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
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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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
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
Browse Related Reports:
Facial Care Products Market 2016-2020
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