ABSTRACT
Skin care sales continue to grow globally, driven by innovative new product forms,
multifunctional products, consumer interest in reducing the signs of aging, a rise in
disposable income, and the availability of foreign product lines in formerly less-developed
countries. Most of the increase in sales is generated by anti-aging/nourishing products.
Dermatologists’ skin care lines with scientific-sounding names and minimalist packaging
are increasingly popular with the consumer who feels these lines may provide efficacy at
an affordable price without a prescription. Euromonitor (1) reported toner sales worldwide
in 2004 at $4.7 billion, growing at a lower rate than other skin care categories. Growth in
toner sales in 2004 came from Asia-Pacific, Western Europe, Eastern Europe, and Latin
America where multistep regimens are well received. In the U.S., where convenience
is a key factor in product usage, sales peaked at $384.7 million in 1999 and then began
a gradual decline which is forecasted to continue. The perception among some consumers
that toners are unnecessary or harmful because they “strip” the skin, the lack of innovation
in the product form, and inconvenience are among the reasons toner sales have declined.
Toners are often perceived as harmful because consumers tend to associate them with
drying of the skin and high alcohol levels. At one time toners were touted as pH balancers
and necessary to remove the highly alkaline, drying, irritating residue of cleansers and
soaps of the past. Most cleansers marketed today are mild and well formulated so as not to
disrupt the skin’s pH level, thus minimizing the perceived need for toners. In addition,
toners have not advanced from the traditional solution form. Consumers prefer the
convenience of facial cleansing wipes and multifunctional products, such as two-in-one
cleanser/toner and three-in-one cleanser/toner/mask products, rather than the additional
step of a toner. Despite this, there are opportunities for the dermatologist, aesthetician, and
consumer to use a toner that is cosmetically acceptable, provides a sensorial experience,
is suitable as a delivery vehicle, and is formulated appropriately for skin type.
