According to a new research from Mintel [1] sales of prestige facial skincare [2] products increased by 9% between 2011 and 2012 in the United Kingdom.
The UK’s market for facial skincare has increased an impressive 20% in the last five years alone. The market was valued at £1,1 billion in 2012 and is forecast for further growth to 2017.
Actually, womens mass market (£615 million) is losing ground to prestige products (£449 million). Indeed, while sales of mass market products declined by 0.3% between 2011 and 2012, sales of prestige products increased 9%. Meanwhile, sales of men’s products (valued at £58 million) rose 3.6% over the same period.
“The facial skincare market performed well in 2012, with the prestige and men’s markets displaying particular strength. Prestige products have benefited from the so called ‘Lipstick Effect’ which has seen sales of luxury beauty products remain strong despite the economic downturn, as consumers treat themselves to small items. Additionally, increased and improved distribution channels will have no doubt buoyed the prestige sector,” says Charlotte Libby, Household and Personal Care Analyst at Mintel.
Men’s products
Highlighting the growing importance of the men’s facial skincare market, today, as many as 7% of British men admit to spending a lot of time on their facial skincare routine. Indeed, facial moisturiser is used by more than four in ten (42%) men, while facial cleanser is used by almost a quarter (22%) of the nation’s males.
And it is not just moisturiser and cleanser which are filling men’s British toiletry bags - as many as 23% of all men use lip balm, while 16% use facial wipes. Eye cream and gels are used by 7% of men, while almost the same number use face masks and peels (6%). Furthermmore, 3% of men apply BB cream while 8% use anti ageing products.
Overall, women are more sceptical about facial skincare claims than men. More than half (52%) of women don’t always believe the claims made by facial skincare products compared to 32% of men. Meanwhile, when it comes to the influence of the famous, less than one in twenty (4%) men and 3% of women buy products endorsed by celebrities.
“While many of the nation’s men are adopting a regular skincare regime, it remains that a lower proportion of men use facial skincare products. Additionally, 19% of men agree they only use facial skincare products when their skin visibly needs it. Men’s reactive approach to their skincare regime is the biggest challenge facing the industry. Encouraging men to adopt a more preventative approach to their skin’s needs could help drive sales in the category," Charlotte Libby concludes.
