Table of Contents
Executive Summary
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- The insights
- Function over glitz and glam, BPC is more about maintenance than enjoyment
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- Figure 1: Attitudes towards BPC routine (% agree), September 2019
- Shopping for BPC products is rooted in the familiar for store and product choices
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- Figure 2: Likelihood of BPC shopping behaviours, September 2019
- Mass merchandisers are a threat on multiple dimensions
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- Figure 3: Retailers typically shop at for BPC products, September 2019
- The opportunities
- In-person experiences matter most – even amongst younger audiences
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- Figure 4: ‘It only makes sense to buy online when repurchasing products I’ve bought before’ (% agree), by age, September 2019
- More education on clean beauty will matter
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- Figure 5: ‘I prefer to buy clean beauty products’ (% agree), by gender and age, September 2019
- Give men 25-34 more of a voice as they’re actively engaged with the category
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- Figure 6: ‘I like to experiment with new trends or products’ (% agree), by gender and age, September 2019
- What it means
The Market – What You Need to Know
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- Softening consumer confidence means less interest in experimenting
- Marketing needs to evolve as the face of the nation is literally changing
- Competition is not letting up in the Canadian retail landscape
Market Factors
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- Basic maintenance will be key as confidence in financial health softens
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- Figure 7: Perception of financial health, January/February 2016-19
- Messaging consideration: there’s value in self-care
- The face of the nation is literally changing…
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- Figure 8: Distribution of foreign-born population in Canada, by region of birth, 1871-2036
- …particularly amongst younger generations, diversity matters
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- Figure 9: Self-identification of ethnicity, by generation, June 2019
- Canada is aging, BPC marketing needs to evolve accordingly
- The face of the nation is maturing
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- Figure 10: Population aged 0-14 and 65+, 1995-2035*
- Age and BPC usage have an inverse relationship
- An influx of international retailers is impacting Canada’s retail landscape
Key Players – What You Need to Know
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- Clean is a term that dominates the industry right now
- Personal care goes public
- Men 25-34 need more attention – consider the long game
- Department stores: lots of real estate, little traction
- The presence of private-label clean brands will likely grow
What’s Got a Healthy Glow?
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- 2019 has been the year of clean for businesses and consumers alike
- For consumers, clean beauty is where it’s at
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- Figure 11: ‘I prefer to buy clean beauty products’ (% agree), by gender and age, September 2019
- Companies from outside categories are getting in on the action
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- Figure 12: Lululemon Aloe Lotus Anti-Stink Deodorant spray, Sweat Reset Face Moisturizer and No-Show Dry Shampoo (US), June 2019
- Figure 13: Lululemon selfcare | Anti-stink Deodorant Sweat-tested by Ally Maz, September 2019
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- Figure 14: Birkenstock Natural Skin Care (US), November 2019
- Spotlight on Sephora: keeping it simple and straightforward
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- Figure 15: Sephora, June 2018
- Masking and the public face of personal care
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- Figure 16: Hanacure post, March 2018
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- Figure 17: Young's Hanacure Transformation, January 2018
What Could Use A Lift?
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- Companies are losing out by not paying attention to men 25-34
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- Figure 18: Category engagement – beauty products and personal care, men of various ages vs women overall, January 2019
- Deepen resonance by honing in on unique challenges to their current lifestage
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- Figure 19: My Morning Routine | Get Ready With Me | Men's Lifestyle Tips, August 2017
- Attention to this segment now holds long-term benefits for companies
- Department stores: real estate dedication isn’t translating into action
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- Figure 20: Retailers typically shop at for BPC products, September 2019
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- Figure 21: Typically shop at specialty retailer store and department store for BPC products, by gender and age, September 2019
What’s Next?
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- Private label is becoming a factor in clean, more will likely come
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- Figure 22: Earth to Skin Super Fruits Avocado Overnight Mask, Tea Time Green Tea Toner, Honey Sheet Mask Set, Super Greens Nourishing Eye Cream (US), August 2019
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- Figure 23: Belei Blemish Control Spot Treatment, Oil-Free Face Moisturizer SPF 50 Sunscreen Retinol, Refining Moisturizer, Ferulic Acid + Vitamins C and E Serum, Hydrating Hyaluronic Acid Serum (US), May 2019
- Personal care goes microscopic
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- Figure 24: Mother Dirt shampoo, Cleanser for Face and Body, Moisturizer for Face and Body (UK), December 2018
The Consumer – What You Need to Know
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- Category usage remains heavily skewed, though a shift is on the horizon
- Lean in to lifestage transitions to reach less traditional segments
- Drug stores lead but mass merchandisers are a threat
- BPC is more about maintenance than enjoyment
- BPC shopping habits run strong – for both store choice and products
Product Usage
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- Category participation remains very gendered, but a shift is taking place
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- Figure 25: Product usage in past six months, September 2019
- Younger men are getting into the game
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- Figure 26: Repertoire analysis of number of BPC products used in the past six months – men, by age, September 2019
- Men 25-34 are using personal grooming products
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- Figure 27: Product usage in past six months – men, by age, September 2019
- Catering to a multifaceted definition of masculinity will appeal
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- Figure 28: A Cliff Diver's Day I Clinique For Men, July 2019
- Figure 29: Axe body wash – works for everyone #bathsculinity, April 2019
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- Figure 30: Axe body wash – every tub is in your court #bathsculinity, April 2019
- Women remain dedicated BPC users – even when they’re 55+
- Women aged 55+ continue to use a wide range of products
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- Figure 31: Repertoire analysis of number of BPC products used in the past six months – women, by age, September 2019
- Thanks to dedication of ‘basics’
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- Figure 32: Product usage in past six months – women, by age, September 2019
- Product messaging should keep up with their mindset
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- Figure 33: May Musk in CoverGirl + Olay Simply Ageless Foundation, October 2019
- Layering on the benefits: social elements may also appeal to older women
Who’s Buying What Products
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- BPC purchasing patterns: more to it than what meets the eye
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- Figure 34: Repertoire analysis of number of BPC products purchased in the past 12 months, by gender, September 2019
- Men 25-34: more category participation means more purchases
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- Figure 35: Repertoire analysis of number of BPC products purchased in the past 12 months – men, by age, September 2019
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- Figure 36: Products purchased in the past 12 months, men 25-34 vs men overall, September 2019
- Consider leveraging bundles to encourage personal care routine expansion…
- …and give them a ‘hook’ to make them more relevant
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- Figure 37: Clinique, September 2018
- Figure 38: Allure Instagram post, October 2019
- Echoing usage patterns, women aged 55+ buy less – but there’s hope
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- Figure 39: Repertoire analysis of products purchased in the past 12 months – women, by age, September 2019
- Empty-nester transition a good time to remind women to embrace a wider definition of beauty
- Beauty is so much more than youthfulness and anti-aging
- Call for engagement needs to go beyond skin deep
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- Figure 40: Avon Planet Spa Aromatherapy Beauty Sleep (Germany), November 2019
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- Figure 41: Johnson & Johnson Johnson's Active Baby Bedtime (UK), November 2019
- Women 18-34 are keen on tools that help with BPC routines
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- Figure 42: ‘I like to experiment with new trends or products’ (% agree) – women, by age, September 2019
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- Figure 43: Purchased beauty accessories and hair appliances in the past 12 months – women, by age, September 2019
- Consider taking inspiration from kitchen appliances to highlight the key role of accessories
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- Figure 44: Allure Instagram post, October 2019
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- Figure 45: Hannah – Skin Science Instagram post, March 2019
Retailers Shopped
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- Mass merchandisers encroaching on drug stores as resource for BPC products
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- Figure 46: Retailers typically shop at for BPC products, September 2019
- Mass merchandisers have a strong hold on 35-54s
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- Figure 47: Typically shop at mass merchandisers for BPC products, by age, September 2019
- Expanding on wellness expertise will benefit drug stores
- Men are buying BPC products while grocery shopping
- Simpler needs may be satiated with more basic offerings
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- Figure 48: Typically shop at grocery stores for BPC products, by gender, September 2019
- Simple needs demand simple solutions – consider bundles
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- Figure 49: Dove Men+Care, September 2019
- Engage them by leveraging broader interests
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- Figure 50: Lynx Xbox Lift Your Game Body Face Hair Gel (Australia), July 2019
- Figure 51: Lynx Xbox Lift Your Game Deodorant Body Spray (Australia), July 2019
- 18-34s are less inclined to buy BPC products at drug stores
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- Figure 52: Typically shop at drug stores for BPC products, by gender and age, September 2019
- Drug stores may be able to attract 18-34s by focusing on clean labels and products
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- Figure 53: Attitudes towards clean beauty products and BPC product manufacturing processes (% agree), by age, September 2019
- Taking a cue from specialty store experiences will draw younger women
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- Figure 54: Typically shop at specialty beauty retailers for BPC products – women, by age, September 2019
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- Figure 55: Birchbox Instagram post, October 2019
Routine vs Experimentation: Personal Grooming
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- Personal care tends to be more habitual than experimental
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- Figure 56: Attitudes towards BPC routine (% agree), September 2019
- Even for younger women it’s not always about glitz and glamour
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- Figure 57: Attitudes towards BPC routine (% agree), women 18-34 vs women 35-54, September 2019
- Consider connecting BPC functionalities with current activity trends
- Men 25-34 are curious about new trends or products
- Young Millennial men are an engaged and interested audience
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- Figure 58: ‘I like to experiment with new trends or products’ (% agree), by gender and age, September 2019
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- Figure 59: Frequency of behaviour: ‘experiment with brands I have not tried before’, by gender and age, September 2019
- Young Millennial men are keen to share thoughts and experiences
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- Figure 60: Frequency of sharing product experiences and participating in retailer sites/social media online retailer/brand chats, men 25-34 vs women 25-34 and overall, September 2019
- Consider creating a (new) community for them to talk about it
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- Figure 61: Dewy Dudes Instagram post, June 2019
Routine vs Experimentation: Shopping Habits
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- Habits rule: BPC purchasing patterns tend to rely on what’s familiar
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- Figure 62: Likelihood of BPC shopping behaviours, September 2019
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- Figure 63: ‘I like to experiment with new trends or products’ (% agree), by gender and age, September 2019
- Transparency in product production alongside education on clean beauty will appeal
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- Figure 64: Attitudes towards buying clean beauty products and interest in how products are made (% agree), September 2019
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- Figure 65: Caudalie – Tales from the vineyard – Polyphenols, September 2018
- In-store experiences key to expanding horizons of younger audiences
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- Figure 66: ‘It only makes sense to buy online when repurchasing products I’ve bought before’ (% agree), by age, September 2019
- Interest in in-person exploration means good opportunities for BPC-related pop-ups
- Balance independent exploration with in-person support
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- Figure 67: ‘I'd rather search for product information on my mobile device than ask a sales associate’ (% agree), by age, September 2019
- Include the voice of experts to draw the attention of men aged 25-34
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- Figure 68: ‘I trust influencers or experts more than family/friends for beauty/personal care recommendations’ (% agree), by gender and age, September 2019
- Food for thought: beauty for men has a need for more general expert ambassadors
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- Figure 69: Men's Natural Makeup | EASY Beginners Tutorial, December 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations
- Terms
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