Table of Contents
Executive Summary
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- Overview
- The issues
- Beauty market is growing, but nail color and care continues to struggle
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- Figure 1: Percentage change in beauty sales, by segment, 2016-17 (est)
- Multi-purpose beauty products are in demand but could threaten category growth
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- Figure 2: Interest in beauty trends, December 2017
- K-beauty trends losing momentum among key demographics
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- Figure 3: Interest in beauty subscription services and K-beauty, by age, December 2017
- The opportunities
- Natural benefits could boost sales
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- Figure 4: Purchase influencers, any rank, natural ingredients, by age, December 2017
- In-shower beauty products are an additional step, but still save time
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- Figure 5: Year over year growth of US in-shower skincare product launches, 2012-2017*
- Growing multicultural population bodes well for experimental trends
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- Figure 6: Interest in beauty trends, by race and Hispanic origin, December 2017
The Market – What You Need to Know
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- Mature categories post highest sales, developing categories show higher growth
- Blurring of categories could be responsible for decreased spend
- Multicultural population, consumer confidence forecast to rise
Market Breakdown
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- Wide-ranging categories responsible for highest consumer spend
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- Figure 7: Share of sales in beauty market, by segment, 2017 (est)
- Beauty devices show highest growth, nail color loses share
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- Figure 8: Percentage change in beauty sales, by segment, 2016-17 (est)
Market Perspective
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- Skincare and make-up spend declined from 2016
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- Figure 9: Percent of beauty spend in the past three months, by category, Spring 2015-17
- Blurring of category lines results in cannibalization
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- Figure 10: Skincare benefits in facial make-up, May 2017
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- Figure 11: Select interest in fragrances with added benefits, May 2017
Market Factors
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- Female multicultural population anticipated to grow
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- Figure 12: Population of women by race and Hispanic origin, 2013-23
- Safety Act makes ingredient safety a priority
- Consumer confidence declines slightly, optimism still high
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- Figure 13: Consumer Sentiment Index, Dec 2012-Dec 2017
Key Players – What You Need to Know
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- Natural products here to stay, convenience still key purchase driver
- Customization grows smarter, minimalism takes hold
What’s Working?
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- Natural products plant roots, sustainability is the new focus
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- Figure 14: Select product purchases, any natural product (net)*, October 2017
- Convenience continues to be leading purchase factor
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- Figure 15: Year over year growth of US beauty product launches with a convenience claim, 2015-2017*
What’s Next?
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- Customization gets even more personal
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- Figure 16: Interest in select retail services, by women 18-34, May 2017
- Minimalism moves beyond convenience
The Consumer – What You Need to Know
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- Majority of beauty routines three to six steps, regardless of occasion
- Convenience key driver in choice of retailer
- Personal recommendations most valuable
- Women want effective, easy-to-use products
- Natural, timesavers resonate with widest audience
- Women find shopping fun, but overwhelming
Beauty Routines
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- Common steps performed daily, involved reserved for special occasions
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- Figure 17: Beauty routines, December 2017
- Beyond personal hygiene, make-up helps women feel their best
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- Figure 18: Beauty Routines – Ever do (net)*, December 2017
- Women adopt more steps during weekdays, less on weekend
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- Figure 19: Repertoire of beauty routines, weekday routine and weekend routine, December 2017
- Women aged 35-44 most engaged
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- Figure 20: Select beauty routines – ever do (net)*, by age, December 2017
- Steps that appeal to Hispanics’ experimental nature resonate
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- Figure 21: Beauty Routines – Ever do (net)*, by Hispanic origin, December 2017
Retailers Shopped
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- Mass channels offer convenience, specialty offers experience
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- Figure 22: Retailers shopped, December 2017
- Drug stores strike a chord with mature consumers
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- Figure 23: Select retailers shopped, by age, December 2017
- Specialty stores adopt inclusivity to reach more women
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- Figure 24: Retailers shopped, by race and Hispanic origin, December 2017
Resources for Learning about Beauty
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- Personal recommendations most influential
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- Figure 25: Resources for learning about beauty, December 2017
- Younger women hold personal and online recommendations in similar regard
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- Figure 26: Sources of information, by age, December 2017
- Hispanic women trust online reviews, Black women trust ads
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- Figure 27: Sources of information, by race and Hispanic origin, December 2017
Purchase Influencers
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- Effective, easy-to-use products appeal to wide audience
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- Figure 28: Purchase influencers, by rank, December 2017
- Experimental nature of young women creates diverse purchase drivers
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- Figure 29: Purchase influencers, any rank, by age, December 2017
- Black women brand loyal, interested in natural ingredients
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- Figure 30: Purchase Influencers, any rank, by race and Hispanic origin, December 2017
Interest in Beauty Trends
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- Women want more than just the natural look
- Timesavers promote product trial without drastically altering routines
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- Figure 31: Year over year growth of US in-shower skincare product launches, 2012-2017*
- K-beauty appeals to niche audience
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- Figure 32: Interest in beauty trends, December 2017
- Younger women over-index for tech, 35-44-year-olds go natural
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- Figure 33: Interest in beauty trends, by age, December 2017
- Hispanics interested in timesavers, Black women stay natural
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- Figure 34: Interest in beauty trends, by race and Hispanic origin, December 2017
Attitudes toward Beauty
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- Majority of women find shopping for beauty overwhelming, but fun
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- Figure 35: Attitudes toward shopping for beauty products, Any agree or any disagree, December 2017
- Women use beauty to shape their style and boost self-esteem
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- Figure 36: Attitudes toward style and appearance, Any agree or Any disagree, December 2017
- Mature women march to the beat of their own drum
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- Figure 37: Select attitudes toward shopping for beauty and appearance, any agree or any disagree, by age, December 2017
- Hispanics prefer an element of fun in their shopping experiences
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- Figure 38: Select attitudes toward shopping for beauty and appearance, any agree or any disagree, by race and Hispanic origin, December 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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