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“In search of impartial advice without pressure to purchase, BPC consumers are turning to the online channel for beauty and grooming advice and expertise. The COVID-19 outbreak will accelerate this shift as retailers placed their online services front and centre during the lockdown. Going forward, stores will continue to play an informative role in the BPC purchase journey, but there will be a need to leverage technology to ensure the in-store customer service proposition remain relevant in a post-COVID-19 world.”
– Samantha Dover, Senior Beauty and Personal Care Analyst, 18 May 2020

This report will look at the following areas:

  • The impact of COVID-19 on BPC research and purchase channels
  • Consumer perceptions of BPC influencers and educators
  • How COVID-19 will change consumer attitudes towards BPC influencers and educators
  • Factors that influence consumers’ trust in BPC advice and information
  • Consumer interaction with BPC content on social media.

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Products covered in this Report
        • Executive Summary

            • The market
              • Changing channel usage will impact influence
                • Older consumers remain under-served online
                  • Social media is becoming more fragmented
                    • A need to leverage online and offline presence
                      • The impact of COVID-19 on beauty influencers and educators
                        • Engagement with the online channel will increase
                          • Expertise will become more important
                            • Advice needs to reflect consumer sentiment
                              • Figure 1: Expected impact of COVID-19 on BPC influencers and educators in the short, medium and long term, May 2020
                            • The consumer
                              • Stores remain influential in BPC…
                                • Figure 2: Sources used for BPC information, by type of information accessed, March 2020
                              • …but perceptions of in-store advisors are mixed
                                • Figure 3: BPC influencer and educator correspondence analysis, March 2020
                              • Giving impartial advice is important
                                • Figure 4: Trust in BPC influencers and educators, March 2020
                              • Our peers are more influential on social media
                                • Figure 5: BPC influences on social media, March 2020
                              • Trust in social media content is low
                                • Figure 6: BPC social media behaviours, March 2020
                              • What we think
                              • The Impact of COVID-19 on Beauty Influencers and Educators

                                • Short, medium and long term impact
                                  • Figure 7: Expected impact of COVID-19 on BPC influencers and educators in the short, medium and long term, May 2020
                                • Short term
                                  • Medium term
                                    • Long term
                                      • Opportunities and threats
                                        • Time to strengthen the online experience
                                          • In-store services will also need to be elevated
                                            • Striking the right tone will be more challenging
                                              • Impact on the market
                                                • Marketing expenditure will be disrupted
                                                  • Brands and retailers will be faced with limited resources
                                                    • Figure 8: Cult Beauty Instagram Stories Content, May 2020
                                                  • Marketing efforts have pivoted in response to demand
                                                    • Figure 9: Charlotte Tilbury Instagram Post, May 2020
                                                  • An increase in professional content
                                                    • Figure 10: Josh Wood Instagram Post, May 2020
                                                  • Cutting through the noise will be challenging
                                                    • Shifts in consumer behaviour
                                                      • Spend has not significantly changed
                                                        • Figure 11: Changes in spending habits, 7th May - 14th May 2020
                                                      • Use of the online channel will grow
                                                        • Figure 12: Changes in shopping habits, 7-14 May 2020
                                                      • Influence will also shift online
                                                        • Figure 13: John Lewis Homepage, May 2020
                                                      • Consumers react to social media content
                                                        • Figure 14: Chiara Ferragni Instagram Post, March 2020
                                                      • Scientific expertise will gain popularity
                                                        • Figure 15: Victoria Beckham Skincare Product Page, May 2020
                                                      • Use of online BPC tools will increase
                                                        • Figure 16: Participation in online beauty/grooming activities, August 2019
                                                      • An emphasis on wellbeing and DIY skills will resonate
                                                        • Figure 17: FaceGym Instagram Post, May 2020
                                                      • Impact on key consumer segments
                                                        • Young consumers most likely to increase spending
                                                          • Figure 18: Changes in BPC spending, by age, 7-14 May 2020
                                                        • Parents will be time-pressed
                                                          • Figure 19: allbeauty Homepage, May 2020
                                                        • Older consumers will embrace online
                                                          • Figure 20: Consumers who have increased the amount of shopping they do online, by age and gender, 7-14 May 2020
                                                        • How a COVID-19 recession will reshape the market
                                                          • Content will need to reflect consumer sentiment
                                                            • Recognising how demand will shift will be imperative
                                                              • Prestige brands need to rethink communication
                                                                • COVID-19: Market context
                                                                • Issues and Insights

                                                                  • COVID-19 drives online influence
                                                                    • The facts
                                                                      • The implications
                                                                        • Authenticity will stand out in a post-COVID-19 world
                                                                          • The facts
                                                                            • The implications
                                                                            • The Market – What You Need to Know

                                                                              • Target older consumers with more relevant content
                                                                                • Influence is shifting, and COVID-19 will further drive this trend
                                                                                  • Brands need to choose influencer partners cautiously
                                                                                    • Retailers are finding new ways to connect with consumers
                                                                                      • Changes in social media will impact BPC influencers
                                                                                      • Market Drivers

                                                                                        • Older consumers need more representation
                                                                                          • Figure 21: Trends in the age structure of the UK population, 2016-26
                                                                                        • Brand expertise is driven by longevity in the market
                                                                                          • Figure 22: Top brands in the BPC sector, by agreement with “Expert”, November 2017-July 2019
                                                                                        • Changing channel usage will impact influence
                                                                                          • Figure 23: How beauty and personal care items were purchased in the last 12 months, October 2019
                                                                                        • COVID-19 will encourage online engagement
                                                                                          • Stores continue to influence what people buy online
                                                                                            • Figure 24: Sources of research when buying beauty/grooming products online, August 2019
                                                                                          • Social media can be used to reach most consumers
                                                                                            • Figure 25: Social media networks used in the last 3 months, March 2020
                                                                                          • Consumers are taking a digital detox
                                                                                            • Figure 26: Consumer agreement with the statement “I have cut down my social media use in the last 12 months”, by age and gender, March 2019
                                                                                          • Influencers are more powerful in other sectors
                                                                                            • Figure 27: Purchases/activities prompted by social media influencers, April 2019
                                                                                          • Harnessing influencers can strengthen brand image
                                                                                            • Figure 28: Attitudes towards influencers on social media, November 2019
                                                                                          • Conscious consumers will shape the online conversation
                                                                                            • Figure 29: Consideration of company/brand ethics when making a purchase, by retail sector, January 2019
                                                                                        • Innovation and Launch Activity

                                                                                          • TikTok comes to the forefront of social marketing
                                                                                            • Magazines adapt to life after print
                                                                                              • Retailers up the ante on in-store advice
                                                                                                • Beauty events move online
                                                                                                  • Virtual customer service initiatives gain momentum
                                                                                                    • Figure 30: FaceGym PT, April 2020
                                                                                                  • The next generation of influencer collaborations
                                                                                                    • Brands are choosing professionals over influencers
                                                                                                      • Social media platforms continue to evolve
                                                                                                      • The Consumer – What You Need to Know

                                                                                                        • Consumers use a range of sources for BPC information
                                                                                                          • The importance of leveraging expertise
                                                                                                            • A need for non-pressurised advice
                                                                                                              • Consumers are looking to their peers on social media
                                                                                                                • Social media content is encouraging BPC spending
                                                                                                                • Sources of BPC Information

                                                                                                                  • Social content needs to be creative
                                                                                                                    • Figure 31: Sources used for BPC information, by type of information accessed, March 2020
                                                                                                                  • Stores remain important
                                                                                                                    • Figure 32: Sources used for BPC information, March 2020
                                                                                                                  • Consumers rely on multiple sources
                                                                                                                    • Figure 33: Repertoire of sources used for BPC information, by age, March 2020
                                                                                                                  • Time for more transparency
                                                                                                                    • Figure 34: Types of BPC information accessed, March 2020
                                                                                                                  • Some purchases are more involved
                                                                                                                    • Figure 35: Types of BPC information accessed, by products purchased, March 2020
                                                                                                                  • Indie brand buyers are more engaged
                                                                                                                    • Figure 36: Types of BPC information accessed, by brand preferences, March 2020
                                                                                                                • BPC Influencer and Educator Associations

                                                                                                                  • Influencers are entertaining but annoying
                                                                                                                    • Figure 37: BPC influencer and educator correspondence analysis, March 2020
                                                                                                                  • Professionals lead on knowledgeability
                                                                                                                    • Retailers need to position store staff differently
                                                                                                                      • Figure 38: BPC influencer and educator associations, March 2020
                                                                                                                    • Methodology
                                                                                                                    • Trust in BPC Influencers and Educators

                                                                                                                      • An aspirational appearance is low on the agenda
                                                                                                                        • Figure 39: Trust in BPC influencers and educators, March 2020
                                                                                                                      • It could be more challenging to build trust amongst men
                                                                                                                        • Figure 40: Trust in BPC influencers and educators, by gender, March 2020
                                                                                                                      • Non-pressurised advice is universally appealing
                                                                                                                        • Young consumers want advice to be relatable, but reliable
                                                                                                                          • Figure 41: Trust in BPC influencers and educators, by age, March 2020
                                                                                                                      • BPC Influences on Social Media

                                                                                                                        • Friends and family are influential
                                                                                                                          • Figure 42: BPC influences on social media, March 2020
                                                                                                                        • A lack of social media engagement amongst older consumers
                                                                                                                          • Figure 43: BPC influences on social media, by age, March 2020
                                                                                                                        • Young consumers inspired by a wide range of people
                                                                                                                          • Figure 44: Repertoire of BPC influences on social media, by age, March 2020
                                                                                                                        • New players challenge more established social media sites
                                                                                                                          • Figure 45: Any use of BPC influences on social media, by sites used in the last 3 months, March 2020
                                                                                                                      • BPC Social Media Behaviours

                                                                                                                        • Trust in social media BPC content is low
                                                                                                                          • Figure 46: BPC social media behaviours, March 2020
                                                                                                                        • Cancel culture takes hold
                                                                                                                          • Young people are following brands they don’t use
                                                                                                                            • Figure 47: BPC social media behaviours, by age, March 2020
                                                                                                                          • Target men with influencer-created products
                                                                                                                            • Figure 48: BPC social media behaviours, by gender, March 2020
                                                                                                                          • Instagram users are more engaged
                                                                                                                            • Figure 49: BPC social media behaviours, by social media networks used, March 2020
                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                            • Abbreviations
                                                                                                                              • Consumer research methodology

                                                                                                                              About the report

                                                                                                                              This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                              • The Consumer

                                                                                                                                What They Want. Why They Want It.

                                                                                                                              • The Competitors

                                                                                                                                Who’s Winning. How To Stay Ahead.

                                                                                                                              • The Market

                                                                                                                                Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                              • The Innovations

                                                                                                                                New Ideas. New Products. New Potential.

                                                                                                                              • The Opportunities

                                                                                                                                Where The White Space Is. How To Make It Yours.

                                                                                                                              • The Trends

                                                                                                                                What’s Shaping Demand – Today And Tomorrow.

                                                                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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