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Key points included

  • Informed consumers have driven demand for premium products
  • In-store environments are crucial

Covered in this report

For the purposes of this report, Mintel has used the following definitions:


By premium brands, we mean top-end priced brands that are typically sold behind the counter in department store beauty halls (eg Lancôme, NARS, Clarins). This also includes brands which are part of designer fashion and accessories lines (eg Dior, Chanel, YSL) and those which have their own luxury stores (eg MAC, Illamasqua, Jo Malone).


Please note, the terms ‘premium’ and ‘prestige’ are used interchangeably throughout this report.

Expert analysis from a specialist in the field

Written by Roshida Khanom, 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 prestige sector saw a 1% growth in value in 2018 as premium brands continue to have a high quality image among consumers. Indeed, usage of premium brands has shown a rise across all sectors, with fragrances remaining the most popular category. Bricks and mortar stores remain essential for both the purchase and browsing of premium brands, highlighting the need for brands to continue to work with retailers to offer a more experiential shopping experience Roshida Khanom
Associate Director - Beauty & Personal Care

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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
            • Financial situations are up
              • Colour cosmetics sees a boost in spend
                • Companies and brands
                  • NPD remains high
                    • Figure 1: Prestige, luxe and super-luxe BPC products, by launch type, January 2015-September 2019
                  • The consumer
                    • Fragrances remains the most popular premium category
                      • Figure 2: Brand types of beauty products most commonly used, October 2019
                    • Men gift, women treat themselves
                      • Figure 3: Purchase of prestige beauty products for self or for others, by gender, October 2019
                    • Purchase from health & beauty retailers is high
                      • Figure 4: Places of purchase for prestige products, October 2019
                    • Browsing is essential
                      • Figure 5: Sources of information when buying prestige BPC products, October 2019
                    • Scent is essential in premium brands
                      • Figure 6: Factors important for a prestige BPC brand, October 2019
                    • Quality perception is high
                      • Figure 7: Prestige vs regular BPC brands, October 2019
                    • What we think
                    • Issues and Insights

                      • Informed consumers have driven demand for premium products
                        • The facts
                          • The implications
                            • In-store environments are crucial
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Growth in prestige sector driven by fine fragrances
                                    • Facial skincare declines, whilst body sees a rise
                                      • Rising seniors poses opportunities for the sector
                                        • Money is less of a barrier
                                          • Prestige packaging needs a rethink
                                            • Premium private label brands offer competition
                                            • Market Segmentation

                                              • Growth is not even across all sectors
                                                • Figure 8: UK retail value sales of prestige products in the BPC markets, 2017-18
                                              • Body skincare fares better than facial skincare
                                              • Market Drivers

                                                • Prestige products are enjoyed by seniors
                                                  • Figure 9: Trends in the age structure of the UK population, 2013-23
                                                • Money is less of a barrier
                                                  • Figure 10: Trends in how respondents would describe their financial situation, October 2018 and October 2019
                                                • Premium packaging needs a rethink
                                                  • Competition from premium own-label
                                                    • Figure 11: Beauty and personal care brand types purchased in the last 12 months, November 2018
                                                  • Experience economy
                                                  • Companies and Brands – What You Need to Know

                                                    • Increased NPD in 2018
                                                      • Skincare leads NPD
                                                        • Ethical claims see a rise
                                                          • Digital campaigns target younger consumers
                                                            • Brands use voice-led sampling
                                                              • Heritage fashion brands have strong brand associations
                                                              • Launch Activity and Innovation

                                                                • New brands enter the sector in 2019
                                                                  • Figure 12: Prestige, luxe and super-luxe BPC products, by launch type, January 2015-September 2019
                                                                • Skincare targets informed shoppers
                                                                  • Figure 13: Prestige, luxe and super-luxe BPC product launches, by category, January 2015-September 2019
                                                                  • Figure 14: Doctor Babor Pro range extension, 2019
                                                                • Colour cosmetics diversifies
                                                                  • Haircare lags behind
                                                                    • Ethical claims see a rise
                                                                      • Figure 15: Fastest growing claims in prestige, luxe and super-luxe BPC category, 2017-18
                                                                      • Figure 16: Examples of fragrance launches with cruelty-free claims, 2018
                                                                    • The environment is a focus area in 2019
                                                                      • Figure 17: Example of Fulfilled launch, October 2019
                                                                    • Estée Lauder leads NPD in 2018
                                                                      • Figure 18: Prestige, luxe and super-luxe BPC products, by top ultimate companies and other, 2018
                                                                  • Advertising and Marketing Activity

                                                                    • Brands invest beyond TV
                                                                      • Figure 19: Total above-the-line, online display and direct mail advertising expenditure on prestige beauty products, January 2016-September 2019
                                                                    • Influencers are used to target the youth
                                                                      • Figure 20: Noonoouri on Dior makeup Instagram, July 2018
                                                                    • Brands try new techniques for sampling
                                                                      • Premium brands promote diversity
                                                                        • Nielsen Ad Intel coverage
                                                                        • Brand Research

                                                                            • Brand map
                                                                              • Figure 21: Attitudes towards and usage of selected brands, October 2019
                                                                            • Key brand metrics
                                                                              • Figure 22: Key metrics for selected brands, October 2019
                                                                            • Brand attitudes: Chanel, Dior and YSL have similar scorings
                                                                              • Figure 23: Attitudes, by brand, October 2019
                                                                            • Brand personality: Clarins and Clinique are accessible
                                                                              • Figure 24: Brand personality – macro image, October 2019
                                                                            • Heritage fashion brands are considered indulgent
                                                                              • Figure 25: Brand personality – micro image, October 2019
                                                                            • Brand analysis
                                                                              • Dior is appealing to the youth
                                                                                • Figure 26: User profile of Dior, October 2019
                                                                              • Chanel is exclusive
                                                                                • Figure 27: User profile of Chanel, October 2019
                                                                              • Yves Saint Laurent is glamorous
                                                                                • Figure 28: User profile of Yves Saint Laurent, October 2019
                                                                              • Clinique is expert
                                                                                • Figure 29: User profile of Clinique, October 2019
                                                                              • Jo Malone instils pride
                                                                                • Figure 30: User profile of Jo Malone, October 2019
                                                                              • Clarins is accessible
                                                                                • Figure 31: User profile of Clarins, October 2019
                                                                              • Shiseido appeals to younger consumers
                                                                                • Figure 32: User profile of Shiseido, October 2019
                                                                              • Limited visibility impacts Shu Uemura
                                                                                • Figure 33: User profile of Shu Uemura, October 2019
                                                                            • The Consumer – What You Need to Know

                                                                              • Skincare and colour cosmetic sees more users
                                                                                • Men are prestige gift givers
                                                                                  • In-store purchase is preferred
                                                                                    • Health & beauty retailers are the destination of choice
                                                                                      • Browsing is important
                                                                                        • Consumers pay attention to ingredients
                                                                                          • Premium brands are perceived to perform better
                                                                                          • Usage of Prestige Beauty Products

                                                                                            • Face products have more premium users
                                                                                              • Figure 34: Usage of prestige beauty products, October 2016 and October 2019
                                                                                            • Fragrances remains most popular premium category
                                                                                              • Figure 35: Brand types of beauty products most commonly used, October 2019
                                                                                          • Purchase of Prestige Beauty Products

                                                                                            • Men gift, women treat themselves
                                                                                              • Figure 36: Purchase of prestige beauty products for self or others, by gender, October 2019
                                                                                            • In-store trumps online
                                                                                              • Figure 37: Purchase of prestige products online vs in-store, by age, October 2019
                                                                                            • Health & beauty retailers are the destination of choice
                                                                                              • Figure 38: Places of purchase for prestige products, October 2019
                                                                                            • Skincare buyers shop at department stores
                                                                                              • Figure 39: Purchase of prestige products in-store at a health & beauty retailer or a department store, amongst buyers of premium brands in selected categories, October 2019
                                                                                            • Department stores are preferred by seniors
                                                                                              • Figure 40: Places of purchase of prestige products, amongst 16-24s and 65+s, October 2019
                                                                                            • Older shoppers use online-only retailers
                                                                                              • Figure 41: Purchase of prestige products at online-only retailers, by age, October 2019
                                                                                          • Sources of Information

                                                                                            • Browsing is an important step
                                                                                              • Figure 42: Sources of information when buying prestige BPC products, October 2019
                                                                                            • Social media plays a smaller role
                                                                                            • Important Factors in Prestige Brands

                                                                                              • Scent is essential
                                                                                                • Figure 43: Factors important for a prestige BPC brand, October 2019
                                                                                              • Consumers pay attention to ingredients
                                                                                                • Environmental considerations are lower
                                                                                                  • Premium offers personalisation
                                                                                                  • Perception of Prestige vs Regular Products

                                                                                                    • Premium products perform better
                                                                                                      • Figure 44: Prestige vs regular brands, October 2019
                                                                                                    • But they need to be more innovative
                                                                                                    • 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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