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Description

Description

"High penetration of category staples combined with long purchase cycles creates challenges in growing the market. To compete in this space, brands must offer additional benefits or claims to stand out to consumers. Social media and influencer collaborations present opportunities for players in this space. By tapping into macro-consumer trends such as sustainability and self-care, brands have the opportunity to develop products that drive engagement among existing users, in addition to attracting new consumer bases."
- Clare Hennigan, Senior Beauty & Personal Care Analyst

This Report will cover the following areas:

  • Niche demographics present opportunity for hair accessory brands
  • Fashion trends and influencer collaborations drive decorative hair accessory engagement
  • Shower accessories with spa connotations resonate with consumers
  • Bath and shower accessories with eco-intentions present opportunity
  • Minimalism and anti-excess movements challenge BPC accessories
  • Women seek cruelty-free makeup brushes

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Top takeaways
            • Niche demographics present opportunity for hair accessory brands
              • Figure 1: Usage of hair accessories, by race and Hispanic origin, September 2019
            • Fashion trends and influencer collaborations drive decorative hair accessory engagement
              • Figure 2: Select behaviors toward decorative hair accessories, by age, September 2019
            • Shower accessories with spa connotations resonate with consumers
              • Figure 3: Bathing/shower accessories are relaxing, by gender, September 2019
            • Bath and shower accessories with eco-intentions present opportunity
              • Figure 4: Interest in eco-friendly soap and shower accessories – Any use or interest, September 2019
            • Minimalism and anti-excess movements challenge BPC accessories
              • Women seek cruelty-free makeup brushes
                • Figure 5: Select makeup brush behaviors – I do this, by age, September 2019
              • What it means
              • The Market – What You Need to Know

                • Built-in applicator tools challenge makeup brushes
                  • Hair accessory usage mimics runway trends
                    • Anti-excess movements place pressure on BPC accessories
                    • Market Perspective

                      • Consumers are sticking it to makeup brushes
                        • Figure 6: Consumers are sticking it to makeup brushes – video clip
                        • Figure 7: Interest in multitasking makeup innovations – Any use and any interest, September 2019
                      • Shower accessories offer opportunity to enhance self-care rituals
                        • Figure 8: Interest in bath accessories that help relax – Any use and any interest, September 2019
                      • Runway trends and VSCO girls influence hair accessory usage
                      • Market Factors

                        • Anti-excess and minimalist trends disrupt beauty influencing
                          • Man hair, don’t care
                          • Key Players – What You Need to Know

                            • Conair leads among MULO players
                              • Haircare accessories appeal to niche audiences
                                • Makeup brush brands see success with eco claims
                                  • Consumers want more, while using less
                                  • Company and Brand Sales of Beauty and Personal Care Accessories

                                    • Conair continues to dominate hair accessories, but competition increases
                                      • Paris Presents and JA Cosmetics lead the makeup brush market, but struggle to grow
                                        • Sales of beauty and personal care accessories by company
                                          • Figure 9: Multi-outlet sales of beauty and personal care accessories, by leading companies, rolling 52 weeks 2018 and 2019
                                      • What’s Working

                                        • JoJo’s Bows bolster market
                                          • Figure 10: Multi-outlet sales of beauty and personal care accessories, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                        • Specialty hair accessories for Black women garner appeal
                                          • Figure 11: Multi-outlet sales of select hair accessories, by companies and brands, rolling 52 weeks 2018 and 2019
                                        • Brand spotlight: Grace Eleyae
                                          • Functional alternatives to traditional hair staples drive growth
                                            • Figure 12: MULO sales of invisibobble, 52 weeks ending September 8, 2019
                                          • Spa qualities in bath products resonate with consumers
                                            • Figure 13: Multi-outlet sales of select bath/body scrubbers/massagers, by companies and brands, rolling 52 weeks 2018 and 2019
                                        • What’s Struggling

                                          • Legacy brands fail to meet trend-spectations
                                            • Competition stagnates growth for mass makeup brush brands
                                            • What to Watch

                                              • Disability inclusive BPC accessories
                                                • Cleansing rituals do more, while using less
                                                • The Consumer – What You Need to Know

                                                  • Most consumers use basic bath accessories
                                                    • Younger women express interest in alternative hair accessories, Black women have niche preferences
                                                      • The majority of women use more than one makeup brush
                                                        • Mass retailers remain top shopping destination, but online and specialty retailers pick up speed
                                                          • Makeup brushes with cruelty-free claims are a must
                                                            • Trendy hair accessories are on the rise
                                                              • Bath and shower accessories are viewed as relaxing
                                                                • Shower accessories with water conservation claims spark interest
                                                                • Usage of Bath and Shower Accessories

                                                                  • Majority of consumers stick to the basics
                                                                    • Figure 14: Usage of bath and shower accessories, September 2019
                                                                  • Accessories with spa connotations appeal to women
                                                                    • Exfoliation tools can fuel growth
                                                                      • Implications could get hairy
                                                                        • Figure 15: Usage of bath and shower accessories, by gender, September 2019
                                                                      • Race influences product preference
                                                                        • Figure 16: Usage of bath and shower accessories, by race and Hispanic origin, September 2019
                                                                    • Hair Accessories Usage

                                                                      • Traditional hair accessories are most commonly used
                                                                        • Figure 17: Usage of hair accessories, September 2019
                                                                      • Women aged 18-34 seek alternative styles
                                                                        • Figure 18: Usage of hair accessories, by age, September 2019
                                                                      • Hispanics and Asian adults overindex for hair accessories, Black adults have niche preferences
                                                                        • Figure 19: Usage of hair accessories, by race and Hispanic origin, September 2019
                                                                    • Makeup Accessories Usage

                                                                      • Dry products require brush usage
                                                                        • Figure 20: Usage of makeup brushes, September 2019
                                                                      • Engagement swings high and low, but most consumers fall in the middle
                                                                        • Figure 21: Repertoire analysis of makeup brush usage, September 2019
                                                                      • Younger consumers drive engagement
                                                                        • Figure 22: Usage of makeup brushes, by age, September 2019
                                                                      • Black women use fewer makeup accessories
                                                                        • Figure 23: Usage of makeup brushes, by race and Hispanic origin, September 2019
                                                                    • Retailers Shopped

                                                                      • Mass merchandisers remain top shopping destination
                                                                        • Figure 24: Retailers shopped, September 2019
                                                                      • Online and specialty retailers pick up speed
                                                                        • Figure 25: Retailers shopped, by year, September 2019 and April 2017
                                                                      • Men shop where it is convenient, women prefer variety
                                                                        • Figure 26: Retailers shopped, by gender, September 2019
                                                                      • Shopping behaviors by age mirror usage
                                                                        • Figure 27: Retailers shopped, by age, September 2019
                                                                      • Hispanic consumers seek variety, Asian consumers seek quality
                                                                        • Figure 28: Retailers shopped, by race and Hispanic origin, September 2019
                                                                    • Behaviors toward Makeup Brushes

                                                                      • Most women wash their makeup brushes regularly
                                                                        • Figure 29: Makeup brush behaviors, September 2019
                                                                      • Cruelty-free claims are a must for makeup brush brands that promote on social media
                                                                        • Figure 30: Behaviors toward makeup and decorative hair accessories – CHAID – Tree output, September 2019
                                                                        • Figure 31: Behaviors toward makeup and decorative hair accessories – CHAID – Table output, September 2019
                                                                        • Figure 32: Behaviors toward makeup and decorative hair accessories – CHAID – Table output, by age, September 2019
                                                                      • Methodology
                                                                        • Instagram and ethos are important to younger consumers
                                                                          • Lifestage influences makeup brush behavior
                                                                            • Figure 33: Makeup brush behaviors – I do this, by age, September 2019
                                                                          • Asian and Hispanic consumers are highly engaged
                                                                            • Figure 34: Makeup brush behaviors – I do this, by race and Hispanic origin, September 2019
                                                                        • Behaviors toward Decorative Hair Accessories

                                                                          • Basic hair accessories are common, but trendy styles are on the rise
                                                                            • Figure 35: Decorative hair accessories behaviors, September 2019
                                                                          • Special events drive purchases for most age groups, but everyday events can spur interest
                                                                            • Figure 36: Decorative hair accessories behavior – I do this, by age, September 2019
                                                                          • Hispanic consumers drive engagement for decorative hair accessories
                                                                            • Figure 37: Decorative hair accessories behavior – I do this, by race and Hispanic origin, September 2019
                                                                        • Attitudes toward Bathing and Traditional Hair Accessories

                                                                          • Eco-friendly exfoliating tools could replace body scrubs
                                                                            • Shower accessories offer added benefits
                                                                              • Figure 38: Attitudes toward personal care accessories, September 2019
                                                                            • Women focus on self-care, men seek functional benefits
                                                                              • Figure 39: Attitudes toward personal care accessories, by gender, September 2019
                                                                            • Regardless of age, most consumers feel similarly about shower accessories
                                                                              • Figure 40: Attitudes toward personal care accessories, by age, September 2019
                                                                          • Usage and Interest in Innovations

                                                                            • Water conservation innovations appeal to consumers
                                                                              • Fashionable and functional hair accessories are in demand
                                                                                • Figure 41: Usage and interest in innovations – Any use or interest, September 2019
                                                                              • Women are interested in preventing makeup mistakes
                                                                                • Figure 42: Usage and interest in innovations, September 2019
                                                                              • Multifunctional makeup challenges usage of brushes
                                                                                • Figure 43: Interest in multifunctional makeup and brushes, by age, September 2019
                                                                              • Interest in innovations by race mirror product usage
                                                                                • Figure 44: Interest in select innovations – Any use and any interest, by race and Hispanic origin, September 2019
                                                                            • Appendix – Data Sources and Abbreviations

                                                                              • Data sources
                                                                                • Sales data
                                                                                  • Consumer survey data
                                                                                    • Abbreviations and terms
                                                                                      • Abbreviations
                                                                                        • Terms

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