The new age of skin care: Trends that have boosted the category

Consumer attitudes are changing when it comes to skin care and the sector is in a strong position to respond

If, so the saying goes, life imitates art – and in this case your Instagram feed – you'd be forgiven for thinking that flawless, ageless skin is now the norm.

Upgraded complexions, healthy living hacks and fitspo lifestyles – so strong is the power of social media that the quest for perfection is driving a new momentum across skin care, which, for a market very recently struggling with its maturity, is no mean feat.

According to market researcher Euromonitor International, global skin care sales surged 6% in 2017, making it the second fastest growing category after colour cosmetics.

There were strong wins in the Asia Pacific region, which grew 7%, aided by China and Japan, the former benefitting from a boost in premiumisation as disposable incomes rise and a greater number of consumers look to trade up to high quality, functional skin care.

The premiumisation phenomenon is not just a preserve of the East. Skin care now accounts for 22% of global prestige beauty sales with a value growth of 6%, according to the NPD Group, and super premium and natural and healthy lifestyle brands are leading the way.

"Skin care is back in the spotlight," explains Kseniia Galenytska, Senior Research Analyst at Euromonitor.

"Recognition of the importance of prevention across all consumer demographics in pursuit of healthier lifestyles has been echoed in the growth of thriving categories such as . . .

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