Are Brits going back to basics for beauty?
This is because consumers are switching their skin care routines, according to the NPD Group, who state that the total value of the prestige beauty market in the UK in 2014 was £2.3 billion (€3.2bn) and recorded growth of 5.2% on 2013.
Skin care represents an important sector of the market and was valued at £500 million in 2014 compared to £491 million in 2013 (an increase of 1.7%).
“Consumers are driven by the desire to look good, but are focusing less on ‘anti-ageing’ products designed to make them look younger, and more on lines that give them healthy, glowing and more radiant skin,” says June Jensen, Director UK Beauty for NPD.
“People want to look good for their age - this is sometimes referred to as ageless beauty.”
The ageless beauty trend Jensen refers to has meant that while the anti-ageing market remains an important one, the shift towards skin care basics has seen a boost for brightening products and oils.
Brightening and oils
Brightening products in the prestige skin care sector reported double digit growth in 2014, says NPD, and the market was valued at £25.5 million in 2014.
Targeting dull, uneven and pigmented skin tones, new product development in this category and increased interest from consumers purchasing products that offer brighter, more radiant skin has helped drive sales.
Facial oils are increasingly forming a part of the everyday regime for beauty buyers too, as NPD reports the market for face oils increased from £3.2 million in 2013 to £3.9 million in 2014.
“There’s been a huge shift in the beauty industry as consumers seek out products that refresh and revitalise their skin more than ever,” says Jensen.
“As they go back to basics purchasing cleansers, masks and oils in ever greater numbers, they are less concerned about looking younger. Beauty companies are responding to this with products and ranges that focus less on the anti-ageing and more on radiance, renewal, health and the all-important glow factor.”
Cleansers were one of the fastest growing sectors within the prestige skin care market in 2014 and are the biggest contributor to growth, valued at £58.6 million.
Facial masks also recorded impressive sales figures in 2014 with an 11.2% increase in sales on the previous year, now valued at £6.5 million.
