Market data company Indix released its first ever category report on facial skin care. The research found that 47% of online skin care products are for facial care, and Indix focused the analysis there. Numerically, cleansers (30,312) are predominant, followed by moisturizers (16,279) and toners (6,881). Working with a sample size of 53,742 products across 30 online stores from our Product API in March 2016, Indix uncovered a lot of insights. We found brand leaders within each of these sub-categories, analyzed prices across the market, and dug into the price differences between men’s and women’s products (Blue Tax and Pink Tax). Additionally, through product title analysis, Indix discovered the top 100 words used to describe each of these products.
Here is a teaser of the insights from their analysis of products from the top 50 moisturizer, cleanser, and toner brands:
- Moisturizers is the most competitive sub-category and also imposes the highest Pink Tax.
- Each sub-category carries at least 30% natural brands in its mix.
- Olay and L’Oreal are leading drugstore moisturizer brands.
- “Whitening” is one of the top five words used in moisturizer and toner product titles.