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Beauty and Personal Care Accessories - US - June 2017

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Market overview
BPC accessories experience moderate growth driven by make-up accessories
Figure 1: Total US sales and fan chart forecast of beauty and personal care accessories, at current prices, 2012-22
The issues
Topical products outpace BPC accessory sales
Figure 2: Percentage change in BPC accessories and topical product sales, by segment, 2016 (est)
Price-conscious shoppers make it hard to differentiate offerings
Figure 3: Purchase influencers – Price and none of the above, April 2017
The opportunities
Combat negative perceptions including concerns over germs
Figure 4: Attitudes regarding germs and replacement toward BPC accessories, April 2017
Non-disposable make-up sponges present opportunity
Figure 5: Select attitudes toward non-disposable make-up sponges, by age, April 2017
Use products, marketing to help women feel confident in their beauty skills
Figure 6: Attitudes regarding learning about make-up brushes, by Millennial generation, April 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
BPC accessories experience steady growth
Make-up accessories drive sales, hair accessories fall flat
Topical products garner higher spend, experience faster growth
Trends in hair, make-up, shower products influence BPC accessory sales
MARKET SIZE AND FORECAST
Historic and projected sales performance
Figure 7: Total US sales and fan chart forecast of beauty and personal care accessories, at current prices, 2012-22
Figure 8: Total US sales and forecast of beauty and personal care accessories, at current prices, 2012-22
MARKET BREAKDOWN
Hair accessories dominate the market but experience slower growth
Figure 9: Share of BPC accessories market, by segment, 2017 (est)
Figure 10: Percentage change of sales growth, by segment, 2013-17 (est)
MARKET PERSPECTIVE
Topical products garner larger share, experience faster growth
Figure 11: Share of BPC accessory sales compared to topical products, by segment, 2016 (est)
Figure 12: Percentage change in BPC accessories and topical product sales, by segment, 2016 (est)
MARKET FACTORS
Sales of color cosmetics are thriving; technology, trends shape market
Figure 13: Total US retail sales of color cosmetics, by segment, at current prices, 2014 and 2016
Preferences for natural looks drive haircare sales
Figure 14: Attitudes toward haircare products and routines, January 2017
Soap, bath, and shower products go premium
Figure 15: Correspondence analysis – Product benefits, November 2015
Methodology
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Leading brands lose share to smaller players
Blender sponges, eco-friendly bath accessories on-trend
Leading brands, traditional make-up accessories fall flat
More diverse blenders, brands focus on education, cleaning
COMPANY AND BRAND SALES OF BEAUTY AND PERSONAL CARE ACCESSORIES
Conair, Newell Rubbermaid lead market but struggle to grow
Paris Presents, J.A. Cosmetics gain share
Sales of beauty and personal care accessories by company
Figure 16: Sales of beauty and personal care accessories, by company, 2016 and 2017
WHAT’S WORKING?
Value brands, professional claims stand out in make-up accessories
Figure 17: MULO sales of select value-brand and professional claims in make-up applicators, 52-weeks ending Feb. 19, 2017
Non-disposable make-up sponges/blenders are on-trend
Figure 18: MULO sales of select non-disposable sponges, 52-weeks ending Feb. 19, 2017
Eco-friendly claims perform well in soap and shower accessories
Figure 19: MULO sales of select eco-friendly positioned soap and shower accessories, 52-weeks ending Feb. 19, 2017
Hair accessories for Black women a bright spot in the segment
Figure 20: MULO sales of select hair accessories targeted at Black consumers, 52-weeks ending Feb. 19, 2017
WHAT’S STRUGGLING?
Leading brands struggle in hair, soap, and shower accessories
Figure 21: MULO sales of select leading hair accessories and soap and shower accessories brands, 52-weeks ending Feb. 19, 2017
Traditional make-up accessories stagnant as applicators drive growth
Figure 22: MULO sales of sharpeners, cosmetic storage, and eyelash curlers, 52-weeks ending Feb. 19, 2017
WHAT’S NEXT?
Blender sponges get more diverse
Focus on cleaning accessories, avoiding germs
Education becomes crucial to reaching younger adults
THE CONSUMER – WHAT YOU NEED TO KNOW 
Hair brushes and combs commonly used, but use tapers off with age
Bath accessories reach niche audiences, younger adults are core users
Most women use make-up accessories; staples benefit from frequent use
Reliance on mass merchandisers and drug stores underscores functional nature
Consumers remain price-driven, more engaged when buying make-up accessories
Lack of familiarity, negative perceptions challenge blender sponges
BPC accessories suffer from infrequent replacement, evoke fear of germs
HAIR ACCESSORIES USAGE
Hair brushes and combs are commonly used but lack engagement
Figure 23: Hair accessories usage, April 2017
Women over index for usage, use tapers off with age
Figure 24: Hair accessories usage, by all and women by age, April 2017
Hispanics report strong use, Black adults rely on combs, bobby pins
Figure 25: Hair accessories usage, by race/Hispanic origin, April 2017
BATH ACCESSORIES USAGE
Bath accessories reach niche audiences
Figure 26: Bath accessories and hair accessories usage, April 2017
Younger adults are core users, gender dictates product choice
Figure 27: Bath accessories usage, by age and gender, April 2017
Hispanics over index for bath accessories usage
Figure 28: Usage of select bath accessories and hair accessories, by race/Hispanic origin, April 2017
MAKE-UP ACCESSORIES USAGE AND FREQUENCY
Most women use some type of make-up accessory
Powder, eyeshadow brushes are most mainstream make-up brushes
Make-up brush cleaners, non-disposable sponges gaining traction
Figure 29: Make-up accessories usage – Any usage (net)*, April 2017
Make-up accessory staples benefit from more frequent usage
Figure 30: Make-up accessories usage, by frequency, April 2017
Younger women drive make-up accessory usage
Figure 31: Usage of select make-up accessories – Any usage (net)*, by age, April 2017
Figure 32: Regular usage of select make-up accessories, by age, April 2017
Hispanic women over index for usage, Black women lag behind
Figure 33: Usage of select make-up accessories – Any usage (net)*, by race/Hispanic origin, April 2017
Figure 34: Regular usage of select make-up accessories, by race/Hispanic origin, April 2017
RETAILERS SHOPPED
People turn to mass merchandisers, drug stores for BPC accessories
Online, specialty retailers make an impact
One in 10 users have not purchased a BPC accessory in the past year
Figure 35: Retailers shopped, April 2017
Women shop at a broader variety of retailers
Figure 36: Select retailers shopped, by gender, April 2017
Younger adults shop around, older adults stick to mass merchandisers, drug stores
Figure 37: Select retailers shopped, by age, April 2017
Figure 38: Select retailers shopped, by race and Hispanic origin, April 2017
PURCHASE INFLUENCERS
Adults are price-conscious when shopping for BPC accessories
Women most engaged when shopping for make-up accessories
In their words
Design, material hold weight for bath, hair accessories
Research, advertising hold minimal importance
Figure 39: Correspondence analysis – Purchase influencers, April 2017
Figure 40: Purchase influencers, April 2017
Methodology
Younger women are more discerning shoppers
Figure 41: Purchase influencers for make-up accessories, by age, April 2017
Hispanics looks for value, Black women less engaged in shopping
Figure 42: Purchase influencers for make-up accessories, by race/Hispanic origin, April 2017
ATTITUDES TOWARD NON-DISPOSABLE MAKE-UP SPONGES
Many women are unfamiliar with non-disposable make-up sponges
Negative perceptions challenge sales
Bright spots: sponges are good for liquid make-up, natural looks
Figure 43: Attitudes toward non-disposable make-up sponges, April 2017
Younger women more familiar with blender sponges
Figure 44: Select attitudes toward non-disposable make-up sponges, by age, April 2017
Hispanics hold mixed feelings about blender sponges
Figure 45: Select attitudes toward non-disposable make-up sponges, by race/Hispanic origin, April 2017
ATTITUDES TOWARD BEAUTY AND PERSONAL CARE ACCESSORIES
Infrequent replacement, fear of germs hinder sales but signal opportunity
Figure 46: Attitudes regarding germs and replacement toward BPC accessories, April 2017
Few consumers seek innovations and information, highlighting functional market
Figure 47: Attitudes regarding learning and innovations for BPC accessories, April 2017
Younger Millennials seek information, interested in innovations
Figure 48: Select attitudes toward BPC accessories, by Millennial generation, April 2017
Hispanic women enjoy learning about make-up brushes
Figure 49: Attitudes toward learning about make-up brushes, by all, Hispanic, and Black consumers, April 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 50: Total US retail sales and forecast of beauty and personal care accessories, at inflation-adjusted prices, 2012-22
Figure 51: Total US retail sales and forecast of beauty and personal care accessories, by segment, at current prices, 2012-22
Figure 52: Total US retail sales of beauty and personal care accessories, by channel, at current prices, 2015 and 2017
APPENDIX – KEY PLAYERS 
Figure 53: MULO sales of hair accessories, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 54: MULO sales of soap and shower accessories, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 55: MULO sales of make-up brushes and accessories, by leading companies and brands, rolling 52 weeks 2016 and 2017

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