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Shopping for Beauty Products - US - December 2013

“For most consumers, beauty products shopping is fairly routine. Most buy beauty products to replace items that they use regularly and choose mass merchandisers and drug stores to do their shopping. While they are loyal to retailers and products, there is somewhat of an interest to try new products. Retailers need to offer incentives to encourage purchasing of new products as well as make the shopping process more exciting for beauty buyers.”

– Ali Lipson, Senior Retail & Apparel Analyst

This report will look at the following areas:

  • Where are the growth areas for the beauty products market?
  • Helping consumers focus on their retail options
  • Understanding how people shop for beauty products
  • How to encourage people to buy beauty products more often

Total retail sales of beauty products in the US reached $37 billion in 2013, an increase of nearly 3% from 2012. Consumers’ routine purchase of many items in the beauty category as well as the increased numbers of key demographic groups—namely women and Hispanics—have helped support this growth. Furthermore, online and mobile shopping has made access to beauty products easier and allowed for greater convenience when shopping for beauty products.

This report focuses on the shopping experience for beauty products and offers sales trends and profiles of major retail players in the US beauty market, as well as a detailed exploration of consumers’ attitudes, usage, and shopping behaviors in this category.

This report builds on the analysis presented in Mintel’s Beauty Retailing—US, April 2011 and March 2010 as well as Beauty Online—US, December 2012.
This report looks at the entire retail experience where shopping for items in the beauty category are concerned. The primary focus will be based on the results of Mintel’s exclusive consumer research and focuses on the retail experience rather than specific products.

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

For detailed category information, including sales data and manufacturer/brand activity, consult Mintel’s full library of beauty and personal care titles. Mintel offers a range of more specific reports covering individual segments of the beauty market that provide more detail on each segment. Publications in 2013 are:

  • Nail Color and Care—US, January 2013
  • Soap, Bath and Shower Products—US, March 2013
  • Shampoo, Conditioners and Styling Products—US, April 2013
  • Facial Skincare—US, May 2013
  • Body Care—US, June 2013
  • Color Cosmetics—US, July 2013
  • Fragrances—US, September 2013

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Table of contents

  1. Scope and Themes

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

                    • Overview
                      • The market
                        • Figure 1: Fan chart forecast of total US retail sales of beauty products, at current prices, 2008-18
                      • Market factors
                        • Growth in key demographic groups—women, Hispanics, and aging population
                          • Figure 2: Female population aged 18 or older, by age, 2008-18
                          • Figure 3: Hispanic population aged 18 or older, by age, 2008-18
                          • Figure 4: Population aged 55 or older, by age group, 2008-18
                        • The impact of online and mobile shopping
                          • The consumer
                            • Mass merchandisers and drug stores favored for beauty products
                              • Figure 5: Types of retailers shopped for beauty products, September 2013
                            • Most buy beauty products as replacement items, some impulse buys
                              • Figure 6: Reasons for buying beauty products, September 2013
                            • Beauty shoppers are multitaskers, loyal, creatures of habit
                              • Figure 7: Beauty products shopping behavior, September 2013
                            • Convenience and sampling would improve the shopping experience
                              • Figure 8: Innovations/improvements sought in shopping for beauty products, September 2013
                            • What we think
                            • Issues and Insights

                                • Where are the growth areas for the beauty products market?
                                  • The issues
                                    • The implications
                                      • Helping consumers focus on their retail options
                                        • The issues
                                          • The implications
                                            • Understanding how people shop for beauty products
                                              • The issues
                                                • The implications
                                                  • How to encourage people to buy beauty products more often
                                                    • The issues
                                                      • The implications
                                                      • Trend Application

                                                          • Inspire Trend: Return to the Experts
                                                            • Inspire Trend: Life Hacking
                                                              • Mintel Futures: Generation Next
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Continued growth expected for beauty product sales
                                                                    • Figure 9: Total US retail sales and forecast of beauty products, at current prices, 2008-18
                                                                    • Figure 10: Total US retail sales and forecast of beauty products, at inflation adjusted prices, 2008-18
                                                                  • Color cosmetics represents largest share of beauty market
                                                                    • Figure 11: Total US retail sales of beauty products, by segment, at current prices, 2012-13
                                                                  • Fan chart forecast
                                                                      • Figure 12: Fan chart forecast of total US retail sales of beauty products, at current prices, 2008-18
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Growing female population likely to support growth in beauty market
                                                                        • Figure 13: Female population aged 18 or older, by age, 2008-18
                                                                      • Growing Hispanic population represents opportunity for beauty products
                                                                        • Figure 14: Hispanic women aged 18 or older, by age, 2008-18
                                                                        • Figure 15: Hispanic men aged 18 or older, by age, 2008-18
                                                                      • The impact of online and mobile shopping
                                                                        • Aging population and its impact on the market
                                                                          • Figure 16: Population, aged 18 or older, by age, 2008-18
                                                                        • More retail choices when it comes to buying beauty products
                                                                        • Retailer Overview

                                                                            • Beauty specialists
                                                                              • Sephora
                                                                                • Ulta
                                                                                  • Bath & Body Works
                                                                                    • The Body Shop
                                                                                      • Issues and opportunities for beauty specialists
                                                                                        • Department stores
                                                                                          • Nordstrom
                                                                                            • Macy’s
                                                                                              • Bloomingdale’s
                                                                                                • Issues and opportunities for department stores
                                                                                                  • Mass merchandisers
                                                                                                    • Target
                                                                                                      • Walmart
                                                                                                        • Issues and opportunities for mass merchandisers
                                                                                                          • Drug stores
                                                                                                            • CVS
                                                                                                              • Walgreens
                                                                                                                • Duane Reade
                                                                                                                  • Issues and opportunities for drug stores
                                                                                                                    • Online-only retailers
                                                                                                                      • Amazon.com
                                                                                                                        • Beautybar.com and Soap.com
                                                                                                                          • Drugstore.com and Beauty.com
                                                                                                                            • Issues and opportunities for online only retailers
                                                                                                                              • Direct sellers
                                                                                                                                • Amway
                                                                                                                                  • Avon
                                                                                                                                    • Mary Kay
                                                                                                                                      • Guthy-Renker
                                                                                                                                        • Issues and opportunities for direct sellers
                                                                                                                                          • Beauty Subscription Services
                                                                                                                                          • Innovations and Innovators

                                                                                                                                            • Sephora truck dishes out samples
                                                                                                                                              • Figure 17: The Sephora Source Truck, April 2013
                                                                                                                                            • Sephora launches beauty classes in stores
                                                                                                                                              • Amazon debuts prestige beauty offering
                                                                                                                                                • Figure 18: Amazon.com’s Luxury beauty site, October 2013
                                                                                                                                              • Fashion designers expand into beauty products
                                                                                                                                                • Figure 19: Sephora email ad “Marc Jacobs beauty has arrived,” August 2013
                                                                                                                                              • Benefit introduces airport kiosks
                                                                                                                                                • Figure 20: Benefit cosmetics airport kiosk, august 2013
                                                                                                                                              • Mr. Porter enters grooming category
                                                                                                                                                • Target hosts Sonia Kashuk pop-up store in New York’s Grand Central Station
                                                                                                                                                • Social Media – Shopping for Beauty Products

                                                                                                                                                  • Key findings
                                                                                                                                                    • Key social media metrics
                                                                                                                                                      • Figure 21: Key social media metrics, Nov. 2013
                                                                                                                                                    • Market overview
                                                                                                                                                      • Brand usage and awareness
                                                                                                                                                        • Figure 22: Brand usage or awareness, September 2013
                                                                                                                                                      • Interaction with beauty product retailers
                                                                                                                                                        • Figure 23: Interactions with selected beauty product retailers, Sept. 2013
                                                                                                                                                      • Online conversations
                                                                                                                                                        • Figure 24: Online conversations on selected beauty product retailers, by day, May 26-Nov. 25, 2013
                                                                                                                                                      • Where are people talking about beauty product retailers?
                                                                                                                                                        • Figure 25: Word cloud for blog mentions on the selected beauty product retailers, May 26-Nov. 25, 2013
                                                                                                                                                        • Figure 26: Online conversations on selected beauty product retailers, by page type, May 26-Nov. 25, 2013
                                                                                                                                                      • What are people talking about?
                                                                                                                                                        • Figure 27: Conversations surrounding selected beauty product retailers, May 26-Nov. 25, 2013
                                                                                                                                                      • Analysis by brand
                                                                                                                                                        • Sephora
                                                                                                                                                          • Figure 28: Social media metrics—Sephora, Nov. 2013
                                                                                                                                                        • Ulta
                                                                                                                                                          • Figure 29: Social media metrics—Ulta, Nov 2013
                                                                                                                                                        • Birchbox
                                                                                                                                                          • Figure 30: Social media metrics—Birchbox, Nov. 2013
                                                                                                                                                        • Walmart
                                                                                                                                                          • Figure 31: Social media metrics—Walmart, Nov. 2013
                                                                                                                                                        • Target
                                                                                                                                                          • Figure 32: Social media metrics—Target, Nov. 2013
                                                                                                                                                        • Walgreens
                                                                                                                                                          • Figure 33: Social media metrics—Walgreens, Nov. 2013
                                                                                                                                                      • Marketing Strategies

                                                                                                                                                          • Strategy: Elevating the level of customer service
                                                                                                                                                              • Figure 34: Target’s Beauty concierge program, in-store signage, November 2013
                                                                                                                                                              • Figure 35: Sephora email ad, august 2013
                                                                                                                                                            • Strategy: Offering exclusive products
                                                                                                                                                              • Strategy: Making shopping easier
                                                                                                                                                                • Figure 36: Screen shot of Neiman Marcus beauty replenishment service, October 2013
                                                                                                                                                            • Overview of Beauty Product Purchases

                                                                                                                                                              • Key points
                                                                                                                                                                • Everyday essentials purchased by most consumers
                                                                                                                                                                  • Figure 37: Types of beauty products bought, in-store vs. online, September 2013
                                                                                                                                                              • Types of Retailers Shopped for Beauty Products

                                                                                                                                                                • Key points
                                                                                                                                                                  • Mass merchandisers and drug stores favored for beauty products
                                                                                                                                                                    • Figure 38: Types of retailers shopped for beauty products, in-store vs. online, September 2013
                                                                                                                                                                  • Men shop for beauty items at department stores
                                                                                                                                                                    • Figure 39: Types of retailers shopped for beauty products (in-store), by gender, September 2013
                                                                                                                                                                  • Young adults shop for beauty at a variety of channels
                                                                                                                                                                    • Figure 40: Types of retailers shopped for beauty products (in-store), by age, September 2013
                                                                                                                                                                  • Lower-income shoppers visit dollar stores, higher-income shoppers prefer beauty specialists
                                                                                                                                                                    • Figure 41: Types of retailers shopped for beauty products (in-store), by household income, September 2013
                                                                                                                                                                • Reasons for Buying Beauty Products

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Most buy beauty products as replacement items, some impulse buys
                                                                                                                                                                      • Figure 42: Reasons for buying beauty products, September 2013
                                                                                                                                                                    • Women buying beauty items for a wider range of reasons than men
                                                                                                                                                                      • Figure 43: Reasons for buying beauty products, by gender, September 2013
                                                                                                                                                                    • Younger consumers like to try new beauty products and buy on impulse
                                                                                                                                                                      • Figure 44: Reasons for buying beauty products, by age, September 2013
                                                                                                                                                                    • Regardless of income level, all have similar reasons for buying
                                                                                                                                                                      • Figure 45: Reasons for buying beauty products, by household income, September 2013
                                                                                                                                                                  • Reasons for Choosing Certain Retailers When Buying Beauty Products

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Store location, product selection impact where people shop for beauty
                                                                                                                                                                        • Figure 46: Reasons for choosing particular retailers when shopping for beauty products, September 2013
                                                                                                                                                                      • Women choose certain retailers for more reasons than men do
                                                                                                                                                                        • Figure 47: Reasons for choosing particular retailers when shopping for beauty products, by gender, September 2013
                                                                                                                                                                      • Older shoppers seek convenience, younger adults like selection
                                                                                                                                                                        • Figure 48: Reasons for choosing particular retailers when shopping for beauty products, by age, September 2013
                                                                                                                                                                      • Higher-income consumers seek more attributes when selecting retailers
                                                                                                                                                                        • Figure 49: Reasons for choosing particular retailers when shopping for beauty products, by household income, September 2013
                                                                                                                                                                    • Beauty Products Shopping Behavior

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Beauty shoppers are multitaskers, loyal, creatures of habit
                                                                                                                                                                          • Figure 50: Beauty products shopping behavior, September 2013
                                                                                                                                                                        • Women savvier shoppers than men, both loyal to certain products
                                                                                                                                                                          • Figure 51: Beauty products shopping behavior, by gender, September 2013
                                                                                                                                                                        • Younger adults more engaged in beauty shopping
                                                                                                                                                                          • Figure 52: Beauty products shopping behavior, by age, September 2013
                                                                                                                                                                        • Little difference in shopping behavior across household income levels
                                                                                                                                                                          • Figure 53: Beauty products shopping behavior, by household income, September 2013
                                                                                                                                                                      • Innovations/Improvements Desired When Shopping for Beauty Products

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Convenience and sampling would improve the shopping experience
                                                                                                                                                                            • Figure 54: Innovations/improvements sought in shopping for beauty products, September 2013
                                                                                                                                                                          • Men seek convenience, women want samples, gift with purchase
                                                                                                                                                                            • Figure 55: Innovations/improvements sought in shopping for beauty products, by gender, September 2013
                                                                                                                                                                          • Older shoppers most likely to seek assistance from sales associates
                                                                                                                                                                            • Figure 56: Innovations/improvements sought in shopping for beauty products, by age, September 2013
                                                                                                                                                                          • Similar improvements sought by shoppers of all income levels
                                                                                                                                                                            • Figure 57: Innovations/improvements sought in shopping for beauty products, by household income, September 2013
                                                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Hispanics likely to buy items in all beauty product categories
                                                                                                                                                                              • Figure 58: Types of beauty products purchased in-store, by race/Hispanic origin, September 2013
                                                                                                                                                                            • Blacks and Hispanics likely to shop at mass, dollar, and discount stores
                                                                                                                                                                              • Figure 59: Types of retailers shopped for beauty products (in-store), by race/Hispanic origin, September 2013
                                                                                                                                                                            • Whites replenish beauty products, Blacks and Hispanics like to try something new
                                                                                                                                                                              • Figure 60: Reasons for buying beauty products, by race/Hispanic origin, September 2013
                                                                                                                                                                            • Convenience and selection drive store choices
                                                                                                                                                                              • Figure 61: Reasons for choosing particular retailers when shopping for beauty products, by race/Hispanic origin, September 2013
                                                                                                                                                                            • Comparison pricing common among Asian/Pacific Islanders, Hispanics
                                                                                                                                                                              • Figure 62: Beauty products shopping behavior, by race/Hispanic origin, September 2013
                                                                                                                                                                            • Blacks want more samples, better trial area in stores
                                                                                                                                                                              • Figure 63: Innovations/improvements sought in shopping for beauty products, by race/Hispanic origin, September 2013
                                                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                                                            • Beauty Product Purchases – In-store
                                                                                                                                                                              • Figure 64: Types of beauty products purchased in-store, by age, September 2013
                                                                                                                                                                              • Figure 65: Types of beauty products purchased in-store, by household income, September 2013
                                                                                                                                                                              • Figure 66: Types of beauty products purchased in-store, by marital/relationship status, September 2013
                                                                                                                                                                              • Figure 67: Types of beauty products purchased in-store, by presence of children in household, September 2013
                                                                                                                                                                              • Figure 68: Types of beauty products purchased in-store, by employment, September 2013
                                                                                                                                                                              • Figure 69: Types of beauty products purchased in-store, by generations, September 2013
                                                                                                                                                                            • Beauty Product Purchases – Online
                                                                                                                                                                              • Figure 70: Beauty product purchases (online), by age, September 2013
                                                                                                                                                                              • Figure 71: Types of beauty products purchased online, by household income, September 2013
                                                                                                                                                                              • Figure 72: Types of beauty products purchased online, by race/Hispanic origin, September 2013
                                                                                                                                                                              • Figure 73: Types of beauty products purchased online, by marital/relationship status, September 2013
                                                                                                                                                                              • Figure 74: Types of beauty products purchased online, by presence of children in household, September 2013
                                                                                                                                                                              • Figure 75: Types of beauty products purchased online, by employment, September 2013
                                                                                                                                                                              • Figure 76: Types of beauty products purchased online, by generations, September 2013
                                                                                                                                                                            • Types of retailers shopped for beauty products
                                                                                                                                                                              • Figure 77: Types of retailers shopped for beauty products (in-store), by marital/relationship status, September 2013
                                                                                                                                                                              • Figure 78: Types of retailers shopped for beauty products (in-store), by presence of children in household, September 2013
                                                                                                                                                                              • Figure 79: Types of retailers shopped for beauty products (in-store), by employment, September 2013
                                                                                                                                                                              • Figure 80: Types of retailers shopped for beauty products (in-store), by generations, September 2013
                                                                                                                                                                              • Figure 81: Types of retailers shopped for beauty products (in-store), by gender and household income, September 2013
                                                                                                                                                                              • Figure 82: Types of beauty products purchased in-store or online, by type of retailer shopped for beauty products (either in-store or online), September 2013 (part 1)
                                                                                                                                                                              • Figure 83: Types of beauty products purchased in-store or online, by type of retailer shopped for beauty products (either in-store or online), September 2013 (part 2)
                                                                                                                                                                            • Reasons for buying beauty products
                                                                                                                                                                              • Figure 84: Reasons for buying beauty products, by marital/relationship status, September 2013
                                                                                                                                                                              • Figure 85: Reasons for buying beauty products, by presence of children in household, September 2013
                                                                                                                                                                              • Figure 86: Reasons for buying beauty products, by employment, September 2013
                                                                                                                                                                              • Figure 87: Reasons for buying beauty products, by generations, September 2013
                                                                                                                                                                              • Figure 88: Reasons for buying beauty products, by gender and age, September 2013
                                                                                                                                                                            • Reasons for choosing certain retailers when buying beauty products
                                                                                                                                                                              • Figure 89: Reasons for choosing particular retailers when shopping for beauty products, by marital/relationship status, September 2013
                                                                                                                                                                              • Figure 90: Reasons for choosing particular retailers when shopping for beauty products, by presence of children in household, September 2013
                                                                                                                                                                              • Figure 91: Reasons for choosing particular retailers when shopping for beauty products, by employment, September 2013
                                                                                                                                                                              • Figure 92: Reasons for choosing particular retailers when shopping for beauty products, by generations, September 2013
                                                                                                                                                                              • Figure 93: Reasons for choosing particular retailers when shopping for beauty products, by gender and household income, September 2013
                                                                                                                                                                              • Figure 94: Reasons for choosing particular retailers when shopping for beauty products, by retailers shopped for beauty products (either in-store or online), September 2013 (part 1)
                                                                                                                                                                              • Figure 95: Reasons for choosing particular retailers when shopping for beauty products, by retailers shopped for beauty products (either in-store or online), September 2013 (part 2)
                                                                                                                                                                            • Beauty products shopping behavior
                                                                                                                                                                              • Figure 96: Beauty products shopping behavior, by marital/relationship status, September 2013
                                                                                                                                                                              • Figure 97: Beauty products shopping behavior, by presence of children in household, September 2013
                                                                                                                                                                              • Figure 98: Beauty products shopping behavior, by employment, September 2013
                                                                                                                                                                              • Figure 99: Beauty products shopping behavior, by generations, September 2013
                                                                                                                                                                              • Figure 100: Beauty products shopping behavior, by gender and household income, September 2013
                                                                                                                                                                            • Innovations/improvements desired when shopping for beauty products
                                                                                                                                                                              • Figure 101: Innovations/improvements sought in shopping for beauty products, by marital/relationship status, September 2013
                                                                                                                                                                              • Figure 102: Innovations/improvements sought in shopping for beauty products, by presence of children in household, September 2013
                                                                                                                                                                              • Figure 103: Innovations/improvements sought in shopping for beauty products, by employment, September 2013
                                                                                                                                                                              • Figure 104: Innovations/improvements sought in shopping for beauty products, by generations, September 2013
                                                                                                                                                                              • Figure 105: Innovations/improvements sought in shopping for beauty products, by gender and household income, September 2013
                                                                                                                                                                              • Figure 106: Innovations/improvements sought in shopping for beauty products, by retailers shopped for beauty products (either in-store or online), September 2013 (part 1)
                                                                                                                                                                              • Figure 107: Innovations/improvements sought in shopping for beauty products, by retailers shopped for beauty products (either in-store or online), September 2013 (part 2)
                                                                                                                                                                          • Appendix – Social Media – Shopping for Beauty Products

                                                                                                                                                                            • Brand usage or awareness
                                                                                                                                                                              • Figure 108: Brand usage or awareness, September 2013
                                                                                                                                                                              • Figure 109: Sephora usage or awareness, by demographics, September 2013
                                                                                                                                                                              • Figure 110: Ulta usage or awareness, by demographics, September 2013
                                                                                                                                                                              • Figure 111: Target usage or awareness, by demographics, September 2013
                                                                                                                                                                              • Figure 112: Walmart usage or awareness, by demographics, September 2013
                                                                                                                                                                              • Figure 113: Birchbox usage or awareness, by demographics, September 2013
                                                                                                                                                                              • Figure 114: Walgreens usage or awareness, by demographics, September 2013
                                                                                                                                                                            • Activities Done
                                                                                                                                                                              • Figure 115: Activities done, September 2013
                                                                                                                                                                              • Figure 116: Sephora – Activities done, by demographics, September 2013
                                                                                                                                                                              • Figure 117: Ulta – Activities done, by demographics, September 2013
                                                                                                                                                                              • Figure 118: Target – Activities done, by demographics, September 2013
                                                                                                                                                                              • Figure 119: Walmart – Activities done, by demographics, part 1, September 2013
                                                                                                                                                                              • Figure 120: Walmart – Activities done, by demographics, part 2, September 2013
                                                                                                                                                                              • Figure 121: Walgreens – Activities done, by demographics, September 2013
                                                                                                                                                                            • Online conversations
                                                                                                                                                                              • Figure 122: Online conversations on selected beauty product retailers, by week, May 26-Nov. 25, 2013
                                                                                                                                                                              • Figure 123: Online conversations on selected beauty product retailers, by page type, May 26-Nov. 25, 2013
                                                                                                                                                                              • Figure 124: Conversations surrounding selected beauty product retailers, May 26-Nov. 25, 2013
                                                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                                                            Companies Covered

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

                                                                                                                                                                            Shopping for Beauty Products - US - December 2013

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