The Beauty and Personal Care Consumer - US - January 2010

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
Recession impacts a wide range of categories
Despite more engagement than men, women still feel the recession effect
Moderate interest in clinical studies, more interest in sun protection, skin toning and anti-aging benefits
Women/younger consumers more likely to believe product claims
Men and younger consumers likely more interested in multifunctional products
Women seek out dermatologist tested, men clinically tested
Brand name toiletries important to nearly half
Mass retailers most used for cosmetics purchases
The impact of race/Hispanic origin
Market factors: Recession, female and teen population
Recession concerns
Women grow in number, but key age groups decrease
Teens decline in number for the near future
INSIGHTS AND OPPORTUNITIES
Consumer confusion—does anyone really know how to read a label?
“The tyranny of choice”
The hunt for the new ingredient
INSPIRE INSIGHTS
Focus on what is rather than what isn’t
What’s it about?
What we’ve seen
COMPETITIVE CONTEXT
Companies count on multiple benefits in the recession
Skincare
Oral care
Men’s shower products
Online presence grows as companies leverage new way to reach consumers
RECESSION IMPACT
Key points
Oral care, shampoo and conditioner, deodorant and shaving supplies
Figure 1: Recession concerns for oral care, shampoo/conditioner, deodorant and shaving, by gender and age, November 2009
Figure 2: Recession concerns for oral care, shampoo/conditioner, deodorant and shaving, by household income, November 2009
Body soap/shower gels, hand soap and body/hand lotion
Figure 3: Recession concerns for body soap/shower gels, hand soap and body/hand lotion, by gender and age, November 2009
Figure 4: Recession concerns for body soap/shower gels, hand soap and body/hand lotion, by household income, November 2009
Sun protection/block, sunless tanners and insect repellent
Figure 5: Recession concerns for sun protection/block, sunless tanners and insect repellent, by gender and age, November 2009
Figure 6: Recession concerns for sun protection/block, sunless tanners and insect repellent, by household income, November 2009
Facial cleansers, facial moisturizers and acne care
Figure 7: Recession concerns for facial cleansers, facial moisturizers and acne care, by gender and age, November 2009
Figure 8: Recession concerns for facial cleansers, facial moisturizers and acne care, by household income, November 2009
Hair spray/styling products, lip balm and nail care products
Figure 9: Recession concerns for hair spray/styling products, lip balm and nail care products, by gender and age, November 2009
Figure 10: Recession concerns for hair spray/styling products, lip balm and nail care products, by household income, November 2009
WOMEN, FACIAL SKINCARE AND THE IMPACT OF THE RECESSION
Key points
Anti-aging, day cream and night cream face products
Figure 11: Recession concerns for anti-aging, day cream and night cream face products, among women, by age, November 2009
Figure 12: Recession concerns for anti-aging, day cream and night cream face products, among women, by household income, November 2009
Facial cleanser, toner, exfoliating scrub and makeup remover
Figure 13: Recession concerns for facial cleanser, toner, exfoliating scrub and makeup remover, among women, by age, November 2009
Figure 14: Recession concerns for facial cleanser, toner, exfoliating scrub and makeup remover, among women, by household income, November 2009
All color cosmetics and nail polish: by age
Figure 15: Recession concerns among women for mascara, concealer, foundation and makeup remover, by age, November 2009
Figure 16: Recession concerns among women for eye shadow, brow pencil/powder and blush, by age, November 2009
Figure 17: Recession concerns among women for lipstick/gloss and nail polish, by age, November 2009
All color cosmetics and nail polish: by household income
Figure 18: Recession concerns among women for mascara, concealer, foundation and eye liner, by household income, November 2009
Figure 19: Recession concerns among women for eye shadow, brow pencil/powder and blush, by household income, November 2009
Figure 20: Recession concerns among women for lipstick/gloss and nail polish, by household income, November 2009
Sanitary protection
Figure 21: Recession concerns for feminine protection, among women, by age, November 2009
INTEREST IN CLINICAL STUDIES AND PRODUCT BENEFITS
Key points
Interest in clinical studies
Figure 22: Interest in clinical studies, by gender and age, November 2009
Figure 23: Interest in clinical studies, by household income, November 2009
Product benefits
Figure 24: Interest in product benefits, by gender and age, November 2009
Figure 25: Interest in product benefits, by household income, November 2009
ACCEPTANCE OF PRODUCT CLAIMS
Women and younger respondents more likely to believe product claims
Figure 26: Belief in product claims, by gender and age, November 2009
SEEKING MULTIFUNCTIONAL PRODUCTS
Key points
Men, younger respondents more interested in multifunctional products
Figure 27: Interest in multifunctional benefits, by gender and age, November 2009
Figure 28: Interest in multifunctional benefits, by household income, November 2009
PRODUCT CLAIMS SOUGHT FOR TOILETRIES AND COSMETICS
Key points
Women prefer “dermatologist tested”; men prefer “clinically tested”
Figure 29: Attitudes towards toiletries and cosmetics, by gender and age, November 2009
Figure 30: Attitudes towards toiletries and cosmetics, by household income, November 2009
ATTITUDES TOWARDS TOILETRIES AND COSMETICS
Key points
Respondents split over the importance of brand name in toiletries
Figure 31: Attitudes towards toiletries and cosmetics, by gender and age, April 2008-June 2009
WHERE CONSUMERS SHOP FOR BPC ITEMS
Key points
Most shop at mass stores for cosmetics
Figure 32: Purchase locations for cosmetics, by gender and age, April 2008-June 2009
Figure 33: Purchase locations for cosmetics, by household income, April 2008-June 2009
IMPACT OF RACE/HISPANIC ORIGIN
Key points
Recession concerns for oral care, shampoo/conditioner, deodorant, and shaving, by race/Hispanic origin
Figure 34: Recession concerns for oral care, shampoo/conditioner, deodorant and shaving, by race/Hispanic origin, November 2009
Recession concerns for body soap/shower gels, hand soap and body/hand lotion, by race/Hispanic origin
Figure 35: Recession concerns for body soap/shower gels, hand soap and body/hand lotion, by race/Hispanic origin, November 2009
Recession concerns for sun protection/block, sunless tanners and insect repellent, by race/Hispanic origin
Figure 36: Recession concerns for sun protection/block, sunless tanners and insect repellent, by race/Hispanic origin, November 2009
Recession concerns for facial cleansers, facial moisturizers and acne care
Figure 37: Recession concerns for facial cleansers, facial moisturizers and acne care, by gender and age, November 2009
Recession concerns for hair spray/styling products, lip balm and nail care products, by race/Hispanic origin
Figure 38: Recession concerns for hair spray/styling products, lip balm and nail care products, by race/Hispanic origin, November 2009
Recession concerns for anti-aging, day cream and night cream face products, by race/Hispanic origin
Figure 39: Recession concerns for anti-aging, day cream and night cream face products, among women, by race/Hispanic origin, November 2009
Recession concerns for sanitary protection, by race/Hispanic origin
Figure 40: Recession concerns for feminine protection, among women, by race/Hispanic origin, November 2009
Interest in clinical studies, by race/Hispanic origin
Figure 41: Interest in clinical studies, by race/Hispanic origin, November 2009
Seeking multifunctional products, by race/Hispanic origin
Figure 42: Interest in multifunctional benefits, by gender and age, November 2009
Attitudes towards toiletries and cosmetics, by race/Hispanic origin
Figure 43: Attitudes towards toiletries and cosmetics, by gender and age, April 2008-June 2009
Where consumers discount shop for cosmetics, by race/Hispanic origin
Figure 44: Purchase locations for cosmetics, by gender and age, April 2008-June 2009
MARKET FACTORS
Key points
Recession impact results in personal care trade-downs, some of which could be permanent
Figure 45: Trading down to less expensive brands/private label, November 2009
Figure 46: Purchase locations for cosmetics, April 2008-June 2009
Shifting female demographics impact the market
Figure 47: U.S. female population, by age, 2005-15
Teen population growth negatively impacts the market
Figure 48: U.S. population by age, 2004-14
LEADING COMPANIES
Key points
Skincare
Cleansers
Cosmetics/nail care
Oral care
Deodorant
Figure 49: Leading BPC companies 2010
NEWEST BPC FINDS
Multifunctional products represent BPC value in recession
Organic/natural ingredients/cruelty-free gains further popularity
Anti-aging products
New active ingredients
CLUSTER ANALYSIS
Negative Neds
Who they are
Opportunity
Open Olivias
Who they are
Opportunity
Believing Bettys
Who they are
Opportunity
Cluster characteristics
Figure 50: Beauty and personal care clusters, November 2009
Figure 51: Interest level of specific product benefits, by beauty and personal care clusters, November 2009
Figure 52: Confidence in product claims, by beauty and personal care clusters, November 2009
Figure 53: Importance of multifunctuional products, by beauty and personal care clusters, November 2009
Cluster demographics
Figure 54: Beauty and personal care clusters, by gender, November 2009
Figure 55: Beauty and personal care clusters, by age group, November 2009
Figure 56: Beauty and personal care clusters, by household income, November 2009
Figure 57: Beauty and personal care clusters, by race, November 2009
Figure 58: Beauty and personal care clusters, by Hispanic origin, November 2009
Cluster methodology
CUSTOM CONSUMER GROUPS
Key points
Women become more brand loyal with age than men—for certain BPC items…
Figure 59: BPC brand loyalty among men and women, by younger vs. older respondents, November 2009
… and older women are more brand loyal than younger women—for certain beauty items
Figure 60: Beauty product brand loyalty among women, by younger vs. older respondents, November 2009
HHs with children prefer clinically tested products, regardless of marital status
Figure 61: Interest in clinical studies, by marital status and presence of children, November 2009
Skepticism about product claims increases with age among women
Figure 62: Belief in product claims, by women and age, November 2009
APPENDIX: OTHER USEFUL CONSUMER TABLES
Recession impact
Figure 63: Recession concerns for oral care, shampoo/conditioner, deodorant, and shaving, by region, November 2009
Figure 64: Recession concerns for body soap/shower gels, hand soap, and body/hand lotion, by region, November 2009
Figure 65: Recession concerns for sun protection/block, sunless tanners and insect repellent, by region, November 2009
Figure 66: Recession concerns for facial cleansers, facial moisturizers and acne care, by region, November 2009
Figure 67: Recession concerns for hair spray/styling products, lip balm and nail care products, by gender and age, November 2009
Interest in clinical studies and product benefits
Figure 68: Interest in clinical studies, by region, November 2009
Figure 69: Interest in product benefits, by region, November 2009
APPENDIX: TRADE ASSOCIATIONS