Successfully reported this slideshow.

The New Beauty Rules for Brands

4

Share

Upcoming SlideShare
Ch15 bb
Ch15 bb
Loading in …3
×
1 of 40
1 of 40

The New Beauty Rules for Brands

4

Share

Download to read offline

Discover the latest research essential for beauty brand marketing. Why, where, and how women are discovering, researching, and buying makeup and haircare brands.

Discover the latest research essential for beauty brand marketing. Why, where, and how women are discovering, researching, and buying makeup and haircare brands.

More Related Content

Related Books

Free with a 14 day trial from Scribd

See all

The New Beauty Rules for Brands

  1. 1. 1
  2. 2. 2 Our Panelists MARLEA CLARK Executive Vice President Marketing & Insights TIM O’CONNOR Publisher KERRI KROM Director, Research OURPANELISTS
  3. 3. NOW&NEXT THEBEAUTY INDUSTRY MUJER SIEMPRE
  4. 4. APRETTYPICTURE Total US retail sales of beauty products are expected to reach $47.4 billion in 2016 for a gain of 2.7% over 2015 Skin Smart: • Facial/anti-aging skincare at $6.7 billion in sales with predicted growth of 11% through 2019 Perfect Palette: • Color cosmetics at $10 billion in sales - Facial cosmetics dominate the category at $4.7 mil in sales, an uptick of 2.1% from 2013 to 2015 while eye make-up grew by 4.3% to $3.9 mil • Foundation/contouring products are all the rage - Social media “selfies” increase demand for skin that appears flawless and photo-ready The Mane Attraction: • Haircare sales increase annually by 2-3% since 2011 and is forecasted to continue growth thru 2019 Source: Based on Information Resources Inc., InfoScan Reviews; US Census Bureau, Economic Census/MintelMUJER SIEMPRE
  5. 5. THE BIG REVEAL ASIANINFLUENCE AUNATUREL HIGH-TECHBEAUTY IT’SPERSONAL
  6. 6. ASIANINFLUENCE Western brands look to the East for innovation and new formulations 80% of global skincare revenue gain by 2019 will come from Asia • Offering exotic ingredients (snail slime, charcoal, sake) breakthrough formulations (ampoules, sheet/sleeping masks) • Inspiring trends in makeup formulations such as BB creams, cushion cosmetics, and lightweight, gel formulations • Websites such as Insider Beauty, Peach Lily, and Soko Glam introduce broader audience to Korean beauty Source: Mintel MUJER SIEMPRE
  7. 7. AUNATUREL Source: Mintel Look like your natural self – only better! Back to Basics: • “Beauty from within” trend is translating to more good for you ingredients in skincare • Beauty blogs and social sites offer how-to’s Bold Brows: • Brow pencils/brow grooming products among the top introductions - BRAND SPOTLIGHT: Maybelline’s Brow Precise Shaping Pencil + Grooming Brush generated first year sales of $3MM; Physicians Formula’s Eye Booster 4-in-1 Brow Boosting Kit is a popular new offering Healthier Hair: • Dry shampoo/cleansing conditioners avoid over- shampooing and cut down on shower time to save water • Products that help enhance natural texture and achieve an undone, tousled look, gain traction in the mass market
  8. 8. BEAUTYSOUNDBITES 68% OF WOMEN SAY THEY HAVE TRIED ALTERNATIVE/DIY BEAUTY TREATMENTS • Toothpaste on a pimple (43%) • Tea bags on eyes to reduce puffiness (40%) • Mashed avocado for an at-home facial (27%) Source: Meredith Consumer Connections Beauty Study
  9. 9. HIGH-TECHBEAUTY Use of technology is becoming more widespread to make the color cosmetics shopping experience easier and more personalized • OPI Nail App - App allows users to virtually try different nail looks in real time • L’Oreal My UV-Patch - first wearable tech product works with an app to tell the wearer how much UV exposure they’re subject to at different times of day • Way - compact device that analyzes your skin in 3 seconds creates a comprehensive analysis along with recommendations Packaging innovations include products with built-in tools (i.e. face scrubber) • 19% of women have used a cleansing brush • 20% of women have used rotating cleansing brush Technology allows for a more educated, hands-on approach to shopping the cosmetics category through tutorials, social media and apps OPI Nail App L’Oreal My UV-Patch Way skin care device Source: Mintel
  10. 10. IT’SPERSONAL Retailers aim to make the beauty shopping experience more premium personal by introducing more upscale and niche brands into their product mix as well as in-store beauty advisors • Sephora ModiFace launch The ModiFace Mirror HD, users virtually try on different cosmetic products as they look into an actual mirror. The image is incredibly precise with gesture controls • Macy’s introduced an interactive Instagram wall so you can show off your new brows or blow out • LUSH launched an app that allows users to browse products via a mood or scent ModiFace Lush app Macy’s Interactive Instagram Wall Source: Mintel
  11. 11. WHAT MOTIVATES BEAUTY PRODUCT USE? THE“WHY” BEHINDBEAUTY
  12. 12. LOOKGOOD FEELGOOD Confidence is a key motivator for the purchase and use of beauty products • 93% of US women agree that how they look has an impact on how they feel • 67% say that looking beautiful/sexy is important to them. This is even higher for Millennials at 73% • 50% say it’s important that people compliment them on the way they look WHEN I FEEL BEAUTIFUL, I FEEL GOOD/ MORE CONFIDENT ABOUT MYSELF.” “BEAUTY PRODUCTS ENHANCE MY NATURAL BEAUTY. EVERYONE DESERVES TO FEEL BEAUTIFUL, SEXY, AND CONFIDENT! “ ”Source: Meredith Consumer Connections Beauty StudyMUJER SIEMPRE
  13. 13. THEPOWER TOTRANSFORMWomen believe in the power of beauty products to solve their beauty challenges and help them be their “best selves” • 91% agree “I believe that moisturizers and skincare products can make a difference in looking younger” • 92% agree “Cosmetics and beauty products can make a woman feel beautiful” Beauty products represent a way to treat yourself—a calorie-free indulgence that can help brighten your day • 62% like to reward themselves with a beauty indulgence (Millennials = 66%) IT MAKES ME FEEL LIKE I AM PAMPERING MYSELF AND MAKING A LONG TERM INVESTMENT IN LOOKING AND FEELING GOOD.” “SPLURGING ON SOME MAKEUP OR A FACIAL OR ANY BEAUTY INDULGENCE MAKES ME FEEL BETTER AND IS A WELL-DESERVED PICK ME UP.“Source: Meredith Consumer Connections Beauty Study
  14. 14. BEAUTY PRODUCT USE
  15. 15. BEAUTYHURDLES 88% experience skin challenges • Aging skin/wrinkles 37% • Dry skin 37% • Combination skin 36% • Brown spots/age spots 26% • Sensitive skin 23% 84% experience facial challenges • Unwanted facial hair 43% • Puffy eyes/dark circles 41% • Chapped lips 38% • Laugh lines 27% • Crow’s feet 22% • Adult acne 22% 85% experience hair challenges • Split ends/breakage 34% • Frizzy hair 25% • Dry hair 25% • Hair loss/thinning 24% • Thin hair 22% Source: Meredith Consumer Connections Beauty Study
  16. 16. BEAUTYSOUNDBITES 77% OF WOMEN WOULD PAY MONEY TO HAVE THEIR BIGGEST BEAUTY CHALLENGE RESOLVED • 52% would pay a week of their salary • 41% would give up social media for 1 full year Source: Meredith Beauty Usage Study
  17. 17. THERIGHTFORMULA 54% use both mass and prestige products in their beauty routine • 57% say they tend to experiment with different beauty brands • 53% change their beauty routine and the products they use according to the season I LIKE NEW COLORS AND LOVE NEW PRODUCTS. I LIKE TO KEEP UP WITH THE TRENDS.” “I AM CONSTANTLY TRYING AND BUYING NEW PRODUCTS, SO IT’S NOT JUST SEASONALLY, IT’S ALL YEAR ROUND. “ ”Source: Meredith Consumer Connections Beauty Study MUJER SIEMPRE
  18. 18. SKINSMART 95% of women use skincare products • Women have an average of 6 different skincare products 5 different brands • Before she heads out the door every day, the average woman applies 3.8 products • Women purchase new skincare products, on average, 12 times a year • 62% of women say that they are always looking for new skincare products to try Source: Meredith Consumer Connections Beauty Study MUJER SIEMPRE
  19. 19. SKINSMART Look for my skincare products to... Keep my skin looking healthy 71% 75% Minimize the appearance of wrinkles, fine lines/aging 50% 44% Protect my skin from the environment, sun and pollution 45% 62% Total Women Millennials “I LOVE ALL BEAUTY PRODUCTS AND AM CONSTANTLY RESEARCHING AND TRYING NEW ITEMS. YOU NEVER KNOW [WHEN] YOU MIGHT FIND SOMETHING THAT REALLY MAKES YOU FEEL AND LOOK GREAT.” “ ”Source: Meredith Consumer Connections Beauty Study MUJER SIEMPRE
  20. 20. SKINSMART • 80% agree that “Different areas of the face need different products (e.g., eye cream, lip treatment)” • 77% look for multi-purpose skincare products that will save them time (e.g., moisturize, protect from the sun and minimize wrinkles)”; this is especially important for Millennials (86%) • 62% agree “I’m willing to pay more for a product that will help me reduce or slow down the signs of aging” IF SHE HAD $40 TO SPLURGE ON ANY SKINCARE ITEM, SHE WOULD BE MOST LIKELY TO BUY: ANTI-AGING PRODUCT – 25% DAILY MOISTURIZER – 20% Source: Meredith Consumer Connections Skin Care Study; Meredith Beauty Usage Study
  21. 21. PERFECTPALETTE 94% women use makeup/cosmetics products • Women have 15 different makeup products across 7 different brands • The average woman buys new makeup 14 times a year • Foundation is the most important makeup product, and the one that most women are willing to splurge on IF THEY HAD $40 TO SPEND ON ANY ONE MAKEUP ITEM, SHE WOULD BE MOST LIKELY TO BUY: FOUNDATION – 50% MASCARA – 14% LIPSTICK / EYE SHADOW – 13% Source: Meredith Beauty Usage Study
  22. 22. MANEATTRACTION 83% of women agree “It’s important that my hair always look its best” On average, women spend 15.2 minutes on their hair daily and 49% of women have a 3 step, or more, haircare routine Source: Meredith Beauty Usage Study; Meredith RWT Love Your Locks Hair study; Mintel IF SHE HAD $25 TO SPLURGE ON ANY HAIRCARE ITEMS, SHE WOULD BE MOST LIKELY TO BUY: SHAMPOO/CONDITIONER – 30% DEEP CONDITIONER / HYDRATOR – 24% ANTI-FRIZZ – 13%
  23. 23. THE PERFECT HUE 68% women color their hair – 49% at home, 37% in salon, 14% both 96% agree “I feel more confident after I have colored/ highlighted my hair” 91% agree “At home hair coloring products have improved over the last few years” 90% agree “When selecting a hair color product, “Natural” hair color ingredients are appealing” 64% agree “I am more likely to try a new hair color product if a friend/family member recommends it” 49% turn to magazines for home hair coloring inspiration • 29% hairdresser, 29% friend/colleague, 27% brand websites Motivators for purchasing a hair color product: • Coupon 59% • Sales promo (gift w purchase) 52% • Advertising 35% Source: Meredith Beauty Usage Study; Meredith RWT Love Your Locks Hair study; Mintel
  24. 24. THEROLEOFMEDIAINBEAUTY Visita SiempreMujer.com Síguenos @siempremujer Vol. 11, Núm. 2 Millennials Buenos, bonitos baratos LOSBESTBUYS DEBELLEZA VIENTOS DECAMBIO UNINVENTARIO PARAELALMA Destino ¡BODA! ¡HAY PARTY! MODAPARABRILLAR ENLASFIESTAS THEREALTHING Adrienne Bailon MUJER SIEMPRE ESPECIAL DE ABRIL / MAYO 2016 ® ➵ healthy kids, happy families OH, BABY!THE LATEST THINKING ON NEWBORN CARE HELP YOUR CHILD COPE WITHBAD DREAMS GET. IT. DONE.(and have more fun!) WE PICK THEBEST OF THE WEB FORFAMILIES STOP SPRINGALLERGIESBEFORE THEY START FOR KIDS WHO “HATE SALADS” FRESH SALAD RECIPES 5 MAY 2016 PARENTS.COM
  25. 25. MEDIA ANDBEAUTY Each type of media serves a unique purpose Social is the main way that women: • Discover new brands • Participate in conversation Magazines help women: • Learn about products and trends • Encourage them to seek more information Digital helps them: • Research products • Share their own experiences and reviews 76% WOMEN HAVE TAKEN OR PLAN TO TAKE ACTION AS A RESULT OF SEEING A BEAUTY AD IN A MAGAZINE OR ON A MAGAZINE WEBSITE Source: Meredith Women 2020 Study; Meredith Consumer Connections Beauty Study
  26. 26. MEDIA ANDBEAUTY She likes Magazines because they… • Contains beauty ads I find interesting • Provides coupons • Provides recommendations that influence me to try a beauty product • Influences me to buy based on quality, not price • Provides me with information to look healthy at any age She likes Digital because it… • Allows me to research before buying • Encourages me to share by posting ratings/reviews • Helps me find brands I can trust • Provides me with information on natural/organic ingredients in beauty products Source: Meredith Women 2020 Study
  27. 27. BEAUTYINFLUENCERSYouTube videos are the go-to source for beauty info TOP SOCIAL PLATFORMS FOR THE BEAUTY CONSUMERS Source: L2 Insight Report Digital IQ Index Fashion and Beauty 21%of beauty and personal care consumers seek opinions on social media before making a purchase 55%of beauty views on YouTube come through mobile devices YOUTUBE • Beauty content on YouTube increased 50% from 2014 to 2015 • YouTube’s 1.8 million beauty videos have attracted a total of 45.3 billion views FACEBOOK • Facebook drives beauty enthusiasts to shopping sites • Shopify reports that 2/3 of all social media visits to their websites come from Facebook INSTAGRAM • Women spend an average of 257 minutes per month on Instagram interacting with content • Instagram’s e-commerce influence yields an average of $65 per order BLOGS • Women are referring to blogs more and more for the best practices in skin care and upcoming products • Consumers look for personalized messaging relevant to them and the brand being advertised
  28. 28. THENEW BEAUTYRULES The Now Next Beauty trends • Asian Influence • Au Naturel • High-Tech Beauty • Personalization   Women turn to beauty products to • Look good and feel good • Transform into her best self • Treat herself • Overcome her beauty challenges   Media plays a role in all areas of her beauty journey • Magazines introduces her to beauty products trends • Social helps her narrow down her options • Digital allows her to share her experiences
  29. 29. KEYBEAUTY PERSONAS MILLENNIALMOMS • HISPANICWOMEN • SUPERBEAUTYIES
  30. 30. MILLENNIALMOMS Median age 28. Influential beauty consumers who are brand focused and willing to spend 79%Use mass cosmetics 78%Will be loyal to brands they find and love 66%Would prefer to receive a product sample than a coupon What We Know • More likely than the average woman to buy cosmetics in department stores; just 32% splurge on prestige cosmetics • Researches before she buys; most are wallet-conscious and will only spend more on products they’ve been coveting • Nearly 50% would pay extra for a product that is consistent with the image they’d like to convey • She is an early adopter; 35% are more likely to be the first of her friends to try new products • Engages with a mix of prestige and mass brands online, like Sephora, Bath Bodyworks and Birchbox Source: GfK MRI Spring 2015. Target: W18-34; Has children 18 years old in HH; CubeYou
  31. 31. MILLENNIALMOMS:MEDIAUSAGE
  32. 32. HISPANICWOMEN Median age 40. Likes to support causes, looks for natural beauty, are early adopters 77%Try to save as much money as possible when shopping 71%Agree that buying American products is important to her 66%Would prefer to receive a product sample than a coupon What We Know • 81% use mass cosmetics, but is more likely than other women to buy prestige • Looks for quality and affordability; covets recommendations from family and friends, who influence her perceptions of worth • Gravitates towards brands they’re familiar with, but are open to trying new products • 40% will change brands for the sake of variety • She is a beauty pioneer, always one of the first of her friends to experiment with new brands and products • Engages with both prestige and mass brands online, like Sephora, Maybelline, Chanel and CoverGirl Source: GfK MRI Spring 2015. Target: Hispanic Women; CubeYou
  33. 33. HISPANICWOMEN:MEDIAUSAGE
  34. 34. SUPERBEAUTIES Median age 41. Influential amongst her peers 85%Will continue to buy brands she finds and loves using 74%Would rather receive a product sample than a coupon 68%Likely to purchase brands that support a cause she cares about What We Know • Over 50% use prestige cosmetics; willing to splurge on beauty • 66% enjoy trying different ways to style their hair; 64% follow a strict skincare routine • Believes brand name is the best indication of quality; wants those she buys to support social causes • Would consider having a cosmetic surgery or procedure; younger consumers to emulate the look of a celebrity, older consumers to hide signs of aging • Often uses natural or organic beauty • Engages primarily with prestige brands online, like Sephora, M-A-C, Benefit, Clinique Source: GfK MRI Spring 2015. Target: W; Have a great deal of knowledge/experience with beauty products; family/friends ask for/trust advice on beauty; CubeYou
  35. 35. SUPERBEAUTIES:MEDIAUSAGE
  36. 36. *Millennial Moms = Age 18-34 w kids 18 in hh *Super Beauty Influential, defined by MRI *Meredith net audience: Readers from Shape, Parents, Ser Padres, Fit Pregnancy Baby, Better Homes Gardens, Rachael Ray Every Day, Family Fun, Family Circle, Martha Stewart Living, Midwest Living, All Recipes Magazine, Traditional Home, Eating Well MEREDITHDELIVERS NEARLY HALF OF ALL U.S. MILLENNIAL MOMS 49% 2 OUT OF EVERY 5 U.S. HISPANIC WOMEN 39% MORE THAN HALF OF U.S. SUPER BEAUTY INFLUENTIALS 56%
  37. 37. THE GOALIS GORGEOUS • 20.5 million prestige cosmetic users • 42.5 million mass cosmetic users • 15 million department store cosmetic shoppers • 12.5 million beauty influentials who have a great deal of knowledge of/experience with beauty • 47 million female brand loyalists who say “when I find a brand I like, I stick to it” • 16 million female beauty early adopters who agree that “I’m always one of the first of my friends to try new products/services” *Millennial Moms = Age 18-34 w kids 18 in hh *Super Beauty Influential, defined by MRI *Meredith net audience: Readers from Shape, Parents, Ser Padres, Fit Pregnancy Baby, Better Homes Gardens, Rachael Ray Every Day, Family Fun, Family Circle, Martha Stewart Living, Midwest Living, All Recipes Magazine, Traditional Home, Eating Well $ 8.2 BILLION SPENTON BEAUTY PRODUCTS*
  38. 38. THENEW BEAUTYRULES The Now Next Beauty trends   Women turn to beauty products   Media plays a role in all areas of her beauty journey
  39. 39. 3 Thank you for joining our webinar! Want to learn more? Have questions or want to learn more about reaching health and wellness lifestyle consumers? Contact Marlea Clark at mclark@womensmarketing.com Women’s Marketing womensmarketing.com New York 276 5th Ave, Suite 407, NY, NY 10001 212.673.4500 Westport 1221 Post Rd. East, Suite 201, Westport, CT 06880 203.256.0880 WANTTOLEARNMORE? THANK YOU FOR JOINING OUR WEBINAR! Have questions or want to learn more about beauty consumers? Contact Marlea Clark at mclark@womensmarketing.com
  40. 40. 4 Thank You!THANKYOU!

×