Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- As target demographics shift, segment performance grows for acne and anti-aging products
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- Figure 1: Sales of selected personal care products at current prices, 2007-11
- Consumers most likely to frequent mass merchandisers for beauty and personal care items
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- Figure 2: Top five purchase locations, by gender, May 2012
- Market factors
- Millennials are key target demographic for beauty and personal care brands
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- Figure 3: Attitudes toward appearance, all vs. those aged 25-34, May 2012
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- Figure 4: Population share, by generation, 2012
- As Boomers age, demand for products may shift
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- Figure 5: Awareness and use of product ingredients, all vs. females by age, May 2012
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- Figure 6: Use of conditioner and hairstyling products, by gender and age, January 2011-March 2012
- The consumer
- Concerns differ at different lifestages
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- Figure 7: Top five skin and hair concerns, by age, May 2012
- Consumers look for highest quality and best price
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- Figure 8: Attitudes toward quality of beauty and personal care products, May 2012
- Consumers regard sustainable production practices as important
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- Figure 9: Attitudes toward beauty and personal care products, environmental/social responsibility, by age, May 2012
- Respondents look for assurance that products are safe and not harsh
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- Figure 10: Role of tests and claims in purchasing BPC products, May 2012
- Specialty retail shoppers are target consumer group
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- Figure 11: Attitudes toward beauty and personal care shopping habits, by purchase locations, May 2012
- What we think
Issues in the Market
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- What ingredients are consumers most interested in when shopping for beauty and personal care products?
- What claims do consumers feel most confident in when purchasing beauty and personal care products?
- What kinds of innovation are trending in the beauty and personal care market?
- What sorts of recommendations and product tests most influence consumers?
Insights and Opportunities
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- Key points
- Use ingredients consumers already see as “good for you”
- Broaden definition of sensitive skin
- Make products cross-generational
- Millennials are a key target demographic
Trend Application
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- Trend: Who are the Joneses?
- Trend: Fauxthenticity
- 2015 Trend: Old Gold
Market Factors
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- Key points
- Most consumers use shampoo and use holds steady over five years
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- Figure 12: Use of personal care products, February 2007-March 2012
- Segment performance decreases slightly for shampoo, grows for acne and anti-aging products
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- Figure 13: Sales of selected personal care products at current prices, 2007-11
- Millennials show heightened interested in beauty and personal care products
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- Figure 14: Population, by generation, 2012
- As Boomers age, demand for products may shift
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- Figure 15: U.S. population aged 18 or older, by age, 2007-17
- Millennial men offer marketing opportunity
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- Figure 16: Use of personal care products, by gender and age, January 2011-March 2012
Beauty and Personal Care Purchase Locations
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- Key points
- Mass merchandisers are go-to spot for personal care items
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- Figure 17: Purchase locations, by gender, May 2012
- As respondents age, they are more likely to shop for personal care items at drug stores
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- Figure 18: Purchase locations, by age, May 2012
- Those with incomes of $100K+ most likely to shop at specialty stores and department stores
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- Figure 19: Purchase locations, by household income, May 2012
Innovations and Innovators
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- Key points
- Sustainable packaging
- Natural and environmentally conscious messaging
- Multitaskers
- Preventive aging
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: American Crew
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- Figure 20: Brand analysis of American Crew, 2012
- Online initiatives
- Brand analysis: L’Oréal Paris
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- Figure 21: Brand analysis of L’Oréal Paris, 2012
- Online initiatives
- TV presence
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- Figure 22: L’Oréal Paris, television ad, 2012
- Brand analysis: Yes To
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- Figure 23: Brand analysis of brand, 2011
- Online initiatives
Skin and Hair Concerns
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- Key points
- Women more likely to be concerned with most hair and skin issues; however, men also show concern
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- Figure 24: Skin and hair concerns, by gender, May 2012
- Concerns change as respondents age
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- Figure 25: Skin and hair concerns, by age, May 2012
- Concern over one issue increases likelihood of concern over other issues
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- Figure 26: Skin and hair concerns, cross compared by issue, May 2012
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- Figure 27: Skin and hair concerns, cross compared by issue, May 2012
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- Figure 28: Skin and hair concerns, cross compared by issue, May 2012
Importance of Appearance
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- Key points
- Grooming and professionalism go hand in hand
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- Figure 29: Attitudes toward appearance, by gender, May 2012
- Respondents aged 25-34 show heightened interest in looking their best
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- Figure 30: Attitudes toward appearance, by age, May 2012
- All income levels show similar levels of agreement over statements of appearance
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- Figure 31: Attitudes toward appearance, by gender and income, May 2012
Attitudes toward Quality and Private Label
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- Key points
- Consumers are part skeptic and part sleuth, looking for the best quality and the best price
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- Figure 32: Attitudes toward quality of beauty and personal care products, May 2012
- Respondents aged 25-34 likely to pay more for quality
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- Figure 33: Attitudes toward quality of beauty and personal care products, by age, May 2012
- Regardless of gender or income, half agree private label works as well as branded
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- Figure 34: Attitudes toward quality of beauty and personal care products, by gender and income, May 2012
Beauty and Personal Care Shopping Habits
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- Key points
- Respondents aged 25-34 likely to splurge and want to try new products
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- Figure 35: Attitudes toward beauty and personal care shopping habits, by age, May 2012
- Women of all income brackets likely to buy beauty and personal care products on the spur of the moment
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- Figure 36: Attitudes toward beauty and personal care shopping habits, by gender and income, May 2012
Product Recommendations and Influence
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- Key points
- Respondents aged 18-34 likely to be influenced by friends and family
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- Figure 37: Attitudes toward beauty and personal care products, influence by age, May 2012
- Those earning $75K+ more likely to be influenced by all recommendation sources
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- Figure 38: Attitudes toward beauty and personal care products, influence by gender and income, May 2012
Importance of Environment/Social Responsibility
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- Key points
- Half of respondents agree sustainable production is important
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- Figure 39: Attitudes toward beauty and personal care products, environmental/social responsibility, by gender, May 2012
- Those aged 25-35 most likely to view sustainable practices as important
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- Figure 40: Attitudes toward beauty and personal care products, environmental/social responsibility, by age, May 2012
- Women earning $75K+ are target market for products with sound environmental identity
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- Figure 41: Attitudes toward beauty and personal care products, environmental/social responsibility, by gender and income, May 2012
Awareness and Use of Product Ingredients
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- Key points
- Consumers respond to ingredients they already know are “good for you”
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- Figure 42: Awareness and use of product ingredients, May 2012
- One fourth of women aged 18-54 look for sulfate-free products
- Retinol makes a comeback
- Women younger than 55 search out products with vitamins, antioxidants
- Opportunity to educate consumers about silicone
- Men aged 18-34 look for products with plant stem cells
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- Figure 43: Awareness and use of product ingredients, by gender and age, May 2012
Belief in Product Testing and Claims
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- Key points
- Respondents unsure about significance of product tests
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- Figure 44: Attitudes toward beauty and personal care products, product testing, May 2012
- Respondents aged 18-34 skeptical of company claims
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- Figure 45: Attitudes toward beauty and personal care products, product testing, by age, May 2012
- Men earning $75K+ unlikely to believe product claims
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- Figure 46: Attitudes toward beauty and personal care products, product testing, by gender and income, May 2012
Role of Tests and Claims in Purchasing BPC Products
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- Key points
- Respondents look for dermatologically, clinically tested, and hypoallergenic
- Natural ingredients important to consumers
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- Figure 47: Role of tests and claims in purchasing BPC products, May 2012
- Respondents with aging skin are tuned in to product claims
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- Figure 48: Role of tests and claims in purchasing BPC products, by beauty concern, May 2012
- Those concerned with sensitive skin show confidence in dermatologically and clinically tested products
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- Figure 49: Role of tests and claims in purchasing BPC products, by beauty concern, continued, May 2012
Impact of Specific Claims on Use
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- Key points
- Claims of sun protection and soft skin give consumers confidence
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- Figure 50: Use of and attitudes toward products that claim to, May 2012
- Double standard for men and women persists
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- Figure 51: Use of and attitudes toward products that claim to, by gender, May 2012
- Respondents concerned with acne want products that protect against sun and kill bacteria
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- Figure 52: Use of and attitudes toward products that claim to, by concerns about acne and oily skin, May 2012
- Those concerned with sun damage not as interested in products that fight aging
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- Figure 53: Use of and attitudes toward products that claim to, by aging skin and sun concerns, May 2012
- Sensitive skin means interest in many product claims
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- Figure 54: Use of and attitudes toward products that claim to, by dry, sensitive, and reactive skin concerns, May 2012
Additional Claims and their Impact on Use
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- Key points
- General terms like “nourishing” inspire confidence
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- Figure 55: Use of and attitudes toward products that claim to be, May 2012
- Women continue to be much more interested in and affected by product claims when compared to men
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- Figure 56: Use of and attitudes toward products that claim to be, by gender, May 2012
- Those concerned with oily skin want products that exfoliate and are hypoallergenic
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- Figure 57: Use of and attitudes toward products that claim to be, by concerns about acne and oily skin, May 2012
- Concern with aging skin and wrinkles correlates with interest in firming and moisturizing
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- Figure 58: Use of and attitudes toward products that claim to be, by aging skin and sun concerns, May 2012
- Those concerned with sensitive skin confident in many claims
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- Figure 59: Use of and attitudes toward products that claim to be, by dry, sensitive, and reactive skin concerns, May 2012
Race and Hispanic Origin
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- Key points
- Black respondents correlate being well-groomed with professionalism and attractiveness
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- Figure 60: Attitudes toward beauty and personal care products, appearance, by race/Hispanic origin, May 2012
- Asian respondents see higher price as mark of effectiveness
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- Figure 61: Attitudes toward beauty and personal care products, quality, by race/Hispanic origin, May 2012
- Asian respondents the most likely to say they “splurge” on themselves
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- Figure 62: Attitudes toward beauty and personal care shopping habits, by race/Hispanic origin, May 2012
- Asian respondents most likely to be influenced by recommendations
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- Figure 63: Attitudes toward beauty and personal care products, influence by race/Hispanic origin, May 2012
- Figure 64: Attitudes toward beauty and personal care products, product testing, by race/Hispanic origin, May 2012
- Hispanic and Asian respondents interested in sustainable practices
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- Figure 65: Attitudes toward beauty and personal care products, environment/social responsibility, by race/Hispanic origin, May 2012
Cluster Analysis
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- Figure 66: Target clusters, May 2012
- Cluster 1: Seekers
- Characteristics
- Opportunity
- Cluster 2: Uninvolved
- Characteristics
- Opportunity
- Cluster 3: Influencers
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 67: Purchase locations, by target clusters, May 2012
- Figure 68: Skin and hair concerns, by target clusters, May 2012
- Figure 69: Role of tests and claims in purchasing BPC products, by target clusters, May 2012
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- Figure 70: Use of and attitudes toward products that claim to, by target clusters, May 2012
- Figure 71: Use of and attitudes toward products that claim to be, by target clusters, May 2012
- Cluster demographic tables
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- Figure 72: Target cluster, by demographics, May 2012
- Cluster methodology
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Custom Consumer Groups: Shopper Segmentation
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- Key points
- Appearance
- Specialty beauty retail shoppers likely to agree with importance of appearance statements
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- Figure 73: Attitudes toward appearance, by purchase locations, May 2012
- Grocery store shoppers least likely to agree with appearance statements
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- Figure 74: Attitudes toward appearance, by purchase locations, continued, May 2012
- Quality
- Shoppers at specialty stores willing to pay more for quality
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- Figure 75: Attitudes toward quality of beauty and personal care products, by purchase locations, May 2012
- Online shoppers appear to be brand loyal
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- Figure 76: Attitudes toward quality of beauty and personal care products, by purchase locations, continued, May 2012
- Shopping habits
- Specialty retail, own brand, and department store shoppers likely to splurge
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- Figure 77: Attitudes toward beauty and personal care shopping habits, by purchase locations, May 2012
- Online shoppers willing to splurge and buy on the spur of the moment
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- Figure 78: Attitudes toward beauty and personal care shopping habits, by purchase locations, continued, May 2012
- Influence on product selection
- Mass merchandiser shoppers are influenced by friends and family
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- Figure 79: Attitudes toward beauty and personal care products, influence by purchase locations, May 2012
- Those who shop at salons/spas/doctor’s offices influenced by professionals
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- Figure 80: Attitudes toward beauty and personal care products, influence by purchase locations, continued, May 2012
- Environment/social responsibility
- Shoppers at mass merchandisers least likely to agree with sustainability statements
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- Figure 81: Attitudes toward beauty and personal care products, environmental/social responsibility, by purchase locations, May 2012
- Online shoppers highly likely to agree with statements about sustainability
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- Figure 82: Attitudes toward beauty and personal care products, environmental/social responsibility by purchase locations, continued, May 2012
- Product testing
- Own brand retail shoppers reassured by tests conducted by magazines
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- Figure 83: Attitudes toward beauty and personal care products, product testing, by purchase locations, May 2012
- Online shoppers look for third-party reassurance
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- Figure 84: Attitudes toward beauty and personal care products, product testing, by purchase locations, continued, May 2012
Appendix—Other Useful Consumer Tables
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- Figure 85: Skin and hair concerns, May 2012
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- Figure 86: Attitudes toward beauty and personal care products, appearance May 2012
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- Figure 87: Attitudes toward beauty and personal care products, shopping habits, May 2012
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- Figure 88: Attitudes toward beauty and personal care products, influence, May 2012
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- Figure 89: Attitudes toward beauty and personal care products, environment/social responsibility May 2012
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Appendix—Trade Associations
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