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Take note Market trends & indicators A snapshot of the latest market facts, fgures and trends Market segments Products positioned as gentle skincare Almost 70% of respondents or with sensitive skin claims are on the rise in a recent Kline & Company in the US, according to Mintel. Between survey were “satisfed” or January and April 2014, sensitive skin “very satisfed” with skincare claims represented 25% of total skincare devices. However, awareness claims, compared with 15% in 2009. The of these devices was found to research group also found that 71% of be low, with “didn’t know about facial skincare users say they are interested them” cited as the second most common given reason from in ultra-gentle products. those who have not yet tried them. The research covered China, Mintel estimates sales of sensitive/gentle France, Germany, Japan, the UK and the US. Device usage skincare products to be worth more than $202m, with the penetration rates were low across all markets except China, majority in facial cleansers and facial moisturizers. Products which was above average at 60%. Use of cleansing devices, the are now focusing more on what is not in formulas, such as top beauty device used by respondents, was particularly low in fragrance or dyes, as opposed to the addition of ingredients Japan and the UK. Kline says having satisfed customers talk like vitamins and botanicals. Some 22% of consumers about devices could be key to raising awareness and market questioned said they look for products that are free from growth. Dissatisfaction with topical products is also set to drive ingredients, like parabens or fragrances, while 21% are the market. Over 50% of respondents agreed topical products interested in items designed specifcally for sensitive skin. can only do so much to fght aging and acne. The greatest Almost 24% of respondents look for skincare products with incentive to try an at-home device is by receiving it as a gift. natural and organic ingredients. Globally, the at-home beauty device market grew almost 20% in 2013. While moderate growth continues in the US, the focus Prestige eyebrow make-up is shifting to Asia, driven by competition from global brands like sales in the US grew 28% in the 12 Clarisonic, Silk’n, TRIA, and Galvanic Spa. months ending March 2014, accor- ding to NPD Group. However, total US prestige make-up sales grew just The global natural beauty market was worth $30bn in 2013, 3% in the period. Sales of eyebrow an increase of 10.6% on the previous year, according to Kline items have seen double-digit growth & Company. The naturals market in Europe saw sales up 6.5%, over the past three years, and now represent $122m and 11% while sales in the US grew by 7.7% last year. Kline notes that new of total US prestige eye make-up sales. However, NPD states launches based on star ingredients such as argan oil, açaí berry, that less than 80% of prestige retail stores sell eyebrow pomegranate and calendula were predominant. make-up products. 12 September-October 2014 - N°19 - BW Confidential