Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Personal Care Consumer Report - US - September 2012

Some questions answered in the US 'Personal Care Consumer Report' include:

  • What ingredients are consumers most interested in when shopping for beauty and personal care products?
  • What claims do consumers feel most confident in when purchasing beauty and personal care products?
  • What kinds of innovation are trending in the beauty and personal care market?
  • What sorts of recommendations and product tests most influence consumers?

The beauty and personal care consumer remains primarily feminine and continues to worry about aging, dry skin, and damaged hair. However, the market demographic appears to be shifting and new groups are looking for new products. Women as young as 25 show concern over aging and are looking for products to prevent wrinkles before they appear. Men continue to become more interested and involved in the market with 40% noting they are concerned about sensitive skin. Additionally, the social responsibility movement is pushing all consumers to think more critically about how their beauty and personal care products are made and whether the ingredients are good for them and good for the environment. Moving forward, brands will want to adjust and expand current product offerings and marketing practices to reach a widening and changing market.

This report provides an in-depth look at consumer attitudes toward personal care products, with a specific emphasis on skin and hair concerns, product ingredients, and product claims.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

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

                      • The market
                        • As target demographics shift, segment performance grows for acne and anti-aging products
                          • Figure 1: Sales of selected personal care products at current prices, 2007-11
                        • Consumers most likely to frequent mass merchandisers for beauty and personal care items
                          • Figure 2: Top five purchase locations, by gender, May 2012
                        • Market factors
                          • Millennials are key target demographic for beauty and personal care brands
                            • Figure 3: Attitudes toward appearance, all vs. those aged 25-34, May 2012
                            • Figure 4: Population share, by generation, 2012
                          • As Boomers age, demand for products may shift
                            • Figure 5: Awareness and use of product ingredients, all vs. females by age, May 2012
                            • Figure 6: Use of conditioner and hairstyling products, by gender and age, January 2011-March 2012
                          • The consumer
                            • Concerns differ at different lifestages
                              • Figure 7: Top five skin and hair concerns, by age, May 2012
                            • Consumers look for highest quality and best price
                              • Figure 8: Attitudes toward quality of beauty and personal care products, May 2012
                            • Consumers regard sustainable production practices as important
                              • Figure 9: Attitudes toward beauty and personal care products, environmental/social responsibility, by age, May 2012
                            • Respondents look for assurance that products are safe and not harsh
                              • Figure 10: Role of tests and claims in purchasing BPC products, May 2012
                            • Specialty retail shoppers are target consumer group
                              • Figure 11: Attitudes toward beauty and personal care shopping habits, by purchase locations, May 2012
                            • What we think
                            • Issues in the Market

                                • What ingredients are consumers most interested in when shopping for beauty and personal care products?
                                  • What claims do consumers feel most confident in when purchasing beauty and personal care products?
                                    • What kinds of innovation are trending in the beauty and personal care market?
                                      • What sorts of recommendations and product tests most influence consumers?
                                      • Insights and Opportunities

                                        • Key points
                                          • Use ingredients consumers already see as “good for you”
                                            • Broaden definition of sensitive skin
                                              • Make products cross-generational
                                                • Millennials are a key target demographic
                                                • Trend Application

                                                    • Trend: Who are the Joneses?
                                                      • Trend: Fauxthenticity
                                                        • 2015 Trend: Old Gold
                                                        • Market Factors

                                                          • Key points
                                                            • Most consumers use shampoo and use holds steady over five years
                                                              • Figure 12: Use of personal care products, February 2007-March 2012
                                                            • Segment performance decreases slightly for shampoo, grows for acne and anti-aging products
                                                              • Figure 13: Sales of selected personal care products at current prices, 2007-11
                                                            • Millennials show heightened interested in beauty and personal care products
                                                              • Figure 14: Population, by generation, 2012
                                                            • As Boomers age, demand for products may shift
                                                              • Figure 15: U.S. population aged 18 or older, by age, 2007-17
                                                            • Millennial men offer marketing opportunity
                                                              • Figure 16: Use of personal care products, by gender and age, January 2011-March 2012
                                                          • Beauty and Personal Care Purchase Locations

                                                            • Key points
                                                              • Mass merchandisers are go-to spot for personal care items
                                                                • Figure 17: Purchase locations, by gender, May 2012
                                                              • As respondents age, they are more likely to shop for personal care items at drug stores
                                                                • Figure 18: Purchase locations, by age, May 2012
                                                              • Those with incomes of $100K+ most likely to shop at specialty stores and department stores
                                                                • Figure 19: Purchase locations, by household income, May 2012
                                                            • Innovations and Innovators

                                                              • Key points
                                                                • Sustainable packaging
                                                                  • Natural and environmentally conscious messaging
                                                                    • Multitaskers
                                                                      • Preventive aging
                                                                      • Marketing Strategies

                                                                        • Overview of the brand landscape
                                                                          • Brand analysis: American Crew
                                                                            • Figure 20: Brand analysis of American Crew, 2012
                                                                          • Online initiatives
                                                                            • Brand analysis: L’Oréal Paris
                                                                              • Figure 21: Brand analysis of L’Oréal Paris, 2012
                                                                            • Online initiatives
                                                                              • TV presence
                                                                                • Figure 22: L’Oréal Paris, television ad, 2012
                                                                              • Brand analysis: Yes To
                                                                                • Figure 23: Brand analysis of brand, 2011
                                                                              • Online initiatives
                                                                              • Skin and Hair Concerns

                                                                                • Key points
                                                                                  • Women more likely to be concerned with most hair and skin issues; however, men also show concern
                                                                                    • Figure 24: Skin and hair concerns, by gender, May 2012
                                                                                  • Concerns change as respondents age
                                                                                    • Figure 25: Skin and hair concerns, by age, May 2012
                                                                                  • Concern over one issue increases likelihood of concern over other issues
                                                                                    • Figure 26: Skin and hair concerns, cross compared by issue, May 2012
                                                                                    • Figure 27: Skin and hair concerns, cross compared by issue, May 2012
                                                                                    • Figure 28: Skin and hair concerns, cross compared by issue, May 2012
                                                                                • Importance of Appearance

                                                                                  • Key points
                                                                                    • Grooming and professionalism go hand in hand
                                                                                      • Figure 29: Attitudes toward appearance, by gender, May 2012
                                                                                    • Respondents aged 25-34 show heightened interest in looking their best
                                                                                      • Figure 30: Attitudes toward appearance, by age, May 2012
                                                                                    • All income levels show similar levels of agreement over statements of appearance
                                                                                      • Figure 31: Attitudes toward appearance, by gender and income, May 2012
                                                                                  • Attitudes toward Quality and Private Label

                                                                                    • Key points
                                                                                      • Consumers are part skeptic and part sleuth, looking for the best quality and the best price
                                                                                        • Figure 32: Attitudes toward quality of beauty and personal care products, May 2012
                                                                                      • Respondents aged 25-34 likely to pay more for quality
                                                                                        • Figure 33: Attitudes toward quality of beauty and personal care products, by age, May 2012
                                                                                      • Regardless of gender or income, half agree private label works as well as branded
                                                                                        • Figure 34: Attitudes toward quality of beauty and personal care products, by gender and income, May 2012
                                                                                    • Beauty and Personal Care Shopping Habits

                                                                                      • Key points
                                                                                        • Respondents aged 25-34 likely to splurge and want to try new products
                                                                                          • Figure 35: Attitudes toward beauty and personal care shopping habits, by age, May 2012
                                                                                        • Women of all income brackets likely to buy beauty and personal care products on the spur of the moment
                                                                                          • Figure 36: Attitudes toward beauty and personal care shopping habits, by gender and income, May 2012
                                                                                      • Product Recommendations and Influence

                                                                                        • Key points
                                                                                          • Respondents aged 18-34 likely to be influenced by friends and family
                                                                                            • Figure 37: Attitudes toward beauty and personal care products, influence by age, May 2012
                                                                                          • Those earning $75K+ more likely to be influenced by all recommendation sources
                                                                                            • Figure 38: Attitudes toward beauty and personal care products, influence by gender and income, May 2012
                                                                                        • Importance of Environment/Social Responsibility

                                                                                          • Key points
                                                                                            • Half of respondents agree sustainable production is important
                                                                                              • Figure 39: Attitudes toward beauty and personal care products, environmental/social responsibility, by gender, May 2012
                                                                                            • Those aged 25-35 most likely to view sustainable practices as important
                                                                                              • Figure 40: Attitudes toward beauty and personal care products, environmental/social responsibility, by age, May 2012
                                                                                            • Women earning $75K+ are target market for products with sound environmental identity
                                                                                              • Figure 41: Attitudes toward beauty and personal care products, environmental/social responsibility, by gender and income, May 2012
                                                                                          • Awareness and Use of Product Ingredients

                                                                                            • Key points
                                                                                              • Consumers respond to ingredients they already know are “good for you”
                                                                                                • Figure 42: Awareness and use of product ingredients, May 2012
                                                                                              • One fourth of women aged 18-54 look for sulfate-free products
                                                                                                • Retinol makes a comeback
                                                                                                  • Women younger than 55 search out products with vitamins, antioxidants
                                                                                                    • Opportunity to educate consumers about silicone
                                                                                                      • Men aged 18-34 look for products with plant stem cells
                                                                                                        • Figure 43: Awareness and use of product ingredients, by gender and age, May 2012
                                                                                                    • Belief in Product Testing and Claims

                                                                                                      • Key points
                                                                                                        • Respondents unsure about significance of product tests
                                                                                                          • Figure 44: Attitudes toward beauty and personal care products, product testing, May 2012
                                                                                                        • Respondents aged 18-34 skeptical of company claims
                                                                                                          • Figure 45: Attitudes toward beauty and personal care products, product testing, by age, May 2012
                                                                                                        • Men earning $75K+ unlikely to believe product claims
                                                                                                          • Figure 46: Attitudes toward beauty and personal care products, product testing, by gender and income, May 2012
                                                                                                      • Role of Tests and Claims in Purchasing BPC Products

                                                                                                        • Key points
                                                                                                          • Respondents look for dermatologically, clinically tested, and hypoallergenic
                                                                                                            • Natural ingredients important to consumers
                                                                                                              • Figure 47: Role of tests and claims in purchasing BPC products, May 2012
                                                                                                            • Respondents with aging skin are tuned in to product claims
                                                                                                                • Figure 48: Role of tests and claims in purchasing BPC products, by beauty concern, May 2012
                                                                                                              • Those concerned with sensitive skin show confidence in dermatologically and clinically tested products
                                                                                                                • Figure 49: Role of tests and claims in purchasing BPC products, by beauty concern, continued, May 2012
                                                                                                            • Impact of Specific Claims on Use

                                                                                                              • Key points
                                                                                                                • Claims of sun protection and soft skin give consumers confidence
                                                                                                                  • Figure 50: Use of and attitudes toward products that claim to, May 2012
                                                                                                                • Double standard for men and women persists
                                                                                                                  • Figure 51: Use of and attitudes toward products that claim to, by gender, May 2012
                                                                                                                • Respondents concerned with acne want products that protect against sun and kill bacteria
                                                                                                                  • Figure 52: Use of and attitudes toward products that claim to, by concerns about acne and oily skin, May 2012
                                                                                                                • Those concerned with sun damage not as interested in products that fight aging
                                                                                                                  • Figure 53: Use of and attitudes toward products that claim to, by aging skin and sun concerns, May 2012
                                                                                                                • Sensitive skin means interest in many product claims
                                                                                                                  • Figure 54: Use of and attitudes toward products that claim to, by dry, sensitive, and reactive skin concerns, May 2012
                                                                                                              • Additional Claims and their Impact on Use

                                                                                                                • Key points
                                                                                                                  • General terms like “nourishing” inspire confidence
                                                                                                                    • Figure 55: Use of and attitudes toward products that claim to be, May 2012
                                                                                                                  • Women continue to be much more interested in and affected by product claims when compared to men
                                                                                                                    • Figure 56: Use of and attitudes toward products that claim to be, by gender, May 2012
                                                                                                                  • Those concerned with oily skin want products that exfoliate and are hypoallergenic
                                                                                                                    • Figure 57: Use of and attitudes toward products that claim to be, by concerns about acne and oily skin, May 2012
                                                                                                                  • Concern with aging skin and wrinkles correlates with interest in firming and moisturizing
                                                                                                                    • Figure 58: Use of and attitudes toward products that claim to be, by aging skin and sun concerns, May 2012
                                                                                                                  • Those concerned with sensitive skin confident in many claims
                                                                                                                    • Figure 59: Use of and attitudes toward products that claim to be, by dry, sensitive, and reactive skin concerns, May 2012
                                                                                                                • Race and Hispanic Origin

                                                                                                                  • Key points
                                                                                                                    • Black respondents correlate being well-groomed with professionalism and attractiveness
                                                                                                                      • Figure 60: Attitudes toward beauty and personal care products, appearance, by race/Hispanic origin, May 2012
                                                                                                                    • Asian respondents see higher price as mark of effectiveness
                                                                                                                      • Figure 61: Attitudes toward beauty and personal care products, quality, by race/Hispanic origin, May 2012
                                                                                                                    • Asian respondents the most likely to say they “splurge” on themselves
                                                                                                                      • Figure 62: Attitudes toward beauty and personal care shopping habits, by race/Hispanic origin, May 2012
                                                                                                                    • Asian respondents most likely to be influenced by recommendations
                                                                                                                      • Figure 63: Attitudes toward beauty and personal care products, influence by race/Hispanic origin, May 2012
                                                                                                                      • Figure 64: Attitudes toward beauty and personal care products, product testing, by race/Hispanic origin, May 2012
                                                                                                                    • Hispanic and Asian respondents interested in sustainable practices
                                                                                                                      • Figure 65: Attitudes toward beauty and personal care products, environment/social responsibility, by race/Hispanic origin, May 2012
                                                                                                                  • Cluster Analysis

                                                                                                                      • Figure 66: Target clusters, May 2012
                                                                                                                    • Cluster 1: Seekers
                                                                                                                      • Characteristics
                                                                                                                        • Opportunity
                                                                                                                          • Cluster 2: Uninvolved
                                                                                                                            • Characteristics
                                                                                                                              • Opportunity
                                                                                                                                • Cluster 3: Influencers
                                                                                                                                  • Characteristics
                                                                                                                                    • Opportunity
                                                                                                                                      • Cluster characteristic tables
                                                                                                                                        • Figure 67: Purchase locations, by target clusters, May 2012
                                                                                                                                        • Figure 68: Skin and hair concerns, by target clusters, May 2012
                                                                                                                                        • Figure 69: Role of tests and claims in purchasing BPC products, by target clusters, May 2012
                                                                                                                                        • Figure 70: Use of and attitudes toward products that claim to, by target clusters, May 2012
                                                                                                                                        • Figure 71: Use of and attitudes toward products that claim to be, by target clusters, May 2012
                                                                                                                                      • Cluster demographic tables
                                                                                                                                        • Figure 72: Target cluster, by demographics, May 2012
                                                                                                                                      • Cluster methodology
                                                                                                                                      • Custom Consumer Groups: Shopper Segmentation

                                                                                                                                        • Key points
                                                                                                                                          • Appearance
                                                                                                                                            • Specialty beauty retail shoppers likely to agree with importance of appearance statements
                                                                                                                                                • Figure 73: Attitudes toward appearance, by purchase locations, May 2012
                                                                                                                                              • Grocery store shoppers least likely to agree with appearance statements
                                                                                                                                                  • Figure 74: Attitudes toward appearance, by purchase locations, continued, May 2012
                                                                                                                                                • Quality
                                                                                                                                                  • Shoppers at specialty stores willing to pay more for quality
                                                                                                                                                    • Figure 75: Attitudes toward quality of beauty and personal care products, by purchase locations, May 2012
                                                                                                                                                  • Online shoppers appear to be brand loyal
                                                                                                                                                    • Figure 76: Attitudes toward quality of beauty and personal care products, by purchase locations, continued, May 2012
                                                                                                                                                  • Shopping habits
                                                                                                                                                    • Specialty retail, own brand, and department store shoppers likely to splurge
                                                                                                                                                        • Figure 77: Attitudes toward beauty and personal care shopping habits, by purchase locations, May 2012
                                                                                                                                                      • Online shoppers willing to splurge and buy on the spur of the moment
                                                                                                                                                        • Figure 78: Attitudes toward beauty and personal care shopping habits, by purchase locations, continued, May 2012
                                                                                                                                                      • Influence on product selection
                                                                                                                                                        • Mass merchandiser shoppers are influenced by friends and family
                                                                                                                                                          • Figure 79: Attitudes toward beauty and personal care products, influence by purchase locations, May 2012
                                                                                                                                                        • Those who shop at salons/spas/doctor’s offices influenced by professionals
                                                                                                                                                            • Figure 80: Attitudes toward beauty and personal care products, influence by purchase locations, continued, May 2012
                                                                                                                                                          • Environment/social responsibility
                                                                                                                                                            • Shoppers at mass merchandisers least likely to agree with sustainability statements
                                                                                                                                                                • Figure 81: Attitudes toward beauty and personal care products, environmental/social responsibility, by purchase locations, May 2012
                                                                                                                                                              • Online shoppers highly likely to agree with statements about sustainability
                                                                                                                                                                • Figure 82: Attitudes toward beauty and personal care products, environmental/social responsibility by purchase locations, continued, May 2012
                                                                                                                                                              • Product testing
                                                                                                                                                                • Own brand retail shoppers reassured by tests conducted by magazines
                                                                                                                                                                  • Figure 83: Attitudes toward beauty and personal care products, product testing, by purchase locations, May 2012
                                                                                                                                                                • Online shoppers look for third-party reassurance
                                                                                                                                                                  • Figure 84: Attitudes toward beauty and personal care products, product testing, by purchase locations, continued, May 2012
                                                                                                                                                              • Appendix—Other Useful Consumer Tables

                                                                                                                                                                  • Figure 85: Skin and hair concerns, May 2012
                                                                                                                                                                  • Figure 86: Attitudes toward beauty and personal care products, appearance May 2012
                                                                                                                                                                  • Figure 87: Attitudes toward beauty and personal care products, shopping habits, May 2012
                                                                                                                                                                  • Figure 88: Attitudes toward beauty and personal care products, influence, May 2012
                                                                                                                                                                  • Figure 89: Attitudes toward beauty and personal care products, environment/social responsibility May 2012
                                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                                Companies Covered

                                                                                                                                                                • American Crew, Inc.
                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                • L'Oréal USA
                                                                                                                                                                • MySpace.com
                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                Personal Care Consumer Report - US - September 2012

                                                                                                                                                                £3,199.84 (Excl.Tax)