UK sales of night time skin care products rise
Sales of night time skin care has increased by 7% in the last 12 months, according to new data by The NPD Group.
Boosted by the dual trends of ‘self-care' and ‘me-time', it now appears consumers are adopting a targeted approach to their night time beauty rituals. As a result, the UK market for night time skin care was valued at £43 million during the 12 month period of October 2017 to September 2018.
Anti-ageing night skin care increased 9%, driving 74% of growth in night-only skin care. The sales of night eye treatment products increased by 14%, compared to the same period in the previous year, as did facial gels designed for use in the evening (12%) and facial oils (4%).
June Jensen, Director, NPD UK Beauty says: “The market for night time skin care is definitely booming. Sleep is such a big topic amongst consumers and it appears that many people are suffering from a lack of sleep. Whilst sleep experts provide top tips on how to get to sleep, it's the beauty brands who are delivering their technical expertise with innovative products and the latest scientific formulas to work on the skin overnight.”
The recent UK heatwave also helped to boost sales of night time skin care. In the period from June 2018 to August 2018, facial products designed to work overnight grew faster than the total facial skin care market, increasing 9% versus 6% (for the whole market).
The categories contributing to the majority of that growth were night time anti-ageing skincare, which increased 10% and night eye treatments which increased 35%, as consumers turn to skin care to combat the need to renew, hydrate and replenish.
Judy concludes: “2018 certainly is the year of sleep. Night time beauty rituals are now an established part of the skin care regime. It has been said that staying in is the new going out and it appears from the data that beauty consumers are embracing this trend. Anti-ageing products and night creams have always been an established part of the night time regime, but it's new categories like eye masks and eye creams, plus night gels and facial oils that are really boosting the night time skincare market. We believe this trend will continue as we are going into the darker periods of the year.”