Home Blog Gifting Skincare for the Holidays

The NPD Group Blog

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

Gifting Skincare for the Holidays

The Gift of Great Skin

Nov 28, 2017
Jennifer Famiano, Manager, Industry Analyst ;
Beauty

Traditionally, skincare has not been the most giftable beauty category. Aside from me, not many dream of opening a holiday present to reveal a cleanser and moisturizer in a pretty package. Skincare can be complicated and women may not always know what they need. This makes for a major hurdle to cross when competing against the more sparkly makeup and sentimental fragrance categories for those important holiday dollars.

Consumers want brands to make understanding skincare easy for them. One-quarter of U.S. women recently surveyed by NPD said they prefer to purchase skincare as a regimen or kit.* Purchasing regimens provides the consumer with a trial period to see how the products purchased affect their skin. Some retailers have started to capitalize on this. Sephora’s Favorites sets, or boxes that contain a multitude of brands centered on a theme, are released periodically throughout the year. While in the past there has been more attention on curating boxes for fragrance and makeup, this year a few of their skincare boxes sold out within a day of going on sale. Picking the right theme, such as “Superfoods” or “Beauty Remedies,” has been key to the retailers’ success, and manufacturers are taking note.

A slew of brands debuted gift sets this year by curating their own theme. Skincare for makeup lovers, skincare to create a glow, and giftable sets that contain a full size mask along with a trial size regimen focusing on a particular skin issue are all selling out at specialty retailers. Sets like these put the “fun” in functional for consumers. You can purchase a prep routine for the makeup junkie in your life, or your sister’s favorite mask along with a trial size regimen from the same brand.

December, while very important to beauty, is just about 14 percent of prestige skincare’s yearly volume, according to NPD. Not surprisingly, skincare captures the smallest dollar share during the key holiday period. However, as the category continues to evolve into a more social and playful space, perhaps gifting skincare will one day become as exciting for everyone else as it is for me.

*Source: The NPD Group / Women’s Facial Skincare Consumer Report 2017



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.