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“Traditional experts such as in-store counter staff, make-up artists and dermatologists are the most trusted sources of information in BPC, suggesting that brands can do more to reassert the position of traditional experts. Social media influencers remain important, particularly to young women, however BPC shoppers are showing scepticism towards them suggesting that brands need to work harder to showcase genuine blogger/brand relationships.”
– Roshida Khanom, Associate Director BPC

This report looks at the following areas:

  • How influential are influencers?
  • Retail environments are crucial
  • Highlight the expert

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • The market
            • Targeting information to older people
              • Tightening budgets could drive a savvy shopper
                • Companies and brands
                  • Unilever takes a stand against influencer marketers
                    • The consumer
                      • Brand websites are important
                        • Figure 1: Sources of BPC information, June 2018
                      • Traditional experts are most trusted
                        • Figure 2: Trusted sources of BPC advice, June 2018
                      • Blogger fatigue…but not amongst young people
                        • Figure 3: Attitudes towards beauty bloggers/vloggers, June 2018
                      • Instagram is popular for beauty content
                        • Figure 4: Use of social media for BPC reasons, June 2018
                      • Following is for learning and inspiration
                        • Figure 5: Reasons for following a beauty brand/celebrity/blogger, June 2018
                      • What we think
                      • Issues and Insights

                        • How influential are influencers?
                          • The facts
                            • The implications
                              • Retail environments are crucial
                                • The facts
                                  • The implications
                                    • Highlight the expert
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Shifting the age discussion
                                            • Teens are influenced by their friends
                                              • Tightening budgets could drive a savvy shopper
                                                • Social media networks have varying levels of trust
                                                • Market Drivers

                                                  • Older people value face-to-face advice
                                                    • Figure 6: Trends in the age structure of the UK population, 2013-23
                                                  • Rise in teens could drive technology usage
                                                    • Household purses may tighten
                                                      • Figure 7: Trends in how respondents would describe their financial situation, June 2017 and June 2018
                                                    • Facebook gets some bad rep
                                                      • Figure 8: Correspondence analysis of social networks, April 2018
                                                      • Figure 9: Words associated with social networks, April 2018
                                                    • Snapchat remains popular amongst under-20s
                                                      • Instagram is cutting edge, whilst YouTube is informative
                                                        • Technology is used in-store
                                                          • Figure 10: Sources of brand/product information in the last six months, June 2017
                                                        • Print circulation is on the decline
                                                          • Personal care brands are considered expert
                                                            • Figure 11: Top ranking of brands in the BPC sector by agreement with ‘expert’, January 2015-November 2017
                                                          • Department stores remain relevant
                                                            • Figure 12: Attitudes towards department stores, February 2018
                                                          • Men need a helping hand
                                                            • Figure 13: Purchase of beauty and personal care products, by gender, June 2018
                                                        • Innovation and Promotion

                                                          • Social media influencers; moving beyond the numbers
                                                            • It’s all about the beauty brand websites
                                                              • Figure 14: L’Oréal’s ‘the science of beauty’, July 2018
                                                              • Figure 15: Olay live chat, July 2017
                                                            • Power to the people
                                                              • Retailers remain influential
                                                              • The Consumer – What You Need to Know

                                                                • Brand websites are an important source of information
                                                                  • In-store environments are essential
                                                                    • Traditional experts are trusted
                                                                      • Scepticism towards bloggers/vloggers
                                                                        • Visually-appealing products are important for social media
                                                                          • Following is for inspiration
                                                                          • Sources of BPC Information

                                                                            • Brand and product information is the most sought after
                                                                              • Figure 16: Sources of BPC information, June 2018
                                                                              • Figure 17: Into the gloss homepage, July 2018
                                                                            • Retail environments are essential
                                                                              • Consumers turn to social media for trends
                                                                                • Figure 18: Use of social media and in-store environments to search for information on latest beauty/grooming trends or how to use a new beauty/grooming product, by age, June 2018
                                                                            • Trusted Sources of BPC Advice

                                                                              • In-store counter staff are most trusted
                                                                                • Figure 19: Trusted sources of BPC advice, June 2018
                                                                              • Valuing traditional expertise
                                                                                • Figure 20: Murad skincare consultation, July 2017
                                                                              • Collaborating with experts
                                                                                • Representation matters
                                                                                  • Figure 21: Trust in make-up artists, bloggers/vloggers and beauty editors amongst women, by age, June 2018
                                                                              • Attitudes towards Beauty Bloggers/Vloggers

                                                                                • Blogger/vlogger fatigue
                                                                                  • Figure 22: Attitudes towards beauty bloggers/vloggers, June 2018
                                                                                • Sponsorship is confusing
                                                                                  • Too many collaborations
                                                                                    • Young women still value influencers
                                                                                    • Use of Social Media for BPC Reasons

                                                                                      • Instagram is popular for beauty content
                                                                                        • Figure 23: Use of social media for BPC reasons, June 2018
                                                                                        • Figure 24: Holographic packaging from Benefit Cosmetics, June 2017
                                                                                      • Pretty formulations are also important
                                                                                        • Figure 25: Dr. Jart+ water fuse hydro soothe eye gel, June 2018
                                                                                      • Celebrity following is high on Instagram and Snapchat
                                                                                        • Facebook and Twitter lag behind when it comes to beauty engagement
                                                                                          • Figure 26: Innocent drinks on Twitter, July 2018
                                                                                      • Reasons for Following a Brand/Celebrity/Blogger

                                                                                        • Following is for learning and inspiration
                                                                                          • Figure 27: Reasons for following a beauty brand/celebrity/blogger, by gender, June 2018
                                                                                        • Men look for entertainment
                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                            • Abbreviations
                                                                                              • Consumer research methodology

                                                                                              This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                              • Market

                                                                                                Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                              • Consumer

                                                                                                Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                              • Brand/Company

                                                                                                Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                              • Data

                                                                                                Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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

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