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市場調查報告書

護膚的新環境:美國的護膚道路 2026年

Skin Care Dial New Settings: USA Skin Care Roadway to 2026

出版商 Diagonal Reports 商品編碼 340855
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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護膚的新環境:美國的護膚道路 2026年 Skin Care Dial New Settings: USA Skin Care Roadway to 2026
出版日期: 2015年09月01日 內容資訊: 英文
簡介

本報告提供美國的護膚市場及消費者態度的相關調查,護膚構成市場的新大趨勢,掀起熱潮的品牌與企業,新的消費者護膚態度,及主要美容藍圖等彙整資料。

目錄

第1章 報告內容架構

第2章 主要題目

第3章 護膚分析所需的新標準

第4章 表示護膚支出正確規模的標準

新的藍圖:機會

第5章 新藍圖:符合現今而非昨日的期待的機會

第6章 新藍圖:淨化的機會,新的動向/期待

第7章 新藍圖:護膚精選的機會

第8章 新藍圖:抗老化的機會

第9章 新藍圖:面罩的機會

大趨勢/課題

第10章 大趨勢/課題:護膚的轉換 (醫療,高,天然)

第11章 大趨勢/課題:防護的變化 (競爭者)

第12章 大趨勢/課題:新的通訊範例

第13章 大趨勢/課題:新的通訊範例 (科學)

第14章 大趨勢/課題:零售

第15章 消費者的新護膚價值、態度

第16章 顧客區隔:關鍵

第17章 消費者的護膚需求、問題

第18章 掀起護膚的熱潮的品牌、企業

第19章 用語、定義

第20章 來源

第21章 調查手法

名字、企業、品牌等的目錄 (拉丁字母順序)

DIAGONAL 關於REPORTS

目錄

Skincare products, the very core of the beauty market, are being challenged and changed by developments from outside of beauty.

The legacy skincare products, that once dominated the market and defined the category, have been knocked off the perch. New consumer expectations and behaviour are transforming the skincare market and eroding some categories that once were the quasi monopoly of traditional products. New products and brands, many from outside beauty, are taking sales.

We identity the strategic responses used by successful products and brands. We explain the new expectations which will dominate the skincare market, and identify the drivers of organic sales growth in beauty. We identify how brands winning sales are taking advantage of changes in consumer beauty behaviour.

Our key learnings on the US skincare market and consumer behaviour are presented as four major themes:

Theme 1) The New Mega Trends Shaping Skincare

We identify the eight new mega trends and describe the resulting skincare market opportunities, product solutions and the winning formulations in different price segments. We explain the market gaps for products and how these must be packaged, marketed and referenced in order to align them with consumer needs.

Theme 2) Brands and Companies Making Waves

We identify a roster of names* in the different segments which are benefiting from change. We map these by the category in which they are active and show the strategies that drive their sales and why they are growing.

(*New types of skincare not seen before in the legacy market.)

Theme 3) New Consumer Skincare Behaviour

We describe the new skincare culture, explaining consumers' new values, their expectations of new outcomes and the different skincare behaviours that have transformed the beauty market.

Theme 4) New Beauty Roadmap

Beauty terminology used by people has changed precisely they are describing changes. The old map is outdated and no longer serves as a useful guide to the skincare market or consumer. In our new map we reconceptualise skincare, including the new categories, products, formulations and entirely new solutions which have come from 'outside the cosmetic box'.

This analysis presents both a strategic overview of and a granular perspective on the US skincare consumer behaviour and market.

Our findings are based on our on-going interviews with beauty and skincare category experts and our proprietary consumer intelligence.

Table of Contents

SECTION TABLE OF CONTENTS

SECTION 1: REPORT STRUCTURE

SECTION 2: THE MAJOR THEMES

  • Theme new metrics
  • Theme opportunities in skin care
  • Theme mega trends
  • Theme new consumer expectations
  • Theme brands and companies making waves

SECTION 3: NEW METRICS REQUIRED TO ANALYSE SKIN CARE

  • Conventional metrics and map - inadequate
  • Conventional metrics miss spending behaviour that is reshaping the category
  • New beauty spending originated outside the box
  • Proprietary archives

SECTION 4: METRICS THAT SHOW TRUE SCALE OF SKIN CARE SPENDING

  • The actual dwarfs the conventional estimates
    • TABLE 1, Skin care spending conventional / holistic (Value of spending US$)
    • TABLE 2, Skin care spending holistic map - goods (products, devices)
    • TABLE 3, Skin care spending holistic map - services (salons, medical, etc.) US
  • Conflicting estimates in circulation
  • Fragmentation creates a data problem

NEW ROAD MAP - OPPORTUNITIES

SECTION 5: NEW ROAD MAP - OPPORTUNITIES IF ALIGN WITH EXPECTATIONS OF TODAY NOT YESTERDAY

  • Spending change moving of tectonic plates
  • Spending change moving of tectonic plates
  • Huge "reach" of new solutions
    • TABLE 4, The opportunities in US skin care
    • TABLE 5, The opportunities in US skin care - the level of reach and reward

SECTION 6: NEW ROAD MAP - OPPORTUNITIES CLEANSING NEW BEHAVIOUR / EXPECTATIONS

  • Cleansing upgrade to higher status
  • Cleansing upgrade opens up the category to new formats
  • The tables set out the opportunities in cleansing
    • TABLE 6, Cleansing opportunities (pure cleansing)
    • TABLE 7, Cleansing opportunities (preparatory
  • Brands making gains in "new" level cleansing

SECTION 7: NEW ROAD MAP - OPPORTUNITIES IN SKIN CORRECTION

  • Key learnings
    • TABLE 8, Skin care opportunities - correction
  • Market opportunity dryness
  • Market opportunity blemishes and brightening (examples of brands)
  • Market opportunity sun protection
  • Market opportunity where cosmeceuticals meet self medication
  • Brands on the new frontier
    • TABLE 9, Examples of brands in correction / healing and benefits offered

SECTION 8: NEW ROAD MAP - OPPORTUNITIES - ANTI AGEING

  • Key learnings
  • Anti ageing demands continue to be key
  • "Lifting" is new expectation in anti ageing but a tough act for products
  • Can price premium be sustained / warranted?
  • Heightened awareness of the signs of ageing
    • TABLE 10, The tell tale skin signs that say "ageing"
  • The list of signs that say "ageing" lengthens but differ by consumer age
  • Anti ageing population grows
  • Anti ageing - consumers are younger than ever / 20 years added to consumption
  • Brands the many claim a "lift" (lifting, plumping) effect
    • TABLE 11, Brands in high tech anti ageing / lift - products
    • TABLE 11.1, Brands in high tech anti ageing / lift - products for eye area
    • TABLE 12, Brands in high tech anti ageing / lift - devices

SECTION 9: NEW ROAD MAP - OPPORTUNITIES MASKS

  • Mask opportunities are global
    • TABLE 13, Mask segmentation and brands

MEGA TREND / CHALLENGES

SECTION 10: MEGA TREND / CHALLENGES - THE TRANSFORMATION OF SKIN CARE (MEDICAL, HIGH AND NATURAL)

  • Key learnings
  • The innovations that transform beauty
    • TABLE 14, How the innovations transformed aesthetic outcomes and expectations
  • The innovations and the problems they solve
  • How the innovations transform legacy market
  • Innovations coincide with online
  • The decisive impact - greater change in skin care than in hair care?
  • The three key innovations
    • TABLE 15, The innovations changing skin care
  • The rise and rise of a medicalised skin culture and its impact
  • Medicalised skin culture a negative for legacy?
  • The Botox effect exemplifies impact of medical
  • The technology innovations / impact on skin care
  • Natural skin care
  • The natural wanted on all skin care menus - products, ingredients, devices
  • Natural and medical are NOT mutually exclusive
  • Natural and medical emerged simultaneously

SECTION 11: MEGA TREND / CHALLENGES - A CHANGE OF GUARD (COMPETITORS)

  • Key learnings
  • Skin care competition is from far and wide
    • TABLE 16, The seven types of competitors (with example of names)
  • Skin care products
    • TABLE 17, Examples of companies active in segments of skin care products
  • Technology as competitor
  • Skin care and the "apps"
  • Challenge is the outsider status
  • Challenge of new scale and reach in beauty (mega)
  • Scale elevates to unknown levels
  • When megas flex their beauty muscle (a foretaste of more to come?)
  • No one refuses an invite to appear on mega shelf
    • TABLE 18, Acquisitions by beauty retailers

SECTION 12: MEGA TREND / CHALLENGES - NEW COMMUNICATIONS PARADIGM

  • Medicalization means a skin culture of results
  • Marketing challenge - navigating a more complicated category
  • Marketing challenge - newness of innovative skin care
  • Big data and user generated data in the information intensive skin care category

SECTION 13: MEGA TREND / CHALLENGES - NEW COMMUNICATIONS PARADIGM (SCIENTIFIC)

  • Medicalization and marketing changes gears
  • Cosmetic companies acquire a white coat
  • Clinical proof, not marketing
  • Medical skin care set a new agenda (must market)
    • TABLE 19, The claims made by skin care mimic medical claims
  • Precision enhances value
  • Many mimic the medical formats (dosage control)
  • Medical skin care popularized numeric marketing
  • Examples of brands that "mimic" medical
  • Examples of marketing that references clinical trials
    • TABLE 19, Examples of marketing based on scientific credentials

SECTION 14: MEGA TREND / CHALLENGES - RETAIL

  • Key learnings
  • Retail scale
  • Mechanize consultation and product recommendation?
  • Megas mechanize the new skin dialogue
  • A new retail experience
  • Retail experience devices mechanize professional skills
  • Retail experience devices not intimidating
  • Online flattens the buying experience - no VIP area
  • The skin care buying journey and information
  • Consumers and information explosion key learnings
  • Consumers and information (big data)
  • Information explosive growth
  • User generated information and the intensive beauty buyers

SECTION 15: CONSUMERS NEW SKIN CARE VALUES AND BEHAVIOUR

  • Key learnings
  • Changed frame of reference
  • Changed reference points include cultural
  • No longer one dominant routine
  • From cleansing to pure care
  • Imagine hair category as only shampoo
  • New aesthetic value (results and natural)
  • Facial aesthetic (the camera defines)
  • Camera ready sells brands

SECTION 16: CONSUMER SEGMENTS - KEY

  • Key learnings
  • Fragmentation of spending is why focus on high engagement POS
  • Consumers prestige segment
  • Consumers - insights from the counters
  • Anti ageing is more than a consumer segment
  • A life long project
  • Anti agers at the counter
  • Older women - don't push

SECTION 17: CONSUMERS SKIN NEEDS AND PROBLEMS

  • Key learnings
    • TABLE 20, Skin problems, the top problems
  • Innovations create new problems and put others centre stage
  • Camera created problems and market opportunities
  • Sensitivity a new problem (a by product of health concerns)
  • Sensitivity, or allergy?

SECTION 18: BRANDS AND COMPANIES MAKING WAVES IN SKIN CARE

  • Key learnings on brands making waves include innovation strategies
    • TABLE 21, Companies in US skin care - numbers of companies
    • TABLE 22, Brands alphabetical list (A to D)

SECTION 19: GLOSSARY AND DEFINITIONS OF KEY TERMS

  • SYMBOLS AND ABBREVIATIONS

SECTION 20: SOURCES

  • Data sources
  • Proprietary skin care consumer and market intelligence

SECTION 21: METHODOLOGY

ALPHABETICAL INDEX OF NAMES, COMPANIES, BRANDS, ETC.,

DIAGONAL REPORTS STATEMENT

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