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Anti-Aging Skincare Treatments in the United States 2007


Description: 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


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


Companies Mentioned - Olay - L'Oréal - Johnson & Johnson - Beiersdorf - Procter & Gamble


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