Facial cleansers
Chain Drug Review, Jan 20, 2003
FACIAL CLEANSERS have been posting solid gains in drug stores, with dollar sales up 4.6% in 2002.
Chain drug stores have been performing better than other mass market retailers, which many credit to the channel’s strong positioning as a beauty care destination.
The category has been sparked by such innovative products as Procter & Gamble Co.’s (P&G;’s) Olay Daily Facials, which ranks No. 2 among best-selling brands.
P&G; also has two other products in the top 10 with its Noxzema and Olay brands.
Unilever Home & Personal Care USA’s Pond’s line, which continues to lead the category with a 10.8% market share, offers a wide variety of facial cleansers and toners.
Both established vendors and a steady stream of new players are continually introducing new products to the category, which helps keep consumer interest high.
Facial cleansers
Dollar sales % change Unit sales
Trade class (add 000) vs. year ago (add 000)
Total mass market $537,555 2.6% 110,805
Drug stores 238,566 4.6% 47,923
Supermarkets 179,713 0.0% 36,232
% change
Trade class vs. yaar ago
Total mass market 1.1%
Drug stores 4.2%
Supermarkets -3.1%
Best-sellers by dollar sales *
Market Dollar sales
Brand Manufacturer share (add 000)
Pond's Unilever HPC 10.8% $58,025
Olay Daily Facials Procter & Gamble 7.8% 41,665
Clean & Clear Johnson & Johnson 5.8% 30,980
Cetaphil Galderma 5.0% 26,902
Noxzema Procter & Gamble 4.4% 23,865
Neutrogena Deep Clean Neutrogena 4.3% 23,220
St. Ives Swiss Formula Alberta-Culver 4.2% 22,431
Olay Procter & Gamble 4.1% 22,296
Neutrogena Neutrogena 3.6% 19,095
Biore Andrew Jergens 3.5% 19,026
Unit sales
Brand (add 000)
Pond's 11,542
Olay Daily Facials 6,525
Clean & Clear 7,083
Cetaphil 3,263
Noxzema 6,296
Neutrogena Deep Clean 3,997
St. Ives Swiss Formula 6,686
Olay 5,044
Neutrogena 5,957
Biore 3,468
* Private label brands account for 2.7% of dollar sales and 3.5% of
unit sales.
Sales are through drug stores, supermarkets end discount stores, excluding Wal-Mart Stores Inc