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UK Personalisation in Beauty Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Personalisation in Beauty market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Report scope

Within this Report, Mintel defines ‘personalisation’ in beauty and grooming as all products and practices that aim to give the user a more customised experience. This can be through personalised recommendations, mixing existing products together, or modifying aspects of a product based on personal specifications.

What you need to know

Consumers unsure of their requirements sometimes have a limited view of what personalisation in beauty can mean. This means technical services are popular, but brands can offer suggestions or spark imagination with their customisation options.

The biggest prospects, like men, remain largely unrepresented within customisation services, as well as those with niche lifestyles or sensitivities that require tailored ingredients. However, ultimately beauty personalisation should allow consumers to express their unique character outside of their demographic group. The market has not reached saturation, as some consumers remain unsure of the benefits offered by personalised products. Better results and convenience of premade personalised products can be communicated, but some brands may need to rely on luxury and exclusivity as their point of difference.

Expert analysis from a specialist in the field

Written by Alex Fisher, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The concept of personalisation in beauty is far from saturation. With consumers often unsure of their requirements, brands can be a source of inspiration or offer suggestions and assistance via their customisation options. Many demographics remain underserved by personalisation services, as well as those who require more tailored ingredients. However, ultimately beauty personalisation should allow consumers to express their unique character, while offering clear benefits. Alex Fisher
Beauty & Personal Care Analyst

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Table of contents

  1. Overview

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

          • The market
            • The rise of the silver pound
              • Seniors buy ethically
                • Companies and brands
                  • Communicating ‘age’ in a new way
                    • Budget brands are targeting seniors
                      • The consumer
                        • Appearance is important to seniors
                          • Figure 1: Importance of appearance to over-55s, September 2018
                        • Looking healthy is a driving motivation
                          • Figure 2: Reasons for appearance being important amongst over-55s, September 2018
                        • Routines are basic…but enjoyment is high
                          • Figure 3: Beauty and grooming habits amongst over-55s, September 2018
                        • Beauty/grooming routines show little change
                          • Figure 4: Changes in beauty/grooming routines in the last five years amongst over-55s, September 2018
                        • Beauty routines are impacted by changing skin/hair needs
                          • Figure 5: Reasons for changes in beauty/grooming routines in the last five years amongst over-55s, by changes in beauty/grooming routines in the last five years amongst over-55s, September 2018
                        • Ease is essential
                          • Figure 6: Important factors for a beauty/grooming brand amongst over-55s, September 2018
                        • Seniors want age representation
                          • Figure 7: Important factors in a beauty/grooming brand ambassador amongst over-55s, September 2018
                        • Boots is considered expert
                          • Figure 8: Correspondence analysis for beauty/grooming retailers amongst over-55s, September 2018
                        • Sampling is essential
                          • Figure 9: Important factors when shopping for beauty/grooming products in-store amongst over-55s, by gender, September 2018
                        • What we think
                        • Issues and Insights

                          • Brands are talking the talk, but are they walking the walk?
                            • The facts
                              • The implications
                                • Aspirations of seniors reflect those of Millennials
                                  • The facts
                                    • The implications
                                      • Targeting seniors with technology
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • An ageing population presents consumer opportunities
                                              • Premium brands can show more diversity
                                                • Seniors show differences in seasonal usage
                                                  • Over-55s show price sensitivity
                                                    • Advertising should be more health-focused
                                                      • Ethical considerations are important
                                                      • Market Drivers

                                                        • An ageing population
                                                          • Figure 10: Trends in the age structure of the UK population, 2013-23
                                                        • Premium brands still catching up on diversity
                                                          • Figure 11: Clarins online tutorial booking page, October 2018
                                                        • Product usage is up in spring
                                                          • Figure 12: Beauty and grooming habits amongst over-55s, December 2017 and June 2018
                                                        • Over-55s are price sensitive
                                                          • Figure 13: Bargain-hunting behaviours of the over-55s, June 2018
                                                        • Seniors want to see advertising promoting healthy lifestyles
                                                          • Figure 14: Factors the over-55s find most engaging in advertising, June 2018
                                                        • Over-55s try to buy ethically
                                                          • Figure 15: Attitudes towards ethical beauty and personal care brands, by Millennials (aged 18-37) and over-55s, September 2017
                                                      • Companies and Brands – What You Need to Know

                                                        • Rise in budget retailer skincare for seniors
                                                          • Make-up brands are targeting over-55s
                                                            • Little in NPD in haircare and products for men
                                                              • Changing the conversation on ageing
                                                                • Ageless marketing
                                                                • Launch Activity and Innovation

                                                                  • Budget skincare for the senior market
                                                                    • Figure 16: Poundland #6, August 2018
                                                                  • Age segmentation is still lacking
                                                                    • Growing make-up brands targeting over-55s
                                                                      • Figure 17: Studio 10 publicity, September 2018
                                                                    • Lack of innovation in haircare
                                                                      • Figure 18: White Hot Hair, July 2018
                                                                    • NPD for men over-55 lags behind
                                                                    • Advertising and Marketing Activity

                                                                      • Changing the age conversation
                                                                        • Figure 19: Look Fabulous Forever, May 2018
                                                                      • But is it enough?
                                                                        • Ageless marketing may resonate
                                                                          • Using the consumer to sell
                                                                          • The Consumer – What You Need to Know

                                                                            • Appearance is important to seniors
                                                                              • Beauty routines are basic
                                                                                • Facial and body skincare routines show change
                                                                                  • Ease of use is important
                                                                                    • Age representation is essential
                                                                                      • Boots is considered expert
                                                                                        • Seniors want samples
                                                                                        • Attitudes towards Appearance

                                                                                          • Appearance is important
                                                                                            • Figure 20: Importance of appearance to over-55s, September 2018
                                                                                          • Over-65s hold appearance at higher priority
                                                                                            • Figure 21: Agreement with appearance being ‘very important’ amongst over-55s, by age and gender, September 2018
                                                                                          • Looking healthy is the biggest motivator
                                                                                            • Figure 22: Reasons for appearance being important amongst over-55s, by gender, September 2018
                                                                                          • Women look for a confidence boost
                                                                                            • Figure 23: Selected reasons for appearance being important amongst women, 16-24s and over-55s, September 2018
                                                                                          • Marketing beauty as fun
                                                                                          • Beauty and Grooming Habits

                                                                                            • Routines are basic…but enjoyment is high
                                                                                              • Figure 24: Beauty and grooming habits amongst over-55s, September 2018
                                                                                            • Over-55s feel time pressures
                                                                                              • Lifestyle positioning has opportunities amongst 55-64s
                                                                                                • Over-65s are less confident with new trends
                                                                                                  • Figure 25: Agreement with enjoying taking care of appearance and trying new trends amongst over-55s, by age, September 2018
                                                                                              • Changes in Beauty/Grooming Routines

                                                                                                • Beauty routines remain largely unchanged
                                                                                                  • Figure 26: Changes in beauty/grooming routines in the last five years amongst over-55s, September 2018
                                                                                                • Facial and body skincare routines show change
                                                                                                  • Women are spending less time on their make-up
                                                                                                    • Changing needs drive changes to routines
                                                                                                      • Figure 27: Reasons for changes in beauty/grooming routines in the last five years amongst over-55s, by changes in beauty/grooming routines in the last five years amongst over-55s, September 2018
                                                                                                    • Eyesight and dexterity issues impacting time on routines
                                                                                                    • Important Factors for a Beauty/Grooming Brand

                                                                                                      • Ease of use is most important
                                                                                                        • Figure 28: Important factors for a beauty/grooming brand amongst over-55s, by gender, September 2018
                                                                                                      • Women want age segmentation
                                                                                                        • Over-55s want to buy ethically
                                                                                                          • Proof is important
                                                                                                          • Important Factors for a Beauty/Grooming Brand Ambassador

                                                                                                            • Age representation is essential
                                                                                                              • Figure 29: Important factors in a beauty/grooming brand ambassador amongst over-55s, by gender, September 2018
                                                                                                            • Appearance is less important
                                                                                                              • Seniors want to support ethical causes
                                                                                                              • Attitudes towards Retailers

                                                                                                                • Boots is considered expert but old-fashioned
                                                                                                                  • Figure 30: Correspondence analysis for beauty/grooming retailers amongst over-55s, September 2018
                                                                                                                • Superdrug doesn’t cater to the over-55s
                                                                                                                  • Feelunique and Space NK have low associations
                                                                                                                    • Figure 31: Perceptions of beauty/grooming retailers amongst over-55s, September 2018
                                                                                                                • Important Factors when Buying Beauty/Grooming Products In-store

                                                                                                                  • Sampling is essential
                                                                                                                    • Figure 32: Important factors when shopping for beauty/grooming products in-store amongst over-55s, by gender, September 2018
                                                                                                                  • Placing products by age
                                                                                                                    • Offering a helping hand
                                                                                                                      • Seniors as influencers
                                                                                                                      • Appendix – Data Sources, Abbreviations, and Supporting Information

                                                                                                                          • Abbreviations
                                                                                                                            • Consumer research methodology
                                                                                                                              • Methodology