Acne skin care market inks celebrity partnerships

Drug Store News, Sept 10, 2007 by Antoinette Alexander

While the overall facial skin care market may not be poised to experience the robust growth expected by anti-aging products, in particular, manufacturers are taking steps to help drive future market growth.

According to a recent report by Mintel International Group on the U.S. medicated skin care market (which includes, among other treatments, acne care), the $2.4 billion market saw a sales increase of 11.7 percent between 2004 and 2006. Among the segments dominating the market: acne treatments. Between 2004 and 2006, acne care products increased 13.1 percent.

Some 17 million Americans, including 85 percent of teens and young adults ages 12 to 24, are managing acne, according to Mintel. The teen population positively impacts the market as teens suffer from acne the most and constantly are looking for ways to diminish the appearance of facial blemishes. According to Mintel's analysis of the 2006 Simmons NCS, some 80 percent of teens report using facial cleansing and medicated facial products to battle acne. However, only 31 percent of adult respondents report using these products to deal with acne.

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Mintel further noted that just more than 4-in-10 respondents use facial cleaning and medicated skin care products, driven by women and younger respondents. Nearly half of the respondents who use facial cleansing and medical skin care products do so daily, and another quarter use them more than once a day. However, both acne care products and astringents/toners/refreshers are used less frequently than facial cleansers.

While mass merchandisers are undoubtedly a destination for such products, some do lack the added advantage of having a pharmacist on-site to assist shoppers. This is changing, as mass merchandisers and supermarkets increase the number of pharmacies they operate, as well as the number of in-store health clinics.

"Drug stores remain the preferred retailer for consumers of medicated skin care products, followed by mass merchandisers and supermarkets," Mintel stated. "Drug channels retain the title of premier healthcare destination due to the presence of pharmacists able to give expert advice on medicated skin care needs."

Manufacturers of acne products and facial skin care (not necessarily medicated) are taking steps to bolster sales and further connect with consumers whether it be through inking partnerships with celebrities or revamping the packaging.

One such example is Neutrogena, a subsidiary of Johnson & Johnson Consumer Cos. The brand announced in June that it has named actress Jennifer Garner as its brand ambassador.

In her role, Garner, who is widely recognized for her leading role on the TV series "Alias," is being featured in both national TV and print campaigns. Initially, she is representing the Neutrogena Anti-Oxidant Age Reverse line, as well as Neutrogena Healthy Defense SPF 45 daily moisturizers with the sunscreen technology Helioplex.

Meanwhile, another J&J brand, Purpose, partnered with Daytime Emmy Award nominee and Purpose user, Rebecca Herbst, for a campaign surrounding the skin care brand. In addition, Purpose signed on as an official sponsor of the 34th Annual Daytime Entertainment Emmy Awards held in June in Hollywood. She has appeared on "General Hospital" since 1997.

In preparation for the awards event, the Purpose Web site featured Herbst's blog chronicling how she prepared for her red carpet walk at the awards, including the scoop on her beauty regime leading up to the event.

Through Sept. 30, the Oxy line of acne products is targeting moms--especially those with teenage boys--with its "Cash for College" sweepstakes at www.oxymom.com.

By visiting the Web site, which offers information and tips for dealing with a teen boy's acne, parents can sign up for the free sweepstakes. One parent will win a grand prize of $10,000 as a contribution to a 529B College Savings Plan, and three runners-up will each receive $5,000 as a contribution to a 529B plan.

In honor of Cetaphil's 60th anniversary, Galderma Laboratories has repackaged its entire collection of Cetaphil cleansers and moisturizers. The new packaging will be in stores nationwide in October.

Through market research surrounding the brand, Cetaphil discovered that its customers usually purchased only cleansers or moisturizers, rather than the entire collection. This was based upon the individual blue and green packaging that corresponded with each. The cleansers were blue and the moisturizers were green, giving the appearance of two separate lines. Now, the company has joined the blue and green packaging together. The formulas remain the same.

Fresh to the skin care aisle is Added Extras with its new Aquafina skin care line. Added Extras is a cosmetics manufacturing company that specializes in licensed cosmetics. The company is expanding its beauty offering under the Aquafina brand by launching Aquafina Advanced Hydration Rx skin care products. Added Extras' portfolio already includes Aquafina-branded lip products.