Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Recession impacts a wide range of categories
- Despite more engagement than men, women still feel the recession effect
- Moderate interest in clinical studies, more interest in sun protection, skin toning and anti-aging benefits
- Women/younger consumers more likely to believe product claims
- Men and younger consumers likely more interested in multifunctional products
- Women seek out dermatologist tested, men clinically tested
- Brand name toiletries important to nearly half
- Mass retailers most used for cosmetics purchases
- The impact of race/Hispanic origin
- Market factors: Recession, female and teen population
- Recession concerns
- Women grow in number, but key age groups decrease
- Teens decline in number for the near future
Insights and Opportunities
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- Consumer confusion—does anyone really know how to read a label?
- “The tyranny of choice”
- The hunt for the new ingredient
Inspire Insights
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- Focus on what is rather than what isn’t
- What’s it about?
- What we’ve seen
Competitive Context
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- Companies count on multiple benefits in the recession
- Skincare
- Oral care
- Men’s shower products
- Online presence grows as companies leverage new way to reach consumers
Recession Impact
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- Key points
- Oral care, shampoo and conditioner, deodorant and shaving supplies
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- Figure 1: Recession concerns for oral care, shampoo/conditioner, deodorant and shaving, by gender and age, November 2009
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- Figure 2: Recession concerns for oral care, shampoo/conditioner, deodorant and shaving, by household income, November 2009
- Body soap/shower gels, hand soap and body/hand lotion
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- Figure 3: Recession concerns for body soap/shower gels, hand soap and body/hand lotion, by gender and age, November 2009
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- Figure 4: Recession concerns for body soap/shower gels, hand soap and body/hand lotion, by household income, November 2009
- Sun protection/block, sunless tanners and insect repellent
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- Figure 5: Recession concerns for sun protection/block, sunless tanners and insect repellent, by gender and age, November 2009
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- Figure 6: Recession concerns for sun protection/block, sunless tanners and insect repellent, by household income, November 2009
- Facial cleansers, facial moisturizers and acne care
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- Figure 7: Recession concerns for facial cleansers, facial moisturizers and acne care, by gender and age, November 2009
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- Figure 8: Recession concerns for facial cleansers, facial moisturizers and acne care, by household income, November 2009
- Hair spray/styling products, lip balm and nail care products
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- Figure 9: Recession concerns for hair spray/styling products, lip balm and nail care products, by gender and age, November 2009
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- Figure 10: Recession concerns for hair spray/styling products, lip balm and nail care products, by household income, November 2009
Women, Facial Skincare and the Impact of the Recession
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- Key points
- Anti-aging, day cream and night cream face products
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- Figure 11: Recession concerns for anti-aging, day cream and night cream face products, among women, by age, November 2009
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- Figure 12: Recession concerns for anti-aging, day cream and night cream face products, among women, by household income, November 2009
- Facial cleanser, toner, exfoliating scrub and makeup remover
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- Figure 13: Recession concerns for facial cleanser, toner, exfoliating scrub and makeup remover, among women, by age, November 2009
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- Figure 14: Recession concerns for facial cleanser, toner, exfoliating scrub and makeup remover, among women, by household income, November 2009
- All color cosmetics and nail polish: by age
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- Figure 15: Recession concerns among women for mascara, concealer, foundation and makeup remover, by age, November 2009
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- Figure 16: Recession concerns among women for eye shadow, brow pencil/powder and blush, by age, November 2009
- Figure 17: Recession concerns among women for lipstick/gloss and nail polish, by age, November 2009
- All color cosmetics and nail polish: by household income
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- Figure 18: Recession concerns among women for mascara, concealer, foundation and eye liner, by household income, November 2009
- Figure 19: Recession concerns among women for eye shadow, brow pencil/powder and blush, by household income, November 2009
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- Figure 20: Recession concerns among women for lipstick/gloss and nail polish, by household income, November 2009
- Sanitary protection
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- Figure 21: Recession concerns for feminine protection, among women, by age, November 2009
Interest in Clinical Studies and Product Benefits
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- Key points
- Interest in clinical studies
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- Figure 22: Interest in clinical studies, by gender and age, November 2009
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- Figure 23: Interest in clinical studies, by household income, November 2009
- Product benefits
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- Figure 24: Interest in product benefits, by gender and age, November 2009
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- Figure 25: Interest in product benefits, by household income, November 2009
Acceptance of Product Claims
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- Women and younger respondents more likely to believe product claims
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- Figure 26: Belief in product claims, by gender and age, November 2009
Seeking Multifunctional Products
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- Key points
- Men, younger respondents more interested in multifunctional products
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- Figure 27: Interest in multifunctional benefits, by gender and age, November 2009
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- Figure 28: Interest in multifunctional benefits, by household income, November 2009
Product Claims Sought for Toiletries and Cosmetics
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- Key points
- Women prefer “dermatologist tested”; men prefer “clinically tested”
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- Figure 29: Attitudes towards toiletries and cosmetics, by gender and age, November 2009
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- Figure 30: Attitudes towards toiletries and cosmetics, by household income, November 2009
Attitudes Towards Toiletries and Cosmetics
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- Key points
- Respondents split over the importance of brand name in toiletries
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- Figure 31: Attitudes towards toiletries and cosmetics, by gender and age, April 2008-June 2009
Where Consumers Shop for BPC Items
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- Key points
- Most shop at mass stores for cosmetics
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- Figure 32: Purchase locations for cosmetics, by gender and age, April 2008-June 2009
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- Figure 33: Purchase locations for cosmetics, by household income, April 2008-June 2009
Impact of Race/Hispanic Origin
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- Key points
- Recession concerns for oral care, shampoo/conditioner, deodorant, and shaving, by race/Hispanic origin
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- Figure 34: Recession concerns for oral care, shampoo/conditioner, deodorant and shaving, by race/Hispanic origin, November 2009
- Recession concerns for body soap/shower gels, hand soap and body/hand lotion, by race/Hispanic origin
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- Figure 35: Recession concerns for body soap/shower gels, hand soap and body/hand lotion, by race/Hispanic origin, November 2009
- Recession concerns for sun protection/block, sunless tanners and insect repellent, by race/Hispanic origin
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- Figure 36: Recession concerns for sun protection/block, sunless tanners and insect repellent, by race/Hispanic origin, November 2009
- Recession concerns for facial cleansers, facial moisturizers and acne care
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- Figure 37: Recession concerns for facial cleansers, facial moisturizers and acne care, by gender and age, November 2009
- Recession concerns for hair spray/styling products, lip balm and nail care products, by race/Hispanic origin
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- Figure 38: Recession concerns for hair spray/styling products, lip balm and nail care products, by race/Hispanic origin, November 2009
- Recession concerns for anti-aging, day cream and night cream face products, by race/Hispanic origin
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- Figure 39: Recession concerns for anti-aging, day cream and night cream face products, among women, by race/Hispanic origin, November 2009
- Recession concerns for sanitary protection, by race/Hispanic origin
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- Figure 40: Recession concerns for feminine protection, among women, by race/Hispanic origin, November 2009
- Interest in clinical studies, by race/Hispanic origin
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- Figure 41: Interest in clinical studies, by race/Hispanic origin, November 2009
- Seeking multifunctional products, by race/Hispanic origin
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- Figure 42: Interest in multifunctional benefits, by gender and age, November 2009
- Attitudes towards toiletries and cosmetics, by race/Hispanic origin
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- Figure 43: Attitudes towards toiletries and cosmetics, by gender and age, April 2008-June 2009
- Where consumers discount shop for cosmetics, by race/Hispanic origin
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- Figure 44: Purchase locations for cosmetics, by gender and age, April 2008-June 2009
Market Factors
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- Key points
- Recession impact results in personal care trade-downs, some of which could be permanent
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- Figure 45: Trading down to less expensive brands/private label, November 2009
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- Figure 46: Purchase locations for cosmetics, April 2008-June 2009
- Shifting female demographics impact the market
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- Figure 47: U.S. female population, by age, 2005-15
- Teen population growth negatively impacts the market
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- Figure 48: U.S. population by age, 2004-14
Leading Companies
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- Key points
- Skincare
- Cleansers
- Cosmetics/nail care
- Oral care
- Deodorant
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- Figure 49: Leading BPC companies 2010
Newest BPC Finds
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- Multifunctional products represent BPC value in recession
- Organic/natural ingredients/cruelty-free gains further popularity
- Anti-aging products
- New active ingredients
Cluster Analysis
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- Negative Neds
- Who they are
- Opportunity
- Open Olivias
- Who they are
- Opportunity
- Believing Bettys
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 50: Beauty and personal care clusters, November 2009
- Figure 51: Interest level of specific product benefits, by beauty and personal care clusters, November 2009
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- Figure 52: Confidence in product claims, by beauty and personal care clusters, November 2009
- Figure 53: Importance of multifunctuional products, by beauty and personal care clusters, November 2009
- Cluster demographics
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- Figure 54: Beauty and personal care clusters, by gender, November 2009
- Figure 55: Beauty and personal care clusters, by age group, November 2009
- Figure 56: Beauty and personal care clusters, by household income, November 2009
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- Figure 57: Beauty and personal care clusters, by race, November 2009
- Figure 58: Beauty and personal care clusters, by Hispanic origin, November 2009
- Cluster methodology
Custom Consumer Groups
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- Key points
- Women become more brand loyal with age than men—for certain BPC items…
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- Figure 59: BPC brand loyalty among men and women, by younger vs. older respondents, November 2009
- … and older women are more brand loyal than younger women—for certain beauty items
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- Figure 60: Beauty product brand loyalty among women, by younger vs. older respondents, November 2009
- HHs with children prefer clinically tested products, regardless of marital status
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- Figure 61: Interest in clinical studies, by marital status and presence of children, November 2009
- Skepticism about product claims increases with age among women
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- Figure 62: Belief in product claims, by women and age, November 2009
Appendix: Other Useful Consumer Tables
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- Recession impact
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- Figure 63: Recession concerns for oral care, shampoo/conditioner, deodorant, and shaving, by region, November 2009
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- Figure 64: Recession concerns for body soap/shower gels, hand soap, and body/hand lotion, by region, November 2009
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- Figure 65: Recession concerns for sun protection/block, sunless tanners and insect repellent, by region, November 2009
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- Figure 66: Recession concerns for facial cleansers, facial moisturizers and acne care, by region, November 2009
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- Figure 67: Recession concerns for hair spray/styling products, lip balm and nail care products, by gender and age, November 2009
- Interest in clinical studies and product benefits
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- Figure 68: Interest in clinical studies, by region, November 2009
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- Figure 69: Interest in product benefits, by region, November 2009
Appendix: Trade Associations
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