Drugstore Skincare Brands

Goals

Support a pitch for the Cetaphil brand by providing information for a backgrounder presentation. This information should focus on providing the market share of drugstore skincare brands broken down between clinical brands (such as Cetaphil, Cerave, La Roche Posay) and general skincare (such as Nivea, Aveeno, Neutrogena).

Early Findings

  • There is no available study that can directly answer the question of the relative market share between your listed clinical and general skincare brands.
  • We have found some paid studies that may prove of value in answering the question, as they break down brand value as well as value by channel. These two reports together would likely be able to provide at least an estimate of the value one way or another.
  • Another way to triangulate the relative market share would be to drill down and compare revenue; however, many of the brands' revenues are unavailable, making it hard to compare across categories or across individual brands. We have listed the available data that might aid in some comparison below. It is clear from what data we could gather that general skincare most likely dwarfs clinical brands at this time; Nivea alone has revenue that is almost equal to the sum of Cetaphil, Cerave, and La Roche Posay, even when including the other brands that were part of the latter group's sales.
  • Cetaphil's revenue is not publicly available, as it's part of the overall Nestle portfolio. However, according to news in 2019, Cetaphil and Proactiv were worth $2.96b in 2018.
  • Cerave's revenue is not publicly available, as it's part of the overall L'Oreal portfolio. However, it was purchased along with AcneFree and Ambi in 2017 for $1.3b.
  • La Roche Posay was worth $1.12b in 2018.
  • Nivea's revenue is $5.2b.
  • Aveeno's and Neutrogena's revenues are not publicly available, as it's part of the overall Johnson and Johnsons Consumer Products portfolio.
  • The total US skincare market was worth 17bn in 2018.
  • There are, of course, more brands that exist beyond these and may capture the leading edge of clinical skincare. Dermstore is a site that provides clinical skincare to consumers directly. As a more specialized store, they provide a good in-between of mainstream consumption and first adopters. Their top premium skincare brands are Skinceuticals, Skinmedica, Obagi, Eminence Organic Skincare, Avene, PCA Skin, Dermalogica, Neocutis, and Jan Marini.

PROPRIETARY RESEARCH AVAILABLE

We found some proprietary research from one of our data partners which may be helpful:
United States of America Facial Care Brand Analytics by Value, 2014-17 (GlobalData, $345)
United States of America Facial Care Distribution Channel Analytics by Value, 2014-17 (GlobalData, $345)
If you'd like us to purchase these reports on your behalf, just let us know!

Proposed next steps:

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