Facial oils, masks increase in popularity
Move over serums, oils and clay are the hot skin care textures within beauty, according to global information company The NPD Group.
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“The growth in oils and clay/mud comes on the heels of the shift to more primary facial care products we first began watching about five years ago. While corrective anti-aging treatments are still an important part of the facial skin care market, the consumer is increasingly recognizing that there are other vehicles that provide great looking skin,” said Karen Grant, global beauty industry analyst at The NPD Group. “With innovative new applications of age-old beauty secrets, consumers are discovering the noteworthy benefits of products that soothe and nurture the skin, as well as address environmental aggressors, a primary source of aging.”
According to NPD, dollar sales of skin care oils have more than tripled over the past five years, while clay/mud has more than quadrupled within the prestige beauty market.
Sales of prestige skin care oils reached $58.5 million and grew 22% in the 12 months ended April 2015, while clay/mud grew a hefty 53% to $27.9 million.
Oil is most prominent as a facial skin care moisturizer, though recently it has experienced the greatest lift within facial cleansers, NPD noted, while clay/mud is most common among facial skin care treatment masks.
New York and Los Angeles, which are the largest prestige beauty markets based on dollar sales, are the regional growth drivers for these formats; however, smaller markets like Florida and Texas are also fueling sales. When it comes to skin care oils, a similar trend is hitting Europe, particularly France, Italy, Spain and the United Kingdom.
“The popularity across continents of mud and, particularly, oils demonstrates just how important this trend is for newer skin care formats. For more than a decade, all the news in skin care was about serums and the technology,” added Grant. “The success and increasingly global footprint of the brands offering oil and mud products is telling us to also look for solutions from less traditional sources.”