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Luxury Beauty Consumer - US - September 2019

Covered in this report

This report covers a broad range of products within the luxury beauty market. For the purposes of this report, Mintel has defined the luxury beauty market by usage of prestige/luxe brands in the following categories:

  • Haircare
  • Skincare (face and body)
  • Color cosmetics
  • Nail color and care
  • Fragrances
  • Beauty devices

Excluded from this report are luxury personal care products that are used for regular hygiene and grooming such as:

  • Soap, bath and shower products
  • Shaving and hair removal products
  • Antiperspirant and deodorant
  • Oral care

"Luxury beauty brands find acceptance among most women, with broad use across demographic lines. While luxury often roots itself in iconic brand identities, the luxury beauty consumer continues to evolve. This necessitates that makers and marketers align with more modern perceptions of luxury, such as clean ingredients, ethical sourcing and manufacturing practices, and opportunities for personalization/customization."
- Shannon Romanowski, Director of Research

This Report looks at the following areas:

  • Luxury beauty can’t rest on brand alone
  • Luxury beauty is seen as overpriced
  • Key 25-34 age group buying fewer luxury products

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Beauty brand segmentation, May 2019
        • The issues
          • Luxury beauty can’t rest on brand alone
            • Figure 2: Luxury indicators, May 2019
          • Luxury beauty is seen as overpriced
            • Figure 3: Select attitudes toward luxury products, May 2019
          • Key 25-34 age group buying fewer luxury products
            • Figure 4: Buying fewer luxury products compared to year ago, by age, May 2019
          • The opportunities
            • Embrace green identity and healthy beauty
              • Figure 5: TURF Analysis – Luxury indicators, May 2019
            • Social media has widespread influence among users aged 18-34
              • Figure 6: Information sources, by age, May 2019
            • Demand for customized beauty is the next form of luxury
              • Figure 7: Interest in innovations, May 2019
            • What it means
            • The Market – What You Need to Know

              • Majority of women use luxury beauty
                • Income isn’t a barrier to category use, but does impact spending
                  • Shifts in population necessitate focus on older women
                    • Moms offer opportunity for luxury beauty marketers
                      • The power of beauty influencers
                      • Market Perspective

                        • Most women use some luxury beauty brands
                          • Figure 8: Beauty brand segmentation, May 2019
                        • Income isn’t a barrier to luxury beauty
                          • Figure 9: Beauty brand segmentation, by household income and household investable assets, May 2019
                        • Luxury beauty spending
                          • Figure 10: Spending on luxury beauty products in past 12 months, May 2019
                        • Income does impact annual spending on luxury beauty
                          • Figure 11: Spending on luxury beauty products, by household income, May 2019
                      • Market Factors

                        • Shifts in population of core luxury beauty users will impact sales
                          • Figure 12: US female population aged 18 or older, by age, 2014-24
                        • Moms offer strong category engagement and opportunity
                          • Figure 13: Share of births, by age of mother, 2017
                        • The influence of the influencer
                        • Key Players – What You Need to Know

                          • Luxury beauty strengthens health halo
                            • Customized beauty takes luxury to the next level
                            • What’s Working?

                              • Incorporating health into luxury beauty
                                • Healthy ingredients
                                    • Figure 14: Share of color cosmetics with free-from and natural claims, 2017-19*
                                  • Health denotes safety
                                    • Health in manufacturing
                                      • Figure 15: Share of luxury beauty brands with vegan/no animal ingredients or ethical-animal claims, 2017-19*
                                  • What’s Next?

                                    • Seeking the next level of customization and personalization
                                      • Beauty from within
                                        • Smart beauty
                                          • Personalizing the shopping/retail experience
                                          • The Consumer – What You Need to Know

                                            • Emotional connections strengthen use of luxury brands
                                              • Luxury beauty consumers seek retailers that offer guidance
                                                • Reliance on variety of sources suggests women are research driven
                                                  • Brand is a top luxury indicator
                                                    • Luxury products carry the stigma for being overpriced
                                                      • Smart innovations underscore desire for customized beauty
                                                      • Brand Usage

                                                        • Emotional connection drives acceptance of luxury brands
                                                          • Figure 16: Usage of beauty products, by brand type, May 2019
                                                        • 25-34s are drawn to luxury beauty brands
                                                          • Life events increase purchases of luxury beauty
                                                            • Figure 17: Usage of luxury prestige beauty products – Any product (net), by age, May 2019
                                                          • Moms rely on luxury beauty brands for emotional uplift
                                                            • Figure 18: Usage of luxury prestige beauty products – Any product (net), by parental status, May 2019
                                                        • Retailers Shopped

                                                          • Majority of luxury beauty consumers shop department stores
                                                              • Figure 19: Retailers shopped – Any category (net), May 2019
                                                            • Under 35s shop specialty beauty; 45-54s shop department stores
                                                              • Figure 20: Retailers shopped – Any category (net), by age, May 2019
                                                            • Moms buy luxury beauty online
                                                              • Figure 21: Retailers shopped – Any category (net), by parental status, May 2019
                                                            • Hispanics are more apt to receive luxury beauty products as gifts
                                                              • Figure 22: Retailers shopped – Any category (net), by Hispanic origin, May 2019
                                                            • Correlation between luxury brand usage and specialty beauty retailers
                                                              • Figure 23: Correspondence Analysis – Symmetrical map – Retailers shopped, May 2019
                                                            • Methodology
                                                              • Figure 24: Retailers shopped, by product type, May 2019
                                                          • Information Sources

                                                            • Family/friends and sampling are top information sources
                                                              • Figure 25: Information sources, May 2019
                                                            • Social media has widespread influence among users aged 18-34
                                                              • Figure 26: Information sources, by age, May 2019
                                                            • Moms turn to Facebook for information
                                                              • Figure 27: Information sources, by parental status, May 2019
                                                            • Hispanic luxury beauty users tap social media for information
                                                              • Figure 28: Information sources, by Hispanic origin, May 2019
                                                          • Luxury Indicators

                                                            • Brand name denotes luxury
                                                              • Figure 29: Luxury indicators, May 2019
                                                            • Brand and exclusive ingredients are most important in luxury beauty
                                                              • Figure 30: TURF Analysis – Luxury indicators, May 2019
                                                              • Figure 31: Table – TURF Analysis – Luxury indicators, May 2019
                                                            • Methodology
                                                              • Young women view packaging as a luxury indicator
                                                                • Figure 32: Luxury indicators, by age, May 2019
                                                            • Attitudes toward Luxury Products

                                                              • Luxury products carry stigma of being overpriced
                                                                • Figure 33: Attitudes toward luxury products, May 2019
                                                              • 25-34s are buying fewer luxury products
                                                                • Figure 34: Attitudes toward luxury products, by age, May 2019
                                                              • Moms draw strong connection between luxury beauty and efficacy
                                                                • Figure 35: Attitudes toward luxury products, by parental status, May 2019
                                                              • Hispanics want more natural ingredients in luxury beauty
                                                                • Figure 36: Attitudes toward luxury products, by Hispanic origin, May 2019
                                                            • Interest in Innovations

                                                              • Demand for customized beauty drives interest in smart innovations
                                                                  • Figure 37: Interest in innovations, May 2019
                                                                • Younger women more likely to embrace smart beauty and technology
                                                                  • Figure 38: Interest in innovations, by age, May 2019
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Consumer survey data
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                      • Terms

                                                                      Luxury Beauty Consumer - US - September 2019

                                                                      £3,435.47 (Excl.Tax)