Home Blog Blog | Let’s Play

The NPD Group Blog

Insights and Opinions From Analysts and Experts in More Than 20 Industries

Blog | Let’s Play

When I was a little girl, I remember watching my mother’s cleansing ritual with such awe. All the jars, potions, and lotions that she slathered seemed so glamorous compared to my splash of water. When my mother purchased her skincare products, she either bought them at a drug store/supermarket or a department store. There weren’t any other choices. But Sephora took the counters down and placed the products front and center for consumers to experiment. And while makeup and its various colors and shiny bells and whistles are more commonly associated with the word “play,” 2015 has seen smaller skincare categories emerge as not only functional, but fun.

No category has benefitted more from play than masks. In 2013, masks were a small piece of the skincare face business – barely 1 percent and a $60 million sub-segment. But in the past two years, its volume has doubled*. The same attributes that at one time created apprehension in brands and retailers are the same qualities that make masks attractive to consumers. Masks are more likely to be an impulse purchase and least likely to be brand specific**. With innovative formulas and formats and a focus on results, it’s easy to find reasons to purchase a mask.

While mask growth is still impressive and in the double digits, facial cleanser’s growth, though less dramatic, has seen a positive halo effect. Most likely an extension of masks, the cleansers sub-segment has traditionally received little attention. With a low price-point and lower commitment, the industry perception is that dollars are better spent on larger sub-segments with more hefty return. Cleansers, however, have seen excitement across most channels; brick-and-mortar, online, and fine department stores are all posting strong growth. This year, we’ve seen several formats debut, create excitement, and conceivably pique the consumer’s interest.

Both masks and cleansers have brought excitement to the consumer and created an environment where the shopper wants to try the new formats and ingredients that are being reported by bloggers and reviewed online. But in order for skincare to regain steady footing, creating an in-store environment that is not only inviting but low pressure, social, and entertaining is key. Using these two entry categories to introduce your brand is a smart way to arouse interest in prospective buyers and create an inviting environment for them to have some fun.

*The NPD Group, Inc. / U.S. Prestige Beauty Total Measured Market
** The NPD Group, Inc. / Women’s Facial Skincare Consumer Report 2015


Related Blog Posts


March 15, 2018

Sneakernomics: What the Sports Industry Can Learn from Beauty

In today’s retail landscape, industries cannot live strictly in their silos, but must learn from each other. Beauty is among the fastest-growing. Here are the top trends driving its success today, and what others like the sports industry can learn from it.

February 20, 2018

Trust Beyond the Chair

Before the internet and social media, there were no channels for hair professionals to build trust with clients aside from in the salon.

January 5, 2018

Beauty Outlook 2018

I once read that 90% of the decisions we make are emotional, and thinking about what will drive the beauty industry’s growth and change in the year to come, emotion is at the forefront.

December 14, 2017

A Beauty-full Holiday Season

Walking through the beauty departments of a wide variety of retailers this past week, I was overwhelmed by the choices available to me for gifting beauty.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View our privacy policy.

Follow Us

© The NPD Group, Inc.