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Beauty Online - UK - January 2016

“The continued use of technology has resulted in 2015 being an innovative year for beauty brands online, with apps and social media initiatives expanding audiences. The importance of video content in the beauty market keeps consumer engagement; tutorials have become invaluable for young women especially. However, the threat of counterfeit products and increasing delivery charges has resulted in a more challenging market for retail and, as a result, the pace of sales has begun to slow.”

– Charlotte Libby, Senior Beauty Analyst

This report looks at the following areas:

  • A more challenging environment for online beauty sales
  • Less blogging, more vlogging for today’s Millennials
  • Men need more guidance in the online BPC arena

Young women are a core audience for beauty brands online, with video sites such as YouTube being one of the preferred platforms. Beauty bloggers remain powerful influencers, with retailers and brands exploring partnerships with social media stars in 2015. The success of newer male bloggers indicates there is scope for similar marketing strategies targeting young men.

In the last year beauty apps have become a growth area with consumers able to virtually test products, shop and easily watch tutorials. The popularity of fitness and food trackers can be expanded into the beauty market, helping consumers alleviate bad beauty habits.

This report looks at the online beauty market, and includes sales of:

  • Men’s and women’s fragrance
  • Skincare
  • Colour cosmetics
  • Haircare
  • Bath & shower products and toiletries.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • Pace of online sales growth begins to slow
            • Figure 1: Best- and worst-case forecast for online consumer expenditure on beauty products, 2010-20
          • Supermarkets most commonly used BPC online retailer
            • Figure 2: Online retailers used to purchase BPC products, October 2015
          • YouTube a powerful force in BPC social media
            • Figure 3: BPC online activities, October 2015
          • Drawbacks of online BPC shopping
            • Figure 4: Attitudes towards BPC online, October 2015
          • Skin tracker apps have untapped potential
            • Figure 5: Attitudes towards beauty apps, October 2015
          • Blogs have a poor perception outside of their core target
            • Figure 6: Correspondence analysis – Opinion of online beauty sources, October 2015
          • What we think
          • Issues and Insights

            • A more challenging environment for online beauty sales
              • The facts
                • The implications
                  • Less blogging, more vlogging for today’s Millennials
                    • The facts
                      • The implications
                        • Men need more guidance in the online BPC arena
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Pace of online sales growth begins to slow
                                • Smartphone and tablet ownership continues to grow
                                  • Changes in online activities
                                    • New delivery charges
                                      • Retail calendar event sales tempt shoppers
                                        • Supermarkets challenge chemists and drugstores
                                          • Pureplayers struggle to further grow share
                                          • Market Size and Forecast

                                            • Pace of online sales growth begins to slow
                                              • Figure 7: Market size and forecast of online consumer expenditure on beauty products, 2010-20
                                            • Future growth slower but stable
                                              • Figure 8: Best- and worst-case forecast for online consumer expenditure on beauty products, 2010-20
                                          • Market Drivers

                                            • PDI improves post-recession
                                              • Figure 9: Trends in how respondents would describe their financial situation, February 2009-September 2015
                                            • Smartphone and tablet ownership continues to grow
                                              • Figure 10: Personal ownership of smartphones, tablets and smartwatches amongst UK consumers, by generation, June 2015
                                            • Changes in online activities
                                              • Figure 11: Online activities performed in the past three months, June 2014-June 2015
                                            • New delivery charges
                                              • Consumers suspicious of cheap products online
                                                • Retail calendar event sales tempt shoppers
                                                  • Figure 12: Example of Black Friday 2015 promotion, November 2015
                                              • Channels to Market

                                                • Supermarkets challenge chemists and drugstores
                                                  • Figure 13: Retailer shares of online sales of BPC products, 2013-15
                                                • Pureplayers struggle to further grow share
                                                • Key Players – What You Need to Know

                                                  • Social media users enjoy exclusives
                                                    • Online retailers launch exclusive offers
                                                      • Brands focus on consumer engagement
                                                      • Brand Communication and Innovation

                                                        • Social media
                                                          • Burberry Snapchat previews
                                                            • Figure 14: Burberry backstage fashion week posts, September 2015
                                                          • Marc Jacobs Tweet Shop
                                                            • The Beauty Boy YouTube success
                                                              • Figure 15: The Beauty Boy eyebrow tutorial, November 2015
                                                            • Adverts now on Instagram
                                                              • Brand Initiatives
                                                                • Kind is Simple store
                                                                  • Figure 16: The #KindIsSimple store, London, May 2015
                                                                • L’Oréal explores connected make-up to learn about consumers
                                                                  • LiLash launches feedback comp
                                                                    • Figure 17: LiLash reviews competition, November 2015
                                                                  • Tarte cosmetics partners with ShadeScout
                                                                    • Netflix publish moustache styling guide
                                                                      • Figure 18: Screenshot of Netflix Moustache search on Twitter, November 2015
                                                                    • Retailer campaigns
                                                                      • Feelunique.com celebrates 10 years
                                                                        • Figure 19: Promotional email for feelunique.com purchasing incentives, September 2015
                                                                      • Space.NK boosts online sales with exclusive online discount
                                                                        • Figure 20: Space.NK online sales promotion, October 2015
                                                                      • The Outnet launches beauty offering
                                                                        • Figure 21: The Outnet beauty launch, October 2015
                                                                      • Tesco Beauty Bloggers
                                                                      • The Consumer – What You Need to Know

                                                                        • Supermarkets most commonly used BPC online retailer
                                                                          • Subscription market shows growth
                                                                            • Consumers more likely to use web for research
                                                                              • YouTube a powerful force in BPC social media
                                                                                • Building a more educated BPC consumer base
                                                                                  • Drawbacks of online BPC shopping
                                                                                    • Skin apps have untapped potential
                                                                                      • Apps can help guide product purchases
                                                                                        • Beauty blogs have a loyal audience
                                                                                          • Brand websites have the expertise
                                                                                          • BPC Online Retailer Preferences

                                                                                            • Supermarkets most commonly used BPC online retailer
                                                                                              • Figure 22: Online retailers used to purchase BPC products, October 2015
                                                                                            • Subscription market shows growth
                                                                                              • Figure 23: Amazon Dash button example, 2015
                                                                                            • Older men are not online
                                                                                              • Figure 24: Those who have not shopped for BPC products online in the last 12 months, by age and gender, October 2015
                                                                                              • Figure 25: Space.NK email marketing communications, September 2015
                                                                                          • BPC Online Activities

                                                                                            • Consumers more likely to use web for research
                                                                                                • Figure 26: BPC online activities, October 2015
                                                                                              • Online facilitates price comparisons
                                                                                                • YouTube a powerful force in BPC social media
                                                                                                  • Reviews are valued but not given
                                                                                                  • Attitudes towards BPC Online

                                                                                                    • Building a more educated BPC consumer base
                                                                                                        • Figure 27: Attitudes towards BPC online, October 2015
                                                                                                      • Drawbacks of online BPC shopping
                                                                                                        • Connected devices should target the male market
                                                                                                        • Beauty Apps

                                                                                                          • Skin tracker apps have untapped potential
                                                                                                              • Figure 28: Attitudes towards beauty apps, October 2015
                                                                                                            • Scalp health of interest to young men
                                                                                                              • Apps can help guide product purchases
                                                                                                                • Young women key app users
                                                                                                                  • Figure 29: Young women’s attitudes towards beauty apps, October 2015
                                                                                                              • Opinion of Online Beauty Sources

                                                                                                                • Blogs have a poor perception outside of their core target
                                                                                                                    • Figure 30: Correspondence analysis – Opinion of online beauty sources, October 2015
                                                                                                                  • Online beauty retailers considered impartial
                                                                                                                    • Figure 31: Perceptions of online beauty sources, October 2015
                                                                                                                  • Brand websites have the expertise
                                                                                                                    • Figure 32: Lipcote Lipstick Finder, December 2015
                                                                                                                  • Magazine websites compete with blogs
                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                    • Data sources
                                                                                                                      • Abbreviations
                                                                                                                        • Fan chart forecast
                                                                                                                          • Correspondence analysis

                                                                                                                          Companies Covered

                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                          Beauty Online - UK - January 2016

                                                                                                                          £1,995.00 (Excl.Tax)