Beauty brands have a chance to find new customers and increase loyalty if they build their online presence. The Digital Beauty Study from Google/Millward Brown reveals that beauty product shoppers rely on online video and mobile devices as they consider various skincare and makeup options. Consumers often engage in multiple research sessions, giving marketers several opportunities to sway opinions and ultimately increase sales.
Tag: beauty products
After a decrease in beauty purchases among young consumers during the recession, analysts are beginning to see signs of improvement among both female tweens (8–12) and teens (13–17).Tweens spend an average of $9.80 per month on beauty products, while teens report an average monthly spend of $13.60 on beauty products. The overwhelming majority of tweens look to their parents and siblings to see what beauty products they are using, underscoring the importance of brands building strong emotional connections with consumers.
According to The NPD Group, BB Creams — also referred to as ‘blemish balms’ or ‘beauty balms’ — have grown significantly in sales in the past several months. BB creams are multi-functional products that combine the functionality of primers, SPF and moisturizers, along with the anti-aging benefits of skin serums. The relatively new product is quickly catching on, as almost4 in 10 beauty shoppers would consider buying a BB Cream in the future.
Sales of cosmetics and toiletries through alternate channels have exploded, growing by nearly $1 billion since 2005, according to the latest report by Kline & Company. Posting a stellar 25.4% growth from 2005 to 2010, e‑commerce sales are leading the way. More double-digit growth is expected as consumers are increasingly drawn to the convenience of at-home shopping to meet their beauty needs.
Recent research from Mintel suggests that Hispanic women feel underrepresented in the beauty and personal care aisle. Over half of survey respondents said they would like to see more personal care products designed just for them and 64% would like more hair care products created specifically for Latinas. Hispanic women are especially concerned with the box or bottle their favorite products come in. Eighty-one percent of Latinas surveyed report that they would like to see more personal care products with bilingual packaging. Younger Hispanic women are more inclined to express a desire for bilingual packaging than their older counterparts.
According to new research from The NPD Group, tween (8–12) girls are reporting increases in their usage of a few beauty products. Tweens reported increases in regular usage of mascara (+8), eye liner (+6), and lipstick (+5), relative to 2007 levels. In fact, regular usage of mascara almost doubled in the past two years among tween girls (from 10% to 18%) as did eye liner (from 9% to 15%). Overall, tweens reported to use on average 4.5 different beauty products regularly, consistent with levels reported in 2007 (4.3). Significantly more influential than TV and even their friends, these girls say that they "look to their parents and siblings to see what they are using to help decide what to buy and use".
According to a new report by Mintel, the female Baby Boomer population is more web-savvy than ever, and they could be wielding their digital dollars at online beauty sites if retailers play their cards right. One in ten respondents to a recent Mintel survey report using some type of online retailer to purchase cosmetics and skin care aids, and the female Boomer population is expected to increase by 30.9% from 2005–2015. When looking strictly at online sales, 8% of those surveyed visit mass merchandiser sites for beauty products, 8% order from Wal-Mart.com, 8% order from Target.com, 5% patronize drugstore sites like CVS or Walgreens and 8% visit other unnamed online retailers.
The relationship between health and beauty is becoming more entwined as retailers in the nutrition and vitamin sector seek to expand their beauty and personal care assortments in an effort to fortify their sales as well as appeal to their body-conscious customers. Beauty and personal care brands are increasingly seizing upon opportunities arising from Americans' obsession with fitness and diet, as several avenues dedicated to beauty languish. In addition, the aging Baby Boomer population, dissatisfaction with traditional health care and a general trend toward healthier living have kept demand strong at nutritional supplement stores even during a period of slack consumption due to the economy.
As we emerge from the economic turmoil of the past couple years, today's consumer is making new rules. Where companies and marketers once dictated price points and brand positioning to consumers, now it is the other way around. The consumer is setting a new standard — one that embraces social media, environmental savvy and a global approach that reassesses the very definition of beauty. Marketers have dubbed the emerging mentality the "era of the new conservative shopper." It's not a trend, experts believe, as much as a fundamental and long-lasting shift in consumers' attitudes.
If 2009 was the year of ‘austerity chic’ in the beauty industry, look for some big changes to come. Mintel Beauty Innovation believes that manufacturers have spent the past year regrouping and formulating products that “merge science, nature and sustainability for better results and moreeco ‑friendly formulas and packaging.” Manufacturers think women are once again ready to spend on beauty products and according to Mintel’s forecast, the following trends will influence the industry in 2010: