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Private Label Beauty - US - May 2011

This market research report looks at the private label color cosmetic and beauty market in the US. It includes eye, lip and face makeup. The major challenge facing retailers is the consumers’ wariness of unfamiliar brands which has ultimately led to a decline in sales despite the promising forecasts made by retailers in the mid-2000s.

The recession seemed likely to inspire private label sales, and indeed other private label CPG (consumer packaged goods) products did see a boost. This was not the case for private label beauty products. However, private label eye color cosmetic products are thriving and the larger speciality chains have succeeded in encouraging consumer trust in the higher-end private label brands.

Some factors covered in this report include:

  • What is the role of opening price point for private versus upscale labels.
  • Why do consumers decide whether or not to go for private label color cosmetics?
  • How can private label cosmetic retailers encourage sales?
  • Which private label brands in the color cosmetic market are favourable and successful and which are not.
  • Is it better to build a brand from scratch or go for retail direct licensing.
  • What consumer segments are likely to go for what type of promotion?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources and methodology
          • Consumer survey data
            • Interview sources
              • Abbreviations
                • Terms
                • Executive Summary

                  • Market factors impact discretionary purchases of color cosmetics
                    • Specialty stores, Avon, and Mary Kay lead private label market
                      • Name brands trump private labels
                        • Marketing private label color cosmetics
                          • Shoppers’ color cosmetic purchasing patterns, attitudes, and influences
                            • Purchase factors by race/Hispanic origin
                            • Insights and Opportunities

                              • Hispanics will buy private label
                                • Figure 1: Reaction to reading online articles that contain brand information, by key demographics, March 2010
                            • Inspire Insights

                                • Trend: Extend My Brand
                                • Market Factors

                                    • Consumer confidence declines amidst low expectations
                                      • Almost one in nine still jobless
                                        • Figure 2: Unemployment rate, by adults aged 16+, January 2001–March 2011
                                        • Figure 3: Number of unemployed adults aged 16+, January 2001–March 2011
                                      • Foreclosures decline
                                        • Gas prices skyrocket
                                          • Figure 4: Average gas prices, by state, April 15, 2011
                                        • Are Chinese-made private labels toxic?
                                          • Kohl and lipstick get the lead out
                                            • Prominent U.S. national brands contain lead
                                              • Import refusals from multiple countries
                                                • The pros and cons of retail direct
                                                  • Introductions can be cost-prohibitive
                                                  • Competitive Context

                                                    • P&G fights private label
                                                    • Retail Channels

                                                      • Key points
                                                        • A limited market
                                                          • Private label alternatives from drug stores
                                                            • Walgreens
                                                              • Walmart’s Hard Candy and GeoGirl
                                                                • Target embraces makeup artists
                                                                  • Beauty is limited in grocery
                                                                  • National Brands Versus Private Label

                                                                    • Tough competition
                                                                    • Eye Makeup

                                                                      • Thicker lashes
                                                                      • Lip Makeup

                                                                        • Not all of these lips are smiling
                                                                        • Face Makeup

                                                                          • Facing price point reality
                                                                          • Specialty, Department Store, and Direct-to-Consumer

                                                                            • Department stores
                                                                              • Beauty specialty stores
                                                                                • Sephora
                                                                                  • Ulta
                                                                                    • Inglot
                                                                                      • Apparel and other fashion retailers
                                                                                        • Victoria’s Secret
                                                                                          • Topshop
                                                                                            • Payless Shoe Source
                                                                                              • H&M
                                                                                                • Forever 21
                                                                                                  • Icing Stores (Claire’s)
                                                                                                    • Ardene
                                                                                                      • Direct sellers
                                                                                                        • Avon’s new products
                                                                                                        • Innovation and Innovators

                                                                                                          • Joe Fresh could usurp youth-directed private brands
                                                                                                            • Figure 5: Joe Fresh Facebook ad, 2011
                                                                                                        • Marketing Strategies

                                                                                                            • Figure 6: Sonia Kashuk ad, 2011
                                                                                                          • Sephora
                                                                                                            • Figure 7: Sephora’s ad for its makeup forever private label, 2011
                                                                                                          • Ulta
                                                                                                            • Topshop
                                                                                                              • Figure 8: Topshop’s New York City ad, 2009
                                                                                                            • Joe Fresh
                                                                                                            • Color Cosmetics Purchasing Patterns

                                                                                                              • Key points
                                                                                                                • Young women experiment with private label over past four months
                                                                                                                  • Figure 9: Cosmetic products purchased in the past four months, by age, January 2011
                                                                                                                  • Figure 10: Cosmetics products purchased in the past four months, by household income, January 2011
                                                                                                                • Historical private label purchasing patterns
                                                                                                                    • Figure 11: Incidence of ever having purchased private label/store brand cosmetics, by age, January 2011
                                                                                                                    • Figure 12: Incidence of having ever purchased private label/store brand cosmetics, by household income, January 2011
                                                                                                                • Retail Channels Shopped for Private Label Brands

                                                                                                                  • Key points
                                                                                                                    • The power of specialty chains
                                                                                                                      • Eye makeup can be less SKU intensive
                                                                                                                        • Exclusives are often confused with private labels
                                                                                                                          • Figure 13: Store brand cosmetics purchased by type and retail channel, January 2011
                                                                                                                          • Figure 14: Channel average purchases of store brand cosmetics, by age, January 2011
                                                                                                                          • Figure 15: Channel average purchases of store brand cosmetics, by household income, January 2011
                                                                                                                      • Opinions on Store Brand Color Cosmetics

                                                                                                                        • Key points
                                                                                                                          • The threat of inferior ingredients
                                                                                                                            • Figure 16: Opinions regarding store brand cosmetics, by age, January 2011
                                                                                                                            • Figure 17: Opinions regarding store brand cosmetics, by household income, January 2011
                                                                                                                        • Reasons For Initial Purchase

                                                                                                                          • Key points
                                                                                                                            • “Sideways” syndrome
                                                                                                                              • Figure 18: Motivating factors for private label cosmetics trial, by age, January 2011
                                                                                                                              • Figure 19: Motivating factors for private label cosmetics trial, by household income, January 2011
                                                                                                                          • Future Purchasing Plans

                                                                                                                            • Key points
                                                                                                                                • Figure 20: Future cosmetic purchasing plans, by age, January 2011
                                                                                                                                • Figure 21: Future cosmetic purchasing plans, by household income, January 2011
                                                                                                                            • Reasons for Not Buying Private Label Color Cosmetics

                                                                                                                              • Key points
                                                                                                                                • Shoppers’ definition of private label
                                                                                                                                  • Figure 22: Reasons for not buying private label cosmetics, by age, January 2011
                                                                                                                                  • Figure 23: Reasons for not buying private label cosmetics, by household income, January 2011
                                                                                                                              • Impact of Race/Hispanic Origin

                                                                                                                                • Key points
                                                                                                                                  • Blacks and Hispanics love beauty
                                                                                                                                    • Figure 24: Cosmetics products purchased in the past four months, by race/Hispanic origin, January 2011
                                                                                                                                  • Blacks most likely to have ever purchased private label cosmetics
                                                                                                                                    • Figure 25: Incidence of ever having purchased private label/store brand cosmetics, by race/Hispanic origin, January 2011
                                                                                                                                  • Blacks shop specialty chains
                                                                                                                                    • Cherry picking private label
                                                                                                                                      • Figure 26: Opinions regarding store brand cosmetics, by race/Hispanic origin, January 2011
                                                                                                                                    • Continuing to purchase private labels
                                                                                                                                      • Figure 27: Future cosmetic purchasing plans, by race/Hispanic origin, January 2011
                                                                                                                                    • Hispanics’ brand loyalty
                                                                                                                                      • Figure 28: Reasons for not buying private label cosmetics, by race/Hispanic origin, January 2011
                                                                                                                                  • Cluster Analysis

                                                                                                                                      • Cosmetic Queens
                                                                                                                                        • Demographics
                                                                                                                                          • Characteristics
                                                                                                                                            • Opportunity
                                                                                                                                              • Private Label Concerned
                                                                                                                                                • Demographics
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Unconcerned Conservatives
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Characteristic tables
                                                                                                                                                                • Figure 29: Private label beauty clusters, January 2011
                                                                                                                                                                • Figure 30: Color cosmetic purchases in the past four months, by private label beauty clusters, January 2011
                                                                                                                                                                • Figure 31: Opinions regarding store brand cosmetics, by private label beauty clusters, January 2011
                                                                                                                                                                • Figure 32: Reasons for initial private label purchase, by private label beauty clusters, January 2011
                                                                                                                                                                • Figure 33: Future private label purchasing plans, by private label beauty clusters, January 2011
                                                                                                                                                              • Demographic tables
                                                                                                                                                                • Figure 34: Private label beauty clusters, by age, January 2011
                                                                                                                                                                • Figure 35: Private label beauty clusters, by household income, January 2011
                                                                                                                                                                • Figure 36: Private label beauty clusters, by race, January 2011
                                                                                                                                                                • Figure 37: Private label beauty clusters, by Hispanic origin, January 2011
                                                                                                                                                              • Cluster methodology
                                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                                Companies Covered

                                                                                                                                                                • Abercrombie & Fitch Co
                                                                                                                                                                • American Automobile Association (AAA)
                                                                                                                                                                • Avon
                                                                                                                                                                • Avon USA
                                                                                                                                                                • Dolce & Gabbana
                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                                                                                • J C Penney Company, Inc
                                                                                                                                                                • L'Oréal USA
                                                                                                                                                                • Mary Kay Inc.
                                                                                                                                                                • Max Factor
                                                                                                                                                                • National Cosmetology Association (NCA)
                                                                                                                                                                • Neutrogena Corporation
                                                                                                                                                                • Personal Care Products Council
                                                                                                                                                                • Procter & Gamble Company (The)
                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                • Revlon USA
                                                                                                                                                                • Sephora
                                                                                                                                                                • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                • The Kroger Co.
                                                                                                                                                                • Unilever USA
                                                                                                                                                                • Victoria's Secret
                                                                                                                                                                • Walgreen Co
                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                • Women's Wear Daily (WWD)

                                                                                                                                                                Private Label Beauty - US - May 2011

                                                                                                                                                                £3,199.84 (Excl.Tax)