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Inside-Out Beauty - UK - October 2015

“There is a strong consumer perception of appearance through health; however usage of beauty supplements remains low which may be driven by low knowledge of beauty ingredients, as well as the high cost of products. Targeting the mass market could secure growth for the category, in addition to raising awareness of beauty ingredients.”
- Roshida Khanom, Senior Personal Care Analyst

  • This report looks at the following issues:
  • Challenging advertising environment
  • Formats mimicking food
  • The price issue
  • Call for greater segmentation

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Table of contents

  1. Overview

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

            • Little in conventional advertising
              • Figure 1: Attitudes towards and usage of selected brands, July 2015
            • Mass market beauty
              • Figure 2: Bella Berry beauty drinks, 2015
            • Appearance through health
              • Figure 3: Lifestyle statements, July 2015
            • Low knowledge of ingredient functionality
              • Figure 4: Beauty ingredient awareness, July 2015
            • Men are aware of beauty supplements
              • Figure 5: Awareness of beauty supplements, by gender, July 2015
            • Hair is the biggest motivator for usage
              • Figure 6: Reasons for using beauty supplements, July 2015
            • Ageing concerns can drive usage
              • Figure 7: Reasons to encourage usage of beauty supplements, July 2015
            • Price is a barrier
              • Figure 8: Attitudes towards beauty supplements, July 2015
            • What we think
            • Issues and Insights

              • Challenging advertising environment
                • The facts
                  • The implications
                    • Formats mimicking food
                      • The facts
                        • The implications
                          • The price issue
                            • The facts
                              • The implications
                                • Call for greater segmentation
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Targeting different lifestages
                                        • Beauty through health
                                          • Greater focus on inside-out beauty
                                          • Market Drivers

                                            • Time-saving for young professionals
                                              • Older demographics present opportunities to embrace ageing
                                                • Figure 9: Trends in the age structure of the UK population, 2010-20
                                              • Improving financial conditions
                                                • Figure 10: Trends in how respondents would describe their financial situation
                                              • Health impacts beauty
                                                • Figure 11: Important factors determining the appearance of hair, net of any importance, February 2015
                                              • Drive for natural
                                                • Figure 12: Attitudes towards men’s haircare, February 2015
                                              • Appearance benefits are a driver in vitamins and supplements
                                                • Figure 13: Interest in appearance benefits, June 2014
                                            • Key Players – What You Need to Know

                                              • Little differentiation between brands
                                                • Advertising challenges
                                                  • Targeting the mass market
                                                    • New formats
                                                    • Brand Research

                                                      • Brand map
                                                        • Figure 14: Attitudes towards and usage of selected brands, July 2015
                                                      • Key brand metrics
                                                        • Figure 15: Key metrics for selected brands, July 2015
                                                      • Brand attitudes: Trust does not translate to confidence
                                                        • Figure 16: Attitudes, by brand, July 2015
                                                      • Brand personality: Social media drives accessibility
                                                        • Figure 17: Brand personality – macro image, July 2015
                                                      • Awareness drives image of expertise
                                                        • Figure 18: Brand personality – micro image, July 2015
                                                      • Brand analysis
                                                        • Fountain has an innovative and vibrant image
                                                          • Figure 19: Awareness profile of Fountain, July 2015
                                                        • Gold Collagen viewed as glamorous, despite advertising challenges
                                                          • Figure 20: Awareness profile of Gold Collagen, July 2015
                                                        • Perfectil’s heritage translates into high usage
                                                          • Figure 21: Awareness profile of Perfectil, July 2015
                                                        • Murad benefits from associations with skincare
                                                          • Figure 22: User profile of Murad, July 2015
                                                        • Imedeen a trusted brand
                                                          • Figure 23: User profile of Imedeen, July 2015
                                                        • Wassen We Beautify struggles to make an impact
                                                          • Figure 24: User profile of Wassen We Beautify, July 2015
                                                      • Brand Communication and Promotion

                                                        • Little in conventional advertising
                                                          • Figure 25: Fountain bar at Whole Foods Market, 2015
                                                        • Celebrity endorsements
                                                          • Figure 26: Imedeen press release featuring brand ambassador Christy Turlington Burns, 2014
                                                        • A touch of expertise
                                                          • Prove it: encouraging product trial
                                                            • Advertising challenges
                                                              • Carving out a niche in the claims landscape
                                                              • Launch Activity and Innovation

                                                                • Mass-market beauty
                                                                  • Figure 27: Bella berry beauty drinks, 2015
                                                                  • Figure 28: Beauty & Go beauty drink range, 2015
                                                                • Food-like formats
                                                                  • Figure 29: Alternative formats, 2014-15
                                                                • Single-use sachets
                                                                  • Figure 30: Staks of Wow nutritional supplements, 2015
                                                                • Opportunities for FATwater in beauty
                                                                • The Consumer – What You Need to Know

                                                                  • Good diet = good appearance
                                                                    • Health drives ingredient awareness
                                                                      • Need for greater segmentation
                                                                        • The issue of price
                                                                        • Lifestyle and Appearance

                                                                          • Eating the right food is important for appearance
                                                                            • Figure 31: Lifestyle statements, July 2015
                                                                          • Older people value basics
                                                                            • Figure 32: Agreement with selected lifestyle statements, by age, July 2015
                                                                          • Young people notice negative effects of ‘bad’ food
                                                                            • Figure 33: Agreement with selected lifestyle statements, by youngest and oldest demographics, July 2015
                                                                        • Ingredient Awareness

                                                                          • Vitamin C and antioxidants benefit from focus in healthcare and skincare
                                                                            • Figure 34: Beauty ingredient awareness, July 2015
                                                                          • Low knowledge of skincare ingredients
                                                                              • Figure 35: Nature’s way beauty library, 2015
                                                                            • Older people show high awareness of ingredients ...
                                                                              • Figure 36: Beauty ingredient awareness (any who have heard of ingredient – top 6), by age, July 2015
                                                                            • … but lower knowledge of functionality
                                                                              • Figure 37: Beauty ingredient awareness of ingredients with lower awareness in older people (any who have heard of ingredient and know what it does), by age, July 2015
                                                                          • Awareness and Usage of Beauty Supplements

                                                                            • Men show high awareness
                                                                              • Figure 38: Awareness of beauty supplements, by gender, July 2015
                                                                            • Older people show low awareness
                                                                              • Figure 39: Awareness of beauty supplements, by age, July 2015
                                                                            • Awareness translates into usage
                                                                              • Figure 40: Usage of beauty supplements, by age, July 2015
                                                                            • Cost may be a barrier to long-term use
                                                                              • Figure 41: Usage of beauty supplements, by socio-economic group, July 2015
                                                                          • Usage Motivations

                                                                            • Hair is the biggest motivator
                                                                              • Figure 42: Reasons for using beauty supplements, July 2015
                                                                            • Moisture presents opportunities for FATwater
                                                                              • People want to avoid wrinkles
                                                                                • Figure 43: Reasons to encourage usage of beauty supplements, July 2015
                                                                              • Age-related claims more important to older people
                                                                                • Figure 44: Selected reasons to encourage usage of beauty supplements, by age, July 2015
                                                                              • Young people are worried about spots
                                                                                • Figure 45: Selected reasons to encourage usage of beauty supplements (cont.), by age, July 2015
                                                                            • Attitudes towards Beauty Supplements

                                                                              • The price barrier
                                                                                • Figure 46: Attitudes towards beauty supplements, July 2015
                                                                              • Defining health and appearance
                                                                                • Beauty supplements not just for women
                                                                                  • More than anti-ageing
                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                    • Data sources
                                                                                      • Abbreviations
                                                                                        • Brand research
                                                                                          • Brand map
                                                                                            • Correspondence analysis

                                                                                            Companies Covered

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

                                                                                            Inside-Out Beauty - UK - October 2015

                                                                                            US $2,570.96 (Excl.Tax)