PRODUCT CATEGORY REPORT FACIAL SKIN CARE Category Overview How much do we value the quality of our skin? Apparently, quite a lot. Skin care is one of the fastest-growing and lucrative categories within Health and Personal Care. The global skin care market will be worth an estimated $121 billion by the end of 2016, and the US skin care market alone will reach nearly $11 billion by 2018. Facial skin care products comprise 47% of the skin care products on the online market. In order to better understand what this online marketplace looks like, we analyzed our extensive product database. We put our best face forward by focusing our analysis on Moisturizers, Cleansers, and Toners. This analysis revealed insights on brand leaders within the sub-categories, prices across the market, and price differences between men s and women s products.
SUMMARY Facial Skin Care Category Facial skin care products dominate the skin care market. Nearly 47% of the 2 million products on the online market are for facial care. We focused solely on those for this analysis. Based on product count, we distilled a list of the leading top 50 brands. Within those, for the scope of this report, we focused on the sub-categories of Cleansers, Toners, and Moisturizers since cleansing, toning, and moisturizing are the recommended steps in a standard skin care routine. Cleansers (30,312) numerically lead the market, followed by moisturizers (16,279) and toners (6,881). This report focuses on insights derived from our analysis of product count, leading brands, and pricing (per ounce). We also analyzed product titles to reveal the top 100 words used to describe the products within each sub-category. Finally, we looked at the men s skin care market to determine how it compares to the women s market and which subcategories show gendered pricing (aka a Pink Tax). Total Skin Care Product Mix Face Body Hands & Nails Eyes Sun Sets Lips 24.67% Product & Brand Count by Category Category Product Count Brand Count Moisturizers 16,279 1,025 46.97% Cleansers 30,312 1,313 8.27% 5.74% 7.15% 3.63% 3.57% Toners 6,881 473 Facial Skin Care Category Highlights Here are some highlights from our analysis of products from the top 50 moisturizer, cleanser, and toner brands: Most competitive sub-category: Moisturizers Highest Pink Tax: Moisturizers Best opportunity for growth: Men s skin care market Drugstore moisturizer leaders: Olay and L Oreal Most expensive natural drugstore moisturizer brand: Dr. Hauschka Most expensive natural drugstore toner brand: Dr. Hauschka Most surprising top-5 word in moisturizer and toner titles: Whitening Third-most recurring word in moisturizer product titles: Anti-wrinkle Worst Pink Tax brands: The Organic Pharmacy, Vaseline, Garnier, and Lavera (all impose more than a 100% Pink Tax on facial moisturizers!) Each sub-category carries at least 30% natural brands in its mix. More than 70% of cleanser and toner brands belong to the drugstore or mid-range segment. Note: All datasets were pulled from the Indix Product API in March 2016 and include only in stock products. The sample size was 53,742 products across 30 online stores. Quantitative data processing techniques including outlier tests, classification models, and frequency distribution models (histograms, box plots) were used for the statistical analysis. 2
MOISTURIZERS People usually use facial moisturizer after cleansing and toning to prevent dryness. Widespread differences in skin types and ages in the consumer population produce a highly competitive segment. We classified brands into Drugstore, Mid-Range, High-End, and Luxury based on a combination of pricing and channel - drugstores (includes pharmacies, supermarkets, and health food stores), department stores, boutiques, salons, etc. Increasing demand for natural and organic skin care products in the US market may motivate more and more brands to use natural in their marketing. Although natural can be a suspicious word as a result, we classified brands as natural if their messaging claimed usage of natural ingredients. This fast-growing segment accounts for a third of the natural and organic personal care industry overall. Top 50 Moisturizer Brands by Product Count (Fig. 1.1) Natural Brands: Label the products ingredients as natural. Top Brands Moisturizer Count by Channel Segment (Fig. 1.2) Brands broken out across Luxury, High-End, Mid-Range, and Drugstore channels. Moisturizers: Brand Insights 30% of all the facial moisturizer brands are natural (Fig. 1.1). Three (Olay, L Oreal, Neutrogena) out of the top five moisturizer brands are drugstore brands (Fig. 1.1). There is an even distribution of brands across highend, mid-range and drugstore segments, but only three purely luxury brands (Fig. 1.2). Natural brands have substantial representation across all segments. Clinique has more than three times the number of products as second-place Philosophy (Fig 1.2). Olay and L Oreal are the clear leaders among drugstore brands (Fig 1.2). Luxury brand product counts tightly group around the segment s mean (50) (Fig 1.2). 3
MOISTURIZERS Pricing & Promotion Moisturizer Price Per Ounce by Channel Segment (Fig. 1.3) Top 100 Words Describing Moisturizers (Fig. 1.4) Moisturizers: Pricing & Promotion Insights Luxury brands have the highest price per ounce with the most expensive, La Mer, averaging $133.5 (Fig. 1.3). Dr. Hauschka has the highest price per ounce of all drugstore brands at $28.7. It s also the second most expensive natural brand overall behind Caudalie (Fig. 1.3). The average price of mid-range brands ($20.5) is almost double that of drugstore brands ($11.0), and relatively low compared to high-end brands ($28.8) (Fig. 1.3). Among the descriptive words, daily care leads in frequency at 59%, followed by whitening (57%). Anti-wrinkle at 47% may give us a signal about our aging population (Fig. 1.4). 4
CLEANSERS Top Brands People use cleansers before toning and moisturizing to wash the face and prepare it for other skin care products. Top 50 Cleanser Brands by Product Count (Fig. 2.1) Natural Brands: Claim that ingredients in the product are natural. Cleanser Count by Channel Segment (Fig. 2.2) Brands broken out across Luxury, High-End, Mid-Range, and Drugstore channels. Cleansers: Brand Insights Natural brands comprise 34% of all cleansers; almost the same percentage as in moisturizers (Fig. 2.1). Mid-range and drugstore brands dominate the top 50 at 72% (Fig. 2.1). High-end, mid-range, and drugstore brands have comparable average product counts (102-120), but luxury brands carry fewer products (67) (Fig. 2.2). Top 5 brands (Fig. 2.1): 1. Shiseido 2. Kosé 3. Bioré 4. Dove 5. Neutrogena Despite the popularity of natural ingredients, just as with moisturizers, there are no natural luxury brands. 5
CLEANSERS Pricing & Promotion Cleanser Price Per Ounce by Channel Segment (Fig. 2.3) Top 100 Words Describing Cleansers (Fig. 2.4) Cleansers: Pricing & Promotion Insights Based on average price, luxury brand cleansers ($17.3) are more than triple the cost of high-end ($5.4) and mid-range brands ($4.7), and almost eight times as expensive as drugstore brands ($2.2) (Fig. 2.3). Within drugstore brands, Himalaya is the most expensive, at almost five times the per ounce price of the cheapest brand, Desert Essence (Fig. 2.3). Natural brands average price ($13.0) is very close to that of standard brands ($12.0) (Fig. 2.3). Deep cleansing and oily skin solutions appear in nearly 47% of titles, with whitening, acne treatment, and essential care rounding out the top five (Fig. 2.4). 6
TONERS Top Brands People use toners and astringents to prep the face for moisturizing after cleansing. Top 50 Toner Brands by Product Count (Fig. 3.1) Natural Brands: Claim that ingredients in the product are natural. Toner Count by Channel Segment (Fig. 3.2) Brands broken out across Luxury, High-End, Mid-Range, and Drugstore channels. Toners: Brand Insights The toner category has more natural brands (42%) than the moisturizer and cleanser categories (Fig. 3.1). Clinique leads the product count in the toner segment (Fig. 3.2). Three out of the top five toner brands are natural: Kiehl s, Avalon, and Derma E. As seen with cleansers, drugstore and mid-range brands dominate (72%) (Fig. 3.2). All channel segments have the same average product counts (16), despite there only being one brand in the luxury segment: Guerlain (Fig. 3.2). 7
TONERS Pricing & Promotion Toner Price Per Ounce by Channel Segment (Fig. 3.3) Top 100 Words Toners (Fig. 3.4) Toners: Pricing & Promotion Insights Drugstore brand Dr. Hauschka has almost double the per ounce price of Eucerin, the next most expensive toner brand (Fig. 3.3). High-end natural toner brands ($8.1) have almost twice the per ounce price of the average standard brand ($4.5), and four times that of drugstore brands ($2.2) (Fig. 3.3). The top five words used to describe toners (Fig. 3.4): 1. Clarifying (52%) 2. Balancing (49%) 3. Calming (49%) 4. Oily skin treatment (35%) 5. Purifying (33%) 8
MEN S SKIN CARE Market Men will globally spend approximately $21.4 billion on grooming in 2016. They have even begun to spend more on male-specific toiletries than they do on shaving products. In our analysis, we explored if there was skewed gendered pricing, i.e., if women or men were charged a premium (Pink Tax or Blue Tax respectively) for the same products. Note: We placed the threshold for gendered pricing at 20%. Since retailers and marketplaces comprise most of the stores in our analysis, we cannot determine whether the brand itself imposed gendered pricing. Skin Care Market by Product Count Women 97.9% Skin Care Market Product Count Insights Fig. 4.1 shows that only 2.08% of the 2 million skin care products target men. More than 60% of men s skin care products are facial care products (Fig. 4.2). It s not clear that brands are ready to meet this increasing demand by men, especially the ones who have spent decades nurturing female consumers. Fig. 4.1 Face 62.2% Men 2.1% Moisturizers: Is there a Pink Tax? The top 10 brands imposing a Pink Tax: 1. The Organic Pharmacy (302%) 2. Garnier (162%) 3. Vaseline (122%) Body 22.4% Fig. 4.2 Other 25.4% 4. Lavera (118%) 5. Clarins (89%) 6. Clinique (88%) 7. Dove (84%) 8. Lancôme (79%) 9. Nivea (73%) 10. Shiseido (59%) In moisturizers, only Neutrogena imposes a Blue Tax at 43%. Moisturizers: Men vs. Women (Fig. 4.3) 9
MEN S SKIN CARE Men vs. Women Cleansers: Men vs. Women (Fig. 4.4) Toners: Men vs. Women (Fig 4.5) Cleansers & Toners: Is there a Pink Tax? Compared to moisturizers, cleansers and toners have a much lower average price per ounce. However, some brands still show price variances between men s and women s products. While brands may not commonly market toners to men, various publications suggest that men can use toner as an alternative or in addition to aftershave. Cleansers: Top ten Pink Tax brands (Fig. 4.4): 1. Kiehl s (110%) 2. Dove (93%) 3. Bioré (88%) 4. SK-II (52%) 5. Oxy (50%) 6. Cetaphil (46%) 7. Clarins (40%) 8. EmerginC (39%) 9. Neutrogena (39%), 10. Clinique (31%) Cleansers: Blue Tax brands (Fig. 4.4): 1. Pond s (101%) 2. Shiseido (40%) 3. Olay (39%) 4. Eucerin (39%) 5. Garnier (33%) 6. Lancôme (27%) Toners: Only SK-II (37%) and Nivea (26%) are guilty of the Pink Tax (Fig. 4.5). 10
CONCLUSION Facial Skin Care Category Taking care of our faces is important and it s big business! There are tens of thousands of products and brands out there to help keep it clean, fresh, and moisturized. Brands that target women dominate the market with a broad range of choice among products, channels, ingredients, and price per ounce. Unfortunately, men have fewer options (unless you re happy using women s products). The previous pages of this report detail specific findings for each category. We found several interesting crosscategory findings from our analysis of the top 50 moisturizer, cleanser, and toner brands as a whole: Moisturizers have the highest price per ounce at $20.99 as compared to approximately $3.8 for cleansers and toners. Neutrogena is the only brand in the top ten across all of the sub-categories of moisturizers, cleansers, and toners with respect to product count. In mid-range brands, Clinique holds the number one position for highest product count of moisturizers and toners. Based on product count, high-end brand Shiseido holds the number one position for moisturizers and cleansers. Women consistently pay more per ounce for analogous products than men do the Pink Tax is alive and well. About Indix Indix is building the world s first Product Information Marketplace the single largest source of structured product information. Using the web and partner sites, we collect dynamic product data such as price, promotion, availability, and seller information in addition to normalized catalog data like product identifiers and attributes. Through data science and machine learning, we cleanse and structure the data to make it readily available to businesses. Using Indix Data-as-a-Service, businesses and developers use the power of product information to make better decisions, drive innovation, and create new models of commerce. Learn more at www.indix.com 11