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Brand Overview: BPC - UK - January 2018

“The advancement of technology in the BPC sector means that brands are under more pressure to help consumers test, design and buy products on their own terms. Soon, the prospect of buying an off-the-shelf, one-size-fits-all product may become unpalatable to the most heavily engaged consumers, while even mainstream shoppers will start to expect a greater degree of customisation.”
– Richard Hopping, Senior Brand and Household Analyst

When it comes to Mintel’s brand research, the top scorers tend to be household names, based on heritage, widespread availability and marketing power. Colgate and Dove are the most widely-used BPC brands covered by Mintel’s research, for example, and they’re also well-trusted by consumers.

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Table of contents

  1. Overview

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

          • BPC Brand Leaders
            • Household names have the top score for usage
              • Figure 1: Top ranking of brands in the BPC sector by overall usage, January 2015 – November 2017
            • Colgate’s usage reflected in high proportion of trust
              • Figure 2: Top ranking of brands in the BPC sector by agreement with “A brand that I trust”, January 2015 – November 2017
            • Clinique represents something different
              • Figure 3: Top ranking of brands in the BPC sector by agreement with “A brand that is consistently high quality”, January 2015 – November 2017
            • Value is a nuanced concept
              • Figure 4: Top ranking of brands in the BPC sector by agreement with “A brand that offers good value”, January 2015 – November 2017
            • A glamourous image can boost satisfaction
              • Figure 5: Top ranking of brands in the BPC sector by satisfaction (Net of “Good” and ”Excellent” reviews), January 2015 – November 2017
            • More functional brands lead the way on recommendation
              • Figure 6: Top ranking of brands in the BPC sector by likely recommendation, January 2015 – November 2017
            • Brand preference in line with usage
              • Figure 7: Top ranking of brands in the BPC sector by agreement with “This is a favourite brand”, January 2015 – November 2017
            • Strong branding can create standout, even in a crowded market
              • Figure 8: Top ranking of brands in the BPC sector by differentiation (Net of agreement with “It’s a unique brand” and “It’s somewhat different from others”), January 2015 – November 2017
            • Social Responsibility in BPC
              • Dove’s Real Beauty campaigns influence reputation
                • Figure 9: Top ranking of brands in the BPC sector by agreement with “A brand that is socially responsible”, January 2015 – November 2017
              • Product-led initiatives lead to ethical image
                • Figure 10: Top ranking of brands in the BPC sector by agreement with “Ethical”, January 2015 – November 2017
              • Mainstream brands help to promote confidence
                • Figure 11: Top ranking of brands in the BPC sector by agreement with “A brand that makes me feel confident”, January 2015 – November 2017
              • Brand Personalities
                • Designer brands leverage classic image
                  • Figure 12: Top ranking of brands in the BPC sector by agreement with “Classic”, January 2015 – November 2017
                • Expensive designer brands considered exclusive
                  • Figure 13: Top ranking of brands in the BPC sector by agreement with “Exclusive”, January 2015 – November 2017
                • Youth-oriented brands considered engaging
                  • Figure 14: Top ranking of brands in the BPC sector by agreement with “Engaging”, January 2015 – November 2017
                • Oral care brands’ clinical image boosts expertise
                  • Figure 15: Top ranking of brands in the BPC sector by agreement with “Expert”, January 2015 – November 2017
                • Brand Promotion
                  • Biggest campaigns in 2017 from P&G
                    • Figure 16: Top ranking of brands by spend on above-the-line, online display and direct mail advertising expenditure in the BPC sector, January – December 2017
                  • Brand Development
                    • BPC brands follow veganism trend
                      • Figure 17: Proportion of total launches in BPC and health and hygiene categories* carrying vegan claims, January 2007 – December 2017
                    • Mass-market brands show innovation more easily
                      • Figure 18: Top ranking of brands in the BPC sector by agreement with “A brand that is innovative”, January 2015 – November 2017
                    • What we think
                    • BPC Brand Leaders – What You Need To Know

                      • Household names top on usage
                        • Colgate’s usage reflected in high proportion of trust
                          • Both brands and private label can score highly on value
                            • A focus on health translates into a caring image
                              • Glamour can boost satisfaction, function can boost recommendation
                                • Brand preference in line with usage
                                • BPC Brand Usage

                                  • Household names top on usage
                                    • Figure 19: Top ranking of brands in the BPC sector by overall usage, January 2015 – November 2017
                                  • NIVEA Men among most used in the last year
                                    • Figure 20: Top ranking of brands in the BPC sector by usage in the last 12 months, January 2015 – November 2017
                                • BPC Brand Trust and Quality

                                  • Colgate’s usage reflected in high proportion of trust
                                    • Figure 21: Top ranking of brands in the BPC sector by agreement with “A brand that I trust”, January 2015 – November 2017
                                  • Clinique represents something different
                                    • Figure 22: Top ranking of brands in the BPC sector by agreement with “A brand that is consistently high quality”, January 2015 – November 2017
                                • BPC Brand Value and Price

                                  • Private-label brands perform strongly on value
                                    • Figure 23: Top ranking of brands in the BPC sector by agreement with “A brand that offers good value”, January 2015 – November 2017
                                  • Clinique most considered worth paying more for
                                    • Figure 24: Top ranking of brands in the BPC sector by agreement with “A brand that is worth paying more for”, January 2015 – November 2017
                                • BPC Brand Focus on Health and Wellbeing

                                  • A focus on health translates into a caring image
                                    • Figure 25: Top ranking of brands in the BPC sector by agreement with “A brand that cares about my health/wellbeing”, January 2015 – November 2017
                                • BPC Brand Satisfaction and Recommendation

                                  • A glamourous image can boost satisfaction
                                    • Figure 26: Top ranking of brands in the BPC sector by satisfaction (Net of “Good” and ”Excellent” reviews), January 2015 – November 2017
                                  • Recommendation often based on function
                                    • Figure 27: Top ranking of brands in the BPC sector by likely recommendation, January 2015 – November 2017
                                • BPC Brand Preference and Differentiation

                                  • Brand preference in line with usage
                                    • Figure 28: Top ranking of brands in the BPC sector by agreement with “This is a favourite brand”, January 2015 – November 2017
                                  • Lush leads the way on differentiation
                                    • Figure 29: Top ranking of brands in the BPC sector by differentiation (Net of agreement with “It’s a unique brand” and “It’s somewhat different from others”, January 2015 – November 2017
                                • Social Responsibility in BPC – What You Need To Know

                                  • Brands looking to up male engagement
                                    • Product launches and marketing to promote diversity
                                      • Brands tackling the sustainability issue
                                        • Mainstream brands help to promote confidence
                                        • Gender in BPC

                                          • Mintel data
                                            • A shift in advertising
                                              • Maybelline, CoverGirl and Rimmel making more use of male influencers
                                                • Figure 30: James Charles announcement as the first male ambassador for CoverGirl, October 2016
                                                • Figure 31: ASOS men’s make-up, October 2017
                                                • Figure 32: Kat Von D x Billie Joe Armstrong Basket Case eyeliner, December 2017
                                              • Brands aiming to increase gender fluidity
                                                • Figure 33: Guerlain’s universal fragrance Lui, October 2017
                                            • Ethnicity in BPC

                                              • Dove’s Real Beauty campaigns influence reputation
                                                • Figure 34: Top ranking of brands in the BPC sector by agreement with “A brand that is socially responsible”, January 2015 – November 2017
                                              • Mintel Data
                                                • Fenty Beauty launches to promote inclusivity
                                                  • Figure 35: L’Oréal Paris True Match The One Concealer, August 2017
                                                • Marketing activity follows suit
                                                  • Figure 36: Live the London Look by Rimmel, January 2017
                                              • Ethics and The Environment in BPC

                                                • Product-led initiatives lead to ethical image
                                                  • Figure 37: Top ranking of brands in the BPC sector by agreement with “Ethical”, January 2015 – November 2017
                                                • Mintel data
                                                  • Brands seek to boost sustainability
                                                    • Figure 38: H&M Conscious Collection perfumes, April 2017
                                                  • Brands upping engagement with ocean plastic
                                                    • Figure 39: Head & Shoulders Beach Plastic Bottle Momentum for Change Award, October 2017
                                                  • Animal testing in China creates a dilemma for brands
                                                      • Figure 41: NARS Instagram in wake of criticism of its entry into China, June 2017
                                                    • The Body Shop continues ethical activity
                                                      • Figure 42: The Body Shop Bio-Bridge initiative, September 2017
                                                      • Figure 43: The Body Shop anti-pollution bus stop with Airlabs, June 2017
                                                  • Empowerment in BPC

                                                    • Mainstream brands help to promote confidence
                                                      • Figure 44: Top ranking of brands in the BPC sector by agreement with “A brand that makes me feel confident”, January 2015 – November 2017
                                                    • Mintel data
                                                      • Dove remains a driving force in promoting confidence
                                                        • Helping people love themselves
                                                          • Figure 45: Batiste Yes You Can, July 2017
                                                          • Figure 46: Pantene Smart Pro-V with Ellie Goulding, May 2017
                                                        • Brands help women celebrate themselves…
                                                          • Figure 47: CoverGirl #IAmWhatIMakeUp, October 2017
                                                          • Figure 48: Project PDA by CoverGirl, June 2017
                                                        • …and others
                                                          • Figure 49: Sally Hansen Shetopia campaign, October 2017
                                                          • Figure 50: Feminista fragrance, November 2017
                                                        • Lynx influential in promoting male empowerment
                                                          • Figure 51: Acqua di Parma Colonia Pura campaign featuring the Chalker family, August 2017
                                                      • Brand Personalities – What You Need to Know

                                                        • Designer brands leverage classic image
                                                          • Expensive designer brands considered exclusive
                                                            • Youth-oriented brands considered engaging
                                                              • Brands capitalise on modern communication channels
                                                                • Oral care brands’ clinical image boosts expertise
                                                                • Heritage in BPC

                                                                  • Designer brands leverage classic image
                                                                    • Figure 52: Top ranking of brands in the BPC sector by agreement with “Classic”, January 2015 – November 2017
                                                                  • Mintel data
                                                                    • Chanel and Elizabeth Arden hark back to founders
                                                                      • Figure 53: Kristen Stewart as the face of Chanel Gabrielle fragrances, September 2017
                                                                      • Figure 54: Elizabeth Arden’s Introducing Liz Arden campaign, May 2016
                                                                    • Brylcreem and Kiehl’s return to the old
                                                                      • Figure 55: Brylcreem Brilliantly Classic,
                                                                    • Brands publicise anniversaries to boost heritage
                                                                      • Figure 56: Molton Brown 1973 collection promo, September 2017
                                                                      • Figure 57: Vogue’s Birchbox collaboration for Vogue’s 125th anniversary, May 2017
                                                                    • Olay and Arm & Hammer focus on specialism
                                                                      • Max Factor and Clairol leverage classic icons
                                                                        • Figure 58: Marilyn Monroe Collection by Max Factor, December 2017
                                                                        • Figure 59: Clairol Nice’n Easy Real Color Stories with Tracey Norman, August 2016
                                                                    • Exclusivity in BPC

                                                                      • Expensive designer brands considered exclusive
                                                                        • Figure 60: Top ranking of brands in the BPC sector by agreement with “Exclusive”, January 2015 – November 2017
                                                                      • Kat Von D launches exclusively in Debenhams
                                                                        • Figure 61: Kat Von D launches exclusively at Debenhams, June 2017
                                                                      • Maintaining exclusivity by limiting sales
                                                                          • Figure 62: Louis Vuitton launches fragrances, August 2016
                                                                        • Huda Beauty and Lancôme use Harrods’s exclusivity to their advantage
                                                                          • Figure 63: Huda Beauty launching in Harrods, August 2016
                                                                          • Figure 64: Lancôme’s Le Teint Particulier at Harrods, June 2017
                                                                        • Molton Brown makes itself more accessible
                                                                        • Brand Interaction in BPC

                                                                          • Youth-oriented brands considered engaging
                                                                            • Figure 65: Top ranking of brands in the BPC sector by agreement with “Engaging”, January 2015 – November 2017
                                                                          • Mintel data
                                                                            • Tours and pop-ups offer opportunity to show off personality
                                                                              • Figure 66: Soap & Glory University bus tour, October 2016
                                                                              • Figure 67: The Benefit BrowMobile, March 2017
                                                                            • Boosting accessibility for male beauty customers
                                                                              • Figure 68: Estée Lauder’s The Grooming Station, July 2016
                                                                            • Colgate promotes beauty angle with use of bloggers
                                                                              • Brands capitalise on chatbots…
                                                                                • Figure 69: L’Oréal Beauty Gifter Bot, May 2017
                                                                              • …and experiment with augmented reality
                                                                                • Figure 70: Estée Lauder Lip Artist chatbot, July 2017
                                                                              • P&G creating transparency for its brands
                                                                              • Brands as Experts/Teachers

                                                                                • Oral care brands’ clinical image boosts expertise
                                                                                  • Figure 71: Top ranking of brands in the BPC sector by agreement with “Expert”, January 2015 – November 2017
                                                                                • Mintel data
                                                                                  • Niche brands have opportunity to show off expertise
                                                                                    • NARS and Burberry use social media for landmark tutorials
                                                                                      • Figure 72: NARS Facebook 360 Video Spring 2016 How-To, February 2016
                                                                                    • L’Oréal and others incorporating influencers to promote real expertise
                                                                                      • Improving lives beyond BPC
                                                                                        • Lynx and L’Oréal Men Expert enhance product guidance
                                                                                        • Brand Promotion – What You Need to Know

                                                                                          • Biggest campaigns in 2017 from P&G
                                                                                            • Boosting glamour associations through sponsorship
                                                                                              • MAC, Nars and Estée Lauder collaborate with fashion designers
                                                                                                • MAC uses influencers to create relevance beyond celebrity
                                                                                                  • Celebrity-owned brands becoming the norm
                                                                                                    • Bloggers and influencers also use for endorsement
                                                                                                      • Alternative realities becoming more common in-store
                                                                                                      • Adspend in BPC

                                                                                                        • Mintel data
                                                                                                          • Biggest campaigns in 2017 from P&G
                                                                                                            • Figure 73: Top ranking of brands by spend on above-the-line, online display and direct mail advertising expenditure in the BPC sector, January – December 2017
                                                                                                          • Fragrance boost demonstrates impact of Christmas
                                                                                                            • Figure 74: Top ranking of brands by spend on above-the-line, online display and direct mail advertising expenditure in the BPC sector, December 2017
                                                                                                          • Nielsen Ad Intel coverage
                                                                                                          • Sponsorship

                                                                                                            • Boosting associations with glamour through sponsorship
                                                                                                              • Figure 75: Latest in Beauty Britain’s Next Top Model beauty box, November 2017
                                                                                                              • Figure 76: Max Factor sponsorship of 2016 Victoria’s Secret Fashion Show, December 2016
                                                                                                            • Clairol and Superdrug Solait appeal to target markets
                                                                                                              • Figure 77: Clairol Nice’n Easy sponsored content on Loose Women Twitter account, December 2017
                                                                                                              • Figure 78: Love Island beauty tips Q&A, JulY 2017
                                                                                                          • Collaboration

                                                                                                            • MAC, Nars and Estée Lauder collaborate with fashion designers
                                                                                                              • Figure 79: Jade Jagger x MAC Cosmetics, December 2017
                                                                                                              • Figure 80: Christopher Kane x NARS collection, September 2017
                                                                                                              • Figure 81: VBxEstéeLauder Lipsticks, October 2017
                                                                                                              • Figure 82: Beauty Series: Victoria Beckham’s Red Carpet Ready Eyes, September 2017
                                                                                                            • Decorte and Maybelline draft in models
                                                                                                              • Figure 83: Launch of Decorté Beauty with Kate Moss, November 2017
                                                                                                              • Figure 84: GigixMaybelline, December 2017
                                                                                                            • Brands capitalise on film franchises
                                                                                                              • Figure 85: DisneyxKiehls collaboration, December 2017
                                                                                                            • Star Wars and super heroes offer collaboration opportunities
                                                                                                              • Figure 86: Luxie Beauty’s Wonder Woman make-up brushes, May 2017
                                                                                                            • MAC and L’Oréal Paris use successful musicians
                                                                                                              • Figure 87: MAC x Nicki Minaj, October 2017
                                                                                                              • Figure 88: Cheryl x L’Oréalcollection announcement, October 2017
                                                                                                            • MAC uses influencers to create relevance beyond celebrity
                                                                                                              • Figure 89: MAC Patrick Starr collaboration, December 2017
                                                                                                            • Moschino uses collaboration to break into new markets
                                                                                                              • Figure 90: Sephora+Moschino make-up collection, August 2017
                                                                                                          • Celebrity Endorsement and Brand Ambassadors

                                                                                                            • Mintel data
                                                                                                              • Celebrity-owned brands becoming more prominent
                                                                                                                • Figure 91: Announcement of Kylie Cosmetics’ Skin Concealers, December 2017
                                                                                                                • Figure 92: Paris Hilton unicorn mist rosewater spray, October 2017
                                                                                                              • Brands reflect diverse products with new ambassadors
                                                                                                                • Figure 93: CoverGirl’s brand ambassador Shelina Moreda, October 2017
                                                                                                                • Figure 94: Estée Lauder appoints Misty Copeland as ambassador, September 2017
                                                                                                              • Brands are reflecting moves to boost diversity in their choice of influencers
                                                                                                                • Figure 95: Neelam Gill announcing ambassadorship for L’Oréal Paris, March 2017
                                                                                                              • Celebrities used to back fragrance launches
                                                                                                                • Figure 96: Bella Hadid at the Spanish Steps to launch Bulgari campaign, May 2017
                                                                                                                • Figure 97: Adam Levine’s announcement of working with YSL, October 2017
                                                                                                                • Figure 98: Coach For Men promo, September 2017
                                                                                                              • Bloggers and influencers also used for endorsement
                                                                                                                • Figure 99: Kaushal’s Instagram post on the addition of three members to the L’Oréal Beauty Squad, July 2017
                                                                                                              • Pietro Boselli: brains as well as beauty
                                                                                                                • Figure 100: Pietro Boselli promoting Lab Series’ Maxellence moisturiser, August 2017
                                                                                                              • Cara Delevingne’s Dior promotion criticised
                                                                                                                • Figure 101: #thatsnotme responses to Dior’s announcement of Cara Delevingne as the face of Dior Capture, October 2017
                                                                                                            • Retail Initiatives

                                                                                                              • The likes of Amazon continue to drive online standard upwards
                                                                                                                • Figure 102: Beauty Pie transparent factory costs, June 2017
                                                                                                              • Big-name retailers increasing bricks and mortar investment
                                                                                                                • Figure 103: Harvey Nichols Beauty Lounge, July 2016
                                                                                                              • Beauty box Birchbox gets physical
                                                                                                                • Figure 104: Birchbox pop-up shop in Carnaby Street, London, December 2017
                                                                                                              • Alternative realities becoming more common in-store
                                                                                                                • Figure 105: Rituals Cosmetics virtual reality hammam, June 2017
                                                                                                                • Figure 106: Mac Cosmetics’ ModiFace-powered AR mirrors in stores, November 2017
                                                                                                              • Brands promoting extended services
                                                                                                              • Brand Development – What You Need to Know

                                                                                                                • Unilever enters cosmetics market, Shiseido invests in tech
                                                                                                                  • Brands follow veganism trend
                                                                                                                    • Brands create AR apps for trial of products
                                                                                                                      • Olay, bareMinerals and Alex|Tay use tech to build personalised products
                                                                                                                      • Acquisitions and Mergers

                                                                                                                        • Coty extends portfolio and takes stake in online P2P retailer
                                                                                                                          • Figure 107: Younique’s incentive to presenters, December 2016
                                                                                                                        • L’Oréal buys IT Cosmetics and active skincare brands
                                                                                                                          • Figure 108: IT Cosmetics announces its UK arrival, November 2017
                                                                                                                        • Estée Lauder buys youth-oriented brands
                                                                                                                          • Figure 109: Too Faced Instagram post about its UK store opening, December 2017
                                                                                                                        • The Body Shop has a chance for added rejuvenation
                                                                                                                          • Unilever becomes active in cosmetics
                                                                                                                            • Figure 110: Unilever’s Love Beauty and Planet brand, January 2018
                                                                                                                            • Figure 111: Hourglass Cosmetics pledges to go 100% vegan by 2020, November 2017
                                                                                                                          • Shiseido invests in technology
                                                                                                                          • Cross-Category Inspiration in BPC

                                                                                                                            • Mintel data
                                                                                                                              • Brands follow veganism trend
                                                                                                                                • Figure 112: Proportion of total launches in BPC and health and hygiene categories* carrying vegan claims, January 2007 – December 2017
                                                                                                                              • Nails Inc and Kiehl’s take ingredient inspiration from other areas
                                                                                                                                • Figure 113: Nails Inc launches, 2016-17
                                                                                                                              • Inspiration from other areas for format development
                                                                                                                                • Neom Organics and Rituals attempt to aid relaxation and sleep
                                                                                                                                  • Figure 114: #NeomBigSleep campaign, September 2017
                                                                                                                                  • Figure 115: The Rituals App, July 2017
                                                                                                                                  • Figure 116: Calm Sleep Mist, August 2017
                                                                                                                                • Brands increasing focus on health and wellness
                                                                                                                                  • Figure 117: Harrods Wellness Clinic, April 2017
                                                                                                                                  • Figure 118: MAC Cosmetics x Puma announcement, November 2017
                                                                                                                              • Technology in BPC

                                                                                                                                • Mass-market brands show innovation more easily
                                                                                                                                  • Figure 119: Top ranking of brands in the BPC sector by agreement with “A brand that is innovative”, January 2015 – November 2017
                                                                                                                                • Mintel data
                                                                                                                                  • Dyson increases BPC engagement
                                                                                                                                    • Brands widen formats for products
                                                                                                                                      • Figure 120: Temptu AirShadow, May 2017
                                                                                                                                      • Figure 121: Jo Loves The Fragrance Paintbrush by Jo Malone, September 2017
                                                                                                                                    • Brands create AR apps for trial of products
                                                                                                                                      • Figure 122: Clairol MyShade App capability, May 2017
                                                                                                                                    • AR also used in promotional activity
                                                                                                                                      • Figure 123: Burt’s Bees Wall of Kisses pop-up, February 2017
                                                                                                                                    • Olay, bareMinerals and Alex|Tay use tech to build personalised products
                                                                                                                                      • Figure 124: bareMinerals custom-made Made2Fit foundation, September 2017
                                                                                                                                      • Figure 125: Alex|Tay App launch, November 2017
                                                                                                                                    • Eucerin and Estée Lauder integrate with home assistants
                                                                                                                                      • Face masks get more technical
                                                                                                                                        • Figure 126: Nannette de Gaspe dry face mask, January 2017
                                                                                                                                      • Smashbox introduces 3D-printed lipsticks
                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                          • Abbreviations
                                                                                                                                          • Appendix – Brands Covered

                                                                                                                                            Brand Overview: BPC - UK - January 2018

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