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Beauty Online - US - December 2012

“Interactive shopping features allow consumers to have a more personal and custom interaction with the retailer, with the hopes of replicating personal customer service previously exclusive to in-store shopping.”

– Shannon Romanowski, Beauty and Personal Care Analyst

Some questions answered in this report include:

  • How can beauty retailers address the entertainment value provided by shopping in-store?
  • How can beauty retailers convert online researchers into online buyers?
  • In an age of product counterfeiting, how can online beauty retailers ensure consumer trust?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Purchasing of beauty products
                        • Most beauty product purchases are made in-store
                          • Figure 1: Beauty product purchasing by channel, August 2012
                        • Market factors
                          • Income impacts accessibility
                            • Figure 2: Broadband, smartphone and tablet access, by household income, December 2011
                          • Consumers looking for beauty deals online
                            • Figure 3: Attitudes toward the internet, August 2011-March 2012
                          • Consumers buying gifts online
                            • Figure 4: Any online purchase, by category, December 2011
                          • Consumers interacting with brands through social media
                            • Figure 5: Top 5 activities conducted in past month on social networks, by gender, January 2012
                          • The consumer
                            • Friends and family are the preferred source of beauty product information
                              • Figure 6: Top 10 sources of information about beauty products, August 2012
                            • General merchandise websites lead online beauty purchases
                              • Figure 7: Top five online retailers where beauty products are purchased, August 2012
                            • Online shopping gives consumers access to hard to find products
                              • Figure 8: Top five attitudes toward shopping for beauty products online, August 2012
                            • More than half of respondents that don’t buy beauty products online prefer to shop in-store
                              • Figure 9: Top five reasons for not buying beauty products online, August 2012
                            • What we think
                            • Issues in the Market

                                • How can beauty retailers address the entertainment value provided by shopping in-store?
                                  • How can beauty retailers convert online researchers into online buyers?
                                    • In an age of product counterfeiting, how can online beauty retailers ensure consumer trust?
                                    • Insights and Opportunities

                                      • Samples delivered to your door
                                        • We ship everywhere… for free!
                                          • Men.com
                                            • Digital scent technology
                                            • Trend Applications

                                                • Trend: Objectify
                                                  • Trend: Guiding Choice
                                                    • 2015 trend: Access Anything, Anywhere
                                                    • Beauty Product Purchases

                                                      • Key points
                                                        • Majority of beauty product purchases are being made in-store
                                                          • Figure 10: Beauty product purchasing, by outlet, August 2012
                                                        • In-store shopping popular, particularly for frequently used products
                                                          • Figure 11: Beauty product purchasing in-store, by gender and age, August 2012
                                                        • Most purchased beauty products online varies from in-store purchases
                                                          • Figure 12: Beauty product purchasing online, by gender and age, August 2012
                                                        • Income drives online beauty purchases
                                                          • Figure 13: Beauty product purchasing online, by household income, August 2012
                                                        • Households with children more likely to purchase some beauty products online
                                                          • Figure 14: Beauty product purchasing online, by presence of children in household, August 2012
                                                      • Market Drivers

                                                        • Key points
                                                          • Income impacts accessibility to internet and mobile device ownership
                                                            • Figure 15: Broadband access in online sample by household income, December 2011
                                                            • Figure 16: Smartphone, tablet, and PC penetration in online sample by household income, December 2011
                                                          • Online shopping provides access to hard to find and specialty products
                                                            • Figure 17: Shopped online, by gender, April 2011-June 2012
                                                          • Consumers shop online to find deals
                                                            • Figure 18: Searching for a better deal online, by household income August 2011-March 2012
                                                          • Online shopping makes gift giving easy
                                                            • Figure 19: Any online purchase, by category, December 2011
                                                          • Social media
                                                            • Figure 20: Activities conducted in past month on social networks, by gender, January 2012
                                                          • Mobile shopping
                                                              • Figure 21: Smartphone owners’ online behavior, by gender, April 2012
                                                          • Competitive Context

                                                            • Shopping in-store
                                                              • Figure 22: Attitudes to shopping, by gender, December 2011
                                                            • Opportunities for shopping online
                                                            • Retailer Overview

                                                                • Figure 23: Top five online beauty retailers, 2010
                                                              • Online only retailers
                                                                • Amazon
                                                                  • Figure 24: Amazon, television ad, 2012
                                                                • Drugstore.com
                                                                  • Brand websites
                                                                    • Brick/click mass merchandisers
                                                                      • Target
                                                                        • Walmart
                                                                          • Brick/click drug stores
                                                                            • CVS
                                                                              • Walgreens
                                                                                • Brick/click specialty beauty
                                                                                  • Sephora
                                                                                    • Ulta
                                                                                      • Brick/click department stores
                                                                                        • Macy’s
                                                                                          • Nordstrom
                                                                                            • Direct sell
                                                                                              • Amway
                                                                                                • Avon
                                                                                                  • Mary Kay
                                                                                                    • Direct marketing
                                                                                                      • Guthy|Renker
                                                                                                      • Innovations and Innovators

                                                                                                        • Pick your own samples
                                                                                                          • Reward/loyalty programs
                                                                                                            • Specialty beauty
                                                                                                              • Drug stores
                                                                                                                • Online exclusives
                                                                                                                  • Free shipping/free returns
                                                                                                                    • Gift with purchase
                                                                                                                      • Buy online/pick up in-store
                                                                                                                      • Marketing Strategies

                                                                                                                        • Overview of online beauty retailers
                                                                                                                          • Brand analysis: Sephora
                                                                                                                            • Figure 25: Brand analysis of Sephora, 2012
                                                                                                                          • Online initiatives
                                                                                                                            • Print advertising
                                                                                                                              • Social media
                                                                                                                                • Mobile apps
                                                                                                                                  • Brand analysis: Ulta
                                                                                                                                    • Figure 26: Brand analysis of Ulta, 2012
                                                                                                                                  • Online initiatives
                                                                                                                                    • Social media
                                                                                                                                      • Brand analysis: Wen
                                                                                                                                        • Figure 27: Brand analysis of Wen, 2012
                                                                                                                                      • Online initiatives
                                                                                                                                        • TV presence
                                                                                                                                          • Figure 28: Wen cleansing conditioner, television ad, 2012
                                                                                                                                      • Product Information – Any Purchase

                                                                                                                                        • Key points
                                                                                                                                          • Friends and family are the preferred source of beauty product information
                                                                                                                                            • Figure 29: Information about beauty products, by gender and age, August 2012
                                                                                                                                          • Higher-income groups more likely to research beauty products, particularly in-store
                                                                                                                                            • Figure 30: Information about beauty products, by household income, August 2012
                                                                                                                                          • Households with children more likely to rely on peers for beauty product information
                                                                                                                                            • Figure 31: Information about beauty products, by presence of children in household, August 2012
                                                                                                                                          • Consumers who research beauty products, also more likely to purchase them
                                                                                                                                            • Figure 32: Beauty product purchasing – Any purchase, by top five beauty product information sources, August 2012
                                                                                                                                            • Figure 33: Beauty product purchasing – Any purchase, by next five beauty product information sources, August 2012
                                                                                                                                            • Figure 34: Beauty product purchasing – Any purchase, by those that visit social media sites and look for celebrity endorsements to get beauty product information, August 2012
                                                                                                                                        • Product Information – Online Purchase

                                                                                                                                          • Key points
                                                                                                                                            • Online information sources drive online beauty sales, particularly facial skincare
                                                                                                                                              • Figure 35: Online beauty product purchasing by online information sources for beauty products, August 2012
                                                                                                                                          • Online Retailers Purchased

                                                                                                                                            • Key points
                                                                                                                                              • General merchandise websites lead online beauty purchases
                                                                                                                                                • Figure 36: Online retailers where purchased, by gender and age, August 2012
                                                                                                                                              • Facial skincare, fragrance, and makeup are most frequently purchased products regardless of retailer
                                                                                                                                                • Figure 37: Products purchased online, by top four online retailer types, August 2012
                                                                                                                                                • Figure 38: Products purchased online, by next four online retailer types, August 2012
                                                                                                                                            • Online Shopping Attitudes

                                                                                                                                              • Key points
                                                                                                                                                • Online shopping saves time and provides access to hard to find products
                                                                                                                                                  • Technology features appeal to younger consumers
                                                                                                                                                    • Figure 39: Attitudes toward shopping for beauty products online, by gender and age, August 2012
                                                                                                                                                  • Households with children more engaged in online beauty shopping
                                                                                                                                                    • Figure 40: Attitudes toward shopping for beauty products online, by presence of children in household, August 2012
                                                                                                                                                • Impact of Product Purchases on Online Shopping Attitudes

                                                                                                                                                  • Key points
                                                                                                                                                    • Consumers that purchase beauty products online like access, convenience
                                                                                                                                                      • Technology features appeal to online beauty shoppers
                                                                                                                                                        • Figure 41: Attitudes toward online shopping, by top six beauty products purchased online, August 2012
                                                                                                                                                    • Reasons for Not Buying Beauty Products Online

                                                                                                                                                      • Key points
                                                                                                                                                        • More than half of consumers prefer to shop in-store, particularly women
                                                                                                                                                          • Figure 42: Reasons for not purchasing beauty products online, by gender and age, August 2012
                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                        • Key points
                                                                                                                                                          • Asians highly involved in the beauty category, particularly skincare
                                                                                                                                                            • Blacks, Hispanics interested in technology features
                                                                                                                                                              • Figure 43: Beauty product purchasing online, by race/Hispanic origin, August 2012
                                                                                                                                                              • Figure 44: Information about beauty products, by race/Hispanic origin, August 2012
                                                                                                                                                              • Figure 45: Attitudes toward shopping for beauty products online, by race/Hispanic origin, August 2012
                                                                                                                                                          • Cluster Analysis

                                                                                                                                                              • Figure 46: Target clusters, August 2012
                                                                                                                                                            • Cluster 1: Involved
                                                                                                                                                              • Opportunities
                                                                                                                                                                • Cluster 2: Basics
                                                                                                                                                                  • Opportunities
                                                                                                                                                                    • Cluster 3: Confident
                                                                                                                                                                      • Opportunities
                                                                                                                                                                        • Cluster characteristic tables
                                                                                                                                                                          • Figure 47: Beauty product purchasing, by target clusters, August 2012
                                                                                                                                                                          • Figure 48: Information about beauty products, by target clusters, August 2012
                                                                                                                                                                          • Figure 49: Online retailers where purchased, by target clusters, August 2012
                                                                                                                                                                          • Figure 50: Attitudes toward shopping for beauty products online, by target clusters, August 2012
                                                                                                                                                                          • Figure 51: Reasons for not buying beauty products online, by target clusters, August 2012
                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                          • Figure 52: Target clusters, by demographic, August 2012
                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                        • Custom Consumer Groups – Impact of Region/Area

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Urban shoppers buy more beauty products online compared to suburban, rural groups
                                                                                                                                                                              • Urban shoppers looking for convenience
                                                                                                                                                                                • Figure 53: Beauty product purchasing, by urban area, August 2012
                                                                                                                                                                                • Figure 54: Information about beauty products, by urban area, August 2012
                                                                                                                                                                                • Figure 55: Attitudes toward shopping for beauty products online, by urban area, August 2012
                                                                                                                                                                                • Figure 56: Reasons for not buying beauty products online, by urban area, August 2012
                                                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                                                              • Beauty product purchases
                                                                                                                                                                                • Figure 57: Beauty product purchasing, by gender and age, August 2012
                                                                                                                                                                                • Figure 58: Beauty product purchasing in-store, by urban area, August 2012
                                                                                                                                                                              • Product information
                                                                                                                                                                                • Figure 59: Online beauty product purchasing by offline beauty product information, August 2012
                                                                                                                                                                                • Figure 60: Online beauty product purchasing by those who look for celebrity endorsements for beauty product information, August 2012
                                                                                                                                                                              • Online shopping attitudes
                                                                                                                                                                                • Figure 61: Attitudes toward shopping for beauty products online, by household income, August 2012
                                                                                                                                                                                • Figure 62: Attitudes toward online shopping, by products purchased online, August 2012
                                                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Amazon North America
                                                                                                                                                                              • Avon North America
                                                                                                                                                                              • Bloomingdale's
                                                                                                                                                                              • CVS Caremark Corporation
                                                                                                                                                                              • Duane Reade, Inc
                                                                                                                                                                              • Estée Lauder Companies Inc. (The)
                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                              • Guthy-Renker Corporation
                                                                                                                                                                              • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                                                                              • Macy's, Inc.
                                                                                                                                                                              • Mary Kay Inc.
                                                                                                                                                                              • Neutrogena Corporation
                                                                                                                                                                              • Nordstrom
                                                                                                                                                                              • Sephora
                                                                                                                                                                              • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                              • Target Corporation
                                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                                              • Ulta Salon, Cosmetics & Fragrance, Inc.
                                                                                                                                                                              • Walgreen Co
                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                              Beauty Online - US - December 2012

                                                                                                                                                                              £3,199.84 (Excl.Tax)