marketers have an opportunity to shine across multiple generations, including Boomers, Gen X-ers, and increasingly, Gen Y-ers. As is the case in many consumer packaged goods categories, cosmeceutical sales suffered during the recession, but the going could have been tougher were it not for cosmeceuticals' "little luxury" appeal and bang-for-the-buck ability to deliver curative and preventative benefits on top of cosmetic ones. This appeal is contributing to a market rebound amounting to 2% growth in 2010 and 4% growth in 2011. This upswing puts U.S. retail sales of cosmeceuticals at $9.7 billion in 2011, with ongoing annual sales gains expected to boost the market to $11.7 billion by 2016.
Younger generations have grown up immersed in marketing messages making them both appearance-oriented and aware of the importance of preventive healthcare. As a result, new marketing prospects are opening up at the younger end of the age spectrum, even as aging Boomers open their wallets ever wider to stave off the cosmetic toll of aging. Still, cosmeceutical marketers may take nothing for granted. Given ongoing budget constraints, shoppers expect the cosmeceuticals they buy to perform, and the faster the better. Thus any product with a quantifiable "instant gratification" benefit—which has always been a powerful appeal in the color cosmetics category—has an edge. In addition, with the upper end of the market rebounding the fastest, opportunity is greatest for premium mass-market and specialty or prestige channel products, expressing pent-up post recession demand.
This completely updated Packaged Facts report examines the market for cosmeceutical products within the context of broader HBC trends in new product development and marketing, segmenting cosmeceuticals into three categories: skincare, hair care, and color cosmetics. Fully exposing the driving forces behind this market, the report analyzes market size and drivers, new product introductions, and competitive strategies, as well as the social and lifestyle patterns shaping the fortunes of cosmeceutical products. Marketer and brand profiles specific to each of the three categories help to define the relationship between consumer attitudes and new product development and marketing strategy.
Key data sources include Experian Simmons Market Research Bureau national consumer surveys, covering category and brand usage levels and demographic patterns, and Information Resources, Inc. InfoScan Reviews, quantifying cosmeceuticals marketer and brand shares at the mass-market level across the three product categories. The report includes many product images, and as a special feature, late-breaking data from Packaged Facts' own consumer survey, which was conducted online in March 2012.
Chapter 1: Executive Summary Introduction Market Definition: Cosmeceuticals Report Methodology Market Trends U.S. Cosmeceuticals Market Nears $9.7 Billion Category Shares Remain Stable Figure 1-1: Share of U.S. Retail Sales of Cosmeceuticals by Category, 2007 vs. 2011 (percent) Prestige Channels vs. Mass-Market Outlets Figure 1-2: Share of U.S. Retail Sales of Cosmeceuticals by Channel, 2011 (percent) Prestige Sales Surge While Mass Sales Falter New Year, Same Economic Troubles Many Cosmeceuticals Still Affordable Return to Luxury Spending A Cosmeceutical World The Graying of America The Rise of Natural and Organic Cosmeceuticals vs. Cosmetic Surgery The Quest for the Next Big Ingredient Competitive Overview Cosmeceutical Skin Care Marketers Cosmeceutical Hair Care Marketers Cosmeceutical Cosmetics Marketers Marketing Trends Plant Power in Skin Care Brand Overhauls in Hair Care Antioxidants and Vitamins in Color Cosmeceuticals Consumer Trends Moisturizers Are Most-Used Skin Care Product More Consumers Choosing Anti-Aging Skin Care Over Antioxidants Shampoo Is Most Frequently Used Hair Care Product Shampoo, Conditioner Use Steady Among Men, Up Among Women Lip Color Is Most-Used Color Cosmetic Chapter 2: Market Trends Introduction Market Definition: Cosmeceuticals Report Methodology Market Size & Composition U.S. Cosmeceuticals Market Nears $9.7 Billion Table 2-1: U.S. Retail Sales of Cosmeceuticals, 2007-2011 (in billions of dollars) Category Shares Remain Stable Figure 2-1: Share of U.S. Retail Sales of Cosmeceuticals by Category, 2007 vs. 2011 (percent) Dollar Sales Outpace Volume Growth at Mass Table 2-2: SymphonyIRI-Tracked Retail Sales of Cosmeceuticals by Dollar and Volume Growth, 2010-2011 (in millions of dollars and pounds) Prestige Channels vs. Mass-Market Outlets Figure 2-2: Share of U.S. Retail Sales of Cosmeceuticals by Channel, 2011 (percent) Prestige Sales Surge While Mass Sales Falter Factors to Market Growth New Year, Same Economic Troubles Personal Care Prices Defy Inflation Table 2-3: Consumer Price Index for All Items vs. Personal Care Items: 2001-2011 Many Cosmeceuticals Still Affordable Return to Luxury Spending Figure 2-3: Attitudes of Wealthy U.S. Consumers, 2009 vs. 2010 (percent) The Spa Treatment…At Home A Cosmeceutical World Beauty Products Key to Attracting Shoppers Illustration 2-1: Target's Destination Beauty Aisles The Graying of America Table 2-4: U.S. Population by Age Bracket: 2000, 2010 and 2020 (in thousands) Beauty From the Outside In The Rise of Natural and Organic What Is Natural? Cosmeceuticals vs. Cosmetic Surgery The Rise of the Metrosexual The Quest for the Next Big Ingredient Regulation and Safety Cosmetics vs. Drugs Supervision by the FTC So Is This Stuff Really Safe? Industry Representation Natural and Organic Product Standards Standardizing Organic Personal Care Products Still No Standards for "Natural" Seven Controversial Ingredients 1,4-Dioxane Bisphenol-A (BPA) Hydrosols Parabens Phthalates Propylene Glycol SLFs (Sulfates) Environmental Concerns and Social Responsibility Going "Green" Sustainability Crucial to Consumer Good Will "Green" Packaging Cruelty-Free Products U.S. Cosmeceuticals Market to Approach $12 Billion in 2016 Table 2-5: Projected U.S. Retail Sales of Cosmeceuticals, 2011-2016 (in billions of dollars) Chapter 3: Skin Care Introduction Scope of Cosmeceutical Skin Care Category Category Size and Growth Skin Care Category at $4.7 Billion in 2011 Table 3-1: U.S. Retail Dollar Sales of Cosmeceutical Skin Care Products, 2007-2011 (in millions of dollars) Facial Moisturizers Exhibit Category-Defying Growth Table 3-2: U.S. Retail Dollar Sales of Cosmeceutical Skin Care Products by Segment: 2010-2011 (dollars and percent) Table 3-3: Share of U.S. Retail Dollar Sales of Cosmeceutical Skin Care Products by Segment, 2010-2011 (percent) Factors to Future Growth Cosmeceutical Skin Care Products Appeal to All Ages Gen-X and Gen-Y: Maintaining a Youthful Appearance Means Starting Now Menopause Gives Rise to Skin Changes Teens and Tweens: Growing Up Too Fast? Ethnic Consumers Driving Specialty Products Ethnics Spend More on Non-Ethnic Skin Care Products Increase in Ethnic Demand to Grow for Next 30 Years Prestige vs. Mass: Channel Blurring Continues The Marketers HBC Specialists Dominate Cosmeceutical Skin Care at Mass Table 3-4: SymphonyIRI-Tracked Sales of Selected Cosmeceutical Skin Care Products by Marketer and Brand, 2011 (in millions of dollars) Prestige and Pop-Prestige Marketers Table 3-5: Selected Prestige Channel Marketers and Brands of Cosmeceutical Skin Care Products, 2011 Brand Profiles Brand Profile: Olay Number One Beauty Brand Illustration 3-1: Olay Professional Pro-X Clear Olay Going Global Merging Product Lines Illustration 3-2: Definity Merges with Total Effects Brand Profile: Clinique "Allergy Tested, 100% Fragrance-Free" Illustration 3-3: Clinique 3-Step Process Illustration 3-4: Clinique Skin Supplies for Men High-Tech Skin Care Brand Profile: Avon Direct Selling Specialist The Products Illustration 3-5: Avon ANEW Genics Avon's Ongoing Troubles New Product Trends Skin Care New Product Introductions Peak, Level Off Detox in a Bottle Illustration 3-6: One Lump or Two Body Scrub Beauty Rest Illustration 3-7: Neutrogena Facial Lifting Wrinkle Treatment Illustration 3-8: Aveeno Ageless Vitality The Eyes Have It Illustration 3-9: Estee Lauder Idealist Cooling Eye Illuminator Plant Power Illustration 3-10: Juice Beauty Stem Cellular Repair Moisturizer Illustration 3-11: Estee Lauder Re-Nutriv Replenishing Comfort Creme Combatting Dark Spots Illustration 3-12: Lancome Bright Expert Body Care Illustration 3-13: Essie Ejuvenate Exotic Ingredients Illustration 3-14: Josie Maran Argan Day + Night Eye Cream Like Cosmetic Surgery, Only Better Illustration 3-15: Lancome Visionnaire Advanced Skin Corrector Illustration 3-16: Avon ANEW Clinical Luminosity Pro Brightening Serum Vitamin Fortified Illustration 3-17: Walgreens Oil-Free Acne Wash Pink Grapefruit Foaming Scrub Fighting Blemishes Illustration 3-18: Boscia B.B. Cream Functional Food Ingredients Resveratrol Illustration 3-19: 100% Pure Red Wine Resveratrol Antioxidant Serum Oats Illustration 3-20: BeneFit Moisture Prep Toning Lotion Super Fruits Illustration 3-21: Nature's Gate Acai Lotion Men's Products on the Rise Illustration 3-22: Dior Homme Dermo System Stem Cells Mapping the Genome Illustration 3-23: Lancome Genifique Youth Activating Concentrate Natural and Organic Products Consumer Trends Methodology Moisturizers Most-Used Skin Care Product Table 3-6: Skin Care Product Use by Gender, Type, Brand and Frequency: 2011 (percent) More Consumers Choosing Anti-Aging Skin Care Over Antioxidants Table 3-7: Percentage of U.S. Consumers Using Anti- Aging/Antioxidant Skin Care: 2012 (percent) Moisturizer Use Remains Steady, Cleanser Use Declines Table 3-8: Percentage of U.S. Consumers Using Moisturizers by Type: 2008-2011 Table 3-9: Percentage of U.S. Consumers Using Facial Cleansers and Most Frequent Reasons for Use: 2008-2011 Effects of Employment Status and Changes Table 3-10: Index of Skin Care Product Use and Employment Changes in Past 12 Months: 2011 (U.S. Women) Table 3-11: Index of Skin Care Product Use and Employment Status: 2011 (U.S. Women) Demographic Trends Who's Using Moisturizers Who's Using Lip Care Products Who's Using Facial Cleansers Who's Using Anti-Aging Skin Care Products Table 3-12: Demographic Indexes for Moisturizers/Creams/Lotions Used Most Often: By Brand, 2011 (U.S. consumers) Table 3-13: Demographic Indexes for Lip Care Products Used Most Often: By Brand, 2011 (U.S. consumers) Table 3-14: Demographic Indexes for Facial Cleansers Used Most Often: By Brand, 2011 (U.S. consumers) Table 3-15: Demographic Indexes for Regular vs. Anti-Aging Skin Care Products: By Type, 2011 (U.S. consumers) Chapter 4: Hair Care Introduction Cosmeceutical Hair Care Category Definition Cosmeceutical Functions Two Major Product Categories Shampoos Conditioners and Hair Treatments Unique Hair Care Needs of U.S. Ethnic Population Sectors African Americans Hispanics Asians Category Size and Growth Cosmeceutical Hair Care Surpasses $3 Billion in 2011 Table 4-1: U.S. Retail Dollar Sales of Cosmeceutical Hair Care Products, 2007-2011 (in millions of dollars) Shampoos Account for Majority of Market Table 4-2: U.S. Retail Sales of Cosmeceutical Hair Care Products, 2010 vs. 2011 (in millions of dollars) Factors to Future Growth Hair Care Category Tried by Recession Brand Loyalty Ubiquity The Commodity Herd The Pursuit of Health Hair The Problem with Sulfates A Little Thin On Top Growing Number of Ethnic Hair Care Consumers The Marketers 1,000 Competitors in Cosmeceutical Hair Care Twelve Major Marketers at Mass Table 4-3: SymphonyIRI-Tracked Sales of Cosmeceuticals Hair Care Products by Marketer and Brand, 2011 (in millions of dollars) Specialists the Norm in Prestige Hair Care Market Prestige Marketers and Brands Table 4-4: Selected Prestige Channel Marketers and Brands of Cosmeceutical Hair Care Products: 2012 Marketer and Brand Profiles Marketer Profile: Unilever + Alberto Culver Illustration 4-1: Nexxus ProMend Overnight Treatment Creme Brand Profile: Ojon Mainstreaming Relaunch Illustration 4-2: Ojon Damage Reverse Ritual Brand Profile: Sexy Hair Concepts Illustration 4-3: Healthy Sexy Hair Reinvent Marketer in Trouble New Product Trends Brand Overhauls Illustration 4-4: Herbal Essences Reformulated Products Illustration 4-5: Figure Redken Extreme Product Line Keratin Illustration 4-6: Joico RevitaLuxe Bio-Advanced Restorative Treatment Antioxidants Illustration 4-7: Garnier Fructis Acerola Berry Antioxidant Shampoo Omega 3 and 6 Illustration 4-8: L'Oreal EverCreme Line Super Fruits Illustration 4-9: Burt's Bees Very Volumizing Pomegranate & Soy Shampoo Botanical Oils Argan Oil Illustration 4-10: Organix Moroccan Argan Oil Line Other Oils Illustration 4-11: Matrix Biolage rejuvatherapie ConditionerAt- Home Straightening Systems Illustration 4-12: John Frieda Frizz-Ease 3-Day Straight Illustration 4-13: Suave Professionals Keratin Infusion Line Dandruff Formulas Illustration 4-14: Aveda Invati Product Line For Thinning Hair Illustration 4-15 Redken IntraForce Consumer Trends Shampoo Is Most Frequently Used Hair Care Product Shampoo, Conditioner Use Steady Among Men Conditioner Use Grows Slightly Among Women Table 4-5: Skin Care Product Use by Gender, Type, Brand and Frequency: 2011 (percent) Table 4-6: Percentage of U.S. Men Using Hair Care Products by Type: 2008-2011 (percent) Table 4-7: Percentage of U.S. Women Using Hair Care Products by Type: 2008-2011 (percent) Demographic Trends Who's Using Shampoo? Who's Using Conditioner? Table 4-8: Demographic Indexes for Shampoo Used Most Often: By Brand, 2011 (U.S. consumers) Table 4-9: Demographic Indexes for Conditioner Used Most Often: By Brand, 2011 (U.S. consumers) Chapter 5: Color Cosmeceuticals Introduction Defining the Color Cosmeceuticals Category Four Color Cosmeceutical Segments: Face, Eye, Lip and Nail Face Makeup Lip Color Eye Makeup Nail Polish Category Size and Growth Color Cosmeceuticals Category Surpasses $2 Billion in 2011 Table 5-1: U.S. Retail Dollar Sales of Color Cosmeceutical Products, 2007-2011 (in millions of dollars) Table 5-2: U.S. Retail Dollar Sales of Color Cosmeceutical Products by Segment: 2010-2011 (in millions of dollars) Table 5-3: Share of U.S. Retail Dollar Sales of Color Cosmeceutical Products by Segment, 2010-2011 (percent) Factors to Market Growth Color Cosmeceuticals' Recession Resistance Appealing to All Ages, But Only One Gender Boomer Women as Trailblazers Gen-X Women Guide Their Households Through Hard Times Gen-Y Women Resist Pandering Teens, Tweens Using Cosmeceutical Makeup? The Question of Efficacy Does The Stuff Really Work? The Color of the Season The Natural Choice The Marketers Seven Marketers Account for Over 80% of Mass-Market Sales Major Players in Prestige Color Cosmeceuticals Table 5-4: SymphonyIRI-Tracked Sales of Color Cosmeceuticals by Marketer and Brand, 2011 (percent) Table 5-5: Selected Color Cosmeceuticals Marketers in Prestige Channels, 2011 Marketer and Brand Profiles L'Oreal Paris Illustration 5-1: Jennifer Lopez Infallible Lip Color Ad Marketer Profile: Bare Escentuals Acquisition by Shiseido Illustration 5-2: bareMinerals Touch Up Veil Brand Profile: Tarte Illustration 5-3: Tarte Amazonian Clay 12-Hour Blush New Product Trends New Product Introductions Peak Antioxidants and Vitamins Illustration 5-4: Korres Quercetin & Oak Anti-Aging/Anti- Wrinkle Concealer Illustration 5-5: Clinique Lid Smoothie Antioxidant 8-Hour Colour Proprietary Formulas Illustration 5-6: Lancome L'Absolu Nu Lipstick Illustration 5-7: DiorSkin Forever Flawless Perfection Wear Makeup Exotic Ingredients Illustration 5-8: Josie Maran Argan Eye Love You Illustration 5-9: Babor Deluxe Foundation Mineral Makeup Illustration 5-10: bareMinerals READY Eye Color Collection Is It Powder? Is It Sunscreen? Is It Skin Care? Illustration 5-11: Peter Thomas Roth Anti-Aging Instant Mineral SPF 45 Collagen Illustration 5-12: Beauty for Real See the Light! Illuminating Lip Gloss Illustration 5-13: Rimmel London Moisture Renew Lipgloss Peptides Illustration 5-14: Wet n Wild MegaLash Clinical Serum Functional Food Ingredients Illustration 5-15: Dior Serum de Rouge Luminous Lip Color Treatment Olive Oil Illustration 5-16: Badger Lip Tint and Shimmer Plump Those Lashes Illustration 5-17: Rimmel London Lash Accelerator Mascara Makeup for Men? Illustration 5-18: EvolutionMan Nail Varnish Consumer Trends Methodology Lip Color Is Most-Used Cosmetic Table 5-6: Percentage of U.S. Women Using Color Cosmetics by Type, Brand and Frequency: 2011 Lipstick Use on the Decline Table 5-7: Percentage of U.S. Women Using Lipstick/Lip Gloss by Type: 2008-2011 Use of Mascara, Foundation Remains Steady, Eye Shadow Use Climbs Table 5-8: Percentage of U.S. Women Using Mascara by Type: 2008-2011 Table 5-9: Percentage of U.S. Women Using Foundation/Concealer by Type: 2008-2011 Table 5-10: Percentage of U.S. Women Using Eye Shadow by Type: 2008-2011 Employment Changes and Cosmetics Use Table 5-11: Use of Color Cosmetics and Employment Changes in Past 12 Months: U.S. Women, 2011 (index) Demographic Trends Lipstick/Lip Gloss Use Mascara Use Foundation/Concealer Use Table 5-12: Demographic Indexes for Lipstick/Lip Gloss Used Most Often: By Brand, 2011 (U.S. women consumers) Table 5-13: Demographic Indexes for Mascara Used Most Often: By Brand, 2011 (U.S. women consumers) Table 5-14: Demographic Indexes for Foundation/Concealer Used Most Often: By Brand, 2011 (U.S. women consumers) Chapter 6: Looking Ahead Cosmeceutical Products Offer More Wider Selection Means More Opportunities "Green" Concerns Continue to Take Priority Natural and Organic Products Provide Counterpoint Growth of Cosmeceuticals at Mass Not All Mass Channels Are Equal Table 6-1: Selected Cosmeceutical Product Cost Comparison: Target vs. CVS, 2011 (in dollars) Problems with Diversion Growth in Online Shopping E-Marketing Cosmeceuticals Dove Campaign Demonstrates Multi-Outlet Marketing Individualized Marketing QR Codes Allow High-Tech Purchasing Social Networking: Facebook, Twitter, Then… User-Driven Content: Pinterest International Perspective Growth in Developing Markets Different Standards Lead to Confusion International Expansion Free Trade Legislation Encourages Global Cosmetics Market