Brand Overview: BPC - UK - January 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
Brand Leaders
Needs-based markets provide most used brands
Figure 1: Top brands in the BPC sector, by overall usage, January 2016-November 2018
Generation of pride appears influential on brand preference
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
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
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
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
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
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
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
Figure 9: Top brands in the BPC sector, by agreement with “Expert”, January 2016-November 2018
Premium traits often guided by high prices
Figure 10: Top brands in the BPC sector, by agreement with “Exclusive”, January 2016-November 2018
Lush sets the ethical standard in BPC
Figure 11: Top brands in the BPC sector, by agreement with “Ethical”, January 2016-November 2018
Consumers believe self-described brands are natural
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
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
Needs-based markets provide most used brands
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
Figure 14: Top brands in the BPC sector, by usage in the last 12 months, January 2016-November 2018
Lynx maintains usage base
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
Generation of pride appears influential on brand preference
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
Figure 19: Proportion of commitment, by agreement with “A brand that I am proud to be associated with”, January 2016-November 2018
BRAND DIFFERENTIATION
Lush stands out to consumers
Sensodyne pushes point of difference from rest of category
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
Figure 21: Kat Von D post celebrating World Vegan Day, November 2018
Brand differentiation in BPC markets potentially becoming harder
BRAND SATISFACTION AND RECOMMENDATION
Gillette favoured by women
Benefit leverages expertise
Premium brands perform more strongly among users
Figure 22: Top brands in the BPC sector, by satisfaction (net of “Excellent” and “good” reviews), January 2016-November 2018
Lush creates enthusiastic reviews
Figure 23: Top brands in the BPC sector, by excellent reviews, January 2016-November 2018
Recommendation built on functionality and immediate results
Figure 24: Top brands in the BPC sector, by likely recommendation, January 2016-November 2018
TRUST LEADERS
BPC brands are among the leaders across all brands on trust
NIVEA is a particularly strong brand
Figure 25: Top brands in the BPC sector, by agreement with “A brand that I trust”, January 2016-November 2018
VALUE LEADERS
Perception of value not simply based on price…
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
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
Premium brands not necessarily seen as high quality
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
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
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
Functionality drives caring image
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
Figure 31: Top brands in the BPC sector, by agreement with “Effective”, January 2016-November 2018
The balance between intentions and results
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
Figure 33: Index of BPC launches with probiotics, January 2012-November 2018
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
Figure 36: Saint Iris Adriatica product launches with ‘the fjaka factor’, 2018
EXPERTISE AND INFLUENCERS
Expertise built over many years
Figure 37: Top brands in the BPC sector, by agreement with “Expert”, January 2016-November 2018
Potential to engage with real people over influencers
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
Figure 39: Glossier Instagram post, 2018
PREMIUM BRANDS AND PREMIUMISATION
Premium traits often guided by high prices
Figure 40: Top brands in the BPC sector, by agreement with “Exclusive”, January 2016-November 2018
Figure 41: The Times story covering Burberry’s decision to stop burning stock, September 2018
Lush creates affordable indulgence
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
Figure 44: Top brands in the BPC sector, by agreement with “Glamorous”, January 2016-November 2018
ETHICAL BRANDS
Brands can tap into consumer wishes to live more ethically
Lush sets the ethical standard in BPC
Figure 45: Lush launches naked lipstick refills, December 2018
Figure 46: Top brands in the BPC sector, by agreement with “Ethical”, January 2016-November 2018
Reduce, reuse, recycle: the fight against plastic continues
Figure 47: Examples of refill/refillable launches in the BPC sector, 2018
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
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
Figure 50: CoverGirl announces its Leaping Bunny certification, November 2018
NATURAL BRANDS
Consumers believe self-described brands are natural
Figure 51: Top brands in the BPC sector, by agreement with “Natural”, January 2016-November 2018
Natural ingredients
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
Figure 53: Examples of waterless formulation launches in the BPC sector, 2018
Naturalness as a route to ethicality
Figure 54: Agreement with “Natural”, by agreement with “Ethical”, January 2016-November 2018
A FOCUS ON THE FUTURE – WHAT YOU NEED TO KNOW
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
Mainstream stores create most usage
Figure 55: Type of retailer used to buy beauty/personal care products in-store or online in the last 12 months, November 2018
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
Figure 57: Atelier Maoli Instagram post, November 2018
Ethical initiatives from retailers
Feelunique taps into indie appeal
Figure 58: Spark Beauty by Feelunique, July 2018
The Fragrance Shop becomes another brand to use try before buy
TECHNOLOGY IN BPC
L’Oréal buys its tech future
Drone technology
Figure 59: Elemis overnight cream featuring Drone Peptide technology, March 2018
Technology to aid personalisation
Chanel 3D prints mascara brushes
Figure 60: Chanel Le Volume Révolution de Chanel, September 2018
Home help
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
APPENDIX – BRANDS COVERED