Skin care market soaks up science
the new brands from dermatologists like Fredric Brandt and N.V.
Perricone bring to the industry, reveals a new study from market
consultants Kline & Company. And the marketers are acting on
these threats.
Concern is prevalent among most marketers - large and small, and traditional and professional - about the threats that the new brands from dermatologists like Fredric Brandt and N.V. Perricone bring to the industry, reveals a new study from market consultants Kline & Company. And the marketers are acting on these threats.
"The surveys we've conducted for the study indicate that dermatologist brands represent a growing concern to established marketers," said Lenka Contreras, group director of the Consumer Products Practice in Kline's research division. "As these new dermatologist brands become more publicised and more widely distributed, traditional skin care marketers are countering with new products with a high-end, therapeutic positioning."
Contreras points to traditionally consumer products-oriented marketers such as Procter & Gamble and Avon that are reacting to the invasion of dermatologist brands, as well as the growing availability of, and desire for, more affordable dermatological services.
"With their recent introductions Olay Regenerist and Avon Clinical, these companies are trying to recapture or protect market share from not only professional and dermatologist brands but also medical treatments like Botox," she continued.
According to the study, Estee Lauder has gone one step further, forming a partnership with dermatologists Kathy Fields and Katie Rodan, the brains behind Multi-Med and Proactiv. Lauder has also signed on Dr. Karen Grossman as a spokesperson for Prescriptives' new at-home microdermabrasion products. The veteran acne fighter Clearasil is also getting a boost of its own through the backing of dermatologist Laurie Polis, while Neutrogena is featuring a 'dermatologist- recommended' tagline in adverts.
"These traditional marketers are trying to disarm the dermatologist brands by beating them at their own game," said Contreras, "and the professional skin care brands are now seeing competition from both sides."
Over the past five years, day spas, destination spas, dermatologists, and other medical care providers have become a highly visible force to meet and influence consumer skin care needs. These facilities provide a variety of treatments, from facials to Botox injections. A hybrid facility, the medi-spa, emerged in 2002 as the latest venue that is physician-based but also focuses on cosmetic invasive and non-invasive skin care treatments. Kline projects that, by year end, there will be close to 700 of these venues in the United States, with strong growth expected in the near future.
Not only are consumers flocking to these skin care havens for treatments, they are also purchasing take-home products to maintain the effects of the treatment. Kline & Company's study explores the value of sales to consumers generated through these outlets, key product categories, market leaders, and future growth, based on information and insights gained from several hundred skin care professionals.
For further details on the report 'The US Professional Skin Care Marker 2003', due to be published this autumn, see the Kline Group website or contact Jonathan Duff at +32 (0) 2 770 4740 or wbanguna.qhss@xyvar-rhebcr.pbz.
