10.17.22
According to the findings from Piper Sandler’s 44th semi-annual Taking Stock with Teens Survey, spending on skincare was $103 in Fall 2022—up 13% year-over-year, higher than cosmetics, haircare or fragrance spending.
CeraVe (L’Oreal-owned) furthered its lead as the No. 1 skincare brand with 42% mindshare. Cetaphil (owned by privately-held Galderma) was again No. 2 and Neutrogena continued to slip—now in the No. 4 spot with 5% mindshare. The Ordinary (EL majority-owned) stayed in its No. 3 spot from the Spring, holding 7% mindshare; it was also No. 2 among upper-income females at 9% share.
Meanwhile, Drunk Elephant (owned by Shiseido), entered the top 10 for the first time, coming in at No. 5 with 2% mindshare, while La Roche-Posay (L’Oreal-owned) moved up 2 spots from the Spring to No. 6 at 2% mindshare, as clean and science-backed skincare products continue to resonate even stronger among teens.
Curology, a digitally-native, customized skincare brand, and EL-owned Clinique each dropped 2 spots sequentially to No. 7 and No. 8, respectively, while Proactiv and Clean & Clear dropped out of the top 10.
See the full ranking of the top 10 favorite skincare brands among female teens below:
1. CeraVe
2. Cetaphil
3. The Ordinary
4. Neutrogena
5. Drunk Elephant
6. La Roche-Posay
7. Curology
8. Clinique
9. Dove
10. Aveeno
The top-10 skincare brands reflected female preferences fairly closely, with L’Oreal’s CeraVe taking the No. 1 spot again for the fourth time in a row at 29%.
Male marketed skincare lines (i.e., Dove Men’s and Old Spice) continue to resonate, while Neutrogena, Cetaphil, and Proactiv also remained in the top 5. Interestingly, BBWI’s Men’s Shop is gaining greater traction, moving into the top 10 amongst male teens for the first time despite the company not having a face care line yet.
Males are seemingly less concerned about clean/natural ingredients, as only 26% look at ingredients (vs. 49% of females). 67% of males would be willing to pay a premium for clean products (vs. 86% of females), and 47% of males would be willing to pay a premium for science-backed products (vs. 51% of females).
On average, males claim to spend $40/year on skincare—this was up vs. $35/year last Fall.
See the full ranking of the top 10 favorite skincare brands among male teens below:
1. CeraVe
2. Dove
3. Neutrogena
4. Cetaphil
5. Proactiv
6. Old Spice
7. Curology
8. Aveeno
9. Nivea
10. Bath & Body Works
Favorite Skincare Brands Among Female Teens
Skincare spending for females was $103/year— +13% year-over-year, and ~2% lower than the multi-year average.CeraVe (L’Oreal-owned) furthered its lead as the No. 1 skincare brand with 42% mindshare. Cetaphil (owned by privately-held Galderma) was again No. 2 and Neutrogena continued to slip—now in the No. 4 spot with 5% mindshare. The Ordinary (EL majority-owned) stayed in its No. 3 spot from the Spring, holding 7% mindshare; it was also No. 2 among upper-income females at 9% share.
Meanwhile, Drunk Elephant (owned by Shiseido), entered the top 10 for the first time, coming in at No. 5 with 2% mindshare, while La Roche-Posay (L’Oreal-owned) moved up 2 spots from the Spring to No. 6 at 2% mindshare, as clean and science-backed skincare products continue to resonate even stronger among teens.
Curology, a digitally-native, customized skincare brand, and EL-owned Clinique each dropped 2 spots sequentially to No. 7 and No. 8, respectively, while Proactiv and Clean & Clear dropped out of the top 10.
See the full ranking of the top 10 favorite skincare brands among female teens below:
1. CeraVe
2. Cetaphil
3. The Ordinary
4. Neutrogena
5. Drunk Elephant
6. La Roche-Posay
7. Curology
8. Clinique
9. Dove
10. Aveeno
Favorite Skincare Brands Among Male Teens
With the explosion of the skincare category over the past few years, Piper Sandler opened questions up to males to ask about their personal care preferences.The top-10 skincare brands reflected female preferences fairly closely, with L’Oreal’s CeraVe taking the No. 1 spot again for the fourth time in a row at 29%.
Male marketed skincare lines (i.e., Dove Men’s and Old Spice) continue to resonate, while Neutrogena, Cetaphil, and Proactiv also remained in the top 5. Interestingly, BBWI’s Men’s Shop is gaining greater traction, moving into the top 10 amongst male teens for the first time despite the company not having a face care line yet.
Males are seemingly less concerned about clean/natural ingredients, as only 26% look at ingredients (vs. 49% of females). 67% of males would be willing to pay a premium for clean products (vs. 86% of females), and 47% of males would be willing to pay a premium for science-backed products (vs. 51% of females).
On average, males claim to spend $40/year on skincare—this was up vs. $35/year last Fall.
See the full ranking of the top 10 favorite skincare brands among male teens below:
1. CeraVe
2. Dove
3. Neutrogena
4. Cetaphil
5. Proactiv
6. Old Spice
7. Curology
8. Aveeno
9. Nivea
10. Bath & Body Works