E-commerce Driving Facial Oil Segment

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Brands like Vintner's Daughter have thrived online; courtesy Vintner's Daughter Facebook.

Oil is everything. The global face oils market is forecasted to grow at a CAGR of almost 6% through 2020, according to Technavio, driven by a robust e-commerce distribution channel.

The segment is broken down into the following categories (percentages as of 2015):

  • Anti-aging beauty oils 38.01%
  • Facial cleansing oils 25.13%
  • Face moisturizing oils 22.34%
  • Pre-shave oils 14.52%

“Vendors in the market are shifting towards the use of social media tools, such as Facebook, Twitter, Instagram, and YouTube, to increase awareness and promote their products," said Brijesh Kumar Choubey, an industry expert at Technavio. "The increasing consumer engagement in social networking and blogs have prompted players to come out with some successful social media campaigns for several facial care products. For instance, P&G’s ‘Your Best Beautiful’ for Olay, L’Oréal’s ‘Rock Your Style’ for Garnier and Shiseido’s ‘Beauty vs. the World’ for SHISEIDO are some of the most effective marketing campaigns.”