What you need to know
Despite the glamorous association with the BPC category, much of the engagement with the category is rooted in usage of mundane items designed to address basic hygiene needs. This renders the category one that is more firmly linked to function than fun in the minds of consumers. Having said this, consumer interest in wellness bodes well for the category and is working to give the concept of clean living – and by extension, clean beauty – a healthy glow. Positively, it also opens up opportunities to engage non-traditional audiences in a deeper, more meaningful way.
This Report looks at consumer usage and purchase of BPC products, attitudes towards their beauty and personal care routines, the retailers they turn to for BPC needs, shopping habits including receptiveness to in-store expertise vs self-exploration, openness to trying new products and trends and interest in clean beauty.
