The skincare industry’s ad spend grew 38 percent month-over-month and hair removal product ad spend skyrocketed from $3.7 million to $10.6 million, according to the latest MediaRadar study.
By spend, the biggest advertisers in Q1 2020 were Johnson & Johnson, Procter & Gamble and L’Oréal, who collectively increased their ad spend on their skincare lines by over $10 million in March.
The anti-aging category saw a particularly strong increase in ad spend at the end of Q1 2020, jumping from $3.5 million in the first week of January to $6.8 million in the last week of March. Neutrogena, Olay and Plexaderm Skincare were the top spenders in this category, with Plexaderm accounting for one-fourth of all ad spots.
Spend on men’s skincare also saw a lift, with average weekly spend on the category up 22 percent in March, when compared to January and February. The biggest men’s skincare advertisers, by spend, include Dove Men+Care, Jack Black and direct-to-consumer brands, Hims and Geologie.
MediaRadar’s analysis also shows that hair removal products more than doubled ad spend by the end of Q1. Hair removal brands Finishing Touch Flawless, Gillette Razors, Trimmers & Blades, MicroTouch Solo, Gillette Venus and Bell + Howell Tac Shaver accounted for a jump in spend, from $3.7 million in January to $10.6 million in March.
The hair care category’s ad spend increased too, surging from $5 million in January to $16.7 million in the first week of February. As stay-at-home orders remain in place, however, hair product advertising tailed off as consumers spent less time on their hair.
Additionally, oral hygiene companies such as Colgate, Sensodyne and Parodontax spent the most on ads in Q1. By the start of Q2, Crest, Listerine and Colgate showed consistent spend on linear television ads.