Description

“The beauty market is highly diverse, and brands often rely on ingredients to stand out. Although women, particularly younger women, expect brands to use natural ingredients, they ultimately choose a product based on efficacy. One of the challenges for category players will be how to navigate the minefield of taboo ingredients in search of effective formulas deemed safe by consumers. Additionally, women are becoming more research-driven, making it increasingly important for brands to be transparent about ingredient practices and product claims.”

– Olivia Guinaugh, Home & Personal Care Analyst

This report examines the following issues:

  • Women see value in ingredient research
  • Natural ingredients are becoming an expectation
  • Research is prioritized in facial skincare
  • Larger, mature population will shift brand focus
  • Mainstream ingredients benefit from having an established history
  • Product packaging is women’s go-to learning resource for ingredients

Table of Contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Key trends
          • Women see value in ingredient research
            • Figure 1: Select attitudes and behaviors toward ingredients, July 2019
          • Natural ingredients are becoming an expectation
            • Figure 2: select attitudes and behaviors toward ingredients, by age, July 2019
          • Research is prioritized in facial skincare
            • Figure 3: Categories researched, any rank (net), July 2019
          • Larger, mature population will shift brand focus
            • Figure 4: Female population by age, 2014-24
          • Mainstream ingredients benefit from having an established history
            • Figure 5: Have heard of and look for select functional ingredients and select shopping behavior, July 2019
          • Product packaging is women’s go-to learning resource for ingredients
            • Figure 6: Select resources for learning about ingredients, July 2019
          • What it means/what’s next
          • The Market – What You Need to Know

            • Color cosmetics, haircare and facial skincare dominate market
              • Women are more invested in researching facial skincare products
                • Brands pressured to prove credibility; aging population indicates challenges
                • Market Breakdown

                  • Color cosmetics, haircare and facial skincare dominate market
                    • Figure 7: Share of sales in beauty market, by segment, 2019 (est)
                • Market Perspective

                  • Women are more invested in researching facial skincare products
                    • Figure 8: Categories researched, July 2019
                • Market Factors

                  • Consumer demand for credibility puts pressure on brands
                    • Figure 9: The Science of the SiO SkinPad Video
                  • An aging population will shift brand focus
                    • Figure 10: Female population by age, 2014-24
                • Key Players – What You Need to Know

                  • Superfoods, hyaluronic acid and CBD/hemp take the spotlight
                    • Expect more focus on ethical sourcing, sustainability and wellbeing
                    • What’s Happening

                      • Food ingredients benefit from healthy halo
                        • Figure 11: Glow Recipe products
                      • Hyaluronic acid is more than just an ingredient, but also a buzzword
                        • Figure 12: Deciem and Herbal Dynamics Beauty Instagram posts
                      • Products infused with CBD or hemp hold the spotlight
                        • Figure 13: Share of skincare, fragrance, hair product and color cosmetic launches with cannabis sativa oil and cannabidiol, September 2014-August 2019
                      • Who’s doing this well?
                        • Figure 14: NYX Bare with Me Cannabis Sativa Seed Oil Collection
                    • What’s Next

                      • Greater focus being placed on ethical sourcing
                        • Ethical issues with mica
                          • Figure 15: Instagram posts about mica
                        • Water scarcity increases need for ingredient alternatives to water
                          • Who’s doing this well?
                            • Figure 16: Instagram post from ds3clean
                            • Figure 17: OWA Hairecare Moondust Collection: Hair Wash and R+Co’s Spiritualized Dry Shampoo Mist
                          • Adaptogens benefit from being natural and functional
                            • Figure 18: Youth to the People’s Adaptogen Deep Moisture Cream
                        • The Consumer – What You Need to Know

                          • Product packaging is women’s go-to learning resource for ingredients
                            • Women demand ingredient transparency
                              • Efficacy and science benefit most functional ingredients
                                • Familiarity in natural ingredients boosts trust
                                  • Linking ingredient safety with efficacy is the ultimate goal
                                  • Resources for Learning about Ingredients

                                    • Product packaging is women’s go-to learning resource for ingredients
                                      • Figure 19: Resources for learning about ingredients, July 2019
                                    • Mature women rely on packaging, while young women turn to social
                                      • Figure 20: Resources for learning about ingredients, by age, July 2019
                                    • Hispanics use online resources but rely on family and friends
                                      • Figure 21: Select resources for learning about ingredients, by Hispanic origin, July 2019
                                  • Attitudes and Behaviors toward Ingredients

                                    • Women demand ingredient transparency
                                      • Figure 22: Deciem Instagram posts
                                      • Figure 23: Attitudes and behaviors toward ingredients, July 2019
                                    • Lifestage plays a role in ingredient research
                                      • Evolution of natural to clean is having an impact among women aged 18-24
                                        • Figure 24: Instagram post about Clean at Sephora
                                        • Figure 25: Select attitudes and behaviors toward ingredients, by age, July 2019
                                      • Natural ingredients are a key driver for Hispanic women
                                        • Figure 26: Select attitudes and behaviors toward ingredients, by Hispanic origin, July 2019
                                    • Awareness of Functional Ingredients

                                      • Efficacy and science benefit most functional ingredients
                                        • Figure 27: L’Oréal Paris Revitalift Serum commercial
                                        • Figure 28: Awareness of functional ingredients, July 2019
                                        • Figure 29: Correspondence Analysis – principal map – Awareness of functional ingredients, July 2019
                                      • Methodology
                                        • Ingredient preferences change as women age
                                          • Figure 30: Have heard of and look for select functional ingredients, by age, July 2019
                                        • Affluent women see value in functional; natural is more attainable
                                          • Figure 31: Have heard of and look for select functional ingredients, by household income, July 2019
                                      • Awareness of Natural Ingredients

                                        • Familiarity of natural ingredients drives trust
                                          • Figure 32: Awareness of natural ingredients, July 2019
                                          • Figure 33: Correspondence Analysis – Principal map – Awareness of natural ingredients, July 2019
                                        • Methodology
                                          • Reliance on natural is becoming mainstream
                                            • Figure 34: Have heard of and look for select natural ingredients, by age, July 2019
                                          • Natural ingredients are a must for Hispanic women
                                            • Figure 35: Have heard of and look for select natural ingredients, by Hispanic origin, July 2019
                                        • Shopping Behaviors

                                          • Linking ingredient safety with efficacy is the ultimate goal
                                            • Figure 36: Shopping behaviors, July 2019
                                          • Efficacy is top of mind for mature shoppers
                                            • Figure 37: Select shopping behaviors, by age, July 2019
                                            • Figure 38: It Cosmetics Bye Bye Lines Serum
                                        • Appendix – Data Sources and Abbreviations

                                          • Consumer survey data
                                            • Abbreviations and terms
                                              • Abbreviations

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