Sensitive skin claims represent a quarter of new US launches in 2014

Chicago (June 16, 2014)—Sometimes it’s not about what’s in your beauty products—but what isn’t, and this seems to be especially true of the skincare sector. High interest in ultra-gentle skincare is consistent with an overall category shift toward more products positioned as gentle or appropriate for sensitive skin. According to Mintel’s Global New Products Database (GNPD), thus far in 2014*, sensitive skin claims represent 25% of total skincare claims, compared to 15% in 2009. What’s more, 71% of facial skincare users say they are interested in ultra-gentle products.

Sales trends also reflect this move towards natural skincare. Mintel estimates that sales of sensitive/gentle skincare products are more than $202 million, with the majority of sales coming from the facial cleanser and facial moisturizer segments. Sensitive and gentle skincare products are also capturing a greater percentage of facial cleanser and moisturizer sales.

“While facial skincare products have typically highlighted the addition of ingredients such as vitamins and botanicals, the category appears to be moving toward highlighting what’s not in the formula – fragrance, dyes, etc.,” says Shannon Romanowski, senior beauty and personal care analyst. “This move toward gentle skincare is a reflection of consumers’ desire for performance combined with increased concern and awareness regarding what is being put on their skin.”

Consumers seem to be big fans of the pared down approach, as almost a quarter (24%) of facial skincare users say they look for products with natural, organic ingredients. Twenty-two percent seek out products that are free from certain ingredients like parabens or fragrances and 21% are interested in items that are designed specifically for sensitive skin.

“While future growth is expected to remain slow, there are opportunities for more customized and convenience-driven product options. Value-added products that enhance health and wellness, extend usage occasions, or tap into the convenience-driven mindset of male and multicultural shoppers stand to gain,” adds Shannon. “In addition, a consumer shift toward gentle skincare benefits also reflects an opportunity, especially among women and Black consumers.”

*2014 refers to January 1, 2014-April 1, 2014.