Sales of prestige night time skincare products have jumped by 7% in the UK from October 2017 to the end of September 2018. The market for night time skincare was valued at £43 million in this 12-month period, according to a new report from The NPD Group.
“Boosted by the dual trends of ‘self-care’ and ‘me-time’, consumers are adopting a targeted approach to their night time beauty rituals adding a number of additional steps to their regime including facial oils, creams, gels eye masks, eye creams, anti-ageing wrinkle creams,” explains the market research firm.
Lack of sleep
Renewal and regeneration of skin cells is said to be at its peak between 1am and 4am. To enhance their night time skincare regime consumers have been investing in prestige skincare which has resulted in increased sales across many categories. Sales of anti-ageing night skincare increased 9% in the period from October 2017 to the end of September 2018, driving 74% of growth in night-only skincare.
The sales of night eye treatment products (including eye masks and eye creams) increased 14% compared to the same period in the previous year. Facial gels designed for use in the evening increased 12% versus the previous year and the sale of facial oils (including night concentrates) increased 4%.
“The market for night time skincare is definitely booming. Sleep is such a big topic amongst consumers and it appears that many people are suffering from a lack of sleep. Whilst sleep experts provide top tips on how to get to sleep, it’s the beauty brands who are delivering their technical expertise with innovative products and the latest scientific formulas to work on the skin overnight,” said June Jensen, Director, NPD UK Beauty.
Turn up the heat
During the UK heatwave in the summer of 2018, sales of night time skincare increased dramatically. In the period from June 2018 to August 2018, facial products designed to work overnight grew faster than the total facial skincare market, increasing 9% versus 6% (for the whole market). The categories contributing to the majority of that growth were night time anti-ageing skincare, which increased 10% and night eye treatments which increased 35% as consumers turn to skincare to combat the need to renew, hydrate and replenish.
Jensen concludes: “2018 certainly is the year of sleep. Night time beauty rituals are now an established part of the skincare regime. It has been said that staying in is the new going out and it appears from the data that beauty consumers are embracing this trend. Anti-ageing products and night creams have always been an established part of the night time regime, but it’s new categories like eye masks and eye creams, plus night gels and facial oils that are really boosting the night time skincare market. We believe this trend will continue as we are going into the darker periods of the year.”
