The research study covers the present scenario and growth prospects of the global facial wipes market for 2016-2020. To calculate the market's size, the report considers the revenue generated from the retail sales of different types of facial wipes to individual consumers.
The use of facial wipes is relatively high among consumers aged 20-39 years, as this age group focuses more on personal grooming at large. Sales of facial wipes to this consumer segment generated more than 50% of the global facial wipes market's revenue in 2015. Over the coming years, vendors are expected to increase their focus on marketing initiatives that are targeted toward this age group, with an increased focus on social media platforms, which remain highly frequented by this demography.
For instance, marketing campaigns such as Unilever's 'We believe in goodness' for Simple, Kimberly-Clark's 'wipe away' for KLEENEX, and Johnson & Johnson's '#WipeForWater' for Neutrogena facial wipes are targeted at the youth and the middle-aged consumer segment.
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Technavio consumer and retail analysts highlight the following three factors that are contributing to the growth of the global facial wipes market:
- Availability of products specific to different skin types and concerns
- Smaller packs and multipurpose facial wipes
- Increasing inclination toward all-natural facial wipes
Availability of products specific to different skin types and concerns
In addition to skin types, manufacturers offer facial wipes targeted at specific skin concerns such as acne/blemishes, aging skin, blackheads, fine lines/wrinkles, loss of firmness/elasticity, dark circles, dark spots, dryness, dullness/uneven texture, oiliness, pores, puffiness, redness, and uneven skin tones. Some products offer multifunctional benefits as well. For instance, Olay Total Effects 7-In-1 Anti-Aging Facial Cleanser Lathering Cleansing Cloths from P&G targets multiple skin concerns such as aging skin, dark spots, and dryness.
Brijesh Kumar Choubey, a lead cosmetics and toiletry analyst at Technavio, says, “The age group of target consumers is another major factor considered by skincare product manufacturers. For instance, Estée Lauder, through its brand CLINIQUE, and LVMH, through its brand philosophy, offer facial wipes for different age groups such as teens, age group of 20-29 years, and age group of 30-39 years.”
Smaller packs and multipurpose facial wipes
Convenience and portability are the two major factors considered by consumers when they buy facial wipes. To specifically target the varying needs of consumers, manufacturers of skincare products are introducing smaller or travel-sized packs of facial wipes. These smaller packs are portable and are available at low costs. Such advantages offered by smaller packs create a value proposition for consumers who lead a hectic lifestyle and who travel frequently. Developed markets such as the US, the UK, Germany, Japan, and Australia have a relatively high penetration of smaller packs of facial wipes.
“Multipurpose wipes are gaining rapid popularity. Consumers have started preferring facial wipes that provide multiple benefits such as removal of facial breakouts and acne, dryness, enlarged pores, oiliness, fine lines and wrinkles, redness and rosacea, and loss of elasticity,” adds Brijesh.
Increasing inclination toward all-natural facial wipes
The demand for natural products is increasing across markets, which includes facial wipes as well. With a rise in awareness about the effects of chemicals such as parabens and multiple hydrocarbons on the skin in the long run, consumers have now started looking for facial wipes that are made with natural and herbal ingredients. This awareness is higher in developed western countries, followed by developing countries such as China, India, and Brazil, where natural facial wipe products are being launched.
In addition to established players, domestic or regional players such as Pacifica and SheaMoisture are also extending their product portfolio to include natural facial wipes. Some examples of popular natural facial wipes from these smaller manufacturers include Purify Coconut Water Cleansing Wipes, Enzymatic Wipes Mini, Purify Coconut Wipe Mini, and Enzymatic Exfoliating Wipes from Pacifica; and Raw Shea Butter Hydrating Cleansing Facial Wipes, Superfruit Multivitamin Renewal Cleansing Facial Wipes, and Coconut & Hibiscus Radiance Cleansing Facial Wipes from SheaMositure.
- Estée Lauder
- Johnson & Johnson
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