Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- Brand Leaders
- Needs-based markets provide most used brands
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- Figure 1: Top brands in the BPC sector, by overall usage, January 2016-November 2018
- Generation of pride appears influential on brand preference
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- Figure 2: Top brands in the BPC, by commitment (net of “It’s a favourite brand” and “I prefer this brand over others”), January 2016-November 2018
- Lush stands out to consumers
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- Figure 3: Top brands in the BPC sector, by differentiation (net of “It’s a unique brand” and “It stands out as being somewhat different from other brands”, January 2016-November 2018
- Gillette favoured by women
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- Figure 4: Top brands in the BPC sector, by satisfaction (net of “Excellent” and “good” reviews), January 2016-November 2018
- BPC brands are among the leaders across all brands on trust
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- Figure 5: Top brands in the BPC sector, by agreement with “A brand that I trust”, January 2016-November 2018
- Perception of value not simply based on price
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- Figure 6: Top brands in the BPC sector, by agreement with “A brand that offers good value”, January 2016-November 2018
- Premium brands not necessarily seen as high quality
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- Figure 7: Top brands in the BPC sector, by agreement with “A brand that is consistently high quality”, January 2016-November 2018
- BPC Hot Topics
- Functionality drives caring image
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- Figure 8: Top brands in the BPC sector, by agreement with “A brand that cares about my health and wellbeing”, January 2016-November 2018
- Holistic approach may adjust definition of health and wellbeing
- Expertise built over many years
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- Figure 9: Top brands in the BPC sector, by agreement with “Expert”, January 2016-November 2018
- Premium traits often guided by high prices
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- Figure 10: Top brands in the BPC sector, by agreement with “Exclusive”, January 2016-November 2018
- Lush sets the ethical standard in BPC
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- Figure 11: Top brands in the BPC sector, by agreement with “Ethical”, January 2016-November 2018
- Consumers believe self-described brands are natural
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- Figure 12: Top brands in the BPC sector, by agreement with “Natural”, January 2016-November 2018
- What we think
Brand Leaders – What You Need to Know
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- Needs-based markets provide most used brands
- Generation of pride appears influential on brand preference
- Lush stands out to consumers
- Gillette favoured by women
- BPC brands are among the leaders across all brands on trust
- Perception of value not simply based on price
- Premium brands not necessarily seen as high quality
Brand Usage
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- Needs-based markets provide most used brands
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- Figure 13: Top brands in the BPC sector, by overall usage, January 2016-November 2018
- Availability and price influences Boots Pharmaceuticals usage
- NIVEA Men becoming a staple for men
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- Figure 14: Top brands in the BPC sector, by usage in the last 12 months, January 2016-November 2018
- Lynx maintains usage base
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- Figure 15: Top brands in the BPC sector, by the lowest proportion of lapsed users, January 2016-November 2018
- Figure 16: Usage of Lynx in the last year, by selected demographics, January 2017
Brand Preference
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- Generation of pride appears influential on brand preference
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- Figure 17: Top brands in the BPC, by commitment (net of “It’s a favourite brand” and “I prefer this brand over others”), January 2016-November 2018
- Figure 18: Top brands in the BPC sector, by agreement with “A brand that I am proud to be associated with”, January 2016-November 2018
- Opportunity to align with consumers
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- Figure 19: Proportion of commitment, by agreement with “A brand that I am proud to be associated with”, January 2016-November 2018
Brand Differentiation
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- Lush stands out to consumers
- Sensodyne pushes point of difference from rest of category
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- Figure 20: Top brands in the BPC sector, by differentiation (net of “It’s a unique brand” and “It stands out as being somewhat different from other brands”, January 2016-November 2018
- Kat Von D’s forthright views influence standout of brand
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- Figure 21: Kat Von D post celebrating World Vegan Day, November 2018
- Brand differentiation in BPC markets potentially becoming harder
Brand Satisfaction and Recommendation
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- Gillette favoured by women
- Benefit leverages expertise
- Premium brands perform more strongly among users
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- Figure 22: Top brands in the BPC sector, by satisfaction (net of “Excellent” and “good” reviews), January 2016-November 2018
- Lush creates enthusiastic reviews
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- Figure 23: Top brands in the BPC sector, by excellent reviews, January 2016-November 2018
- Recommendation built on functionality and immediate results
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- Figure 24: Top brands in the BPC sector, by likely recommendation, January 2016-November 2018
Trust Leaders
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- BPC brands are among the leaders across all brands on trust
- NIVEA is a particularly strong brand
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- Figure 25: Top brands in the BPC sector, by agreement with “A brand that I trust”, January 2016-November 2018
Value Leaders
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- Perception of value not simply based on price…
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- Figure 26: Top brands in the BPC sector, by agreement with “A brand that offers good value”, January 2016-November 2018
- …although certain brands do benefit from lower-priced products
- Consumers considered reliable brands worth paying more for…
- …but Benefit represents a more glamorous brand
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- Figure 27: Top brands in the BPC sector, by agreement with “A brand that is worth paying more for”, January 2016-November 2018
Quality Leaders
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- Premium brands not necessarily seen as high quality
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- Figure 28: Top brands in the BPC sector, by agreement with “A brand that is consistently high quality”, January 2016-November 2018
- The difference between reputation and experience
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- Figure 29: Overall usage, by agreement with “A brand that is consistently high quality”, January 2016-November 2018
BPC Hot Topics – What You Need to Know
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- Functionality drives caring image
- Holistic approach may adjust definition of health and wellbeing
- Expertise built over many years
- Premium traits often guided by high prices
- Lush sets the standard in BPC
- Consumers believe self-described brands are organic
Health and Wellbeing
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- Functionality drives caring image
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- Figure 30: Top brands in the BPC sector, by agreement with “A brand that cares about my health and wellbeing”, January 2016-November 2018
- Efficacy more about immediacy of results
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- Figure 31: Top brands in the BPC sector, by agreement with “Effective”, January 2016-November 2018
- The balance between intentions and results
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- Figure 32: Agreement with “A brand that cares about my health/wellbeing”, by agreement with “Effective”, January 2016-November 2018
- Chance for brands to take heed from science-backed brands
- Holistic approach may adjust definition of health and wellbeing
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- Figure 33: Index of BPC launches with probiotics, January 2012-November 2018
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- Figure 34: Share of aromatherapy claims in the BPC sector by sub-category, January 2017-November 2018
- Figure 35: UK launches in the BPC sector with use of adaptogens, 2018
- Searching for the new hygge
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- Figure 36: Saint Iris Adriatica product launches with ‘the fjaka factor’, 2018
Expertise and Influencers
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- Expertise built over many years
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- Figure 37: Top brands in the BPC sector, by agreement with “Expert”, January 2016-November 2018
- Potential to engage with real people over influencers
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- Figure 38: Scarlett London Instagram post for Listerine, August 2018
- L’Oréal and Unilever seek to build trust in influencer network
- Glossier utilises group expertise
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- Figure 39: Glossier Instagram post, 2018
Premium Brands and Premiumisation
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- Premium traits often guided by high prices
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- Figure 40: Top brands in the BPC sector, by agreement with “Exclusive”, January 2016-November 2018
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- Figure 41: The Times story covering Burberry’s decision to stop burning stock, September 2018
- Lush creates affordable indulgence
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- Figure 42: Lush Goddess Bath Bomb, November 2018
- Figure 43: Top brands in the BPC sector, by agreement with “Indulgent”, January 2016-November 2018
- Fenty Beauty promotes image of glamour despite recent entry
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- Figure 44: Top brands in the BPC sector, by agreement with “Glamorous”, January 2016-November 2018
Ethical Brands
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- Brands can tap into consumer wishes to live more ethically
- Lush sets the ethical standard in BPC
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- Figure 45: Lush launches naked lipstick refills, December 2018
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- Figure 46: Top brands in the BPC sector, by agreement with “Ethical”, January 2016-November 2018
- Reduce, reuse, recycle: the fight against plastic continues
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- Figure 47: Examples of refill/refillable launches in the BPC sector, 2018
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- Figure 48: L’Occitane partners with Terracycle to recycle empty packaging, August 2018
- Zero-waste trend to push standards even higher
- Global animal cruelty still drives activity
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- Figure 49: Cruelty Free International announces pilot scheme for Leaping Bunny brands to enter China, 2018
- CoverGirl pulls back from China to reassert ethical profile
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- Figure 50: CoverGirl announces its Leaping Bunny certification, November 2018
Natural Brands
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- Consumers believe self-described brands are natural
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- Figure 51: Top brands in the BPC sector, by agreement with “Natural”, January 2016-November 2018
- Natural ingredients
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- Figure 52: My Clarins clean beauty brand, December 2018
- Clean labels to make ingredient information clearer
- Concern over preservatives may create scope for waterless products
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- Figure 53: Examples of waterless formulation launches in the BPC sector, 2018
- Naturalness as a route to ethicality
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- Figure 54: Agreement with “Natural”, by agreement with “Ethical”, January 2016-November 2018
A Focus on the Future – What You Need to Know
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- Mainstream stores create most usage
- French eco-conscious store provides inspiration
- Feelunique taps into indie appeal
- L’Oréal buys its tech future
- Drone technology
- Chanel 3D prints mascara brushes
The Retail Environment
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- Mainstream stores create most usage
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- Figure 55: Type of retailer used to buy beauty/personal care products in-store or online in the last 12 months, November 2018
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- Figure 56: Primark’s cruelty-free beauty products, July 2018
- Superdrug attempts to encourage people through offering new services
- French eco-conscious store provides inspiration
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- Figure 57: Atelier Maoli Instagram post, November 2018
- Ethical initiatives from retailers
- Feelunique taps into indie appeal
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- Figure 58: Spark Beauty by Feelunique, July 2018
- The Fragrance Shop becomes another brand to use try before buy
Technology in BPC
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- L’Oréal buys its tech future
- Drone technology
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- Figure 59: Elemis overnight cream featuring Drone Peptide technology, March 2018
- Technology to aid personalisation
- Chanel 3D prints mascara brushes
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- Figure 60: Chanel Le Volume Révolution de Chanel, September 2018
- Home help
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
Appendix – Brands Covered
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