Table of Contents
Executive Summary
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- Brand Leaders
- Daily needs and availability define top brands
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- Figure 1: Top brands in the BPC sector, by overall usage, November 2017-July 2019
- Pride and preference travel in parallel
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- Figure 2: Top brands in the BPC sector, by commitment (net of “It’s a favourite brand” and “I prefer this brand over others”), November 2017-July 2019
- Premium brands are perceived as unique
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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”), November 2017-July 2019
- Functionality drives consumers’ satisfaction
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- Figure 4: Top brands in the BPC sector, by satisfaction (net of “Excellent” and “Good” reviews), November 2017-July 2019
- Accessibility can influence trust
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- Figure 5: Top brands in the BPC sector, by agreement with “A brand that I trust”, November 2017-July 2019
- Perceptions around economic value can differ
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- Figure 6: Top brands in the BPC category, by agreement with “A brand that offers good value”, November 2017-July 2019
- Brands are handed down from one generation to another
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- Figure 7: Top brands in the BPC sector, by agreement with “A brand that is consistently high quality”, November 2017-July 2019
- BPC Hot Topics
- Perceptions of health and wellbeing are defined by functionality
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- Figure 8: Top brands in the BPC sector, by agreement with “A brand that cares about my health and wellbeing”, November 2017-July 2019
- Time makes brands experts
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- Figure 9: Top brands in the BPC sector, by agreement with “Expert”, November 2017-July 2019
- Exclusivity extends across businesses
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- Figure 10: Top brands in the BPC sector, by agreement with “Exclusive”, November 2017-July 2019
- Simple leads the way on ethicality
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- Figure 11: Top brands in the BPC sector, by agreement with “Ethical”, November 2017-July 2019
- Brands recall ideas of naturalness in their names
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- Figure 12: Top brands in the BPC sector, by agreement with “Natural”, November 2017-July 2019
- What we think
Brand Leaders – What You Need to Know
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- Daily needs and availability define top brands
- Pride and preference travel in parallel
- Bio-Oil stands out for targeting particular skincare needs
- NIVEA brands have consistently high recommendation
- Accessibility can influence trust
- Perceptions around economic value can differ
- Brands are handed down from one generation to another
Brand Usage
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- Daily needs and availability define top brands
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- Figure 13: Top brands in the BPC sector, by overall usage, November 2017-July 2019
- Skincare means protection
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- Figure 14: Unilever, Simple Protect 'n' Glow Radiance Booster SPF 30, December 2019
- Beyond beauty benefits: consumers value social commitment
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- Figure 15: Top brands used in the BPC sector, by usage in the last 12 months, November 2017-July 2019
- Men show loyalty to men’s BPC brands
- Quality and promotion play important roles
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- Figure 16: Top brands in the BPC sector, by the lowest proportions of lapsed users, November 2017-July 2019
Brand Preference
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- Pride and preference travel in parallel
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- Figure 17: Top brands in the BPC sector, by commitment (net of “It’s a favourite brand” and “I prefer this brand over others”), November 2017-July 2019
- Brands can benefit from environmentally friendly initiatives
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- Figure 18: Top brands in the BPC sector, by agreement with “A brand that I am proud to be associated with”, November 2017-July 2019
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- Figure 19: Dove UK & Ireland tweet, October 2019
- Figure 20: Colgate Bamboo Charcoal Soft Toothbrush, Colgate-Palmolive, December 2019
Brand Differentiation
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- Premium brands are perceived as unique
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- Figure 21: 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”), November 2017-July 2019
- Bio-Oil stands out for targeting particular skincare needs
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- Figure 22: Bio-oil Dry Skin Gel, Union Swiss, 2019
Brand Satisfaction and Recommendation
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- Functionality drives consumers’ satisfaction
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- Figure 23: Top brands in the BPC sector, by satisfaction (net of “Excellent” and “Good” reviews), November 2017-July 2019
- Luxury brands inspire excellent reviews
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- Figure 24: Top brands in the BPC sector, by excellent reviews, November 2017-July 2019
- NIVEA brands have consistently high recommendation
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- Figure 25: Top brands in the BPC sector, by likely recommendation, November 2017-July 2019
- Figure 26: Examples of new launches from Beiersdorf’s NIVEA brand, 2019
Trust Leaders
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- Accessibility can influence trust
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- Figure 27: Top brands in the BPC sector, by agreement with “A brand that I trust”, November 2017-July 2019
- Regular shaving requires trustworthy razors
Value Leaders
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- Perceptions around economic value can differ
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- Figure 28: Top brands in the BPC category, by agreement with “A brand that offers good value”, November 2017-July 2019
- Simple and Dove offer good value and positive ideas
- Different factors play a role for brands that are worth paying more for
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- Figure 29: Top brands in the BPC sector, by agreement with “A brand that is worth paying more for”, November 2017-July 2019
Quality Leaders
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- Brands are handed down from one generation to another
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- Figure 30: Top brands in the BPC sector, by agreement with “A brand that is consistently high quality”, November 2017-July 2019
BPC Hot Topics – What You Need to Know
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- Perceptions of health and wellbeing are defined by functionality
- Time makes brands experts
- Exclusivity extends across businesses
- BPC is the most scrutinised industry
- Brands recall ideas of naturalness in their names
Health and Wellbeing
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- Perceptions of health and wellbeing are defined by functionality
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- Figure 31: Top brands in the BPC sector, by agreement with “A brand that cares about my health and wellbeing”, November 2017-July 2019
- For women efficacy is key
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- Figure 32: Top brands in the BPC section, by agreement with “Effective”, November 2017-July 2019
Expertise and Scientific Certifications
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- Time makes brands experts
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- Figure 33: Top brands in the BPC sector, by agreement with “Expert”, November 2017-July 2019
- Science backing boosts expertise
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- Figure 34: Examples of Sensodyne and Johnson’s Baby launches, 2019
- Lab-inspired packaging gives a touch of expertise
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- Figure 35: Aesop Departure and Arrival sets, 2019
Premium Brands and Premiumisation
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- Exclusivity extends across businesses
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- Figure 36: Top brands in the BPC sector, by agreement with “Exclusive”, November 2017-July 2019
- Baylis & Harding offers affordable luxury
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- Figure 37: Top brands in the BPC sector, by agreement with “Indulgent”, November 2017-July 2019
- Lancôme knows how to offer indulgence and glamour to women of all ages
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- Figure 38: Top brands in the BPC sector, by agreement with “Glamorous”, November 2017-July 2019
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- Figure 39: The Lancôme x Chiara Ferragni collection for Summer 2019, Lancôme, 2019
Ethical Brands
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- BPC is the most scrutinised industry
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- Figure 40: Top brands in the BPC sector, by agreement with “Ethical”, November 2017-July 2019
- Beyond the environment and animals, there are people
- Simple leads the way on ethicality
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- Figure 41: Simple Little Mix Biodegradable Cleansing Wipes (Unilever), 2019
- Eco-friendly packaging solutions become popular
- Refillable options are on the increase
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- Figure 42: Percentage of launches in the BPC sector carrying the refill/refillable claim, December 2016-November 2019
- Figure 43: Examples of refill/refillable launches in the BPC sector, 2019
Natural Brands
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- Brands recall ideas of naturalness in their names
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- Figure 44: Top brands in the BPC sector, by agreement with “Natural”, November 2017-July 2019
- Consumers look for ‘clean’ beauty and grooming routines
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- Figure 45: Percentage of launches in the BPC sector carrying the free from* and/or natural** claims, December 2016-November 2019
- The power of natural ingredients
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- Figure 46: Share of botanical claims in the BPC sector, by sub-category, January 2018-November 2019
The BPC Retail Environment – What You Need to Know
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- Before buying, beauty consumers research online
- BPC online shopping is a real competitor
- When buying premium brands, the location matters
- Excess packaging can represent a limit when shopping online
Online Research and Reviews
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- Before buying, beauty consumers research online
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- Figure 47: Sources of research when buying beauty/grooming products online, August 2019
- Consumers’ trust and BPC online shopping
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- Figure 48: Attitudes towards shopping online for beauty/grooming products, August 2019
The BPC Shopping Landscape
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- BPC online shopping is a real competitor
- Online retailers target different age groups with diverse BPC desires
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- Figure 49: Beauty Bay advertising, December 2019
- Expertise to filter the best
- Personalising BPC online shopping
- BPC concept stores offer more than products
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- Figure 50: The Body Shop concept store, September 2019
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- Figure 51: Deciem Avestan Eau de Parfum, December 2019
- Online buyers too look for tangible experiences
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- Figure 52: Online beauty/grooming shopping behaviours, August 2019
Buying Premium Brands Online
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- When buying premium brands, the location matters
- Premium BPC online shopping
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- Figure 53: Escentual Christmas advertising, December 2019
- Collaborations between retailers can improve customer loyalty
Buying Ethical Brands Online
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- Ethical BPC consumers have places to shop online too
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- Figure 54: SUSTbeauty post, October 2019
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- Figure 55: LoveLula Beauty Box, July 2019
- Excess packaging can represent a limit when shopping online
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
Appendix – Brands Covered
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