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Beauty Retailing - US - January 2015

“For many consumers, buying beauty products can become somewhat of a mundane task. Shoppers in this category have a multitude of options to choose from including where they shop and what they buy, but still, many will frequent a few favorite places, and/or buy the same brands repeatedly. Retailers need to determine more ways to intercept these routines whether it be through pop-up retail or through little surprises like free samples or specialized offers such as gifts based on reaching a certain purchase level.”
– Diana Smith, Senior Research & Apparel Analyst

This report answers the following questions:

  • What drives consumers to purchase beauty products?
  • What role do men play in the beauty products market?
  • What do consumers say they want more of when it comes to beauty products?

Sales are expected to grow slowly but steadily through 2019. This growth is being fueled by consumers’ routine purchasing behavior in the beauty category as well as growing populations of key demographic groups – namely women and Hispanics. Men, though, are influencing the market to a greater degree as well, as they invest more time and money in beauty products. Furthermore, online and mobile shopping have provided easier access to beauty products and allowed for greater convenience when shopping for these, while the proliferation of social media has given consumers another way to research products and/or learn about new trends.

This report focuses on the shopping experience for beauty products and provides a detailed exploration of consumers’ attitudes, usage, and shopping behaviors in this category.

This report looks at the entire retail experience where shopping for items in the beauty category is concerned. The primary focus will be based on the results of Mintel’s exclusive consumer research.

For the purposes of this report, Mintel defines the beauty category as including: color cosmetics, facial skincare, body care, haircare, nail care, women’s fragrances, men’s fragrances, hair accessories, sun protection products, and beauty appliances (hair and skin).

 

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Table of contents

  1. Scope and Themes

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

                      • Overview
                        • The market
                          • Figure 1: Total US sales and fan chart forecast of beauty products, at current prices, 2009-19
                        • Market drivers
                          • US population continues to grow, particularly the Boomer segment
                            • Men are more engaged in personal beauty care
                              • Figure 2: Population by gender, 2009-19
                            • Hispanics will make up nearly 19% of total US population by 2019
                              • Figure 3: Population by Hispanic origin, 2009-19
                            • Online and mobile shopping becomes more prevalent
                              • The consumer
                                • Virtually all shopping for beauty products occurs in-store
                                  • Figure 4: Beauty items purchased in the last 12 months, in-store vs. online, November 2014
                                • Men spend more on beauty products
                                  • Figure 5: Amount spent on beauty products in last three months – Total, by gender, August 2013-September 2014
                                • Most people buy beauty products at mass merchandisers
                                  • Figure 6: Retailers shopped for beauty products, November 2014
                                • Consumers want more samples and gifts with purchase
                                  • Figure 7: Innovations and/or improvements to beauty product shopping, November 2014
                                • What we think
                                • Issues and Insights

                                    • What drives consumers to purchase beauty products?
                                      • The issues
                                        • The implications
                                          • What role do men play in the beauty products market?
                                            • The issues
                                              • The implications
                                                • What do consumers say they want more of when it comes to beauty products?
                                                  • The issues
                                                    • The implications
                                                    • Trend Applications

                                                        • Trend: Life Hacking
                                                          • Trend: Experience is All
                                                            • Trend: Man in the Mirror
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Beauty product sales expected to grow
                                                                  • Figure 8: Total US retail sales and forecast of beauty products, at current prices, 2009-19
                                                                  • Figure 9: Total US retail sales and forecast of beauty products, at inflation-adjusted prices, 2009-19
                                                                • Color cosmetics represent one quarter of beauty market
                                                                  • Figure 10: Total US retail sales of beauty products, by segment, at current prices, 2013-14
                                                                • Fan chart forecast
                                                                    • Figure 11: Total US sales and fan chart forecast of beauty products, at current prices, 2009-19
                                                                • Market Drivers

                                                                  • Key points
                                                                    • The beauty market should benefit from a growing and aging population
                                                                      • Figure 12: Population by age, 2009-19
                                                                    • Men take more interest in beauty care
                                                                      • Figure 13: Population by gender, 2009-19
                                                                    • Hispanics will make up nearly 19% of total US population by 2019
                                                                      • Figure 14: Population by Hispanic origin, 2009-19
                                                                    • Consumer confidence levels and disposable personal spending rise while unemployment declines
                                                                      • Figure 15: Consumer confidence and unemployment, 2000-14
                                                                      • Figure 16: Real Disposable Personal Income: Percentage change from preceding periods
                                                                    • More consumers are shopping online and via mobile devices
                                                                      • Social networks add another method for consumers to learn about trends
                                                                      • Retailer Overview

                                                                          • Highly fragmented marketplace means more price pressure
                                                                            • Department stores
                                                                              • Quick facts
                                                                                • Nordstrom
                                                                                    • Figure 17: Nordstrom, Beauty Stylist landing page, April 2014
                                                                                    • Figure 18: Nordstrom, email featuring gifts with purchase, April 2014
                                                                                  • Macy’s
                                                                                      • Figure 19: Macy’s, email ad featuring One Day Sale on beauty products, December 2014
                                                                                    • Mass Merchandisers
                                                                                      • Quick facts
                                                                                        • Target
                                                                                          • Figure 20: Target, direct mail piece featuring Fekkai, October 2014
                                                                                        • Beauty specialists
                                                                                          • Quick facts
                                                                                            • Sephora
                                                                                                • Figure 21: Sephora, Pinterest landing page, December 2014
                                                                                                • Figure 22: Sephora, email, December 2014
                                                                                              • Ulta
                                                                                                  • Figure 23: Ulta, email, February 2014
                                                                                                • Drug stores
                                                                                                  • Quick Facts
                                                                                                    • CVS
                                                                                                        • Figure 24: CVS email, December 2014
                                                                                                        • Figure 25: CVS email, December 2014
                                                                                                    • Beauty Items Purchased

                                                                                                      • Key points
                                                                                                        • Nearly all beauty products shopping occurs in-store
                                                                                                          • Figure 26: Beauty items purchased in the last 12 months, in-store vs. online, November 2014
                                                                                                        • Average purchase amount hovers close to $100
                                                                                                          • Figure 27: Amount spent on beauty products in last three months – Total, August 2013-September 2014
                                                                                                        • Don’t forget the men
                                                                                                          • Figure 28: Beauty products purchased in-store, by gender, November 2014
                                                                                                          • Figure 29: Beauty products purchase incidence in last three months, by gender, August 2013-September 2014
                                                                                                          • Figure 30: Amount spent on beauty products in last three months – Total, by gender, August 2013-September 2014
                                                                                                        • Adults aged 25-34 are a sweet spot for beauty brands and companies
                                                                                                          • Figure 31: Beauty products purchased in-store, by age, November 2014
                                                                                                        • Nearly half of all respondents recently purchased nine or more beauty items
                                                                                                          • Figure 32: Repertoire of types of beauty products, audience counts and percentages, November 2014
                                                                                                          • Figure 33: Beauty products purchased in-store vs. online, by repertoire of types of beauty items purchased, November 2014
                                                                                                          • Figure 34: Beauty products purchased in-store, by repertoire of types of beauty items purchased, November 2014
                                                                                                        • Favorite beauty items
                                                                                                        • Reasons for Beauty Product Purchases

                                                                                                          • Key points
                                                                                                            • Replacement is the main reason for beauty purchases
                                                                                                              • Figure 35: Reasons for purchasing beauty products in the last 12 months, November 2014
                                                                                                            • Younger beauty fanatics are more engaged, and thus buy for more reasons
                                                                                                              • Figure 36: Reasons for purchasing beauty products in the last 12 months, by age, November 2014
                                                                                                            • Experimentation is a key purchase influencer among beauty fanatics
                                                                                                              • Figure 37: Reasons for purchasing beauty products in the last 12 months, by repertoire of number of beauty items purchased, November 2014
                                                                                                          • Retailers Shopped for Beauty Products

                                                                                                            • Key points
                                                                                                              • Mass merchandisers dominate beauty product purchasing
                                                                                                                • Figure 38: Retailers shopped for beauty products, November 2014
                                                                                                              • Department stores draw young adults for their beauty needs
                                                                                                                • Figure 39: Primary retailer type shopped for beauty products, by age, November 2014
                                                                                                              • Nearly 30% of heaviest beauty buyers also shop at specialty retailers
                                                                                                                • Figure 40: Secondary retailer types shopped for beauty products, by repertoire of types of beauty items purchased by type of store, November 2014
                                                                                                              • Household size is a factor that influences where people shop
                                                                                                                • Figure 41: Secondary retailer types shopped for beauty products, by household size, November 2014
                                                                                                            • Reasons for Choosing Where to Shop for Beauty Products

                                                                                                              • Key points
                                                                                                                • Price and convenience are main influencers regarding where to shop
                                                                                                                  • Figure 42: Factors that influence where to shop for beauty products, by gender and age, November 2014
                                                                                                                • Samples and loyalty programs lure in beauty aficionados
                                                                                                                  • Figure 43: Factors that influence where to shop for beauty products, by repertoire of types of beauty items purchased, November 2014
                                                                                                                • Two thirds of shoppers who primarily visit specialty retailers are also highly driven by good selections
                                                                                                                  • Figure 44: Factors that influence where to shop for beauty products, by Primary retailer type shopped for beauty products, November 2014
                                                                                                                • Qualitative research
                                                                                                                  • Verbatims
                                                                                                                  • Beauty Products Shopping Behaviors

                                                                                                                    • Key points
                                                                                                                      • Beauty product purchasers stick with the familiar
                                                                                                                        • Figure 45: Behaviors when shopping for beauty products, November 2014
                                                                                                                      • Millennials use online and mobile to gain inspiration
                                                                                                                        • Figure 46: Behaviors when shopping for beauty products, by generations, November 2014
                                                                                                                      • Heaviest beauty buyers are least prone to buying the same brands
                                                                                                                        • Figure 47: Behaviors when shopping for beauty products, by repertoire of types of beauty items, November 2014
                                                                                                                    • Desired Beauty Product Innovations/Improvements

                                                                                                                      • Key points
                                                                                                                        • Free merchandise can go a long way to building customer loyalty
                                                                                                                          • Figure 48: Innovations and/or improvements to improve beauty product shopping, November 2014
                                                                                                                        • Beauty enthusiasts very interested in interactive kiosks, delivery services, and in-store makeup artists
                                                                                                                          • Figure 49: Innovations and/or improvements to improve beauty product shopping – Any interest, by Females and repertoire of types of beauty items purchased, November 2014
                                                                                                                      • Race and Hispanic Origin

                                                                                                                        • Key points
                                                                                                                          • Hispanics are more likely to purchase all beauty items
                                                                                                                            • Figure 50: Beauty products purchased in-store, by race/Hispanic origin, November 2014
                                                                                                                          • Majority of shoppers spend under $200 on beauty products
                                                                                                                            • Figure 51: Amount spent on beauty products in last three months – Total, by race/Hispanic origin, August 2013-September 2014
                                                                                                                          • At least one third of non-Whites buy to trial new items
                                                                                                                            • Figure 52: Reasons for purchasing beauty products in the last 12 months, by race/Hispanic origin, November 2014
                                                                                                                          • Hispanics are drawn to department stores for their beauty needs
                                                                                                                            • Figure 53: Primary retailer type shopped for beauty products, by race/Hispanic origin, November 2014
                                                                                                                            • Figure 54: Other retailer types shopped for beauty products, by race/Hispanic origin, November 2014
                                                                                                                            • Figure 55: General attitudes, opinions, and interests – Language and media, by Hispanic origin, August 2013-September 2014
                                                                                                                          • Retailer choice comes down to price above all
                                                                                                                            • Figure 56: Factors that influence where to shop for beauty products, by race/Hispanic origin, November 2014
                                                                                                                          • Beauty demonstrations and events are enticing to Hispanics
                                                                                                                            • Figure 57: Behaviors when shopping for beauty products, by race/Hispanic origin, November 2014
                                                                                                                            • Figure 58: Social media website visitation, by race/Hispanic origin, August 2013-September 2014
                                                                                                                          • At least two thirds of all race/ethnic groups desire gifts with purchase
                                                                                                                            • Figure 59: Innovations and/or improvements to improve beauty product shopping – Any interest, by race/Hispanic origin, November 2014
                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                          • Beauty items purchased in-store
                                                                                                                            • Figure 60: Beauty products purchased in-store, by household income, November 2014
                                                                                                                            • Figure 61: Beauty products purchased in-store, by race/Hispanic origin, November 2014
                                                                                                                            • Figure 62: Beauty products purchased in-store, by presence of children in household, November 2014
                                                                                                                            • Figure 63: Beauty products purchased in-store, by household size, November 2014
                                                                                                                            • Figure 64: Beauty products purchased in-store, by social media use, November 2014
                                                                                                                            • Figure 65: Beauty products purchased in-store, by mobile device ownership, November 2014
                                                                                                                            • Figure 66: Beauty products purchased in-store, by smartphone ownership, November 2014
                                                                                                                            • Figure 67: Beauty products purchased in-store, by tablet ownership, November 2014
                                                                                                                            • Figure 68: Beauty products purchased in-store, by repertoire of types of beauty items purchased by type of store, November 2014
                                                                                                                          • Beauty items purchased online
                                                                                                                            • Figure 69: Beauty products purchased online, by gender, November 2014
                                                                                                                            • Figure 70: Beauty products purchased online, by age, November 2014
                                                                                                                            • Figure 71: Beauty products purchased online, by race/Hispanic origin, November 2014
                                                                                                                            • Figure 72: Beauty products purchased online, by presence of children in household, November 2014
                                                                                                                            • Figure 73: Beauty products purchased online, by household size, November 2014
                                                                                                                            • Figure 74: Beauty products purchased online, by social media use, November 2014
                                                                                                                            • Figure 75: Beauty products purchased online, by mobile device ownership, November 2014
                                                                                                                            • Figure 76: Beauty products purchased online, by smartphone ownership, November 2014
                                                                                                                            • Figure 77: Beauty products purchased online, by tablet ownership, November 2014
                                                                                                                            • Figure 78: Beauty products purchased online, by repertoire of types of beauty items purchased by type of store, November 2014
                                                                                                                          • Reasons for beauty products purchases
                                                                                                                            • Figure 79: Reasons for purchasing beauty products in the last 12 months, by gender, November 2014
                                                                                                                            • Figure 80: Reasons for purchasing beauty products in the last 12 months, by household income, November 2014
                                                                                                                            • Figure 81: Reasons for purchasing beauty products in the last 12 months, by presence of children in household, November 2014
                                                                                                                            • Figure 82: Reasons for purchasing beauty products in the last 12 months, by household size, November 2014
                                                                                                                          • Retailers shopped for beauty products – Primary
                                                                                                                            • Figure 83: Primary retailer type shopped for beauty products, by household income, November 2014
                                                                                                                            • Figure 84: Primary retailer type shopped for beauty products, by repertoire of types of beauty items purchased by type of store, November 2014
                                                                                                                          • Retailers shopped for beauty products – Secondary
                                                                                                                            • Figure 85: Secondary retailer types shopped for beauty products, by gender, November 2014
                                                                                                                            • Figure 86: Secondary retailer types shopped for beauty products, by age, November 2014
                                                                                                                            • Figure 87: Secondary retailer types shopped for beauty products, by household income, November 2014
                                                                                                                          • Reasons for choosing where to shop for beauty products
                                                                                                                            • Figure 88: Factors that influence where to shop for beauty products, by gender, November 2014
                                                                                                                            • Figure 89: Factors that influence where to shop for beauty products, by household income, November 2014
                                                                                                                          • Beauty products shopping behaviors
                                                                                                                            • Figure 90: Behaviors when shopping for beauty products, by household income, November 2014
                                                                                                                            • Figure 91: Behaviors when shopping for beauty products, by presence of children in household, November 2014
                                                                                                                            • Figure 92: Behaviors when shopping for beauty products, by household size, November 2014
                                                                                                                          • Desired beauty product innovations/improvements
                                                                                                                            • Figure 93: Innovations and/or improvements to improve beauty product shopping, November 2014
                                                                                                                            • Figure 94: Innovations and/or improvements to improve beauty product shopping – Any interest, by gender, November 2014
                                                                                                                            • Figure 95: Innovations and/or improvements to improve beauty product shopping – Any interest, by age, November 2014
                                                                                                                            • Figure 96: Innovations and/or improvements to improve beauty product shopping – Any interest, by household income, November 2014
                                                                                                                          • Repertoire demographics
                                                                                                                            • Figure 97: Repertoire of types of beauty items purchased, by demographics
                                                                                                                        • Appendix – Trade Associations

                                                                                                                          Companies Covered

                                                                                                                          • Alliance Boots UK Retail
                                                                                                                          • Amazon.com Inc
                                                                                                                          • AmorePacific Group
                                                                                                                          • Amway Corporation
                                                                                                                          • Avon USA
                                                                                                                          • Bath & Body Works
                                                                                                                          • Bloomingdale's
                                                                                                                          • Burt's Bees Inc.
                                                                                                                          • Cartier SA
                                                                                                                          • Christian Dior
                                                                                                                          • Clarins USA
                                                                                                                          • Clinique Laboratories, Inc.
                                                                                                                          • Coach, Inc.
                                                                                                                          • CVS Caremark Corporation
                                                                                                                          • Dolce & Gabbana
                                                                                                                          • Duane Reade, Inc
                                                                                                                          • Facebook, Inc.
                                                                                                                          • Fendi SRL
                                                                                                                          • Frederic Fekkai
                                                                                                                          • J C Penney Company, Inc
                                                                                                                          • Jergens Naturals
                                                                                                                          • L'Occitane Ltd
                                                                                                                          • L'Oréal USA
                                                                                                                          • Lancôme
                                                                                                                          • Longs Drug Stores Corporation
                                                                                                                          • Lord & Taylor
                                                                                                                          • Lush Retail Ltd
                                                                                                                          • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                          • Macy's, Inc.
                                                                                                                          • Mary Kay Inc.
                                                                                                                          • Neiman Marcus (retail stores)
                                                                                                                          • Neutrogena Corporation
                                                                                                                          • Nordstrom
                                                                                                                          • Olay Company, Inc.
                                                                                                                          • OPI Products Inc.
                                                                                                                          • Organix Brands Ltd
                                                                                                                          • Revlon USA
                                                                                                                          • Saks Incorporated
                                                                                                                          • Sears, Roebuck and Co.
                                                                                                                          • Sephora
                                                                                                                          • Shiseido International
                                                                                                                          • Skin Cancer Foundation
                                                                                                                          • U.S. News & World Report, L.P.
                                                                                                                          • Ulta Salon, Cosmetics & Fragrance, Inc.
                                                                                                                          • Vichy Laboratories
                                                                                                                          • Walgreen Co
                                                                                                                          • Walmart Stores (USA)

                                                                                                                          Beauty Retailing - US - January 2015

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