Table of Contents
Executive Summary
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- The issues
- Growth varies by segment, with make-up and shower accessories driving market
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- Figure 1: Sales of beauty accessories, by segment, 2013 and 2015 (est)
- Older consumers report low usage of beauty accessories
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- Figure 2: Any usage of select beauty accessories, by age, June 2015
- For make-up accessories, opportunities to educate and orient women
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- Figure 3: Reservations and difficulties with make-up brushes, by 18-24 and Hispanic origin, June 2015
- The opportunities
- Those aged 18-34 and Hispanics are key to future category growth
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- Figure 4: Any usage of select beauty accessories, by 18-34 and Hispanic origin, June 2015
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- Figure 5: Select attitudes towards hair and make-up accessories, women aged 18-34 and Hispanics, June 2015
- Branding strategies can be fine-tuned to appeal to Millennials and Hispanics
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- Figure 6: Select make-up brush purchase influencers, women aged 18-34 and Hispanics, June 2015
- Interest is high in trying a range of new products and innovations
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- Figure 7: trial and interest in select concepts/benefits for beauty accessories, June 2015
- What it means
The Market - What You Need to Know
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- Growth has been slow and is projected to remain modest
- Make-up accessory and shower accessory segments are strongest
- 18-34 year olds and Hispanics offer best prospects for growth
Market Size and Forecast
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- Accessories market size tops $3 billion in 2015
- Slow, but positive growth projected through 2020
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- Figure 8: Total US sales and fan chart forecast of beauty accessories, at current prices, 2010-20
- Figure 9: Total US sales and forecast of beauty accessories market, at current prices, 2010-20
Market Breakdown
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- Hair accessories is largest segment, but stagnant
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- Figure 10: Share of US retail sales of beauty accessories sales, by segment, 2015 (est)
- Make-up accessories is more innovative, fashion-forward, and dynamic
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- Figure 11: Total US retail sales of beauty accessories, by segment, at current prices, 2013 and 2015 (est)
- Solid growth in shower accessories driven by replacements and upgrades
- Make-up and shower accessories segments to drive growth through 2020
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- Figure 12: Total US sales and forecast of beauty accessory market, by segment, at current prices, 2010-20
- In fragmented retail landscape, sales growing through “other” retailers
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- Figure 13: Share of US retail sales of beauty accessories sales, by channel, 2015 (est)
Market Factors
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- Improved economic outlook should help drive sales
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- Figure 14: Any usage of select beauty accessories, by household income, June 2015
- Aging population places downward pressure on the market
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- Figure 15: Any usage of select beauty accessories, by age, June 2015
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- Figure 16: population by age, 2010-2020
- Growth in population aged 25-34 is positive factor
- Hispanic population will be especially vital to market growth
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- Figure 17: Any usage of select beauty accessories, by Hispanic origin, June 2015
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- Figure 18: population by race and Hispanic origin, 2010-20
Key Players – What You Need to Know
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- Conair and Newell Rubbermaid hold largest share, but show little growth
- Paris Presents and e.l.f. command dynamic brands and build share
- Fast growing brands offer distinct brand identities and focus on Millennials
- Sephora offers a model for innovative multi-channel retailing experience
- Innovations related to cleaning and replacement may buoy future sales
Manufacturer Sales of Beauty Accessories
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- Conair and Newell Rubbermaid dominate hair accessories segment
- Smaller players – Paris Presents and e.l.f. – post strongest sales growth
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- Figure 19: MULO sales of beauty accessories, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
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- Conair’s Scünci shines with updated looks and strong social presence
- Body Image products help create “at home” spa experience
- EcoTools appeals with marriage of affordability and eco-friendliness
- Real Techniques mobilizes beauty bloggers, social media and YouTube
- e.l.f cosmetics appeals with high value propositions and gift boxes
What’s Struggling?
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- Major hair accessories brands struggle to grow
- Conair may benefit from more inventive marketing and use of more diverse retailers
- Goody may benefit from aggressive re-branding or development of new lines
What’s Next?
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- Added-benefit bath and shower accessories
- Interactive stores and inventive digital tools help shoppers navigate the category
- Innovations range from a selfie brush to a lip-gloss scoop
- Products to help keep accessories clean
- Incorporating ways to signify the need for cleaning or replacement
The Consumer – What You Need to Know
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- Basic accessories like brushes and tweezers are most widely used
- Attitudes of those aged 18-34 and Hispanics support high usage
- Multiple demographic factors shape shower accessory usage
- Helping women weigh information and build skills could build usage
- Price is top factor weighed by those buying make-up brushes
- High consumer interest in new products and innovations
Use of and Attitudes Toward Hair Accessories
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- Brushes, combs, and ponytail holders are most used hair accessories
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- Figure 20: Any and regular use of hair accessories, June 2015
- Younger women, 18-34 are top users, especially of specialized products
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- Figure 21: Any use of select hair accessories, by age, June 2015
- Hispanics are heavy users of hair accessories
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- Figure 22: Any use of select hair accessories, by race/Hispanic origin, June 2015
- Women aged 18-34 value hair accessories to save time, create varied styles
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- Figure 23: Attitudes toward hair accessories, total and 18-34 age group, June 2015
- Positive attitudes of Hispanics underpins their importance to market future
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- Figure 24: Attitudes towards hair accessories, by Hispanic origin, June 2015
Use of and Attitudes Toward Bath Accessories
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- Older users prefer wash cloths, younger ones seek more varied products
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- Figure 25: usage of bath accessories, June 2015
- Figure 26: usage of bath accessories, by gender, June 2015
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- Figure 27: Any usage of bath accessories, by age, June 2015
- Race and ethnicity shape preferences for soap and shower accessories
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- Figure 28: Any usage of bath accessories, by race/Hispanic origin, June 2015
- Skin care benefits and product effectiveness drive interest in accessories
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- Figure 29: Attitudes towards bath accessories, by gender, June 2015
- Income drives interest in décor coordinating, spa-like shower accessories
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- Figure 30: Select attitudes towards bath accessories, by household income, June 2015
- Hispanics show positive attitudes, high interest in bath accessories
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- Figure 31: Select attitudes towards hair accessories, by Hispanic origin, June 2015
Use of and Attitudes Toward Make-up Accessories and Brushes
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- Figure 32: Any and regular use of make-up accessories, June 2015
- Younger women drive usage of make-up accessories
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- Figure 33: Any use of make-up accessories, by age, June 2015
- 18-24 year olds and Hispanics report attitudes supporting high usage
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- Figure 34: attitudes towards make-up brushes, by age, June 2015
- Helping young women find information and build skills could drive usage
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- Figure 35: reservations and difficulties with make-up brushes, by age and by Hispanic origin, June 2015
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Make-up Application Methods
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- Applicators that come with make-up are most widely used
- Separate brushes are most popular for blush and eye shadow
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- Figure 36: Correspondence Analysis – Make-up application methods, June 2015
- Women 18-44 and Hispanics use more separate applicators and sponges
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- Figure 37: make-up application method for any type of make-up, by age and Hispanic origin, June 2015
Make-up Brush Purchase Influencers
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- Price is top factor weighed by those buying make-up brushes
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- Figure 38: Make-up brush purchase influencers, any rank, June 2015
- For users 18-24, price dominates, while older users weigh more factors
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- Figure 39: Select make-up brush purchase influencers, any rank, by age, June 2015
- Hispanic women more likely to factor in brand, color/design, and reviews
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- Figure 40: Make-up brush purchase influencers, any rank, by Hispanic origin, June 2015
Trial and Interest in Beauty Accessory Products and Benefits
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- Interest is high in wet brushes and accessories for buns and twists
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- Figure 41: trial and interest in hair accessory product concepts, June 2015
- Consumers eager to try sponges and poufs with special features
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- Figure 42: trial and interest in bath accessory product concepts/benefits, June 2015
- Women 18-24 report highest interest in trying kits, other make-up brushes
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- Figure 43: Trial and interest of make-up brush products and concepts, June 2015
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- Figure 44: Interest in trying select make-up product concepts/benefits, by age, June 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 45: Total US sales and forecast of beauty accessories market, at inflation-adjusted prices, 2010-20
- Figure 46: Sales of beauty accessories, by segment, 2013 and 2015
- Figure 47: Total US retail sales of beauty accessories market, by channel, at current prices, 2010-15
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- Figure 48: Consumer confidence and unemployment, 2000-January 2015
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Appendix – Key Players
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- Manufacturer sales of hair accessories
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- Figure 49: MULO sales of hair accessories, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Manufacturer sales of shower and soap accessories
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- Figure 50: MULO sales of shower and soap accessories, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Manufacturer sales of shower and soap accessories
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- Figure 51: MULO sales of brushes and accessories, by leading companies and brands, rolling 52 weeks 2014 and 2015
Appendix – Consumer
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- Correspondence analysis
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