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The Beauty and Personal Care Consumer - US - January 2010

The beauty and personal care consumer is beset by a number of challenges in 2010, including the ongoing US recession, a multitude of often confusing choices in the BPC (beauty and personal care) aisle, and differing product claims. Mintel’s exclusive consumer survey strategically approaches the BPC consumer by asking how respondents have altered their buying habits in light of these challenges. This report features in-depth analysis of the following themes:

  • Whether the tough economy has impacted brand loyalty, and to what extent, and whether consumers are trading down to less expensive brands or private label
  • Key focus on the female BPC consumer, upon whom the market depends for much of its business
  • The extent to which product claims, such as multifunctional benefits and clinical testing of products, influence purchase decisions
  • The impact of race/Hispanic origin on BPC purchasing habits, including the relative lack of brand loyalty among Hispanics compared to blacks and Asians, especially where soap, cleansers, and skincare products are concerned; and the use of mass merchandisers across all ethnicities in the wake of the recession
  • What BPC companies are doing to attract consumer attention and maintain business as the recession continues, including special focus on the newest products and trends in the market
  • How demographics will affect the market in the coming years, including the growth of the older female population and the shrinking of the teen population, both of which are key buyers of BPC items

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Table of contents

  1. Scope and Themes

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

                • Recession impacts a wide range of categories
                  • Despite more engagement than men, women still feel the recession effect
                    • Moderate interest in clinical studies, more interest in sun protection, skin toning and anti-aging benefits
                      • Women/younger consumers more likely to believe product claims
                        • Men and younger consumers likely more interested in multifunctional products
                          • Women seek out dermatologist tested, men clinically tested
                            • Brand name toiletries important to nearly half
                              • Mass retailers most used for cosmetics purchases
                                • The impact of race/Hispanic origin
                                  • Market factors: Recession, female and teen population
                                    • Recession concerns
                                      • Women grow in number, but key age groups decrease
                                        • Teens decline in number for the near future
                                        • Insights and Opportunities

                                          • Consumer confusion—does anyone really know how to read a label?
                                            • “The tyranny of choice”
                                              • The hunt for the new ingredient
                                              • Inspire Insights

                                                  • Focus on what is rather than what isn’t
                                                    • What’s it about?
                                                      • What we’ve seen
                                                      • Competitive Context

                                                        • Companies count on multiple benefits in the recession
                                                          • Skincare
                                                            • Oral care
                                                              • Men’s shower products
                                                                • Online presence grows as companies leverage new way to reach consumers
                                                                • Recession Impact

                                                                  • Key points
                                                                    • Oral care, shampoo and conditioner, deodorant and shaving supplies
                                                                        • Figure 1: Recession concerns for oral care, shampoo/conditioner, deodorant and shaving, by gender and age, November 2009
                                                                        • Figure 2: Recession concerns for oral care, shampoo/conditioner, deodorant and shaving, by household income, November 2009
                                                                      • Body soap/shower gels, hand soap and body/hand lotion
                                                                          • Figure 3: Recession concerns for body soap/shower gels, hand soap and body/hand lotion, by gender and age, November 2009
                                                                          • Figure 4: Recession concerns for body soap/shower gels, hand soap and body/hand lotion, by household income, November 2009
                                                                        • Sun protection/block, sunless tanners and insect repellent
                                                                          • Figure 5: Recession concerns for sun protection/block, sunless tanners and insect repellent, by gender and age, November 2009
                                                                          • Figure 6: Recession concerns for sun protection/block, sunless tanners and insect repellent, by household income, November 2009
                                                                        • Facial cleansers, facial moisturizers and acne care
                                                                          • Figure 7: Recession concerns for facial cleansers, facial moisturizers and acne care, by gender and age, November 2009
                                                                          • Figure 8: Recession concerns for facial cleansers, facial moisturizers and acne care, by household income, November 2009
                                                                        • Hair spray/styling products, lip balm and nail care products
                                                                          • Figure 9: Recession concerns for hair spray/styling products, lip balm and nail care products, by gender and age, November 2009
                                                                          • Figure 10: Recession concerns for hair spray/styling products, lip balm and nail care products, by household income, November 2009
                                                                      • Women, Facial Skincare and the Impact of the Recession

                                                                        • Key points
                                                                          • Anti-aging, day cream and night cream face products
                                                                            • Figure 11: Recession concerns for anti-aging, day cream and night cream face products, among women, by age, November 2009
                                                                            • Figure 12: Recession concerns for anti-aging, day cream and night cream face products, among women, by household income, November 2009
                                                                          • Facial cleanser, toner, exfoliating scrub and makeup remover
                                                                            • Figure 13: Recession concerns for facial cleanser, toner, exfoliating scrub and makeup remover, among women, by age, November 2009
                                                                            • Figure 14: Recession concerns for facial cleanser, toner, exfoliating scrub and makeup remover, among women, by household income, November 2009
                                                                          • All color cosmetics and nail polish: by age
                                                                            • Figure 15: Recession concerns among women for mascara, concealer, foundation and makeup remover, by age, November 2009
                                                                            • Figure 16: Recession concerns among women for eye shadow, brow pencil/powder and blush, by age, November 2009
                                                                            • Figure 17: Recession concerns among women for lipstick/gloss and nail polish, by age, November 2009
                                                                          • All color cosmetics and nail polish: by household income
                                                                              • Figure 18: Recession concerns among women for mascara, concealer, foundation and eye liner, by household income, November 2009
                                                                              • Figure 19: Recession concerns among women for eye shadow, brow pencil/powder and blush, by household income, November 2009
                                                                              • Figure 20: Recession concerns among women for lipstick/gloss and nail polish, by household income, November 2009
                                                                            • Sanitary protection
                                                                              • Figure 21: Recession concerns for feminine protection, among women, by age, November 2009
                                                                          • Interest in Clinical Studies and Product Benefits

                                                                            • Key points
                                                                              • Interest in clinical studies
                                                                                • Figure 22: Interest in clinical studies, by gender and age, November 2009
                                                                                • Figure 23: Interest in clinical studies, by household income, November 2009
                                                                              • Product benefits
                                                                                • Figure 24: Interest in product benefits, by gender and age, November 2009
                                                                                • Figure 25: Interest in product benefits, by household income, November 2009
                                                                            • Acceptance of Product Claims

                                                                              • Women and younger respondents more likely to believe product claims
                                                                                • Figure 26: Belief in product claims, by gender and age, November 2009
                                                                            • Seeking Multifunctional Products

                                                                              • Key points
                                                                                • Men, younger respondents more interested in multifunctional products
                                                                                  • Figure 27: Interest in multifunctional benefits, by gender and age, November 2009
                                                                                  • Figure 28: Interest in multifunctional benefits, by household income, November 2009
                                                                              • Product Claims Sought for Toiletries and Cosmetics

                                                                                • Key points
                                                                                  • Women prefer “dermatologist tested”; men prefer “clinically tested”
                                                                                    • Figure 29: Attitudes towards toiletries and cosmetics, by gender and age, November 2009
                                                                                    • Figure 30: Attitudes towards toiletries and cosmetics, by household income, November 2009
                                                                                • Attitudes Towards Toiletries and Cosmetics

                                                                                  • Key points
                                                                                    • Respondents split over the importance of brand name in toiletries
                                                                                      • Figure 31: Attitudes towards toiletries and cosmetics, by gender and age, April 2008-June 2009
                                                                                  • Where Consumers Shop for BPC Items

                                                                                    • Key points
                                                                                      • Most shop at mass stores for cosmetics
                                                                                          • Figure 32: Purchase locations for cosmetics, by gender and age, April 2008-June 2009
                                                                                          • Figure 33: Purchase locations for cosmetics, by household income, April 2008-June 2009
                                                                                      • Impact of Race/Hispanic Origin

                                                                                        • Key points
                                                                                          • Recession concerns for oral care, shampoo/conditioner, deodorant, and shaving, by race/Hispanic origin
                                                                                            • Figure 34: Recession concerns for oral care, shampoo/conditioner, deodorant and shaving, by race/Hispanic origin, November 2009
                                                                                          • Recession concerns for body soap/shower gels, hand soap and body/hand lotion, by race/Hispanic origin
                                                                                            • Figure 35: Recession concerns for body soap/shower gels, hand soap and body/hand lotion, by race/Hispanic origin, November 2009
                                                                                          • Recession concerns for sun protection/block, sunless tanners and insect repellent, by race/Hispanic origin
                                                                                            • Figure 36: Recession concerns for sun protection/block, sunless tanners and insect repellent, by race/Hispanic origin, November 2009
                                                                                          • Recession concerns for facial cleansers, facial moisturizers and acne care
                                                                                            • Figure 37: Recession concerns for facial cleansers, facial moisturizers and acne care, by gender and age, November 2009
                                                                                          • Recession concerns for hair spray/styling products, lip balm and nail care products, by race/Hispanic origin
                                                                                            • Figure 38: Recession concerns for hair spray/styling products, lip balm and nail care products, by race/Hispanic origin, November 2009
                                                                                          • Recession concerns for anti-aging, day cream and night cream face products, by race/Hispanic origin
                                                                                            • Figure 39: Recession concerns for anti-aging, day cream and night cream face products, among women, by race/Hispanic origin, November 2009
                                                                                          • Recession concerns for sanitary protection, by race/Hispanic origin
                                                                                            • Figure 40: Recession concerns for feminine protection, among women, by race/Hispanic origin, November 2009
                                                                                          • Interest in clinical studies, by race/Hispanic origin
                                                                                            • Figure 41: Interest in clinical studies, by race/Hispanic origin, November 2009
                                                                                          • Seeking multifunctional products, by race/Hispanic origin
                                                                                            • Figure 42: Interest in multifunctional benefits, by gender and age, November 2009
                                                                                          • Attitudes towards toiletries and cosmetics, by race/Hispanic origin
                                                                                            • Figure 43: Attitudes towards toiletries and cosmetics, by gender and age, April 2008-June 2009
                                                                                          • Where consumers discount shop for cosmetics, by race/Hispanic origin
                                                                                            • Figure 44: Purchase locations for cosmetics, by gender and age, April 2008-June 2009
                                                                                        • Market Factors

                                                                                          • Key points
                                                                                            • Recession impact results in personal care trade-downs, some of which could be permanent
                                                                                              • Figure 45: Trading down to less expensive brands/private label, November 2009
                                                                                              • Figure 46: Purchase locations for cosmetics, April 2008-June 2009
                                                                                            • Shifting female demographics impact the market
                                                                                              • Figure 47: U.S. female population, by age, 2005-15
                                                                                            • Teen population growth negatively impacts the market
                                                                                              • Figure 48: U.S. population by age, 2004-14
                                                                                          • Leading Companies

                                                                                            • Key points
                                                                                              • Skincare
                                                                                                • Cleansers
                                                                                                  • Cosmetics/nail care
                                                                                                    • Oral care
                                                                                                      • Deodorant
                                                                                                          • Figure 49: Leading BPC companies 2010
                                                                                                      • Newest BPC Finds

                                                                                                        • Multifunctional products represent BPC value in recession
                                                                                                          • Organic/natural ingredients/cruelty-free gains further popularity
                                                                                                            • Anti-aging products
                                                                                                              • New active ingredients
                                                                                                              • Cluster Analysis

                                                                                                                  • Negative Neds
                                                                                                                    • Who they are
                                                                                                                      • Opportunity
                                                                                                                        • Open Olivias
                                                                                                                          • Who they are
                                                                                                                            • Opportunity
                                                                                                                              • Believing Bettys
                                                                                                                                • Who they are
                                                                                                                                  • Opportunity
                                                                                                                                    • Cluster characteristics
                                                                                                                                      • Figure 50: Beauty and personal care clusters, November 2009
                                                                                                                                      • Figure 51: Interest level of specific product benefits, by beauty and personal care clusters, November 2009
                                                                                                                                      • Figure 52: Confidence in product claims, by beauty and personal care clusters, November 2009
                                                                                                                                      • Figure 53: Importance of multifunctuional products, by beauty and personal care clusters, November 2009
                                                                                                                                    • Cluster demographics
                                                                                                                                      • Figure 54: Beauty and personal care clusters, by gender, November 2009
                                                                                                                                      • Figure 55: Beauty and personal care clusters, by age group, November 2009
                                                                                                                                      • Figure 56: Beauty and personal care clusters, by household income, November 2009
                                                                                                                                      • Figure 57: Beauty and personal care clusters, by race, November 2009
                                                                                                                                      • Figure 58: Beauty and personal care clusters, by Hispanic origin, November 2009
                                                                                                                                    • Cluster methodology
                                                                                                                                    • Custom Consumer Groups

                                                                                                                                      • Key points
                                                                                                                                        • Women become more brand loyal with age than men—for certain BPC items…
                                                                                                                                            • Figure 59: BPC brand loyalty among men and women, by younger vs. older respondents, November 2009
                                                                                                                                          • … and older women are more brand loyal than younger women—for certain beauty items
                                                                                                                                              • Figure 60: Beauty product brand loyalty among women, by younger vs. older respondents, November 2009
                                                                                                                                            • HHs with children prefer clinically tested products, regardless of marital status
                                                                                                                                                • Figure 61: Interest in clinical studies, by marital status and presence of children, November 2009
                                                                                                                                              • Skepticism about product claims increases with age among women
                                                                                                                                                  • Figure 62: Belief in product claims, by women and age, November 2009
                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                • Recession impact
                                                                                                                                                  • Figure 63: Recession concerns for oral care, shampoo/conditioner, deodorant, and shaving, by region, November 2009
                                                                                                                                                  • Figure 64: Recession concerns for body soap/shower gels, hand soap, and body/hand lotion, by region, November 2009
                                                                                                                                                  • Figure 65: Recession concerns for sun protection/block, sunless tanners and insect repellent, by region, November 2009
                                                                                                                                                  • Figure 66: Recession concerns for facial cleansers, facial moisturizers and acne care, by region, November 2009
                                                                                                                                                  • Figure 67: Recession concerns for hair spray/styling products, lip balm and nail care products, by gender and age, November 2009
                                                                                                                                                • Interest in clinical studies and product benefits
                                                                                                                                                  • Figure 68: Interest in clinical studies, by region, November 2009
                                                                                                                                                  • Figure 69: Interest in product benefits, by region, November 2009
                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                Companies Covered

                                                                                                                                                • American Academy of Dermatology
                                                                                                                                                • American Beauty Association
                                                                                                                                                • Avon USA
                                                                                                                                                • Beiersdorf, Inc. (USA)
                                                                                                                                                • Burt's Bees Inc.
                                                                                                                                                • Chattem, Inc.
                                                                                                                                                • Church & Dwight Co. Inc
                                                                                                                                                • Clarins USA
                                                                                                                                                • Colgate-Palmolive Company
                                                                                                                                                • Costco Wholesale Corporation
                                                                                                                                                • CVS Caremark Corporation
                                                                                                                                                • Dial Corporation, The
                                                                                                                                                • Dillard's, Inc
                                                                                                                                                • Facebook, Inc.
                                                                                                                                                • Food and Drug Administration
                                                                                                                                                • Galderma Laboratories, L.P.
                                                                                                                                                • GlaxoSmithKline (USA)
                                                                                                                                                • Global Gillette
                                                                                                                                                • Greenfield Online
                                                                                                                                                • Grocery Manufacturers of America (GMA)
                                                                                                                                                • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                                                                • Jergens Naturals
                                                                                                                                                • Johnson & Johnson
                                                                                                                                                • Kao Brands Company
                                                                                                                                                • Kmart Corporation
                                                                                                                                                • L'Oréal USA
                                                                                                                                                • Macy's, Inc.
                                                                                                                                                • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                • National Basketball Association
                                                                                                                                                • National Cosmetology Association (NCA)
                                                                                                                                                • Neutrogena Corporation
                                                                                                                                                • Nivea
                                                                                                                                                • Nordstrom
                                                                                                                                                • NV Perricone MD
                                                                                                                                                • Olay Company, Inc.
                                                                                                                                                • Personal Care Products Council
                                                                                                                                                • Procter & Gamble Company (The)
                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                • Revlon USA
                                                                                                                                                • Society of Cosmetic Chemists (SCC)
                                                                                                                                                • Target Corporation
                                                                                                                                                • The Cosmetic Toiletry & Perfumery Association Limited (UK)
                                                                                                                                                • Twitter, Inc.
                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                • Unilever USA
                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                • Women's Wear Daily (WWD)

                                                                                                                                                The Beauty and Personal Care Consumer - US - January 2010

                                                                                                                                                US $3,995.00 (Excl.Tax)