The £652m market is largely made up of cleansers (32.3%) with facial moisturisers (26.1%) and general purpose products like Vaseline Intensive Care and E45 making up the rest. Anti-ageing is a concept keenly sought by consumers and recent advances in skincare with everyday products like retinol and Q10 has helped drive sales. The specific anti-ageing sector is worth £60m among mass brands but significantly more if we include premium products not measured on Superpanel. They tend to cost more and we know Boots has over 43% of the market compared to its 37.7% of total skincare. Successful skincare products claim anti-ageing/wrinkle or moisturising properties as the chief benefit. Face Masks, for example, have grown to over £13m with 6% growth led by Montagne Jeunesse. Baby skincare is in growth as the sector share has grown from 5.2% to 5.5%, but this is not just down to baby usage ­ adults use Johnson & Johnson baby skincare products! Women's acceptance of the wipes concept has boosted cleansers which have grown significantly with Dove Wipes and other wipe products worth £60m and accounting for 25% of cleanser sales. The hand preparations sector has lost ground along with skin toners. Branded products account for nearly 77% of value sales as consumers seek tried and trusted names. The Oil of Olay range retains number one slot with contributions from its Total Effects brand increasing share of all skincare to 13.3%. The Boots range of skincare products holds the second place with Synergy at three. If we combine Nivea and Nivea Visage that range leapfrogs to third place. Plénitude, Vaseline and Simple all show year-on-year growth. Other brands in growth the include Neutrogena, RoC, Dove and St.Ives. Boots commands number one retailer position as it has for many years with £236m of skincare sales. Superdrug comes just ahead of Tesco with Sainsbury and Asda following behind. {{FOCUS SPECIALS }}