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The Beauty Consumer - US - March 2016

"The beauty category showed positive growth from 2010-15 and is projected to see continued gains. Looking forward, key demographic groups include Millennials and Hispanics. Nurturing and expanding the Beauty Enthusiasts segment will also be important for product and market growth. Capitalizing on Enthusiasts’ interest in experimentation, trends, free samples, and online reviews can help generate or boost sales. In-store, online, wearable, and mobile technologies all offer potentially powerful tools to engage, educate, and orient today’s beauty consumer."
- Shannon Romanowski, Category Manager - Health, Household, Beauty & Personal Care

This report discusses the following key topics:

  • Market is growing, but fragmented and highly competitive
  • Demographic trends offer mixed results for the market 
  • Most women show moderate investment in the category

This Report covers a broad range of products within the beauty market. For the purposes of this Report, Mintel has defined the beauty market as follows:

  • Haircare
  • Facial skincare
  • Color cosmetics
  • Nail color and care
  • Fragrances
  • Hair appliances
  • Skincare devices

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Market is growing, but fragmented and highly competitive
            • Figure 1: Share of beauty market sales, by category, 2014
          • Demographic trends offer mixed results for the market
            • Figure 2: Any beauty product usage, by age, January 2016
          • Most women show moderate investment in the category
            • Figure 3: Time spent on beauty routine, skill level, experimentation, and brand type, January 2016
          • The opportunities
            • Enthusiasts comprise a dynamic consumer segment
              • Figure 4: Regular usage of beauty products, by all and Beauty Enthusiasts, January 2016
            • Engage Millennials with technology and omnichannel approach
              • Figure 5: Sources of information, by generation, January 2016
            • Positive attitudes toward shopping is widespread, but choice is overwhelming
              • Figure 6: Attitudes toward brands and shopping, any agree, by all and Beauty Enthusiasts, January 2016
            • What it means
            • The Market – What You Need to Know

              • Nearly one in three women are Beauty Enthusiasts
                • Beauty market continues to grow
                  • Plethora of products and brands are sold through wide range of channels
                    • Economic growth, population trends, and natural products drive market
                    • Beauty Segments

                      • Three segments: Beauty Enthusiast, Occasional Beauty, and Basic Beauty
                        • Beauty Enthusiast
                          • Occasional Beauty
                            • Basic Beauty
                              • Beauty Enthusiasts are the most avid, engaged consumers
                                • Figure 7: Beauty Enthusiast – CHAID output, January 2016
                              • Occasional Beauty consumers make up largest segment
                                • Figure 8: Occasional Beauty– CHAID output, January 2016
                              • Basic Beauty consumers are least invested in the category
                                • Figure 9: Basic Beauty– CHAID output, January 2016
                                • Figure 10: Beauty segments – CHAID output, January 2016
                              • CHAID analysis methodology
                              • Market Perspective

                                • Beauty and personal care market is growing, topping $46 billion in 2015
                                  • Figure 11: Total US retail sales and forecast of beauty products, at current prices, 2010-20
                                • In narrowly defined beauty market, color cosmetics is largest segment
                                  • Figure 12: Share of beauty market sales, by category, 2014
                                • Fashion trends and experimentation propel the largest segment: Color cosmetics
                                  • Haircare benefits from high levels of penetration, regular use
                                    • In facial skincare, sales growth of anti-aging products slows and evolves
                                      • Nail color, currently off-trend, sees growth lag relative to the beauty market as a whole
                                        • In fragmented retail landscape, drug stores and online retailers grow share
                                        • Market Factors

                                          • Improving economy underpins greater spending on beauty products
                                            • Figure 13: Regular use of beauty products, by household income, January 2016
                                          • Growth in female population should propel market growth
                                            • Figure 14: Female population by age, 2010-20
                                          • Hispanic population will be vital to market through 2020 and beyond
                                            • Figure 15: Population by race and Hispanic origin, 2010-20
                                        • Key Players – What You Need to Know

                                          • Multichannel marketing for Millennials and subscription services
                                            • Department stores struggle to grow, some larger brands stagnate
                                              • New ways to engage consumers with technology in-store and via apps
                                              • What’s Working?

                                                • Multichannel, trend-focused approach to engaging with Millennials
                                                  • Subscription services with samples and curated selections
                                                    • Gentle, organic, and natural beauty products
                                                        • Figure 16: Select beauty products with mild formulations and natural claims, 2015
                                                      • Products, marketing, and spokespeople for diverse users
                                                        • Figure 17: Revlon, Choose Love campaign, 2016
                                                        • Figure 18: Sephora Milk Make-up tutorial, 2016
                                                    • What’s Struggling?

                                                      • Department stores struggle to maintain share
                                                        • Larger brands command major shares, but are stagnating
                                                        • What’s Next?

                                                          • Interactive and virtually integrated retail channels
                                                            • Mobile apps for information, customization, and experimentation
                                                              • Skincare products for Gen X and Boomer women
                                                                • Asian skincare trends offer new usage occasions, benefits
                                                                • The Consumer – What You Need to Know

                                                                  • Beauty Enthusiasts show deep investment in the category
                                                                    • Millennials are engaged, look online for inspiration and information
                                                                      • Hispanic women, while often invested, demand high value propositions
                                                                        • Customers weigh range of factors, seek information from other users
                                                                          • Tutorials, mobile apps, and personal style focus may build market
                                                                          • Product Usage

                                                                            • Regular usage highest for haircare, skincare, and make-up
                                                                              • Figure 19: Any and regular usage of beauty products, January 2016
                                                                            • Regular usage of products escalates among Beauty Enthusiasts
                                                                              • Figure 20: Regular usage of beauty products, by all and Beauty Enthusiasts, January 2016
                                                                            • Millennials and Gen-Xers use wide range of products
                                                                              • Baby Boomers use fewer products, show less category engagement
                                                                                  • Figure 21: Regular usage of beauty products, by generation, January 2016
                                                                                • Hispanics over index for usage of full range of beauty products
                                                                                    • Figure 22: Regular usage of beauty products, by race and Hispanic origin, January 2016
                                                                                • Time Spent, Skills, Experimentation, and Brand Choice of Beauty Shoppers

                                                                                  • The majority of women show moderate levels of engagement
                                                                                      • Figure 23: Time spent on beauty routine, skill level, experimentation, and brand type, January 2016
                                                                                    • Time, skill, experimentation, and brand engagement shape segments
                                                                                      • Figure 24: Time spent and skill level, by segment, January 2016
                                                                                      • Figure 25: Experimentation and brand, by segment, January 2016
                                                                                    • Millennials spend more time, experiment more frequently
                                                                                      • Figure 26: Time spent and skill level, by generation, January 2016
                                                                                      • Figure 27: Experimentation and brand, by generation, January 2016
                                                                                    • Hispanic women strongly engaged, use mass brands
                                                                                      • Figure 28: Time spent and skill level, by race and Hispanic origin, January 2016
                                                                                      • Figure 29: Experimentation and brand, by race and Hispanic origin, January 2016
                                                                                  • Purchase Influencers

                                                                                    • Benefit, ease of use, and brand are top purchase influencers
                                                                                      • Many women rely on familiar products and brands
                                                                                        • Samples and promotions can bring in new users
                                                                                          • Packaging is a secondary factor, but can spark interest
                                                                                              • Figure 30: Purchase influencers, any rank, by all and Beauty Enthusiasts, January 2016
                                                                                            • Beauty Enthusiasts seek out benefits
                                                                                              • Figure 31: Purchase influencers, any rank, by segment, January 2016
                                                                                            • Product benefit is an especially important influencer for Boomers
                                                                                              • Figure 32: Purchase influencers, any rank, by generation, January 2016
                                                                                            • For Hispanics, brand is most widely cited influencer
                                                                                              • Figure 33: Purchase influencers, any rank, by race and Hispanic origin, January 2016
                                                                                          • Sources of Information

                                                                                            • Information and reviews inspire purchases
                                                                                                • Figure 34: Sources of information, by all and Beauty Enthusiasts, January 2016
                                                                                              • Enthusiasts devote time to exploring a range of sources
                                                                                                • Figure 35: Sources of information, by segment, January 2016
                                                                                              • YouTube and social media are key sources for Millennials
                                                                                                • Figure 36: Sources of information, by generation, January 2016
                                                                                              • Hispanics use a range of sources
                                                                                                • Figure 37: Sources of information, by race and Hispanic origin, January 2016
                                                                                            • Shopping for Beauty Products

                                                                                              • Most users turn to a range of brands, suggesting opportunity
                                                                                                  • Figure 38: Shopping for beauty products, agree, by all and Beauty Enthusiasts, January 2016
                                                                                                • Enthusiasts research extensively, in-store and online
                                                                                                  • Figure 39: Shopping for beauty products, select statements, by segment, January 2016
                                                                                                • Millennials find information from wide range of sources
                                                                                                    • Figure 40: Shopping for beauty products, select statements, by generation, January 2016
                                                                                                  • Hispanics often shop for beauty products as part of household purchase
                                                                                                    • Figure 41: Shopping for beauty products, select statements, by race and Hispanic origin, January 2016
                                                                                                • Attitudes toward Beauty Products

                                                                                                  • Positive attitudes are widespread, but choice overwhelming
                                                                                                      • Figure 42: Attitudes toward brands and shopping, any agree, by all and Beauty Enthusiasts, January 2016
                                                                                                    • Self-esteem, personal style, and looking youthful drive interest
                                                                                                        • Figure 43: Attitudes toward beauty regimen and trends, any agree, by all and Beauty Enthusiasts, January 2016
                                                                                                      • Enthusiasts find pleasure in shopping, sampling, and beauty routine
                                                                                                        • Figure 44: Attitudes toward brands and shopping, any agree, by segment, January 2016
                                                                                                        • Figure 45: Attitudes toward beauty regimen and trends, any agree, by segment, January 2016
                                                                                                      • Millennials more likely to take pleasure in following trends, shopping
                                                                                                        • Figure 46: Attitudes toward brands and shopping, any agree, by generation, January 2016
                                                                                                        • Figure 47: Attitudes toward beauty regimen and trends, any agree, by generation, January 2016
                                                                                                      • Hispanic women show positive attitudes, but resist paying for top brands
                                                                                                        • Figure 48: Attitudes toward brands and shopping, any agree, by race and Hispanic origin, January 2016
                                                                                                        • Figure 49: Attitudes toward beauty regimen and trends, any agree, by race and Hispanic origin, January 2016
                                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                                      • Data sources
                                                                                                        • Sales data
                                                                                                          • Consumer survey data
                                                                                                            • Consumer qualitative research
                                                                                                              • Abbreviations and terms
                                                                                                                • Abbreviations
                                                                                                                  • Terms
                                                                                                                  • Appendix – Market

                                                                                                                      • Figure 50: Consumer Confidence, 2010-15
                                                                                                                      • Figure 51: Total US retail sales and forecast of beauty products, at current prices, 2010-20

                                                                                                                  Companies Covered

                                                                                                                  • Walmart Stores (USA)

                                                                                                                  The Beauty Consumer - US - March 2016

                                                                                                                  £3,199.84 (Excl.Tax)