Research for Marketers by Marketers Driving analysis, insights and strategic thinking through tools, audience trends and customized quantitative and qualitative primary research. Beauty and the Marketer Beauty is a powerhouse industry, with sales reaching $38.1 billion last year. Still there are challenges, as shoppers in this fragmented category are primarily driven by price and convenience, making it difficult for brands to break through. In the coming years, sales growth will be supported by the rising Hispanic and aging populations, as well as an increasing male segment. When it comes to improvements, beauty consumers are most interested in seeing more treats and rewards, such as samples and gifts with purchase. Retailers can stand out in this fragmented category by offering an enhanced omni-channel experience think online tutorials, in-store demonstrations, and delivery services. March 2015 Learn more about Annalect s research team at annalect.com.
Beauty Product Sales Expected to Maintain Slow But Steady Growth Total retail sales of beauty products reached $38.1 billion in 2014 and is expected to see annual growth of about 2% through 2019, ultimately reaching $42.5 billion. $38.1 B $42.5 B 2% / year 2014 2019 Source: Mintel 2015
1 Datamonitor 2015 Beauty Trends Beauty and Health as One Symbiotic System Nutrition trends like superfoods have made their way to the beauty industry with unlikely ingredients like charcoal and kale appearing in skincare products. The latest medical discoveries are powering cosme-ceuticals which treat beauty issues in skincare, haircare, and even fragrance. Smart skincare - predictive skincare devices that incorporate diagnostics to pre-empt conditions and promote skin health. 1 2 JWT Beauty is Also Intersecting With Technology and Social Media The internet has led to a faster spread of beauty trends as well as new centers of influence. South Korea, birthplace of BB/CC Cream, is a key global beauty influencer, 2 and retailers like Urban Outfitters are stocking up on their exports. Brands are releasing cosmetics designed for photo-opps, including selfies. Boomer Beauty Will be a Major Theme as This Active Group Sees More of Themselves Reflected in the Beauty Industry 50+ consumers control up to 50% of premium beauty categories. Estee Lauder recently purchased skincare line Olio Lusso, founded by a 66-year-old model and champion of aging proudly. Brands will take a celebratory approach to aging as they target this group. 3 GCI Magazine The Upsurge in Men s Interest in Grooming Men are spending more time in researching the category and expanding their personal care routine compared to a year ago. 2013 marked the first time men 3 spent more cash on male-specific toiletries than on shaving products. As men are becoming more invested in the personal care category, there is ample opportunity to target them in areas like skincare and cologne. A growing slew of male-specific products from traditionally female-focused brands like Dove and L Oréal should help boost growth among men in coming years. 3
4 Women s Wear Daily Beauty Bloggers are Key Influencers Whether posting techniques for achieving a certain look or the goods from their latest makeup shopping spree, beauty bloggers and vloggers (video bloggers) have become major players in the industry and multimedia celebrities. The most famous is Michelle Phan, with an estimated empire worth $84 million, including a licensing deal with L Oréal. Vloggers create a level of engagement and authenticity that traditional ads often can t match, especially for reaching the YouTube generation it has morphed into a relationship between beauty enthusiasts rather than a one-way message. Other brands like Urban Decay are planning partnerships with these YouTube stars in the future. The price to enlist a blogger for a campaign can be steep - it can cost $2,500 for one Instagram post and can go up to $250,000 for 4 brand ambassadorship. 5 Cosmetics Design 6 Fortune 6 New Ways of Shopping Liven Up the Beauty Category Beauty shoppers are open to new formats, with 32% of skincare users 5 interested in products purchased at a vending machine or kiosk. Pop-up beauty shops, like Clinique s skin lab, offer unique products on the spot. Subscription beauty services are going strong, with monthly personalized curated collections of products arriving at doorsteps. Birchbox subscriptions net $96 million in annual sales, with another $30 million from full-size product sales the brand s success led to the opening of a brick-and-mortar outpost in SoHo last year. 4
What We See is What We Buy 7 Luxury Daily Brands are embracing the visual side of user-generated content. Sephora recently launched the Beauty Board, a Pinterest-like social media shopping platform. It allows consumers to upload and browse user-generated beauty photos, with the specific products used highlighted and made easy to purchase. Meanwhile, Lancôme s #BareSelfie effort encouraged Instagram users to post an image of their makeup-free face. The ensuing user-generated gallery generated 50% of sales for the newly launched 7 DreamTone serum. The increased user-generated content in the beauty segment is built on the fact that consumers trust their peers and are more inclined to purchase a product when they see how it works for the real woman. In a cluttered market, brands are thinking outside the typical shopping experiences in order to generate excitement and gather new customers. For instance, luxury brands are enhancing their entry-point categories; Burberry, Dior and Chanel all recently launched beauty and fragrance temples that show off their products, while incorporating a luxurious space amid digital technology. Having focused on hard luxury, many of these brands are focusing on their aspirational entry-point categories like Beauty to pick up new consumers. 5
Multicultural Beauty 8 Mintel Mintel s research on beauty among diverse multicultural groups offers 8 valuable insights for beauty brands. Hispanic Consumers Hispanic women s usage of beauty products is higher in all categories compared to Non-Hispanic women. This group strongly values good appearances, which means they are continually on the search for beauty items to add to their arsenal, especially value products. Acculturation level has a major impact: Nearly half (44%) of un-acculturated and bicultural Hispanics agree that My look is a reflection of my success in life, while only one in four (26%) acculturated Hispanics agree. 50% of un-acculturated Hispanic women report that they like trying new beauty products, compared to 43% of bicultural and just 30% of acculturated Hispanic women. Compared to the general population, Hispanics place more weight in recommendations from friends and family or through first-hand experience using testers at the stores. 9 Wall Street Journal Black Consumers For black consumers, beauty and grooming are how they express their individuality. This consumer likes to switch things up - displaying different aspects of who they are is important, and they seek a wide array of products to do this. Unilever s brands are the most popular, (eg. Vaseline, Dove, Axe) with more than two-thirds of black men (75%) and women (69%) using them, followed by P&G brands with usage rates of about 45%. Some niche brands have found success, like Carol s Daughter, which had sales of $27 million last year 9 and was purchased by L Oréal. Black and Hispanic men over-index in their use of body care and facial skincare as well as male-specific products, compared to the general population. 80% of Black men agree that It s important for me to look good when I leave the house, compared to 66% of the general male population. There is still room for brands to grow their share in these communities through targeted advertising using diverse models, product claims that will resonate with them, and the right media approach. 6
Mass Beauty Leads the Category Which of the following retailers do you typically buy beauty products from (either in-store or online)? 76% 56% 74% 55% 34% 32% 30% 29% 29% 28% 23% 22% 18% 18% 22% 15% 15% 7% 3% 6% 2% 1% 2% 6% 5% Mass Merchandiser (e.g. Walmart, Target, Kmart) Drug Store (e. g. CVS or Walgreens) Department Store (e. g. Nordstrom, Macy s, JCPenny) Warehouse Club (e. g. Costco or Sam s Club) Dollar Store Discount Store (e. g. TJMaxx or Marshalls) Amazon.com Sephora Ulta Any (In-store or Online) In-store Online Source: Mintel 2014 Base: 1,932 Internet users aged 18+ who have bought beauty products in the last 12 months Mass merchandisers such as Walmart and Target are visited by most consumers (76%) when buying beauty products, followed by drug stores. Nearly three-quarters of those surveyed who have bought beauty products in the past year have done so at a mass merchandiser and more than half have purchased at drug stores when shopping in-store at these channels. Online shopping is less common than in-store shopping in the beauty market. Among those who do shop online, Amazon.com is the preferred online retailer (22%). 7
10 POPSUGAR Insights This dominance of mass merchandisers is also reflected in a new POPSUGAR Insights study, which asked women to report which cosmetics brands within the category they have heard of and which brands they ve 10 purchased in the last six months. The three leading brands are in the mass category - Revlon, Maybelline, and L Oréal, all enjoyed awareness levels of 97%. While the top three leading brands in awareness had been purchased by a majority of women, other brands with very high levels of awareness (and higher price points) were purchased by less than one-third of women. Lancôme, Shiseido, and Philosophy had the largest gaps between awareness and purchase, indicating an opportunity to reach out to customers who have these brands on their radar. While mass brands enjoyed the highest awareness and purchase rates, MAC was a notable exception the prestige brand, which is not sold in Sephora, was purchased by an impressive 44% of respondents, putting it at #4. Brand Awareness vs. Purchase 10% 15% 45% 51% 48% 28% 44% 34% 23% 28% 29% 28% 37% 18% 97% 97% 97% 96% 95% 95% 95% 94% 92% 88% 88% 84% 83% 82% Aware Purchased 0% 20% 40% 60% 80% 100% Source: POPSUGAR Insights, 2015 8
Summary Beauty sales will grow about 2% annually, from $38.1 billion last year to $42.5 billion in 2019. This growth will largely be driven by rising Hispanic and aging populations, as well as by men, who are spending more time and money on personal care than ever before. Hispanic and black consumers offer major opportunities for beauty brands, as these groups over-index in usage and interest in variety. Beauty consumers want to see authenticity and brands are responding with visual user-generated content and partnerships with bloggers. Beauty has mass appeal: the vast majority of consumers are buying beauty products in-store at mass merchandisers, and drug store brands enjoy the highest awareness and purchase rates. Beauty consumers want to see more rewards for their purchases, like free gifts and samples. Innovations in the industry are plenty: - New medical-inspired beauty products; - Growing global influence; - A focus on Boomer Beauty; - Use of in-store technology; - Fresh buying formats like kiosks and subscription services. 9
For additional information on this report contact: Allison Cramer Market Trends Analyst and Curator, Tools & Insights allison.cramer@annalect.com 212-590-7458 Kathy Grey Director, Tools & Insights kathy.grey@annalect.com 212-590-0689 195 Broadway, 19th floor New York, NY 10007 annalect.com /annalect /annalectgroup /company/annalect-group Research for Marketers by Marketers Driving analysis, insights and strategic thinking through tools, audience trends and customized quantitative and qualitative primary research.