Anti-Aging Skincare Treatments - US - February 2007

SUMMARY

Abstract

This report features in-depth discussions of the anti-aging skincare market, including:

• How informed consumer demand from a range of growing demographics stimulates product innovation and increasingly sophisticated marketing. In particular, the report examines how important age, gender, race, and even marital status are to sales of anti-aging treatments.
• The concept that department stores, while still leading the market in retail sales, have begun to give way to FDM channels in providing quality anti-aging products. Products sold in FDM channels have significantly lower price points, meaning that the market is reaching more consumers. Now consumers can more conveniently access products that were formerly available in only a handful of upscale department stores.
• The importance of a multi-faceted marketing approach that appeals to the widest range of possible customers. This approach includes positioning products as glamorous through the use of celebrity spokeswomen, and using science as the deciding factor in anti-aging treatment choices.

Moreover, this report identifies a number of factors that will impact the future of the market, including expanding demographic populations, proliferating professional services, the continued migration of prestige products to mass channels, and the integration of anti-aging properties with cosmetic and make-up products.

Valued at $1.1 billion in 2006, the U.S. anti-aging skincare treatment market posted inconsistent gains between 2001 and 2006, although all indicators point to a healthy market. This healthy state is due largely to an aging population with an unquenchable thirst for technologically driven products, and marketing to match, that promise to ward off the visible signs of aging and result in younger-looking and younger-feeling skin. Comprised of facial and body treatments, purchases revolve around expected factors such as age and gender, but also come from a dynamic ethnic market with specialized skincare concerns and growing spending power. Furthermore, the increasing ubiquity of formerly “prestige” products at FDM channels allows for an expanding consumer base and wider product exposure, resulting in an infusion of dollars from an array of retailers and consumer types.

This report concentrates on anti-aging products in particular, rather than medicated skincare products or general facial moisturizers, which are covered in separate reports. For the purposes of this report, the following products have been included:

• Facial anti-aging, including moisturizers, creams, lotions or serums for the face and eye area that are marketed as anti-aging, with ingredients beyond standard moisturizers
• Anti-wrinkle creams or wrinkle minimizers for the face or eye area
• Microdermabrasion kits, including all products claiming to exfoliate, eliminate dead skin cells, or gently scrub the face, leaving a more polished, refined tone to the skin
• Body anti-aging moisturizers that include a toning or firming agent

TABLE OF CONTENTS

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and Terms
• Abbreviations
• Terms
• Executive Summary
• Snapshot of the market
• Principal factors driving the anti-aging skincare treatment market
• Where consumers are purchasing anti-aging skincare treatments
• What makes consumers choose the treatments they do
• The market by race/ethnicity:
• What is in store for the market
• Future sales--strong and getting stronger
• Market Drivers
• Aging female Baby Boomers continue to dominate sales...
  • Figure 1: Female population by age, 2002-12
  • Figure 2: Women's use of anti-aging products to prevent or reverse signs of aging, by age, December 2006
• ...but younger female consumers follow closely
• Male interest in anti-aging products adds another dynamic to the market
  • Figure 3: Male population by age, 2002-12
  • Figure 4: Top concerns regarding aging, by gender, December 2006
• Availability of professional quality products without the price tag
• Drug stores position themselves to compete with prestige skincare outlets
• Ethnic consumers aid growth
  • Figure 5: Population by race and Hispanic origin, 2002-12
  • Figure 6: Top concerns towards the visible signs of aging, by race/ethnicity, December 2006
• Overall health and wellness approach to combat aging
• Market Size and Trends
• Market size
  • Figure 7: Total U.S. retail sales of skincare products*, at current and constant prices, 2001-06
  • Market trends
• New product launches (GNPD)
  • Figure 8: New skincare products introduced, 2002-06 (Includes all products, not just anti-aging SKUs)
• Examples of new product developments
• Aging prevention treatments
• Natural products
• Holistic health and wellness approach
• Market Segmentation
• Anti-aging skincare segments
  • Figure 9: Sales of anti-aging skincare, segmented by type, 2004 and 2006
• Facial anti-aging products
  • Figure 10: Sales of facial anti-aging products, at current and constant prices, 2001-06
• Body anti-aging products
  • Figure 11: Sales of body anti-aging products, at current and constant prices, 2001-06
• Supply Structure
• Companies and brands
  • Figure 12: Manufacturer FDM sales of facial skincare products in the U.S., 2004 and 2006
• Facial anti-aging skincare
  • Figure 13: Manufacturer brand FDM sales of anti-aging facial skincare in the U.S., 2004 and 2006
• Olay
• L'Oréal
• Johnson & Johnson
• Beiersdorf
• Private label
• All other brands
• Body anti-aging skincare
  • Figure 14: Manufacturer brand FDM sales of anti-aging body skincare in the U.S., 2004 and 2006
• Johnson & Johnson
• Procter & Gamble
• Private label
• All other brands
• Company profiles
• Procter & Gamble
• L'Oréal
• Johnson & Johnson
• Beiersdorf, Inc.
• Other companies
• Advertising and Promotion
• Procter & Gamble
• Olay Definity
  • Figure 15: Television spot: Olay Definity--change tradition
• Olay Total Effects
  • Figure 16: Television spot: Olay Total Effects--expert care
• Olay Regenerist
  • Figure 17: Television spot: Olay Regenerist--change tradition
  • Figure 18: Television spot: Olay Regenerist--alternative to professional procedure
• L'Oréal
• Advanced Revitalift Complete
  • Figure 19: Television spot: L'Oréal Advanced Revitalift Complete--multi-faceted offensive
• Age Perfect
  • Figure 20: Television spot: L'Oréal Age Perfect--appeal with science
• Age Perfect Pro-Calcium Moisturizer
  • Figure 21: Television spot: L'Oréal Age Perfect Pro-Calcium Moisturizer--authentic approach
• Wrinkle Decrease Collagen Filler
  • Figure 22: Television spot: L'Oréal Wrinkle Decrease Collagen Filler--beauty and science
• Johnson & Johnson
• Aveeno Positively Radiant Triple Boosting Serum
  • Figure 23: Television spot: Aveeno Positively Radiant Triple Boosting Serum--the natural look
• Neutrogena Anti-Wrinkle Intensive Serum
  • Figure 24: Television spot: Neutrogena Anti-Wrinkle Intensive Serum--scientific approach
• Neutrogena Visibly Firm
  • Figure 25: Television spot: Neutrogena Visibly Firm--science and nature
• Roc Anti-Aging Skincare
  • Figure 26: Television spot: Roc Anti-Aging Skincare--viewer challenge
• Beiersdorf
• Nivea Age-Defying Moisturizer
  • Figure 27: Television spot: Nivea Age-Defying Moisturizer--appeal to sexuality and age
• Nivea For Men Active Firming Lotion
  • Figure 28: Television spot: Nivea For Men Active Firming Lotion--appeal to fitness and masculinity
• Other companies
• Retail Distribution
• Introduction
  • Figure 29: U.S. retail sales of anti-aging skincare products, by channel, 2004 and 2006
• Drug stores
  • Figure 30: U.S. drug store sales of anti-aging skincare treatments, at current and constant prices, 2001-06
• Department stores
  • Figure 31: U.S. department store sales of anti-aging skincare treatments, at current and constant prices, 2001-06
• Warehouse/club stores
  • Figure 32: U.S. warehouse/club store sales of anti-aging skincare treatments, at current and constant prices, 2001-06
• Groceries/supermarkets
  • Figure 33: U.S. grocery/supermarket sales of anti-aging skincare treatments, at current and constant prices, 2001-06
• Health/personal care stores
  • Figure 34: U.S. health/personal care store sales of anti-aging skincare treatments, at current and constant prices, 2001-06
• Other channels
  • Figure 35: U.S. other store sales of anti-aging skincare treatments, at current and constant prices, 2001-06
• The Consumer
• Introduction
• Anti-aging skincare treatments: consumer attitudes and usage overview
• Top concerns towards the visible signs of aging
  • Figure 36: Top concerns towards the visible signs of aging, by gender, December 2006
  • Figure 37: Top concerns towards the visible signs of aging, by age, December 2006
  • Figure 38: Top concerns towards the visible signs of aging, by race/ethnicity, December 2006
  • Figure 39: Top concerns towards the visible signs of aging, by number of children in the household, December 2006
• Body areas most considered with regard to aging
  • Figure 40: Specific body areas most cited by respondents regarding aging, by gender, December 2006
  • Figure 41: Specific body areas most cited by respondents regarding aging, by age, December 2006
  • Figure 42: Specific body areas most cited by respondents regarding aging, by race/ethnicity, December 2006
• Facial skincare usage
  • Figure 43: Use of anti-aging facial skincare products, by gender, December 2006
  • Figure 44: Use of anti-aging facial skincare products, by age, December 2006
  • Figure 45: Use of anti-aging facial skincare products, by race/ethnicity, December 2006
• Body skincare usage
  • Figure 46: Use of anti-aging body skincare products, by gender, December 2006
  • Figure 47: Use of anti-aging body skincare products, by age, December 2006
  • Figure 48: Use of anti-aging body skincare products, by race/ethnicity, December 2006
• Steps taken to combat aging--women
  • Figure 49: Women's use of anti-aging facial skincare products, by age, December 2006
  • Figure 50: Women's use of anti-aging facial skincare products, by race/ethnicity, December 2006
• Usage frequency of anti-aging treatments among women
  • Figure 51: Usage frequency of anti-aging skincare treatments by women, December 2006
• Preferred retail locations for anti-aging skincare treatment purchases among women
  • Figure 52: Preferred retail locations for purchases of anti-aging skincare products among women,
• Skincare treatment expenditures by women
  • Figure 53: Skincare expenditures by women, December 2006
• Anti-aging product usage among males
  • Figure 54: Male participation in the anti-aging skincare market, by age, December 2006
• Primary factors aiding purchase decisions
  • Figure 55: Primary factors aiding purchase decisions, by gender, December 2006
• Future and Forecast
• Future trends
• Ethnic consumers play increasing role
• Male interest climbs
• Mass to class becomes ubiquitous
• Skincare salons present challenges, and avenue for innovation
• Integration of anti-aging elements into traditional cosmetics
• Professional treatment/at home products distinction blurs
• Market forecast
• Anti-aging skincare Products
  • Figure 56: Forecast of total U.S. retail sales of skincare products, at current and constant prices, 2006-11
  • Figure 57: Forecast of skincare products sales, at current and constant prices, 2006-11
• Facial anti-aging products
  • Figure 58: Forecast of U.S. sales of facial anti-aging products, at current and constant prices, 2006-11
• Body anti-aging products
  • Figure 59: Forecast of U.S. sales of body anti-aging products, at current and constant prices, 2006-11
• Appendix: Trade Associations
• Appendix: New Product Briefs
• Px Prescriptives Anti-Age Advanced Protection Eye Cream SPF 25
• Erno Laszlo Transphuse Eye Anti-Aging Moisturizing Protection
• Sonya Dakar Ultraluxe Age Control Complex
• Philosophy Eye Believe Deep Wrinkle Peptide Balm
• Rhodes Cosmeceuticals Steven Victor MD Anti-Aging Cleanser
• Antonio Puig Vitesse Vitalité Total Anti-Aging Cream
• Chantecaille Beaute Biodynamic Lifting Mask
• Product Description
• Avalon Natural Products Avalon Organics Co-Enzyme Q10 Facial Cleansing Gel
• Océan Biotechnologie Spa Aquatique 1.2 Anti-Aging Relaxing Soothing Lotion
• Olí Face Anti-Aging Eye Contour Cream
• Johnson & Johnson Aveeno Positively Ageless Anti-Aging Facial Care Line
• Dead Sea Laboratories Ahava Pure Mask Energizing Body Mud Mask
• Product Description
• Davi Skin Davi Napa Le Grand Cru Face Cream
• Ole Henriksen African Red Tea Face Mist