The Future of Skincare: Capitalizing On Emerging Trends and Changing Preferences

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. Datamonitor 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 Datamonitor's 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


Report 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. Datamonitor 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 Datamonitor's 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
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Overview 1
Catalyst 1
Summary 1
Table of Contents 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 sales 153
In addition to brand websites, online forums and social networking sites offer market players the ability to enhance brand promotion 153
Key takeouts and implications: utilize a varied approach to marketing but be wary of consumer skepticism 154
ACTION POINTS 155
ACTION: Develop skincare products that push the boundaries of innovation in terms of formulation, marketing, positioning and product benefits 155
Use Datamonitor's Product Launch Analytics (PLA) database to stay abreast of the most prominent product formulation trends both in and outside of the oral care category 158
ACTION: Ensure that products and marketing are tailored towards target demographics in the most effective way possible 163
ACTION: Find ways of making skincare more appealing to men 166
ACTION: Make the avenue to purchasing skincare products easier 167
ACTION: Provide consumers with better information and the importance of skincare and the nuances of products and their benefits 169
ACTION: Harness the increasing demand for skincare products made from authentic, natural ingredients and demonstrating credible ethicality 170
Natural or ethical products do not have to compromise on originality or innovation 171
Capitalize on the reality that ethical/sustainability led consumption behavior increasingly has status value 173
Take inspiration from the household cleaning category by helping consumers to understand what ingredients are used and why 174
APPENDIX 176
Methodology 176
Further reading and references 177
Ask the analyst 178
Datamonitor consulting 178
Disclaimer 178
List of Tables
Table 1: Consumer survey: the importance attributed by consumers to looking one's best and taking care of one's skin, in 17 countries across Europe, Asia Pacific, South America, North America and the Middle East, by country, 2009 8
Table 2: Consumer survey: the extent to which consumers feel under pressure to look good, in 15 countries across Europe, Asia Pacific, South America and North America, by country, 2008 13
Table 3: Consumer survey: the importance that consumers attribute to looking their best in day-to-day life, in 17 countries across Europe, Asia Pacific, South America, North America and the Middle East, by country, 2009 14
Table 4: Market value of all skincare products* (US$m), in 17 countries across Europe, Asia Pacific, South America and North America, by country, 2004-2014 23
Table 5: Market value of facial care products in eight European countries (US$m), by country, 2004-14 24
Table 6: Market value of body care products in eight European countries (US$m), by country, 2004-14 25
Table 7: Market value of depilatories in eight European countries (US$m), by country, 2004-14 25
Table 8: Market value of hand care products in eight European countries (US$m), by country, 2004-14 25
Table 9: Market value of make-up removers in eight European countries (US$m), by country, 2004-14 26
Table 10: Market value of facial care products in the US and Brazil (US$m), by country, 2004-14 26
Table 11: Market value of body care products in the US and Brazil (US$m), by country, 2004-14 27
Table 12: Market value of depilatories in the US and Brazil (US$m), by country, 2004-14 27
Table 13: Market value of hand care products in the US and Brazil (US$m), by country, 2004-14 27
Table 14: Market value of make-up removers in the US and Brazil (US$m), by country, 2004-14 27
Table 15: Market value of facial care products in five Asia Pacific countries (US$m), by country, 2004-14 29
Table 16: Market value of body care products in five Asia Pacific countries (US$m), by country, 2004-14 29
Table 17: Market value of depilatories in five Asia Pacific countries (US$m), by country, 2004-14 29
Table 18: Market value of hand care products in five Asia Pacific countries (US$m), by country, 2004-14 30
Table 19: Market value of make-up removers in five Asia Pacific countries (US$m), by country, 2004-14 30
Table 20: Market value of facial care products in Saudi Arabia and the UAE (US$m), by country, 2004-14 31
Table 21: Market value of body care products in Saudi Arabia and the UAE (US$m), by country, 2004-14 31
Table 22: Market value of depilatories in Saudi Arabia and the UAE (US$m), by country, 2004-14 32
Table 23: Market value of hand care products in Saudi Arabia and the UAE (US$m), by country, 2004-14 32
Table 24: Market value of make-up removers in Saudi Arabia and the UAE (US$m), by country, 2004-14 32
Table 25: Per capita daily usage occasions of facial skincare in 17 countries across Europe, Asia Pacific, South America and North America, by country, 2004-2014 33
Table 26: Per capita daily usage occasions of body skincare in 17 countries across Europe, Asia Pacific, South America and North America, by country, 2004-2014 34
Table 27: Consumer survey: perceived similarities between store brand products (e.g. supermarket own brands) and market leading famous brands, in 17 countries across Europe, Asia Pacific, South America, North America and the Middle East, by country and FMCG product sector/category, 2009 44
Table 28: Consumer survey: active concern regarding 14 pertinent issues related to skincare, by country, 2008 54
Table 29: Theories of the main causes of cellulite 55
Table 30: Consumer survey: stated concern among Europeans regarding cellulite, by country and gender, 2008 57
Table 31: Consumer survey: stated concern among Europeans regarding body shape, by country and gender, 2008 58
Table 32: Consumer survey: stated concern among Brazilian and US consumers regarding cellulite, by country and gender, 2008 59
Table 33: Consumer survey: stated concern among Brazilian and US consumers regarding body shape, by country and gender, 2008 60
Table 34: Consumer survey: stated concern among Asia Pacific consumers regarding cellulite, by country and gender, 2008 61
Table 35: Consumer survey: stated concern among Asia Pacific consumers regarding body shape, by country and gender, 2008 62
Table 36: Leading claims in global baby care product launches, March 2008-2010 75
Table 37: The Fitzpatrick scale illustrates different types of skin 80
Table 38: Consumer survey: the quality and brand consciousness of European consumers regarding facial skin creams, by country and response, 2009 91
Table 39: Consumer survey: the quality and brand consciousness of European consumers regarding suncare, by country and response, 2009 92
Table 40: Consumer survey: the quality and brand consciousness of European consumers regarding body skin creams, by country and response, 2009 93
Table 41: Consumer survey: the quality and brand consciousness of US and Brazilian consumers regarding facial skin creams, by country and response, 2009 96
Table 42: Consumer survey: the quality and brand consciousness of US and Brazilian consumers regarding suncare products, by country and response, 2009 97
Table 43: Consumer survey: the quality and brand consciousness of US and Brazilian consumers regarding body skin creams, by country and response, 2009 98
Table 44: Consumer survey: the quality and brand consciousness of Asia Pacific consumers regarding facial skin creams, by country and response, 2009 101
Table 45: Consumer survey: the quality and brand consciousness of Asia Pacific consumers regarding suncare products, by country and response, 2009 102
Table 46: Consumer survey: the quality and brand consciousness of Asia Pacific consumers regarding body skin creams, by country and response, 2009 103
Table 47: Consumer survey: the quality and brand consciousness of MENA consumers regarding facial skin creams, by country and response, 2009 106
Table 48: Consumer survey: the quality and brand consciousness of MENA consumers regarding suncare products, by country and response, 2009 107
Table 49: Consumer survey: the quality and brand consciousness of MENA consumers regarding body skin creams, by country and response, 2009 108
Table 50: Sun exposure advice from the American Cancer Association 113
Table 51: Market value of suncare products in eight European countries (US$m), by country, 2004-2014 114
Table 52: Market value of suncare products in the US and Brazil (US$m), by country, 2004-2014 114
Table 53: Market value of suncare products in five Asia Pacific markets (US$m), by country, 2004-2014 115
Table 54: Market value of suncare products in Saudi Arabia and the UAE (US$m), by country, 2004-2014 115
Table 55: How Skin Changes with Age - A Summary 121
Table 56: Consumer survey: the importance attached to buying ethical or socially responsible products, in 15 countries across Europe, Asia Pacific, South America, and North America by country, 2008 133
Table 57: Consumer survey: the importance attached to buying ethical or socially responsible products, in 15 countries across Europe, Asia Pacific, South America, and North America by country, 2008 134
Table 58: Leading claims in global skincare launches, 2007-09 135
Table 59: Consumer survey: perceived trustworthiness of corporations' ethical declarations, in 15 countries across Asia Pacific, Europe, Latin America and North America, by country, 2008 145
Table 60: The six sins associated with greenwashing 146
Table 61: Natural/organic and environmentally-friendly certifications by region 146
List of Figures
Figure 1: The skin is the body's largest organ and is made up of three layers 5
Figure 2: Skincare is a more important part of the overall personal care market in Asia Pacific than anywhere else although this trend is slowly diminishing 7
Figure 3: A high proportion of consumers value both looking their best and taking care of their skin, with slightly more emphasis placed on the latter 7
Figure 4: Despite recessionary times, consumers are still being influenced to spend good money on skincare products 9
Figure 5: Visual Culture is a term describing consumers' intense appearance consciousness and the widespread desire to project a more confident and favorable image to the wider world 10
Figure 6: Appearance is important to consumers across geographic territories, regardless of whether they feel pressure to conform to the pervasive presence of Visual Culture in modern society 12
Figure 7: Lauren Luke embodies the 'everywoman' element of contemporary Visual Culture 15
Figure 8: Beauty is associated with success and opportunity, but workplace professionalism is deemed comparably less influential on the general personal care choices that consumers make 17
Figure 9: Personal branding is a manifestation of the pervasive influence of the 'Visual Culture' trend 18
Figure 10: While most consumers attribute a high importance to looking good, fewer are actually happy with how they look themselves 19
Figure 11: Outside of the emerging BRIC markets, Spaniards are the most reliant on beauty products to feel more confident about themselves 20
Figure 12: Skincare products are important in enabling consumers to feel more physically attractive 21
Figure 13: Unilever's Fair & Lovely brand is a top selling whitening cream, but brand adverts have nonetheless caused some controversy 31
Figure 14: On average, Chinese consumers use a facial skincare product once per day 34
Figure 15: The Middle Eastern climate means that gulf consumers use body skincare most frequently 35
Figure 16: Obtaining value-for-money is an important purchasing pre-requisite for all personal care product formats, including skincare 36
Figure 17: Value for money is considered a key skincare attribute by consumers 37
Figure 18: The value equation consists of more than just the price of a product 38
Figure 19: Value-for-money and efficacy are highly valued skincare attributes desired by global consumers 39
Figure 20: In Europe, value for money is considered the most important aspect of skincare in all countries bar Russia and Sweden where product promise is more valued 40
Figure 21: Packaging design and professional endorsements are perceived to be of low importance in the US and Brazil 41
Figure 22: Skin whitening benefits have higher appeal in Asia Pacific than elsewhere 42
Figure 23: Saudi consumers place a high value on skincare sensory benefits 43
Figure 24: Private labels account for a small proportion of overall skincare launches 45
Figure 25: Spanish and German consumers have shown themselves to be the most willing to switch to private label skincare products 47
Figure 26: US consumers are particularly reticent to use private label skincare products 47
Figure 27: Willingness to use private label skincare products instead of branded ones is practically non-existent in Japan 48
Figure 28: Consumers in the UAE are the most willing of all those surveyed by Datamonitor to consider using private label skincare products 48
Figure 29: Aldi has won awards for its budget anti-wrinkle cream range Lacura 49
Figure 30: Highly expensive face creams can cost tens of times the amount of mass market brands 50
Figure 31: Russian consumers are particularly desirous of customized/personalized skincare 51
Figure 32: Customization is highly regarded by Brazilians which is not wholly surprising given the heightened focus on skincare and appearance more generally 52
Figure 33: Chinese and Indian consumers are engaged by the notion of customized/personalized skincare 52
Figure 34: Customized skincare benefits are highly valued by Saudi and UAE consumers 53
Figure 35: Dutch consumers have less concern than other Europeans for cellulite and body shape issues 56
Figure 36: Brazil consumers have a particularly high concern for body shape issues 58
Figure 37: Body shaping products appear popular in India and China 60
Figure 38: Credibility levels are low for weight loss creams in Europe 63
Figure 39: Brazilians are more believing in weight loss cream credibility than US consumers 63
Figure 40: Indians are more believing of the potential of weight loss creams than other Asia Pacific consumers 64
Figure 41: Clean & Clear and Clearsil are two leading UK brands for teenage skin 66
Figure 42: Most young Europeans demonstrate a lower-than-average use of acne products 66
Figure 43: Around half of US and Brazilian young consumers use skincare products for acne 67
Figure 44: Australian young adults are less likely to use acne products than elsewhere in Asia Pacific 67
Figure 45: No doubt influenced by a cooler climate, skin dryness is particularly concerning for Swedes 69
Figure 46: US consumers are more prone to use skincare products for skin dryness than sensitivity 69
Figure 47: Australians exhibit above average concerns when it comes to skin dryness 70
Figure 48: Swedish consumers are the likeliest in Europe to act upon skin dryness worries 70
Figure 49: Despite Brazilians craving moisturizing benefits more than US consumers, purchasing attitudes are the same 71
Figure 50: Asia Pacific consumers are more likely to use skincare products to deal with skin dryness 71
Figure 51: Moisturizing benefits are particularly important to consumers in hot gulf countries 72
Figure 52: Understanding the different skin problems faced by consumers at different periods of their lives is an apt key marketing approach 73
Figure 53: Skincare accounts for the largest proportion of the female personal care market, but this is not mirrored in the men's category 76
Figure 54: The skincare market is dominated by women overall 77
Figure 55: Minimizing body odor is the biggest skincare-related concern among men 78
Figure 56: The female market for skincare is substantially bigger than the equivalent male market 79
Figure 57: Carol's Daughter is a successful US based brand of skincare products for black and Asian skin 81
Figure 58: Desire for skin whitening benefits is significantly higher in Asia Pacific, the Middle East and South America 83
Figure 59: Skin tone products are most popular in Italy in Europe 83
Figure 60: A third of Brazilian respondents use products to address skin tone issues 84
Figure 61: A significant proportion of Chinese and Indian respondents actively use skin tone products 84
Figure 62: Product promise is perceived by Europeans to be more important than buying a favorite brand 86
Figure 63: Brazilians place a more equal importance on these two attributes than US consumers 86
Figure 64: Efficacy is favored over buying a favorite brand in the majority of Asia Pacific countries 87
Figure 65: Both buying their favorite skincare brand and efficacy attributes are important to significant proportions of consumers in MENA 87
Figure 66: Swedish consumers are less likely to care about facial care brand selection than other Europeans 89
Figure 67: Nearly half of Spanish consumers are careful about brand selection in suncare products 89
Figure 68: Dutch consumers have the least concern over body skin creams than other European nations 90
Figure 69: Brazilians are more likely than the global average to care about facial care branding 94
Figure 70: Only a small proportion of US consumers are careful of suncare brand selection 94
Figure 71: Body skincare brand selection is more important to Brazilians than US consumers 95
Figure 72: Japan has a lower usage rate of facial skincare than other Asia Pacific countries 99
Figure 73: Japanese consumers are less likely to use suncare products than elsewhere in Asia Pacific 99
Figure 74: Indians are more careful over brand selection in body creams than in other countries 100
Figure 75: Nearly half of consumers in MENA attach importance to facial skincare quality and branding 104
Figure 76: UAE consumers are more careful over brand selection in sun care than Saudi Arabians 104
Figure 77: MENA consumers are more concerned about body care brand selection than the global average 105
Figure 78: Doctor branded skincare is designed to promote the efficacy of the brands 110
Figure 79: Boots No 7 Protect & Perfect gained a sales boost after independent verification of its efficacy 111
Figure 80: Over or under-exposure to the sun can be dangerous for consumers 113
Figure 81: Russians have a low concern for both skin cancer and skin aging 116
Figure 82: Brazilians express greater concern about skin cancer and premature aging caused by sun exposure than US consumers 116
Figure 83: Few Japanese admit to purchasing skincare products to prevent skin cancer 117
Figure 84: Brazilians demonstrate a higher use of anti-wrinkle treatments than US consumers 122
Figure 85: Dutch and Swedish consumers have lower interest in anti-aging treatments than many Europeans 123
Figure 86: Chinese and Indians are particularly keen on anti-wrinkle products 123
Figure 87: Three quarters of Brazilian consumers want anti-aging benefits from their skincare products 124
Figure 88: Skin care products have emerged that market themselves as being face lift alternatives 125
Figure 89: Skin creams that are based on genome research have been launched by L'Oreal 126
Figure 90: Oxygenating skincare launches peaked in 2007 127
Figure 91: Two recent oxygenating skincare launches are Bliss O2MG and Oriflame Oxygen Boost 128
Figure 92: A selection of anti-aging hand creams 129
Figure 93: Anti-aging creams that target the neck and chest region 129
Figure 94: Sustainability and ethics will drive a higher number of commercial and consumer decisions 132
Figure 95: Natural and organic skincare products have been prominent new product introductions in recent years 136
Figure 96: The US has been the most prolific country for natural/organic skincare launches in the 2005-09 period 137
Figure 97: Russian consumers have a high interest in naturally based skincare 138
Figure 98: Brazilians feel more strongly about natural and ethical skincare attributes than US consumers 138
Figure 99: Indian and Chinese consumers have particularly a high interest in natural and ethical products 139
Figure 100: MENA consumers have a higher interest in natural and ethical skincare than the global average 139
Figure 101: Anti-aging creams are utilizing natural ingredients in their formulations 141
Figure 102: Probiotics are a prominent ingredient in these skincare products 142
Figure 103: Products touted as 'free from' are a popular area of natural skincare 143
Figure 104: The Fairtrade moniker is becoming popular on skincare products 144
Figure 105: A number of organizations currently certify organic and environmentally friendly personal care products across the globe 147
Figure 106: Beauty innovation, especially in skincare is at a crossroads between technologically advanced science led products and natural formulations and there is increasingly a convergence between the two 148
Figure 107: Europeans are more receptive to family recommendations than celebrity endorsements when opting for skincare products 150
Figure 108: When choosing skincare products, Brazilian place more importance on both friend and professional recommendations than US consumers 150
Figure 109: Chinese consumers are particularly receptive to interpersonal endorsements when it comes to skincare product choice 151
Figure 110: MENA consumers place more importance on friend and family endorsements over celebrity or professional recommendations when making skincare product choices 151
Figure 111: Twiggy and Jane Fond have appeared in recent skincare adverts 152
Figure 112: Liz Earle has recently launched a Facebook page in order to encourage more consumer interaction 154
Figure 113: Innovative products which offer consumers something new or unique tend to resonate and stay in the mind of consumers, which is crucial in such a saturated and competitive category as skincare 158
Figure 114: Body care products tend to emphasize an upscale positioning 160
Figure 115: Depilatory products are still in the main positioned for women 160
Figure 116: Anti-aging credentials have become the most crucial benefit of facial care products recently 161
Figure 117: There is still a shortage of hand care products touting natural or organic ingredients 161
Figure 118: Organic and private label emerged as strong make-up remover claims in 2009 162
Figure 119: Suncare benefit claims tend to focus more on efficacy than specific ingredients or target consumer 162
Figure 120: Male skincare accounts for a tiny proportion of overall skincare launches 164
Figure 121: Manufacturers are appealing to male consumers with masculine sounding anti-aging products 165
Figure 122: Skincare products can embrace femininity with distinctly female-focused positioning or benefits 165
Figure 123: Skincare products specially formulated to protect the delicate skin of children appeal to concerned parents 166
Figure 124: Subscription services make skincare products easier for consumers to purchase 168
Figure 125: Providing consumers with as much information about availability as possible reduces the chances of them not being able to find what they want and switching to an alternative brand 169
Figure 126: Use websites to provide consumers with extra information about the importance of skincare 170
Figure 127: A number of natural and ethical skincare products can go beyond offering expected and established benefits 173
Figure 128: Status and conspicuous consumption are equally valid but require different approaches 174
Figure 129: SC Johnson has developed a special website to communicate the specific of how the company's brands are formulated 175

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