Kline projects growth in professional skin care market

PARSIPPANY, N.J. — A rise in visits to professional outlets for skin care treatments in 2010 gave way to sales growth for the professional skin care products market, with Europe and the United States posting rebounds, according to a recently released study by consulting and research firm Kline.

According to the "Professional Skin Care 2010 Global Series: Market Analysis and Opportunities" report, Europe recovered in 2010, posting a 3% increase following a 3.3% decrease in 2009. Sales in the United States rose 2.7% in 2010. Meanwhile, Japan remained flat with 0.1% growth.

Brands from the medical care providers channel reaped the strongest growth, with SkinMedica and SkinCeuticals posting double-digit gains, according to Kline. Obagi, entrenched in the medical care providers segment, maintained its leading position in the U.S. market, experiencing a 13% sales gain for the year.

In Europe and Japan, Guinot was the leading brand in 2010, Kline stated.

Spas and salons remain the largest purchase channel in the United States, but market share for the channel continues to decline because of tough competition from other channels and the general market for facial treatment products. Beauty institutes were the leaders in both Europe and Japan, with 59% and nearly 68% of market share, respectively.

Spurred by customers' trust in doctors' knowledge in managing various types of skin problems, the medical care providers channel grew the most in 2010 across all regions.

"Looking ahead, there are several areas that marketers should take into consideration for future planning," stated Karen Doskow, industry manager for Kline's Consumer Products Practice. "They should be working closely with accounts to help them adapt to the new consumer demand, and stock the products that will cover the most prevalent of skin care concerns."

Doskow also suggested introducing smaller sizes of products for retail to appeal to a more frugal consumer.

Over the next five years, the market is expected to increase at a compound annual growth rate of 4.2% in Europe, 6.7% in the United States and 2.6% in Japan.