1、SPECIAL REPORTUncovering Growth Opportunities in Skincare Through Behavioural SegmentationInsights from 3,500+consumers across the US,UK and France|2025 SPECIAL REPORTContext:A new era for facial skincare 31.Research approach 42.Eight distinct consumer segments 63.Not all segments are created equal

2、84.Segment economics:Size,spend and loyalty 115.Clinical is not a panacea:Rethinking growth pools 136.Portfolio strategy:Matching brands to segments 177.Stakeholder action and how L.E.K.can help 18About the Authors 22Contents2 Uncovering Growth Opportunities in Skincare Through Behavioural Segmentat

3、ionSPECIAL REPORTContext:A new era for facial skincareThe facial skincare category has long been structured around product formats,age brackets and skin types.But in a post-pandemic,digitally accelerated world,these traditional segmentations no longer capture how people choose,use and value skincare

4、.Todays consumers navigate skincare as an extension of their personal identity not just through price points or claims but also through emotional connections,ethical stances and ritualised behaviours.Since COVID-19,the facial skincare market has seen an acceleration towards clinical positioning bran

5、ds anchored in science,efficacy and credibility.While this trend predates the pandemic,it has been reinforced by increasingly educated consumers and a heightened demand for trust.Medical-grade claims,minimalist packaging and dermatological language gained traction,prompting more brands to adopt perf

6、ormance-led propositions.Yet behind this clinical boom,the category is undergoing deep structural shifts.Growth is increasingly concentrated in digitally native brands(that have then moved into retail),and while the overall market continues to expand,consumer behaviour is fragmenting in ways that ch