About Face: Brit Women Spend More on Skin Care

UNITED KINGDOM: British women are spending more than ever on facial skin care, according to data revealed by Mintel. British women spent £1.15 billion (about $1.46 billion) on facial skin care in 2018, with sales set to increase 3% to reach £1.18 billion this year. During the next five years, Mintel expects the category to rise 15% to reach £1.36 billion in 2023.

According to Mintel, 92% of British women currently use facial cleansers. While face wash (55%) is the UK’s most popular cleansing product, facial cleansing wipes (up from 45% in 2017 to 54% in 2018) and micellar water (up from 19% in 2017 to 27% in 2018) are proving to be star performers. Usage of all facial cleansing products has risen during the past year, even usage of regular/traditional bar soap which has increased from 24% in 2017 to 27% in 2018.

Meanwhile, in terms of facial-caring products, day cream and night cream are proving popular. In the past 12 months, usage of day cream has increased from 59% in 2017 to 66% in 2018; while night creams usage has risen from 39% in 2017 to 48% in 2018.

“As beauty trends continue to be inspired by Korean facial skin care routines, which can reach as many as 10 steps, British women are adopting multiple cleansing routines and even using different cleansers for different occasions. The rise in different formats, from micellar waters to cleansing milks, oils and lotions, is also driving experimentation. Facial wipes remain popular due to their convenience and are sometimes used instead of a facial cleanser; however, with government plans to eliminate single use products like facial cleansing wipes, the category could be affected,” said Roshida Khanom, associate director, beauty and personal care at Mintel.

Mintel finds that just under half (47%) of women use facial skin care products containing SPF, with 39% using a specific sun protection product and 13% using other facial products containing SPF. Despite high usage, confusion surrounds sun protection, as 40% of female facial skin care users find it difficult to know which level of sun protection to use on a daily basis.

When it comes to external factors perceived to impact the appearance of skin, 72% of facial skin care users believe sun exposure has the greatest impact.This is followed by pollution (41%) and cold weather (39%).

“Whilst sun exposure is considered the biggest external factor impacting the appearance of skin, usage of SPF on the face is relatively low. This suggests that despite knowing about the impact of sun exposure, many women are choosing not to protect themselves. Confusion in the sector could be a reason, presenting an opportunity for brands to do more to help women understand how best to use sun protection on a daily basis. Young women, who are more likely to use different types of sun protection products on their face, may benefit from advice on how to layer their sun protection. Apps that recommend products to add to facial skin care routines on particular days, for example, could help clear up confusion,” said Khanom.