Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Targeting information to older people
- Tightening budgets could drive a savvy shopper
- Companies and brands
- Unilever takes a stand against influencer marketers
- The consumer
- Brand websites are important
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- Figure 1: Sources of BPC information, June 2018
- Traditional experts are most trusted
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- Figure 2: Trusted sources of BPC advice, June 2018
- Blogger fatigue…but not amongst young people
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- Figure 3: Attitudes towards beauty bloggers/vloggers, June 2018
- Instagram is popular for beauty content
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- Figure 4: Use of social media for BPC reasons, June 2018
- Following is for learning and inspiration
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- Figure 5: Reasons for following a beauty brand/celebrity/blogger, June 2018
- What we think
Issues and Insights
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- How influential are influencers?
- The facts
- The implications
- Retail environments are crucial
- The facts
- The implications
- Highlight the expert
- The facts
- The implications
The Market – What You Need to Know
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- Shifting the age discussion
- Teens are influenced by their friends
- Tightening budgets could drive a savvy shopper
- Social media networks have varying levels of trust
Market Drivers
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- Older people value face-to-face advice
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- Figure 6: Trends in the age structure of the UK population, 2013-23
- Rise in teens could drive technology usage
- Household purses may tighten
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- Figure 7: Trends in how respondents would describe their financial situation, June 2017 and June 2018
- Facebook gets some bad rep
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- Figure 8: Correspondence analysis of social networks, April 2018
- Figure 9: Words associated with social networks, April 2018
- Snapchat remains popular amongst under-20s
- Instagram is cutting edge, whilst YouTube is informative
- Technology is used in-store
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- Figure 10: Sources of brand/product information in the last six months, June 2017
- Print circulation is on the decline
- Personal care brands are considered expert
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- Figure 11: Top ranking of brands in the BPC sector by agreement with ‘expert’, January 2015-November 2017
- Department stores remain relevant
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- Figure 12: Attitudes towards department stores, February 2018
- Men need a helping hand
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- Figure 13: Purchase of beauty and personal care products, by gender, June 2018
Innovation and Promotion
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- Social media influencers; moving beyond the numbers
- It’s all about the beauty brand websites
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- Figure 14: L’Oréal’s ‘the science of beauty’, July 2018
- Figure 15: Olay live chat, July 2017
- Power to the people
- Retailers remain influential
The Consumer – What You Need to Know
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- Brand websites are an important source of information
- In-store environments are essential
- Traditional experts are trusted
- Scepticism towards bloggers/vloggers
- Visually-appealing products are important for social media
- Following is for inspiration
Sources of BPC Information
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- Brand and product information is the most sought after
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- Figure 16: Sources of BPC information, June 2018
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- Figure 17: Into the gloss homepage, July 2018
- Retail environments are essential
- Consumers turn to social media for trends
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- Figure 18: Use of social media and in-store environments to search for information on latest beauty/grooming trends or how to use a new beauty/grooming product, by age, June 2018
Trusted Sources of BPC Advice
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- In-store counter staff are most trusted
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- Figure 19: Trusted sources of BPC advice, June 2018
- Valuing traditional expertise
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- Figure 20: Murad skincare consultation, July 2017
- Collaborating with experts
- Representation matters
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- Figure 21: Trust in make-up artists, bloggers/vloggers and beauty editors amongst women, by age, June 2018
Attitudes towards Beauty Bloggers/Vloggers
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- Blogger/vlogger fatigue
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- Figure 22: Attitudes towards beauty bloggers/vloggers, June 2018
- Sponsorship is confusing
- Too many collaborations
- Young women still value influencers
Use of Social Media for BPC Reasons
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- Instagram is popular for beauty content
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- Figure 23: Use of social media for BPC reasons, June 2018
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- Figure 24: Holographic packaging from Benefit Cosmetics, June 2017
- Pretty formulations are also important
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- Figure 25: Dr. Jart+ water fuse hydro soothe eye gel, June 2018
- Celebrity following is high on Instagram and Snapchat
- Facebook and Twitter lag behind when it comes to beauty engagement
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- Figure 26: Innocent drinks on Twitter, July 2018
Reasons for Following a Brand/Celebrity/Blogger
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- Following is for learning and inspiration
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- Figure 27: Reasons for following a beauty brand/celebrity/blogger, by gender, June 2018
- Men look for entertainment
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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