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Beauty and Personal Care Accessories - US - June 2017

"The BPC (beauty and personal care) accessories market experienced gains in 2017 (est), driven by strong consumer interest and increased availability of make-up brushes and sponges. Going forward, brands can nurture interest in make-up brushes by positioning themselves as experts and providing women with the tools they need to confidently apply make-up. Concerns over germs can also present opportunity for germ-resistant materials or products that signal to consumers when it’s time to replace a germy BPC accessory. Finally, blender sponges are on-trend and may increase the repertoire of BPC accessories that women own."
- Margie Nanninga, Beauty & Personal Care Analyst

This Report discusses the following key topics:

  • Topical products outpace BPC accessory sales
  • Price-conscious shoppers make it hard to differentiate offerings

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Table of contents

  1. 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

                                                                                                      Beauty and Personal Care Accessories - US - June 2017

                                                                                                      US $3,995.00 (Excl.Tax)