Growth in Skin Care
U.S. skin sales grew 2% in 2016, according to Jordan Rost, VP, consumer insights, Nielsen. Karen Grant, SVP, global beauty industry analyst, NPD, noted that, unlike other beauty categories, skin care’s mass sales growth outpaced that of the prestige segment, the latter of which rose by 3%.
Men’s skin care grew 4% in 2016, per NPD data, with key segments growing by 7% to 74%.
She added that makeup-inspired skin care is on the rise, while anti-aging continues to stagnate. The category’s modest gains overall reflect its 2% decline in new product introductions.
Hot categories in facial skin care grew by 8-84%, said Grant, though the overall women’s facial skin care segment rose just 1% in 2016. The overall segment saw gains in the natural/spa and clinical areas. In terms of formats, oil declined slightly while clay and paper rose by 7% and 14%, respectively.
Retail Trends in Skin Care
Grant presented data that showed prestige skin care has the highest share of sales coming from online, compared to makeup and fragrance.
Rost noted that skin care consumers are heavy users of digital platforms for brand discovery, with the top sites including Pinterest, Instagram and Twitter. In addition, using charcoal masks as an example, it is increasingly clear that search traffic closely tracks sales trends.