Skin Care in Usa

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SKIN CARE IN THE US

Euromonitor International

June 2012


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S K I N C A R E I N T H E U S P a s s p o r t I

E u r o m o n i t o r I n t e r n a t i o n a l

LIST OF CONTENTS AND TABLESHeadlines ..................................................................................................................................... 1

Trends ......................................................... ................................................................. ................ 1Competitive Landscape ........................................................................................................... ..... 3Prospects ..................................................................................................................................... 4Category Data .............................................................................................................................. 5

Table 1 Sales of Skin Care by Category: Value 2006-2011 ...................................... 5Table 2 Sales of Skin Care by Category: % Value Growth 2006-2011 ..................... 6Table 3 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value

Breakdown 2008-2011 ................................................................................. 7Table 4 Facial Cleansers: Skin Whitening vs Non-Skin Whitening: % Value

Breakdown 2007-2011 ................................................................................. 7Table 5 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % Value

Breakdown 2008-2011 ................................................................................. 7

Table 6 Anti-Agers: Skin Whitening vs Non-Skin Whitening: % ValueBreakdown 2007-2011 ................................................................................. 7

Table 7 Toners: Skin Whitening vs Non-Skin Whitening: % Value Breakdown2007-2011 ............................................................... ..................................... 8

Table 8 Skin Care Company Shares 2007-2011 ....................................................... 8Table 9 Skin Care Brand Shares by GBN 2008-2011 ............................................... 9Table 10 Facial Moisturisers Brand Shares by GBN 2008-2011 ............................... 10Table 11 Anti-agers Brand Shares by GBN 2008-2011 ............................................ 11Table 12 Firming/Anti-cellulite Body Care Brand Shares by GBN 2008-2011 ........... 12Table 13 General Purpose Body Care Brand Shares by GBN 2008-2011 ................ 12Table 14 Skin Care Premium Brand Shares by GBN 2008-2011 .............................. 13Table 15 Forecast Sales of Skin Care by Category: Value 2011-2016 ..................... 14

Table 16 Forecast Sales of Skin Care by Category: % Value Growth 2011-2016..... 15


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S K I N C A R E I N T H E U S P a s s p o r t 1


SKIN CARE IN THE US

HEADLINES Skin care increases by 4% in current value terms in 2011, to reach US$10.3 billion

Premium skin care outperforms mass skin care, with 9% current value growth in 2011

Anti-agers sees the most dynamic performance, with 7% current value growth in 2011

Unit prices of skin care products increase slightly in 2011

Este Lauder leads skin care with a 13% value share in 2011

Skin care is expected to increase by 10% in constant value terms over the forecast period

TRENDS

As in 2010, demand for premium skin care products drove growth in 2011. Affluent

consumers responded to the improving economy and product innovation from premium skincare manufacturers by turning to premium skin care products. The recovery of the US

economy led to higher consumer confidence for high-income consumers. Product innovation

in premium products, such as Clarins Vital Light Serum (offering relief from dark spots,

dullness and wrinkles in two weeks) and Lancme Renergie Eye Multiple Action (a product

duo offering six benefits, including li fting eyelids) gave women a reason to trade up to

premium skin care products.

Higher demand for premium skin care products led to strong current value growth in 2011.

Current value sales increased by 4% in 2011, which was higher than the CAGR of 2% in the

review period.

Anti-agers saw the fastest growth in skin care, with a 7% current value increase in 2011.

American women of all ages seek to look attractive, and look to anti-agers to reduce the signs

of ageing. Growth was driven by premium anti -agers, with 15% current value growth in 2011.

These products offered many innovations in 2010 and 2011. Mass anti-agers increased by

only 1% in 2011, as affluent consumers traded up to premium offerings. The demand for anti-

agers is high in the US due to their use by a wide age range of consumers. The continued

growth of baby boomers the traditional consumer base for anti-agers is benefiting anti-

agers, as baby boomers seek to remain active and attractive in their 50s and 60s. At the

same time, women in their 20s and 30s are looking to prevent the early signs of ageing.

Furthermore, advances in technology and perceived benefits motivated consumers to spend

more on anti-ageing products. Manufacturers continued to introduce new active ingredients

which promised more dramatic results.

Unit prices increased slightly for most skin care products in 2011. The exception was mass

anti-agers, in which unit prices declined by 2%. The competition was fierce in mass anti-agers, as affluent consumers migrated to premium skin care products, whilst low-income

consumers sought to save money by waiting for sales.

General purpose body care increased by 1% in 2011, after declining by 2% in 2010. The

value sales performance improved in 2011, aided by new product innovation. In early 2011

Beiersdorf introduced a range of body lotions with Hydra IQ technology, which claim to

moisturise the skin for up to 24 hours. Henkels Dial NutriSkin Replenishing Lotions likewise

claim 24-hour moisturisation, but with a fast-absorbing combination of vitamins, minerals and

nutrients.


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Premium skin care accounted for a 30% share of value sales in the US in 2011, up from 29%

in 2010. After trading down to more affordable mass-market products in 2009, consumers

returned to premium products in 2010, and continued to do so in 2011. Whilst advanced anti-

ageing technology is increasingly incorporated into mass-market products, premium anti-

agers still hold a performance edge although some say only perceived over mass-marketbrands. Within premium skin care, Clinique, Este Lauder and Lancme are the leading

brands.

Skin whitening products is a niche in the US, comprising around 7% of total facial skin care

value sales in 2011. The look of tanned skin is very popular in the US, as it is associated with

youth, leisure and sex appeal. Americans love going to the beach, and consider a tan to be

attractive. By contrast, the pale look is not fashionable, as it is in Asia. In many Asian

countries tanned skin is associated with poverty (having to labour outside), and people avoid

going to the beach. As a result, skin whitening products are not marketed as lightening skin

tone in the US. Instead, these products are marketed as brightening the skin for a youthful

radiance, or as reducing the appearance of dark spots which are the result of ageing and sun

exposure. The leader in skin whitening products is The Procter & Gamble Co, which

introduced the Olay Definity line in 2006. Olay Definity is an anti-ageing line claimed to reducethe look of discolouration and wrinkles through a glucosamine formula. Other leaders are

Shiseido, Clarins and Christian Dior.

Acne treatments increased by 1% in 2011, to reach US$1.2 billion. Demand is high for acne

treatments, as Americans, especially teenagers, want clear skin. Growth over the review

period was largely driven by Guthy-Renkers Proactiv multi-product acne regime. Proactiv was

able to achieve sales of US$516 million in 2011 through infomercials showing before-and-

after photos of celebrities and other users. Other companies sought to emulate Proactivs

success by launching multi-product acne treatment kits both in stores and on television.

Johnson & Johnson Consumer Productss Neutrogena Skin iD and Stiefel Laboratoriess

(GlaxoSmithKline Consumer Health) MaxClarity are sold exclusively through infomercials and

the internet. MaxClarity markets its VersaFoam technology as using micronised benzoyl

peroxide and salicylic acid to offer fast absorption and deep penetration. In response to an

increase in the competition, Proactiv dramatically intensified its marketing efforts in 2010 by

signing teen pop sensation Justin Bieber and celebrities Katy Perry, Jenna Fischer and Avril

Lavigne to multi-million dollar contracts as spokespersons for Proactiv. In 2011 Procter &

Gamble entered acne treatments for the first time with its Olay Pro-X Clear Acne Protocol line.

Dermocosmetic/pharma brands are an important part of skin care in the US. Johnson &

Johnsons Neutrogena brand is the largest dermocosmetic skin care brand, with sales of

US$705 million in 2011. Neutrogena is marketed as being dermatologist recommended, and

as offering premium quality skin care products. Its Aveeno sister brand ranked eighth in skin

care. Aveeno is marketed with the Active Naturals tagline, as it offers clinically -proven skin

care benefits through natural ingredients, such as 100% colloidal oatmeal. In the US,

therapeutic moisturisers are sold next to traditional moisturisers, with very little distinctionregarding how these products are shelved. Many therapeutic brands, such as Beiersdorfs

Eucerin, have extended their product ranges in a similar way to standard skin care brands,

offering comparable sun protection or anti-ageing properties.

Within facial moisturisers and anti-agers, concentrated serums and eye treatment products

are performing well. Serums have been growing in popularity as skin care companies

introduce more serums, and beauty editors recommend them as part of an anti -ageing

regime. Skin care companies have found it easier to convince consumers to pay premium

prices for serums, as they promise multiple skin care benefits, more than for more basic

products, such as facial cleansers. The delicate eye area is one of the first areas to show the


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signs of ageing. As a result, consumers seek to reduce the appearance of crows feet,

puffiness and under-eye bags through eye treatments.

Manufacturers of facial cleansers highlight the deep-cleansing properties of their products.

Procter & Gamble claims that its Olay liquid facial cleansers remove 2x more dirt and make -

up vs basic cleansing. A dry/normal/oily skin benefit claim is the most prevalent in facialcleansers. Manufacturers of facial moisturisers focus mainly on day formulae with sun

protection, by offering products which incorporate SPF15 or SPF30 protection. Sun protection

is proving to be an especially popular and long-lasting trend, as US consumers are becoming

increasingly concerned with unprotected sun exposure.

General body moisturisers and facial moisturisers with self-tanning agents are niche products

in the US. Jergens Natural Glow Moisturiser was launched in 2005 as a breakthrough

concept, because the use of gradual self-tanning agents reduces the risk of mistakes (since

the tan builds with daily product use). However, the excitement has died down, and not

everyone wants to wait several days for a tan to appear, or wants to apply the product daily.

In addition, self-tanning products have improved in terms of ease of use, with companies

offering continuous spray and towelette formats to create a more even-looking tan.

COMPETITIVE LANDSCAPE

Este Lauder led skin care in the US in 2011 with a 13% value share. The companys position

is tied to its leadership of premium skin care. Este Lauders success was driven by its well -

established brand portfolio, notably Clinique and Este Lauder. In times of economic

uncertainty, prestige shoppers are drawn to these well-known and trusted brands. Clinique,

the largest skin care brand, had strong years in 2010 and 2011. New product innovation

allowed Clinique to increase its value share from 6% in 2009 to 7% in 2010 and 2011.

Clinique Even Better Clinical Dark Spot Corrector and Clinique Repairwear Laser Focus

Wrinkle & UV Damage Corrector were standout launches in 2010. In 2011 the company

introduced Clinique Pore Refining Solutions Correcting Serum, which is claimed to diminishand disguise pores. The company is promoting the great value offered by Clinique through

signage at department store counters with pricing information. Clinique is priced at the low-

end of premium skin care, with its Laser Focus serum priced at only US$44.50 for a 1 fl oz

bottle.

With a 4% value share in 2011, the companys flagship Este Lauder brand was fourth in skin

care, and was the second premium skin care brand. The Este Lauder brand introduced a

number of new products, including the Este Lauder Idealist Even Skintone Illuminator and

Idealist Cooling Eye Illuminator. The company introduced a new advertising campaign, Every

Woman Can Be Beautiful to accompany the launch of these Idealist products. The campaign,

launched in June 2011, featured spokesmodels Joan Smalls (Puerto Rico), Constance

Jablonski (France), and Liu Wen (China).

Johnson & Johnson Consumer Products saw the strongest share decline in 2011, to a 12%value share, down from 14% in 2010. Its Neutrogena brand was the second skin care brand,

with a value share of 7% in 2011, down from 8% in 2010. The Neutrogena brand experienced

a share decline as it lost share in anti-agers to premium brands such as Clinique and Este

Lauder. Johnson & Johnsons March 2010 launch of Neutrogena Clinical featuring an

Ion2complex gel serum and an activating cream to create a positive electrical micro-current to

reduce the appearance of wrinkles and firm the skin was not successful. In 2011 the company

launched the Neutrogena Naturals collection, which is billed as an eco-friendly line with no

parabens, petrochemicals or phthalates. The company is particularly strong in acne

treatments, in which it held second place through its Neutrogena and Neutrogena Skin iD


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lines. Neutrogena has long been marketed towards young women through advertisements

starring young celebrities such as Hayden Panettiere and Vanessa Hudgens. The companys

Aveeno brand was ranked eighth in skin care in 2011, and is marketed as a natural line with

clinically-proven skin care benefits.

New product development in 2011 focused on brightening and evening the skin tone. Clarinsintroduced Clarins Vital Light Serum, which is claimed to diminish dark spots, dullness and

wrinkles in two weeks, in addition to restoring luminosity. Kate Somerville introduced Kate

Somerville Skin Health Experts Clinic-To-Go Resurfacing Peel Pads, which are claimed to

brighten the skin and through a professional strength treatment peel. In the mass arena,

LOral introduced LOral Paris Youth Code Skincare Collection, wh ich is said to activate the

repair genes for younger-looking skin. Avons Avon Anew Genics similarly uses youth gene

technology.

Packaging innovations included the Este Lauder Idealist Cooling Eye Illuminator, which

features a curved ceramic tip which offers a cooling sensation to the skin.

Brands at different price levels compete for sales using different strategies. Premium brands

such as Clinique and Lancme are marketed as offering the latest technology, as well as

using exotic ingredients, such as platinum. Masstige brands such as Avon Anew and Olay

Regenerist are positioned as offering demonstrable results, often featuring claims of reducing

the signs of ageing within a few weeks. Procter & Gamble has been very effective in using

advertising for its Olay Regenerist Sculpting Cream, saying that it hydrates better than creams

costing US$350. Mass brands such as Avon Solutions and Ponds focus more on basic

claims of cleansing and hydration, and compete on price. Private label has a very small

presence in skin care, with a 3% value share in 2011, unchanged from 2010.

PROSPECTS

Skin care is expected to increase by 10% in constant value terms over the forecast period,

driven by facial care. The 10% constant value growth reflects an improvement from the reviewperiod performance. Facial care is expected to show strong 12% constant value growth, as

American women, and increasingly men, invest in looking good. Whilst major skin care

categories such as facial cleansers and moisturisers have reached maturity, all facial care

categories, with the exception of face masks, facial cleansing wipes, and toners, are expected

to show value growth over the forecast period. In facial care, anti-agers are expected to show

the fastest growth, with 24% constant value growth expected over the forecast period 2011-

2016.

A possible threat to the growth of anti-agers is government regulation. The increased merging

of pharmaceutical research and beauty products risks waking up the dormant regulatory arm

of the US Food and Drug Administration. Currently, the FDA does not recognise

cosmeceuticals as having medicinal or drug-like benefits, and largely turns a blind eye to the

increasingly complex and aggressive claims made by cosmetics manufacturers. To date, theindustry has managed to avoid tighter regulation by largely sticking to reasonable (and

achievable) claims, whilst having a fairly strong safety record. If product claims become too

aggressive, or if there are adverse side-effects, the FDA, or the Federal Trade Commission,

could move to tighten cosmetics regulations and make it harder to sell and market innovative

anti-ageing treatments.

Demand for anti-ageing products will be driven by the ageing US population, which is

expected to continue to try to fight off the effects of ageing. US manufacturers will respond to

this demand with new product introductions which promise to work faster and better. Younger

consumers aged 20+ will also contribute to the growth in anti-agers, as manufacturers design


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products and marketing campaigns around preventative care to appeal to younger consumers

who are not yet seeing the signs of ageing.

Facial cleansing wipes, firming/anti-cellulite body care, and toners are expected to see

constant value declines over the forecast period. These products are seen as unnecessary to

a large segment of the US population. Facial cleansing wipes are considered to be poor andexpensive substitutes for liquid facial cleansers. As a result, retail sales of facial cleansing

wipes are forecast to decline by 18% in constant value terms over the forecast period. Toners

will continue to experience a decline because these products are not considered essential by

dermatologists or consumers, declining by 6% in constant value terms over the forecast

period. Firming/anti-cellulite body care is expected to decline by 18% as these products are

considered ineffective.

Unit prices are expected to increase slightly in many skin care categories over the forecast

period. Ongoing technological innovation, especially in the area of anti-agers, should allow

companies to raise prices year-on-year.

Recent introductions, such as the Garnier 2-in-1 Wrinkle Reducer Serum+Moisturizer are

expected to do well in the short term. American women are increasingly looking for

multifunctional products to save time and reduce the steps involved. Consumers are expected

to respond positively to Lancmes Visionnaire LR 2412 4% (billed as the companys 1st

advanced skin corrector, with 20 patents pending), as the advertisements promote a high -

tech message of efficacy.

Potential company activity is expected to involve more products which claim to offer near-

professional results at home. Companies are expected to continue introducing new applicator

and delivery formats, as in the ceramic eye applicator tip from Este Lauder.

CATEGORY DATA

Table 1 Sales of Skin Care by Category: Value 2006-2011

US$ million2006 2007 2008 2009 2010 2011

Body Care 2,084.7 2,138.1 2,116.3 2,066.3 2,035.1 2,044.6- Firming/Anti- 99.9 97.5 96.1 99.6 100.7 87.4

Cellulite Body Care-- Premium Firming/Anti- 28.0 26.4 25.4 23.3 21.9 20.7

Cellulite Body Care-- Mass Firming/Anti- 71.9 71.1 70.7 76.4 78.8 66.8

Cellulite Body Care- General Purpose Body 1,984.8 2,040.6 2,020.2 1,966.7 1,934.4 1,957.1

Care

-- Premium General 129.5 130.2 119.3 108.3 104.7 106.2Purpose Body Care-- Mass General Purpose 1,855.3 1,910.4 1,900.9 1,858.4 1,829.7 1,850.9

Body CareFacial Care 7,155.7 7,552.6 7,725.8 7,618.6 7,834.1 8,189.4- Acne Treatments 1,105.7 1,114.7 1,123.7 1,151.0 1,172.6 1,183.7-- Premium Acne 27.2 28.3 29.1 29.0 30.3 31.4

Treatments-- Mass Acne Treatments 1,078.5 1,086.4 1,094.6 1,122.0 1,142.3 1,152.3- Face Masks 66.4 69.1 65.9 63.0 62.3 63.2-- Premium Face Masks 27.7 28.3 27.4 26.2 27.6 28.9-- Mass Face Masks 38.7 40.8 38.5 36.8 34.8 34.3- Facial Cleansers 1,454.1 1,515.6 1,503.4 1,420.5 1,440.1 1,487.1


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-- Liquid/Cream/Gel/Bar 1,254.0 1,309.4 1,308.1 1,243.4 1,272.6 1,326.2Cleansers

-- Facial Cleansing Wipes 200.1 206.2 195.4 177.1 167.5 160.9- Facial Moisturisers 1,625.3 1,682.3 1,673.9 1,579.9 1,613.7 1,705.7-- Premium Facial 846.6 894.2 885.9 858.8 903.2 970.6

Moisturisers-- Mass Facial 778.7 788.0 788.0 721.1 710.5 735.1

Moisturisers- Lip Care 491.3 533.4 531.0 519.0 550.1 573.9-- Premium Lip Care 13.6 13.6 13.2 12.6 13.0 13.3-- Mass Lip Care 477.7 519.8 517.8 506.4 537.2 560.6- Anti-Agers 2,074.0 2,301.5 2,506.3 2,584.2 2,702.8 2,888.8-- Premium Anti-Agers 890.0 961.3 985.2 973.9 1,116.1 1,288.3-- Mass Anti-Agers 1,184.0 1,340.2 1,521.1 1,610.3 1,586.7 1,600.5- Toners 338.9 336.2 321.6 301.0 292.5 287.1-- Premium Toners 199.9 201.9 200.8 193.7 189.6 187.7-- Mass Toners 139.0 134.3 120.9 107.3 102.9 99.4Hand Care 115.3 121.5 116.9 107.7 108.5 107.5- Premium Hand Care 28.1 28.7 26.9 24.6 24.8 24.7- Mass Hand Care 87.2 92.8 90.0 83.2 83.7 82.9Skin Care 9,355.7 9,812.2 9,958.9 9,792.6 9,977.7 10,341.5

Source: Euromonitor International from official statistics, trade associations, trade press, company research,store checks, trade interviews, trade sources

Table 2 Sales of Skin Care by Category: % Value Growth 2006-2011

% current value growth2010/11 2006-11 CAGR 2006/11 Total

Body Care 0.5 -0.4 -1.9- Firming/Anti-Cellulite Body Care -13.2 -2.6 -12.5-- Premium Firming/Anti-Cellulite Body -5.6 -5.9 -26.2

Care-- Mass Firming/Anti-Cellulite Body Care -15.3 -1.5 -7.1- General Purpose Body Care 1.2 -0.3 -1.4-- Premium General Purpose Body Care 1.4 -3.9 -18.0-- Mass General Purpose Body Care 1.2 0.0 -0.2Facial Care 4.5 2.7 14.4- Acne Treatments 0.9 1.4 7.1-- Premium Acne Treatments 3.5 2.9 15.5-- Mass Acne Treatments 0.9 1.3 6.8- Face Masks 1.3 -1.0 -4.8-- Premium Face Masks 4.7 0.9 4.4-- Mass Face Masks -1.4 -2.4 -11.4- Facial Cleansers 3.3 0.5 2.3-- Liquid/Cream/Gel/Bar Cleansers 4.2 1.1 5.8

-- Facial Cleansing Wipes -4.0 -4.3 -19.6- Facial Moisturisers 5.7 1.0 4.9-- Premium Facial Moisturisers 7.5 2.8 14.6-- Mass Facial Moisturisers 3.5 -1.1 -5.6- Lip Care 4.3 3.2 16.8-- Premium Lip Care 2.4 -0.5 -2.6-- Mass Lip Care 4.4 3.3 17.3- Anti-Agers 6.9 6.9 39.3-- Premium Anti-Agers 15.4 7.7 44.7-- Mass Anti-Agers 0.9 6.2 35.2- Toners -1.8 -3.3 -15.3-- Premium Toners -1.0 -1.3 -6.1-- Mass Toners -3.4 -6.5 -28.5


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Hand Care -0.9 -1.4 -6.8- Premium Hand Care -0.6 -2.6 -12.2- Mass Hand Care -1.0 -1.0 -5.0Skin Care 3.6 2.0 10.5

Source: Euromonitor International from official statistics, trade associations, trade press, company research,

store checks, trade interviews, trade sources

Table 3 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value Breakdown2008-2011

% retail value rsp2008 2009 2010 2011

Skin Whitening 4.0 4.2 4.3 4.4Non-Skin Whitening 96.0 95.8 95.7 95.6Total 100.0 100.0 100.0 100.0

Source: Euromonitor International from official statistics, trade associations, trade press, company research,

store checks, trade interviews, trade sources

Table 4 Facial Cleansers: Skin Whitening vs Non-Skin Whitening: % ValueBreakdown 2007-2011

% retail value rsp2007 2008 2009 2010 2011

Skin Whitening 0.5 0.6 0.7 0.8 0.8Non-Skin Whitening 99.5 99.4 99.3 99.3 99.2Total 100.0 100.0 100.0 100.0 100.0


Table 5 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % ValueBreakdown 2008-2011

% retail value rsp2008 2009 2010 2011

Skin Whitening 2.1 2.4 2.5 2.5Non-Skin Whitening 97.9 97.6 97.6 97.5Total 100.0 100.0 100.0 100.0


Table 6 Anti-Agers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown2007-2011

% retail value rsp2007 2008 2009 2010 2011



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Table 7 Toners: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-

2011

% retail value rsp2007 2008 2009 2010 2011



Table 8 Skin Care Company Shares 2007-2011

% retail value rspCompany 2007 2008 2009 2010 2011

Este Lauder Cos Inc 12.0 12.1 12.1 12.6 13.3Johnson & Johnson 11.4 12.5 12.8 13.5 12.2

Consumer Products IncL'Oral USA Inc 8.0 8.4 8.7 8.7 9.0Procter & Gamble Co, The 8.2 8.1 8.5 8.7 8.1Guthy-Renker Corp 5.4 5.0 5.1 5.1 5.0Mary Kay Inc 4.6 4.5 4.4 3.8 3.8

Avon Products Inc 5.4 5.3 5.1 4.2 3.8Beiersdorf Inc 3.0 3.1 3.3 3.5 3.5Kao Brands Co 3.3 3.2 3.2 3.2 3.2Limited Brands Inc 3.0 2.7 2.7 3.0 3.1

Unilever Home & 4.3 3.5 3.2 2.6 2.3Personal Care USA

Shiseido Cosmetics 2.0 2.0 2.0 2.0 2.0(America) Ltd

Clarins SA 1.2 1.2 1.3 1.3 1.3Amway Corp 1.1 1.1 1.1 1.1 1.2Blistex Inc 1.0 1.0 1.0 1.1 1.1Wyeth Consumer 1.2 1.1 1.1 1.1 1.1

Healthcare IncBurt's Bees Inc 0.7 0.8 0.8 0.9 1.0Chanel USA Inc 0.7 0.7 0.7 0.7 0.8Klein-Becker USA 0.7 0.6 0.6 0.7 0.7Boots Healthcare USA Inc 0.7 0.7 0.7 0.7 0.7LVMH Perfums & 0.7 0.6 0.6 0.7 0.7

Cosmetics USA IncPhilosophy Inc 0.5 0.5 0.5 0.7 0.7

Alberto-Culver Co 0.7 1.0 1.0 0.7 0.6Elizabeth Arden Co 0.5 0.5 0.5 0.5 0.6Body Shop Inc 0.6 0.6 0.6 0.6 0.5Nu Skin Enterprises Inc 0.4 0.5 0.5 0.5 0.5Jafra Cosmetics 0.4 0.4 0.5 0.5 0.4

International IncWal-Mart Stores Inc 0.3 0.3 0.4 0.4 0.4Carma Laboratories Inc 0.3 0.4 0.4 0.4 0.4Mentholatum Co Inc, The 0.5 0.6 0.6 0.5 0.4Walgreen Co 0.2 0.2 0.3 0.3 0.3


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Beauticontrol Cosmetics 0.5 0.4 0.4 0.4 0.3Inc

CVS Caremark Corp 0.2 0.2 0.2 0.2 0.2University Medical 0.3 0.3 0.3 0.2 0.2

Products

Yves Rocher SA 0.2 0.2 0.2 0.2 0.2Target Corp 0.1 0.1 0.1 0.1 0.1Murad Inc 0.1 0.1 0.1 0.1 0.1Stiefel Laboratories Inc 0.1 0.1 0.1 0.1 0.1Revlon Inc 0.2 0.1 0.0 0.0 0.0

Andrew Jergens Co, The - - - - -Other Private Label 1.3 1.6 1.9 2.2 2.2Others 13.7 13.7 12.6 12.2 13.8Total 100.0 100.0 100.0 100.0 100.0


Table 9 Skin Care Brand Shares by GBN 2008-2011

% retail value rspBrand Company 2008 2009 2010 2011

Clinique Este Lauder Cos Inc 6.0 6.3 6.7 7.1Neutrogena Johnson & Johnson 7.6 7.9 8.1 6.8

Consumer Products IncProactiv Guthy-Renker Corp 5.0 5.1 5.1 5.0Este Lauder Este Lauder Cos Inc 3.8 3.8 4.0 4.2Lancme L'Oral USA Inc 3.6 3.7 3.9 4.1Mary Kay Mary Kay Inc 4.5 4.4 3.8 3.8Olay Regenerist Procter & Gamble Co, The 2.7 2.9 3.1 3.0

Aveeno Johnson & Johnson 2.4 2.5 2.5 2.5Consumer Products Inc

Olay Procter & Gamble Co, The 2.8 2.5 2.6 2.5Bath & Body Works Limited Brands Inc 2.1 2.1 2.4 2.4L'Oral Dermo- L'Oral USA Inc 2.4 2.5 2.3 2.2

ExpertiseAvon Renew/Anew Avon Products Inc 2.2 2.4 1.8 1.7Eucerin Beiersdorf Inc 1.6 1.6 1.7 1.7Jergens Kao Brands Co 1.6 1.7 1.7 1.7Clean & Clear Johnson & Johnson 1.4 1.5 1.5 1.6

Consumer Products IncClarins Clarins SA 1.2 1.3 1.3 1.3Shiseido Shiseido Cosmetics 1.2 1.3 1.3 1.3

(America) LtdVaseline Unilever Home & 1.5 1.7 1.5 1.3

Personal Care USA

Olay Total Effects Procter & Gamble Co, The 1.2 1.3 1.3 1.2Garnier Nutritioniste L'Oral USA Inc 1.2 1.2 1.2 1.2Nivea Body Beiersdorf Inc 1.0 1.1 1.2 1.2

Artistry Amway Corp 1.1 1.0 1.1 1.1ChapStick Wyeth Consumer 1.1 1.1 1.1 1.1

Healthcare IncBlistex Blistex Inc 0.8 0.9 1.0 1.0Burt's Bees Burt's Bees Inc 0.8 0.8 0.9 1.0Bior Kao Brands Co 1.1 1.0 1.0 1.0Origins Este Lauder Cos Inc 1.0 1.0 0.9 0.9Cetaphil L'Oral USA Inc 0.7 0.8 0.8 0.9Lubriderm Johnson & Johnson 0.9 0.9 0.8 0.8

Consumer Products Inc


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Chanel Prcision Chanel USA Inc 0.7 0.7 0.7 0.8StriVectin-SD Klein-Becker USA 0.6 0.6 0.7 0.7Clearasil Boots Healthcare USA Inc 0.7 0.7 0.7 0.7Philosophy Philosophy Inc 0.5 0.5 0.7 0.7Victoria's Secret Limited Brands Inc 0.6 0.6 0.6 0.6

The Body Shop Body Shop Inc 0.6 0.6 0.6 0.5Avon Avon Products Inc 1.0 0.8 0.6 0.5Nu Skin Nu Skin Enterprises Inc 0.5 0.5 0.5 0.5Olay Pro-X Procter & Gamble Co, The - 0.6 0.6 0.5RoC Johnson & Johnson - - 0.5 0.5

Consumer Products IncCurel Kao Brands Co 0.5 0.5 0.5 0.5Other Private Label 1.6 1.9 2.2 2.2Others 28.1 26.1 24.7 25.6Total 100.0 100.0 100.0 100.0


Table 10 Facial Moisturisers Brand Shares by GBN 2008-2011


Clinique Este Lauder Cos Inc 17.3 18.6 19.5 20.2Este Lauder Este Lauder Cos Inc 7.9 8.0 8.1 8.1Lancme L'Oral USA Inc 7.1 7.3 7.4 7.4Mary Kay Mary Kay Inc 7.8 7.5 7.4 7.3Olay Procter & Gamble Co, The 7.6 7.3 7.4 6.9Neutrogena Johnson & Johnson 5.7 5.4 5.5 5.7

Consumer Products IncShiseido Shiseido Cosmetics 2.5 2.7 2.8 2.7

(America) Ltd


Clarins Clarins SA 2.0 2.1 2.2 2.1Artistry Amway Corp 1.7 1.5 1.7 1.6Chanel Prcision Chanel USA Inc 1.4 1.4 1.4 1.4Cetaphil L'Oral USA Inc 0.7 1.0 1.2 1.3L'Oral Dermo- L'Oral USA Inc 1.7 1.3 1.1 1.1

ExpertiseOrigins Este Lauder Cos Inc 1.2 1.1 1.1 1.1Pond's Unilever Home & 1.3 1.2 1.2 1.1

Personal Care USAElizabeth Arden Elizabeth Arden Co 1.0 1.1 1.0 1.0Garnier Nutritioniste L'Oral USA Inc 1.2 1.0 0.9 1.0Eucerin Beiersdorf Inc 0.9 0.9 0.9 1.0

Bath & Body Works Limited Brands Inc 1.0 1.0 1.0 0.9Jafra Jafra Cosmetics 0.8 0.9 0.9 0.9International Inc

La Roche-Posay L'Oral USA Inc 0.7 0.7 0.8 0.8Avon Avon Products Inc 1.8 1.5 1.0 0.8Dior LVMH Perfums & 0.7 0.7 0.7 0.7

Cosmetics USA IncPhilosophy Philosophy Inc 0.7 0.7 0.7 0.7Nu Skin Nu Skin Enterprises Inc 0.6 0.6 0.6 0.5BeautiControl Beauticontrol Cosmetics 0.7 0.7 0.6 0.5

IncThe Body Shop Body Shop Inc 0.4 0.4 0.4 0.4Yves Rocher Yves Rocher SA 0.3 0.3 0.3 0.3


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Purpose Johnson & Johnson 0.5 0.4 0.3 0.3Consumer Products Inc

Nivea for Men Beiersdorf Inc 0.2 0.2 0.2 0.2Prescriptives Este Lauder Cos Inc 0.7 0.6 0.1 0.1Biotherm L'Oral USA Inc 0.1 0.1 0.1 0.1

Clean & Clear Johnson & Johnson 0.1 0.1 0.1 0.1Consumer Products Inc

Dove Unilever Home & 0.9 0.6 0.0 -Personal Care USA

Revlon Revlon Inc 0.1 0.1 - -Almay Revlon Inc 0.2 - - -Nivea Visage Beiersdorf Inc 0.1 - - -L'Oral Plnitude L'Oral USA Inc - - - -Private label Private Label 0.9 1.1 1.1 1.2Others 18.0 18.0 18.1 18.3Total 100.0 100.0 100.0 100.0


Table 11 Anti-agers Brand Shares by GBN 2008-2011


Olay Regenerist Procter & Gamble Co, The 10.8 10.9 11.3 10.6Lancme L'Oral USA Inc 6.0 6.2 6.6 7.3Este Lauder Este Lauder Cos Inc 6.3 5.9 6.5 7.0L'Oral Dermo- L'Oral USA Inc 7.4 8.0 7.2 6.8

ExpertiseAvon Renew/Anew Avon Products Inc 8.7 9.0 6.7 6.2Clinique Este Lauder Cos Inc 4.4 4.4 5.4 6.0Neutrogena Johnson & Johnson 6.2 6.4 6.6 5.9

Consumer Products IncMary Kay Mary Kay Inc 4.4 4.4 4.4 4.5Olay Total Effects Procter & Gamble Co, The 3.8 3.8 3.8 3.4Garnier Nutritioniste L'Oral USA Inc 3.3 3.5 3.3 3.3StriVectin-SD Klein-Becker USA 2.5 2.3 2.5 2.7Clarins Clarins SA 2.1 2.0 2.1 2.2

Artistry Amway Corp 1.9 1.9 1.9 2.1Olay Pro-X Procter & Gamble Co, The - 2.3 2.3 1.9RoC Johnson & Johnson - - 1.7 1.6

Consumer Products IncShiseido Shiseido Cosmetics 1.5 1.5 1.6 1.6

(America) LtdOlay Definity Procter & Gamble Co, The 3.2 2.3 1.8 1.5Chanel Prcision Chanel USA Inc 1.4 1.3 1.3 1.4

Aveeno Johnson & Johnson 1.5 1.4 1.4 1.3Consumer Products IncNu Skin Nu Skin Enterprises Inc 0.9 1.1 1.2 1.2Olay Age Defying Procter & Gamble Co, The 0.8 1.0 0.9 0.7Elizabeth Arden Elizabeth Arden Co 0.6 0.6 0.6 0.7Dior LVMH Perfums & 0.6 0.6 0.6 0.6

Cosmetics USA IncOrigins Este Lauder Cos Inc 0.6 0.6 0.6 0.6La Roche-Posay L'Oral USA Inc 0.5 0.5 0.5 0.6La Mer Este Lauder Cos Inc 0.5 0.5 0.5 0.5Nivea for Men Beiersdorf Inc 0.6 0.7 0.6 0.5Prevage Elizabeth Arden Co 0.4 0.4 0.5 0.5Philosophy Philosophy Inc 0.4 0.4 0.4 0.4


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Avon Solutions Avon Products Inc 1.1 0.8 0.5 0.4Jafra Jafra Cosmetics 0.3 0.3 0.3 0.3

International IncBeautiControl Beauticontrol Cosmetics 0.3 0.2 0.2 0.2

Inc

Biotherm L'Oral USA Inc 0.3 0.2 0.2 0.2Yves Rocher Yves Rocher SA 0.2 0.2 0.2 0.2Eucerin Beiersdorf Inc 0.2 0.2 0.2 0.1Prescriptives Este Lauder Cos Inc 0.3 0.2 0.1 0.1Nivea Visage Beiersdorf Inc 0.3 - - -

Almay Revlon Inc 0.2 - - -Pond's Unilever Home & 0.1 - - -

Personal Care USAL'Oral Plnitude L'Oral USA Inc - - - -Private label Private Label 1.4 1.9 2.4 2.6Others 14.0 12.2 11.2 12.4Total 100.0 100.0 100.0 100.0


Table 12 Firming/Anti-cellulite Body Care Brand Shares by GBN 2008-2011


Nivea Body Beiersdorf Inc 19.8 25.7 29.6 31.8Clarins Clarins SA 6.3 5.8 5.7 6.5Mary Kay Mary Kay Inc 6.1 5.6 5.3 5.7

Avon Anew Avon Products Inc 14.7 6.2 5.3 4.4Shiseido Shiseido Cosmetics 4.2 3.7 3.4 3.7

(America) LtdAvon Avon Products Inc 1.1 4.2 2.3 1.5

Jafra Jafra Cosmetics 1.4 1.3 1.3 1.3International Inc

BeautiControl Beauticontrol Cosmetics 1.2 1.0 0.9 0.9Inc

Yves Rocher Yves Rocher SA 1.0 0.9 0.8 0.8Nu Skin Nu Skin Enterprises Inc 0.6 0.6 0.5 0.6Neutrogena Johnson & Johnson 0.2 - - -

Consumer Products IncPrivate label Private Label 0.5 0.4 0.5 0.7Others 42.9 44.8 44.3 42.1Total 100.0 100.0 100.0 100.0


Table 13 General Purpose Body Care Brand Shares by GBN 2008-2011


Jergens Kao Brands Co 7.8 8.4 8.9 9.0Bath & Body Works Limited Brands Inc 8.0 7.9 8.4 8.7Eucerin Beiersdorf Inc 6.7 7.1 7.7 7.9


Vaseline Unilever Home & 6.9 7.9 7.1 6.4


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Personal Care USANivea Body Beiersdorf Inc 3.9 4.0 4.5 4.7Mary Kay Mary Kay Inc 4.0 4.0 4.1 4.2Lubriderm Johnson & Johnson 4.4 4.3 4.2 4.1

Consumer Products Inc

Victoria's Secret Limited Brands Inc 3.1 3.0 3.1 3.2Olay Procter & Gamble Co, The 3.0 2.7 2.9 2.8Curel Kao Brands Co 2.6 2.4 2.4 2.4Suave Unilever Home & 2.3 2.2 2.2 2.3

Personal Care USASt Ives Swiss Formula Alberto-Culver Co 2.0 2.1 2.1 2.1Wal-Mart Wal-Mart Stores Inc 1.2 1.5 1.7 1.7

Avon Skin So Soft Avon Products Inc 1.6 1.7 1.6 1.6The Body Shop Body Shop Inc 1.6 1.5 1.5 1.5Origins Este Lauder Cos Inc 1.2 1.2 1.2 1.2

Avon Moisture Therapy Avon Products Inc 1.4 1.4 1.3 1.1Neutrogena Johnson & Johnson 1.5 1.3 1.4 1.0

Consumer Products IncWalgreens Walgreen Co 0.6 0.7 0.9 0.9Philosophy Philosophy Inc - - 0.7 0.8Jafra Jafra Cosmetics 0.7 0.7 0.7 0.7

International IncCVS CVS Caremark Corp 0.5 0.6 0.6 0.6

Avon Naturals Avon Products Inc 0.6 0.6 0.6 0.6Target Target Corp 0.3 0.4 0.5 0.5BeautiControl Beauticontrol Cosmetics 0.6 0.5 0.5 0.4

IncDove Unilever Home & 1.6 1.1 0.7 0.4

Personal Care USAClarins Clarins SA 0.4 0.4 0.4 0.4Lancme L'Oral USA Inc 0.4 0.3 0.3 0.3Este Lauder Este Lauder Cos Inc 0.3 0.3 0.3 0.3Nu Skin Nu Skin Enterprises Inc 0.3 0.3 0.3 0.2Clinique Este Lauder Cos Inc 0.2 0.2 0.2 0.2

Body Series Amway Corp 0.2 0.1 0.1 0.1Biotherm L'Oral USA Inc 0.1 0.1 0.1 0.1

Avon Basics Avon Products Inc 0.1 0.1 0.1 0.1Avon Planet Spa Avon Products Inc 0.1 0.1 0.1 0.0Caress Unilever Home & 0.1 - - -

Personal Care USACurel Andrew Jergens Co, The - - - -Jergens Andrew Jergens Co, The - - - -Lubriderm Pfizer Inc - - - -Other Private Label 1.4 1.7 2.0 2.0Others 21.8 20.5 17.7 18.7Total 100.0 100.0 100.0 100.0


Table 14 Skin Care Premium Brand Shares by GBN 2008-2011


Clinique Este Lauder Cos Inc 22.0 23.1 23.7 23.9Este Lauder Este Lauder Cos Inc 14.0 13.9 13.9 13.9Lancme L'Oral USA Inc 13.1 13.6 13.5 13.7Clarins Clarins SA 4.5 4.6 4.5 4.5Shiseido Shiseido Cosmetics 4.5 4.6 4.5 4.3


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(America) LtdOrigins Este Lauder Cos Inc 3.7 3.6 3.3 3.1Chanel Prcision Chanel USA Inc 2.6 2.6 2.5 2.5StriVectin-SD Klein-Becker USA 2.3 2.2 2.4 2.5Philosophy Philosophy Inc 1.8 1.9 2.3 2.2

Artistry Amway Corp 1.8 1.8 1.8 1.9RoC Johnson & Johnson - - 1.6 1.5

Consumer Products IncElizabeth Arden Elizabeth Arden Co 1.6 1.6 1.5 1.5La Roche-Posay L'Oral USA Inc 1.3 1.4 1.4 1.4Dior LVMH Perfums & 1.2 1.2 1.2 1.2

Cosmetics USA IncNu Skin Nu Skin Enterprises Inc 0.9 1.1 1.1 1.1La Mer Este Lauder Cos Inc 0.5 0.5 0.5 0.5Prevage Elizabeth Arden Co 0.4 0.4 0.4 0.4Biotherm L'Oral USA Inc 0.5 0.5 0.4 0.3Murad Murad Inc 0.4 0.4 0.4 0.3Prescriptives Este Lauder Cos Inc 0.9 0.8 0.2 0.1bareMinerals Bare Escentuals Inc - - 0.1 0.1Mac Este Lauder Cos Inc 0.1 0.1 0.1 0.1Others 21.8 20.0 18.6 18.7Total 100.0 100.0 100.0 100.0


Table 15 Forecast Sales of Skin Care by Category: Value 2011-2016

US$ million2011 2012 2013 2014 2015 2016

Body Care 2,044.6 2,069.2 2,105.4 2,129.4 2,140.4 2,140.4- Firming/Anti- 87.4 80.1 76.6 74.0 72.2 71.3

Cellulite Body Care-- Premium Firming/Anti- 20.7 19.5 18.7 18.1 17.6 17.2

Cellulite Body Care-- Mass Firming/Anti- 66.8 60.6 57.9 56.0 54.7 54.2

Cellulite Body Care- General Purpose Body 1,957.1 1,989.1 2,028.8 2,055.4 2,068.2 2,069.0

Care-- Premium General 106.2 104.7 102.8 100.4 98.7 97.7

Purpose Body Care-- Mass General Purpose 1,850.9 1,884.4 1,926.0 1,955.0 1,969.5 1,971.3

Body CareFacial Care 8,189.4 8,393.7 8,584.2 8,742.3 8,933.9 9,171.9- Acne Treatments 1,183.7 1,188.8 1,189.3 1,181.6 1,183.3 1,188.7-- Premium Acne 31.4 32.0 32.7 33.1 33.8 34.7

Treatments-- Mass Acne Treatments 1,152.3 1,156.8 1,156.6 1,148.5 1,149.5 1,154.0- Face Masks 63.2 63.3 63.0 62.3 61.9 62.2-- Premium Face Masks 28.9 29.7 30.3 30.4 30.3 30.8-- Mass Face Masks 34.3 33.7 32.7 32.0 31.6 31.4- Facial Cleansers 1,487.1 1,517.4 1,544.8 1,565.4 1,578.0 1,587.3-- Liquid/Cream/Gel/Bar 1,326.2 1,363.9 1,397.2 1,422.9 1,439.8 1,454.7

Cleansers-- Facial Cleansing Wipes 160.9 153.5 147.6 142.5 138.2 132.6- Facial Moisturisers 1,705.7 1,739.9 1,763.7 1,779.0 1,794.4 1,832.4-- Premium Facial 970.6 1,007.8 1,040.3 1,066.4 1,095.4 1,128.5

Moisturisers-- Mass Facial 735.1 732.1 723.3 712.6 699.0 703.9


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Moisturisers- Lip Care 573.9 589.0 606.8 621.9 641.3 662.8-- Premium Lip Care 13.3 13.5 13.7 13.9 14.2 14.4-- Mass Lip Care 560.6 575.5 593.2 608.0 627.1 648.4- Anti-Agers 2,888.8 3,014.5 3,140.0 3,258.2 3,402.6 3,568.6

-- Premium Anti-Agers 1,288.3 1,384.3 1,458.8 1,530.1 1,615.8 1,714.3-- Mass Anti-Agers 1,600.5 1,630.2 1,681.2 1,728.1 1,786.8 1,854.3- Toners 287.1 280.8 276.5 273.9 272.4 269.9-- Premium Toners 187.7 184.6 182.7 181.6 181.2 180.5-- Mass Toners 99.4 96.2 93.8 92.2 91.2 89.4Hand Care 107.5 107.3 106.6 106.6 107.4 108.5- Premium Hand Care 24.7 24.5 24.4 24.6 24.9 25.3- Mass Hand Care 82.9 82.8 82.2 82.0 82.5 83.2Skin Care 10,341.5 10,570.2 10,796.2 10,978.3 11,181.7 11,420.8

Source: Euromonitor International from trade associations, trade press, company research, trade interviews,trade sources

Table 16 Forecast Sales of Skin Care by Category: % Value Growth 2011-2016

% constant value growth2011-16 CAGR 2011/16 TOTAL

Body Care 0.9 4.7- Firming/Anti-Cellulite Body Care -4.0 -18.4-- Premium Firming/Anti-Cellulite Body Care -3.7 -17.0-- Mass Firming/Anti-Cellulite Body Care -4.1 -18.8- General Purpose Body Care 1.1 5.7-- Premium General Purpose Body Care -1.7 -8.0-- Mass General Purpose Body Care 1.3 6.5Facial Care 2.3 12.0- Acne Treatments 0.1 0.4-- Premium Acne Treatments 2.1 10.7

-- Mass Acne Treatments 0.0 0.1- Face Masks -0.3 -1.5-- Premium Face Masks 1.3 6.6-- Mass Face Masks -1.7 -8.3- Facial Cleansers 1.3 6.7-- Liquid/Cream/Gel/Bar Cleansers 1.9 9.7-- Facial Cleansing Wipes -3.8 -17.6- Facial Moisturisers 1.4 7.4-- Premium Facial Moisturisers 3.1 16.3-- Mass Facial Moisturisers -0.9 -4.2- Lip Care 2.9 15.5-- Premium Lip Care 1.6 8.5-- Mass Lip Care 3.0 15.7- Anti-Agers 4.3 23.5

-- Premium Anti-Agers 5.9 33.1-- Mass Anti-Agers 3.0 15.9- Toners -1.2 -6.0-- Premium Toners -0.8 -3.8-- Mass Toners -2.1 -10.1Hand Care 0.2 0.9- Premium Hand Care 0.5 2.8- Mass Hand Care 0.1 0.4Skin Care 2.0 10.4

Source: Euromonitor International from trade associations, trade press, company research, trade interviews,trade sources


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