Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Trade interviews
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Insights and opportunities: the black beauty market
- Market parameters
- Market trends and factors
- Innovation and innovators: Mary Kay adapts to current needs
- Digital marketing
- Search engine marketing
- Mobile sites and apps
- Internet beauty purchases
- Online retailers used
- Initial or repeat purchases?
- Reasons for not making online purchases
- Online shopping associations
- Online shopping this year vs. last year
- Race and Hispanic origin
Insights and Opportunities
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- Black beauty e-tailers
- Pros and cons of targeting blacks
- Blacks are avid mobile users
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- Figure 1: Mobile web access, by race/Hispanic origin, 2007 and 2009
- Figure 2: Online mobile activities, by race/Hispanic origin, January 2010
Inspire Insights
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- Trend: No Middleman
Market Parameters
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- Online beauty sales are fragmented
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- Figure 3: U.S. e-commerce market
- Top five BPC/beauty sites
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- Figure 4: Top five online beauty sites, May 2010
- Eight types of online beauty retailers
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- Figure 5: Facts about the direct selling industry
- Company snapshots
- Pureplays
- Drugstore.com
- Vitacost
- Brick/click beauty specialists
- Ulta
- Sephora
- Direct sellers
- Consumer direct
- Brick/click drug chains
- Walgreens
- CVS
- Rite Aid
- Online grocers
- FreshDirect
- Peapod
- Brick/click mass retailers
- Other
- E-commerce operations costs
- Gifts with purchase
- Types of product fulfillment
Market Trends and Factors
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- Key points
- Broadband penetration
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- Figure 6: U.S. broadband and dial-up penetration, 2003-16
- Online beauty research
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- Figure 7: Frequency of online beauty research—women, June 2010
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- Figure 8: Frequency of online beauty research versus other categories—women, June 2010
- Research paths and directions
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- Figure 9: How consumers research beauty purchases, by gender, August/September 2010
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- Figure 10: Reasons women seek and share beauty information
- Figure 11: Top five sources women rely on for cosmetics and personal care info.
- Social networking and media
- Social media give marketers direct feedback
- The perfect promotional vehicle
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- Figure 12: Beauty e-tailers with the highest social media engagement rates, November 2010 *
- Social media ROI
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- Figure 13: Social media metrics used by B2B & B2C firms, August 2010
- Social media strategies by brand
- Sephora
- AXE
- Estée Lauder
- Burt’s Bees
- P&G’s multi-pronged initiative
- Social media, the perfect medium for startups
- Specialized social media
- Specialty Facebook beauty pages
- Beauty blogs impact purchasing decisions
- Walmart’s Moms bloggers
Innovation and Innovators
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- Mary Kay adjusts to changing times
- Trusted brands that know me
- Top 15 loyalty leaders
- Mary Kay online—Hispanic and rural appeal
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- Figure 14: Unique visitors—Mary Kay vs. Avon, May 2009-May 2010
- Recession-savvy products, site functionality
Digital Marketing
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- E-commerce must-do’s
- Improved site functionality
- Beauty site strategies by company
- Brick/click beauty specialists
- Ulta
- Sephora
- Beauty Central and Beauty Talk
- Brick/click chain drug
- CVS
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- Figure 15: CVS’ e-commerce beauty query
- Walgreens
- Direct sellers
- Virtual makeover
- E-catalog
- Match Department Stores Shades
- Consumer direct
- Search engine marketing
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- Figure 16: Strategies employed by U.S. online marketers, June 2010
- Figure 17: Value of North American search engine marketing industry, 2004-10
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- Figure 18: Markets’ preferred search engines, April 2010
- SEM and beauty
- Site-specific ads increase sales
Mobile Sites and Apps
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- Figure 19: Mobile vs. desktop/laptop shopping habits, April 2010
- Which app is best?
- All age groups use mobile web
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- Figure 20: Mobile web audience profile, by gender and age, July 2009
- Direct m-commerce
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- Figure 21: E-commerce revenue via web-enabled mobile phones—U.S., 2009-15
- Beauty marketers’ apps and mobile sites
- Promotional apps/sites
- Commerce-enabled apps/mobile sites
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Internet Beauty Purchases
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- Key points
- Bath and shower lead online beauty purchases
- Men’s grooming grows
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- Figure 22: Beauty categories purchased online, by gender, August/September 2010
- Age of online purchasers vs. offline popularity by category and age
- Baby Boomers and beyond
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- Figure 23: Beauty categories purchased online, by age, August/September 2010
- Low household income groups dominate holiday spending
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- Figure 24: Beauty categories purchased online, by household income, August/September 2010
Online Retailers Used
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- Key points
- Women lead prestige purchases
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- Figure 25: Online retailers where BPC purchases were made, by gender, August/September 2010
- Mass and drug lead for all ages
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- Figure 26: Online retailers where BPC purchases were made, by age, August/September 2010
- Households with higher income lead online purchases
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- Figure 27: Online retailers where BPC purchases were made, by household income, August/September 2010
- Online grocery shopping, by income
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- Figure 28: Online grocery shopping, by household income, 2010
- Preferred beauty sites, by region
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- Figure 29: Online retailers where BPC purchases were made, by rural/urban status, August/September 2010
Initial or Repeat Purchases?
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- Key points
- Replenishment
- First-time purchases
- Gifts
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- Figure 30: Initial or repeat purchase, by category, August/September 2010
- Facial skincare
- Anti-aging
- Men’s skincare
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- Figure 31: Facial skincare purchased online, by gender, August/September 2010
- Facial skincare by age
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- Figure 32: Facial skincare purchased online, by age, August/September 2010
Reasons for Not Making Online Purchases
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- Key points
- Respondents prefer in-person shopping
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- Figure 33: Reasons for not making online purchases, by gender, August/September 2010
- Don’t want to share credit card information
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- Figure 34: Reasons for not making online purchases, by level of education, August/September 2010
Online Shopping Associations
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- Key points
- Phrases associated with online shopping
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- Figure 35: Associations with online shopping, by gender, August/September 2010
Online Shopping—This Year vs. Last Year
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- Key points
- Spend remains the same
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- Figure 36: Online purchases—this year vs. last year, by gender, August/September 2010
- Shoppers aged 18-34 plan to spend more this year
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- Figure 37: Online attitudes—this year vs. last year, by age, August/September 2010
- Buying higher-priced items—this year vs. last year
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- Figure 38: Attitudes towards buying higher-priced items—this year vs. last year, by gender, August/September 2010
- Buying items on sale—this year vs. last year
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- Figure 39: Buying items on sale—this year vs. last year, by gender, August/September 2010
- Younger respondents buy on sale
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- Figure 40: Buying items on sale—this year vs. last year, by age, August/September 2010
- Higher household incomes bought on sale
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- Figure 41: Buying items on sale, by household income, August/September 2010
Race and Hispanic Origin
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- Key points
- Categories purchased online, by ethnicity
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- Figure 42: Beauty categories purchased online, by race/Hispanic origin, August/September 2010
- Types of online retailers preferred, by ethnicity
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- Figure 43: Online retailers preferred, by race/Hispanic origin, August/September 2010
- Research and purchasing habits
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- Figure 44: Research and purchasing habits, by race/Hispanic origin, August/September 2010
- Hispanics’ online research habits
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- Figure 45: The internet’s role in Hispanics’ pre-purchasing research, 2010
Cluster Analysis
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- Beautifiers
- Demographics
- Characteristics
- Opportunity
- Onliners
- Demographics
- Characteristics
- Opportunity
- Triers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 46: Online beauty clusters, August/September 2010
- Figure 47: Beauty categories purchased online, by online beauty clusters, August/September 2010
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- Figure 48: Research and purchasing habits, by online beauty clusters, August/September 2010
- Figure 49: Associations with online shopping, by online beauty clusters, August/September 2010
- Cluster demographics
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- Figure 50: Online beauty clusters, by gender, August/September 2010
- Figure 51: Online beauty clusters, by age, August/September 2010
- Figure 52: Online beauty clusters, by household income, August/September 2010
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- Figure 53: Online beauty clusters, by race, August/September 2010
- Figure 54: Online beauty clusters, by Hispanic origin, August/September 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Households with young children are big online beauty purchasers
- Frequently purchased categories
- Top-selling family brands
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- Figure 55: Categories purchased, by presence of children, August/September 2010
- E-tailers for BPC purchases
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- Figure 56: Online retailers preferred, by presence of children, August/September 2010
- Researching products online
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- Figure 57: Researching products online, by presence of children, August/September 2010
Appendix—Trade Associations
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