Shannon Romanowski, beauty and personal care analyst at Mintel

Time and money never seem to be in abundance, so when it comes to facial skincare needs, the majority of Americans are looking for multi-functioning products to tackle several skincare essentials quickly — and without draining the pocket book.

Our new research shows that U.S. consumers are looking for multi-functioning products that will provide more than one benefit.

• 42% of consumers seek products with multiple benefits


• 37% say they only purchase products from brands they trust


• Nearly a quarter – 24% are looking for facial skincare products that are “free-from” certain ingredients

The facial skincare category is expected to see an uptick in growth thanks to improving economic conditions and emerging segments. Consumers are gravitating toward multi-functional products that allow them to get more benefits while saving them both time and money.

Natural” and “free from” claims are important, and the level of consumer demand means that they have almost become expected in this category. Therefore, improved functionality and multiple benefits garner higher levels of consumer interest, suggesting opportunities for eco-friendly brands to tout natural ingredients as a way to support product efficacy.

Consumers Also Want to Improve Skin Texture

When using facial skincare, most consumers are looking for basic functionality like cleansing (64%) and treating dry skin (41%).

However, the number of facial product users wanting to improve the texture of skin has increased significantly since 2012 – 36% of facial skincare users report improving skin texture as a reason for using facial skincare in 2013 as opposed to 21% in 2012.

The idea of improving skin texture is resonating across all age groups, indicating a growth opportunity for the category. Improving skin texture speaks to women and men alike, as the idea of a more perfect and flawless complexion is broadly appealing.

What About Anti-Aging?

Anti-aging skincare is the largest segment in the facial skincare category, holding nearly 40% share of the market. However, after years of growth, the anti-aging segment declined by 2.2% between 2010 and 2012.

Facial cleansers and moisturizers collectively account for 41% of category sales and drove virtually all growth in this timeframe. Meanwhile the acne treatment segment saw minimal sales gains between 2010 and 2012. Consumers tend to age out of this segment, generally keeping sales very consistent.

ABOUT THE AUTHOR: Shannon Romanowski is the Beauty and Personal Care Analyst at Mintel. Shannon joined the Mintel Reports team as an Analyst in May 2012. As the team’s beauty expert, Shannon leverages her knowledge across the beauty series of reports, as well as related health and wellness, household and consumer packaged goods reports.

She brings a unique background to Mintel that combines her technical knowledge along with a strong understanding of consumer and sensory research and a passion for the beauty industry. Prior to joining Mintel, Shannon worked as a research scientist for a leading hair and skin care company and specialized in fragrance development as well as sensory research. More recently, she worked as a freelance writer and wrote a beauty blog for a health and wellness magazine. She holds a Bachelor’s degree with a double major in Chemistry and Environmental Science from Indiana University in Bloomington, IN..