What's your skincare routine?
Cleanse, Tone and Moisturise, has been a mantra for women looking for clean, beautiful skin for generations. Now, however, Superdrug sales statistics show that women are drifting away from the three step skincare routine.
Toning the skin is generally the middle step of a routine, whisking away any last remnants of cleanser and preparing the skin for moisturizer.
Five years ago Superdrug sold six different skin toners in its own brand range. Declining sales mean that today you’ll find just one on the shelves. And sales of this facial toner has declined 10 per cent (year to date when compared to 2012).
Women are not however, just cutting out toner from their regime, they are changing the way they look after their skin, opting for different types of products. While sales of toners have been falling, sales of cleansing wipes and Micellar waters, which negate the need for toner, are on the rise.
Facial oils and skin serums are both relative newcomers to women’s routines but are now firm fixtures in the British woman’s skincare product list.
Jill Flood, Superdrug Own Brand Beauty Brand Manager, said: “The skincare world is incredibly fast-moving with new formulations and products with incredibly effective benefits.
“While toner is a firm favourite for some, others have moved to a regime which doesn’t need that middle step, and they use the time and money saved to use a treatment such as an eye cream, wrinkle filler or serum.
“Those who continue to cleanse, tone and moisturize, should have no fear as we have no plans to stop stocking toners altogether.”
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