In the past few years, skin care has become the most talked about category in the beauty industry. According to a new report from The NPD Group, skin care products generated sales of more than $5.3 billion in the mass and prestige department store channels in 2004. Skin care was the only beauty category in the mass channel to report an increase in 2004; it was also the second fastest-growing beauty category in prestige department stores, sustaining steady growth of four to six percent during the past five years. The study found that 89% of women use skin care products more than any other beauty item. It was followed by makeup (84%), shaving products/hair removers (84%), bath products (82%), and fragrance products (77%).
Body and facial moisturizers rank first and second, respectively. Women who use some type of skin care product reported using body moisturizers (77%), compared to 74% who use facial moisturizers.
“As consumer focus shifts to staple items that benefit personal well-being, skin care will continue to play an increasingly important role. More products are entering the beauty market and skin care is becoming more complex, so it is essential to ensure that consumers do not become overwhelmed or intimidated by product features and selections. Meeting this challenge will, in large part, determine which retailers and manufacturers will achieve the greatest success in the years ahead,” said said Karen Grant, senior industry analyst for The NPD Group’s beauty division.