1. Published:2007
101 Pages of Impossible-to -Find Data Now Available!
Survival of the Prettiest – Face and Body Skin Care is
the most comprehensive and unique look at what women
want in skin care products, what she’ll buy and WHY.
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2. From Mass To Prestige – The Skin Care Brands She Loves and WHY
Know Her Top 20
Skin care brands she loves
Skin care brands she uses regularly
Skin care brands she deems BEST on the market
Skin care brands she’s loyal to
Skin care brands she’d NEVER recommend
How much MORE she’s willing to pay for her favorite skin care
products
WHY she switches brands
WHAT she wants to hear from brands
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3. The Pink Reports™ Are Refreshingly Different From Other Beauty Reports On the Market
We’re Not Just Another Pretty Face in Market Research
While some research reports chart the number of tubes of lipstick or SKUs of a skin care line sold annually by brands, we’re the only reports revealing
WHY women were motivated to buy them. The Benchmarking Company goes right to the source – the female beauty buyer – asking her which are
her favorites, where she hears about brands, how she wants to hear your message, why she’d think of switching brands, and many other need-to-
know details of her beauty buying habits. The Pink Reports™ represent a critical tool in the market research arsenal brand managers need for a full
circle perspective on what’s happening now in beauty buying today and how to meet her future needs.
"In our on-going effort to understand consumer needs and desires so we may service them better, The Pink Reports provide a unique and valuable
complement to other market research options because it is so focused on the consumer shopping profile and experience."
―Christian Dior Beauty
“The Pink Reports are THE must-have reports for anyone who is starting, growing, or looking to take their beauty brand to the next level. We not only rely on
them to stay on top of current trends, but they help form our overall strategy when it comes to what women are buying, why and how they are buying it. It is
like fine tuning your message and every millimeter counts.”
―Marina Randolph, Vice President Breakthrough in Beauty, Product Partners LLC
“PBA really values the Pink Reports. They keep our members apprised of consumers’ feelings about beauty products and what motivates them to buy. The
information provided in them is critical to our industry in order to stay on top of beauty trends.”
―Bonnie Bonadeo, Director of Education & Program Development, Professional Beauty Association
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4. Who Will Benefit From Survival of the Prettiest: Face and Body Skin Care
How You Will Benefit from this Pink Report™:
Survival of the Prettiest: Face and Body Skin Care is a valuable asset for any company currently offering skin care products to the public,
for start-up companies contemplating a leap into the market, and for professional firms whose job it is to effectively market skin care
products for manufacturers. This comprehensive report details women’s feelings, fears, hopes, and skin care favorites and provides an
understanding of messages and brands that are not working for her as well. Each response is segmented according to age range, and
a detailed demographic breakdown of the data is also provided. Many data points are benchmarked against similar data from 2006 for
a look at yearly trends. Further demographic breakdowns are available as well by contacting The Benchmarking Company.
This report will help:
• Brand Managers and marketing managers define market opportunities and develop targeted promotional plans for skin care
products.
• Advertising and public relations agencies working with clients in the skin care industry to understand the product buyer to
develop messages that resonate with the female buyer.
• Research and development professionals to shape her product expectations, based on her needs, desires and motivations
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with
the vital information they need.
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5. Introduction: Survival of the Prettiest – Face and Body Skin Care
So much has changed in skin care in just one year. From a beauty ideology that has gone
from cover-up to corrective, and with talk of “50 being the new 30,” we’re seeing that women
of all ages use face and bath & body skin care products in abundance, using at least 1-2 more
skin care products than they did last year. There are different sales channel leaders than
there were a year ago. Brands that were off the charts last year are now in her top 10
favorites. We’re seeing trends that focus on the sea change in SPF acceptance, as well as the
ever-growing (and ever-younger) world of anti-aging beauty consumers.
Survival of the Prettiest – Face and Body Skin Care
is the most comprehensive and unique look at what
women want in skin care products, what she’ll buy
and WHY.
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6. Everything Women Think, Feel, Want, Buy, and WHY, When It Comes To Skin Care
UNCOVER the real reasons why she’s buying her favorite skin care products Last year’s Pink Report™ uncovered many of
UNDERSTAND her motivations in buying skin care brands AND in switching her skin care brand needs and desires and will
brands be used as a benchmark for the 2007 study.
CHANNEL SURFING is her prerogative. Know where she’s buying and how often We’ll detail her needs in every need-to-know
FIND OUT the reasons why she doesn’t use anti-aging products OR prestige skin demographic.
care lines
KNOW WHERE she believes her “problem areas” are, and which brands she uses to HAVE THE DATA
solve those skin issues
What makes her choose a mass market
skin care brand over a prestige line?
Know Her Top 20… What are her high price points for a
… skin care brands she loves prestige brand?
… skin care brands she cannot afford Do “natural” products hold a special place
… skin care brands she’s buying now In her heart and wallet?
… motivations for buying skin care How are dermatologist-backed brands
products fitting into her skin care regimen?
… places she buys skin care products How likely are brands with a hefty SPF
… points of information on the label influencing her buying preferences?
that turn her on How many skin care brands does she
… skin care brands she believes are own? What are they?
BEST on the market, regardless of
Which are her must-haves?
price
Which brands would she NEVER
recommend to a friend
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7. Report Table Of Contents
Chapter 1: Introduction Chapter 4: Her Skin Care Attitudes and Motivators
Report table of contents ……………………………..…………..……….2 Why she buys facial skin care products ………………………..……..….32
Introduction .……………………………………………………..….……...4 Why she buys bath & body skin care products ……………..…..….….…33
Report methodology ………………………………....……………...…....5 Her attitudes towards anti-aging skin care products ……………..…..….34
Brands covered in this study …………….……..……..…………………6 Anti-aging procedures she would consider ……………………….……...35
Her attitudes toward prestige skin care products …………………..…....36
Chapter 2: VITALS What scent she prefers in a bath & body lotion ……………………..…...37
Key study findings: Need to know power vitals and trends What aspects of skin care packaging are most important to her …..…..38
14 Top Beauty Bytes……………………………………………………….7 What terminology is most appealing to her when thinking of skin care..39
Vital 1: Her Cheatin’ Heart …..………………….………..……….….….15
Vital 2: So, Sell Me ………….………………….……………………..…16 Chapter 5: Her Skin Care Brand Awareness and Use
Vital 3: Youth is Priceless ………………….………….…………..…….17 Which skin care brands she’s heard of ……………………………..…….42
Vital 4: The Many Faces of Trust ………….....…………….……….....18 Skin care brand try-to-buy conversion chart …………………………..….49
Vital 5: Shopping Snubs …………………………………………………19 Which skin care brands she’s tried, uses, and recommends .…..…..….50
Skin care brands she would NEVER recommend .………………….…...57
Chapter 3: Her Skin Care Routine Self-tanning brand try-to-buy conversion chart …….….………….……...59
Facial skin care products she uses …………..…………..…………….21 Self-tanning brands she’s tried and uses ……….…………………..…….60
Bath & body skin care products she uses ………..……………..……..22
How her skin care product usage has increased in the past year ..…24
How much time she spends on her skin care routine …........………..25
How often she uses her skin care products …………..………..……...26
Survival of the Prettiest – Face and Body Skin Care is
the most comprehensive and unique look at what women
What prompts her daily use of skin care products ………….………...29
want in skin care products, what she’ll buy and WHY.
Her skin care concerns …………….………………….……….………..30
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8. Report Table Of Contents
Chapter 6: Her Skin Care Brand Attitudes Chapter 7: Her Skin Care Purchasing Behaviors
Why she might not always buy her favorite....…………………………65 What would influence her to buy a new brand …….…………….….. 82
Her favorite facial skin care brand ……………..……….…………...…66 How often she shops for skin care products ……….….…...……...... 84
Her favorite bath & body skin care brand ………………………......…67 How much money she spends per month on skin care products……85
Why she keeps buying her favorite facial skin care brand …………. 68 Where she buys her skin care products …………….…….………..... 86
Why she keeps buying her favorite bath & body skin care brand …..69 Retail shopping factors most important to her …….……..…….…..…88
A question of brand loyalty ……………….……………………………. 70 How she finds out about new skin care products …………….……....89
What brand loyalty means to her …………..…………….………...…. 71 How she feels her current skin care brands are priced ….…..….….. 90
Facial skin care brands she is most loyal to …………...………..…... 72 How much more she’d spend on her facial skin products ..………….91
Bath & body skin care brands she is most loyal to …………………...73 How much more she’d spend on her bath & body products ……...…92
Why she would switch brands ……………….…………..……………..74 Which aspects of skin care products she’d spend more for …...……93
Top 10 facial skin care brands she deems the BEST …………..……75
Top 10 bath & body skin care brands she deems the BEST …....….76 Chapter 8: Consumer Profile
Why the facial skin care brand she’s chosen is best .........................77 Complete demographic profile of respondents ….………………..…..96
Why the bath & body skin care brand she’s chosen is best …....…...78 Respondent at a glance ……………………………………..…………..97
Top facial skin care brands she cannot afford ………………………..79 What her personality reveals ………………………..………..…...……98
Top bath & body skin care brands she cannot afford ……...……….. 80 Her favorite actresses ………………………………..…………….……99
Her favorite magazines …………………………………….……...…..100
Her favorite web sites …….…………………….……….….……...….101
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9. Our Methodology
The 2007 Pink Report™: Survival of the Prettiest: Face and Body Skin Care is a
quantitative look at female consumer trends, attitudes and behaviors towards
hundreds of skin care beauty brands. The study was based on a 30-minute online
survey from a nationally representative sample of more than 2,200 women across the
U.S. ages 18-50+. The margin of error for an online survey with this sample size is +/- 4
percent, and it assumes a 95 percent level of confidence.
This report contains a detailed analysis and full scope of the data results. All data is
segmented by age, with as much of the data benchmarked as possible against the
same questions asked in the 2006 Beauty Shopping Pink Report™ published in the
summer of 2006. We define beauty buyers as women who declared they had
purchased skin care products over the previous 12 months.
Brands chosen for this study were based on popularity in the US and include brands
sold in a variety of distribution channels. A copy of this report was sent to a panel of
skin care industry experts prior to fielding to ensure that brands were included in the
study that represent a cross-section of those used by most women in the US. To
combat “survey fatigue” among respondents, the number of brands was limited to just
over 100 brands. Brands were also chosen based on those used by female consumers
taking part in more than 100 focus groups conducted by The Benchmarking Company.
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10. 122 Facial Skin, Bath & Body, And Self-tanning Brands Were Tracked For This Study
Beauty Brands Tracked For This Study
Alchimie Forever Darphin Jergens Olay Tarte Sunburst
Almay Decleor Juice Organics Origins Timeless Secret
Arbonne Dermadoctor Kiehl' s Palmer's Trish McEvoy
Artistry Dial Kinerase Peter Thomas Roth Ulta
Aveda Dickinson's L.A. Express Philosophy Urban Decay
Aveeno Dior L’Oreal Sublime Bronzer Physician's Formula Vichy
Avon Dove La Mer Ponds Victoria’s Secret
Bain De Soleil Dr. Denese La Prairie Pout Ultimate Fake Tan Yonka
Banana Boat Sunless Dr. Hauschkha Lancaster Prescriptives Yves St. Laurent
Bath & Body Works Dr. Patricia Wexler Lancôme Proactiv
Biore Elizabeth Arden Lather RoC
Biotherm Estee Lauder Laura Mercier Sally Hansen
Bliss Eucerin L'Occitane Senna Skincare
Body Shop Exuviance by Neostrata Lorac Sephora
Borghese Fake Bake L'Oreal Shiseido
Burt's Bees Fashion Fair Lumedia Shu Uemura
California Beauty Flawless Marilyn Miglin Solerra
California Tan Freeze 24/7 Mary Kay Sovage
Caress Fresh MD Formulations St. Ives
Caswell-Massey Fusion Beauty MD Skincare St.Tropez
Caudalie Garnier Meaningful Beauty Stila
Cetaphil Gold Bond Molton Brown StriVectin-SD
Chanel Guerlain Murad Sue Devitt
Clarins H2O Plus Neutrogena Sun
Clearasil Hawaiian Tropic Nivea Sunny Day Self Tanner
Clientele Hylexin Noxzema Surgeon's Skin Network
Clinique Ice Elements NV Perricone Tanline
Coppertone Iman Ojon Towaka TanTowel
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11. The Top Five Vitals – See the Full Report for In-depth Analysis On Some of Our Top 5 Findings
Her Cheatin’ Heart So, Sell Me Youth is Priceless The Many Faces of Shopping Blur
Trust
Women feel brands
Sure, she’s got skin Confusion abounds are best or favorites Department stores
Younger women want
care brand over prestige more proof of efficacy, because they trust and direct sales are
favorites, but that brands. Women and are willing to try them. What does taking a back seat
doesn’t mean she’s want to know the more procedures for trust mean? to the Internet and
loyal to them. facts. best results. mass retailers.
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12. Price Alone Doesn’t Dissuade Her From Buying Prestige: She Needs Education
79% of women Women don’t let a little thing like price get in the way of them buying skin care products that
So, Sell Me actually work. Prestige skin care products posted growth of one percent overall in 2006
surveyed either don’t totaling $2.2 billion. Higher priced products selling for $70 and up fueled that category. In
buy prestige skin 2006, premium-priced face products of $70 and above brought in $475 million, up from $382
million in 2005.  With women of all ages believing that a youthful appearance is priceless,
care products or brand managers of prestige lines have an enormous opportunity to sway consumers their way.
aren’t sure if they are See the Full Report for 4 More Vitals,
Thirty-six percent of women want to hear more proof that prestige skin care lines are worth
buying them now. and 80 More Slides of Data Detailing
the expense. Thirty percent don’t understand what makes them so unique. Another third
The most cited don’t know enough about them to make a decision. The most affluent group surveyed, those
What Women Want
ages 50 and up, have the smallest gap between expense and needing to hear proof that
reason is that they’re prestige skin care brands are worth it. Fifty-five percent of women surveyed would also pay
perceived to be too 10-20 % MORE for their facial skin care brands (see page xx.) She’s ready to try prestige. Tell
expensive...but they her why she should.
want to know more.
Please indicate why you do NOT buy prestige skin care products
18-29 30 - 39 40 - 49 50 +
Too expensive 71 64 64 61
Pink Fact: The inability to
afford a brand doesn’t I need more proof that they’re
37 33 35 42
mean she’ll forgo the worth the expense
product—6 of the top 10
Confusion
facial skin care brands she abounds over I would get the same results from lower
34 31 32 37
cannot afford are also the prestige brands. priced brands
ones she is most loyal to Women want to I don’t understand what makes them so
(see page xx.) 33 26 27 32
know the facts unique
I don’t know enough about them to make a
30 31 28 30
decision
 Source: NPD Group
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13. Top Brand Conversion Winners Remain the Core Brands—Those She Returns to After Trying Others
She’s Tried Many Brands; Few Command Her Loyalty
Brand Conversion Top 20 Winners!
50
The primary rule of
Percentage of Respondents
45
40 brand loyalty begins
35 with the adage that
30 the brand that
25
20 converts one-time
15 triers to usual buyers
10 wins. Olay, Dove
5
0 and Bath & Body
Works are clearly
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Tried and no longer use
Currently use
Recommended to a friend
Which skin care brands have you tried, currently use or recommended to a friend (aided list) (Pick all that apply).
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14. Functionality in Packaging Reigns Supreme With 52% Naming It As Most Influential Purchasing Decision
When Considering Packaging
What aspects of skin care PACKAGING are most influential in your Top 3 Choices: 18-29 (%)
purchasing decisions (overall)
%
Functionality (48%)
1. Functionality 52 Clearly describes benefits (43%)
Beautiful (39%)
2. Package clearly describes benefits & differentiators 46
3. Package is minimalist—does not take up much room 30 Top 3 Choices: 30-39 (%)
4. Package is beautiful 24 Functionality (52%)
Clearly describes benefits (43%)
5. Package is eco-friendly 24 Minimalist (30%)
6. Package looks luxurious 13
7. Package discretely describes contents 6 Top 3 Choices: 40-49 (%)
8. Other 4 Functionality (52%)
Clearly describes benefits (46%)
Minimalist (30%)
Top 3 Choices: 50+ (%)
Brand managers need to determine what functionality means to their buyers. Will it fit in her purse? Is it a pump Functionality (54%)
versus a cream versus an emulsion? A glass container or a tube? Focus groups are one way to find the core of the Clearly describes benefits (51%)
functionality answer. Minimalist (30%)
What aspects of skin care packaging are most influential in your purchasing decisions? (aided list) (Pick as many as apply).
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15. A Third of Women Simply Don’t Know Enough About Prestige Brands to Make a Decision
71% of Women Don’t Buy Prestige Brands Because They Are Too Expensive
Do you ever buy prestige beauty products? Women need to understand the value
Yes No I’m Not Sure proposition of prestige brands in order
for them to make a decision.
21% 65% 14%
Please indicate why you do NOT buy prestige skin care products
18-29 30-39 40-49 50+
Too expensive 71 64 64 61
I need more proof that they’re worth the expense 37 33 35 42
I would get the same results from lower-priced brands 34 31 32 37
I don’t understand what makes them unique 33 26 27 32
I don’t know enough about them to make a decision 30 31 28 30
I don’t know where to buy them 8 11 7 11
I’m confused with so many products on the market 8 7 8 8
Ingredients scare me 3 2 3 3
I can never find them when looking for them 2 1 2 2
Other 5 8 9 9
Do you ever buy prestige skin care products? (yes/no) If not, why? (aided list) (Pick as many as apply).
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16. Customized Data Analysis
There is SO MUCH valuable data within the Pink Reports – customized data analysis gives you
in-depth information found nowhere else!
Order Cross-tabulations of Pink Report data to show
responses sorted by her:
ethnicity
household income
educational background
geographic location
shopping location preference
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Or any data point of your own
For only $500 per cross-tabulation in addition to basic report purchase
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17. Personalized Data Presentations
Benefit from a personal presentation of the data as it relates to YOUR brand and your product
sales goals.
Half- and full-day presentations to your brand managers at your location focusing on a
wide variety of data exploration, including:
Custom market segmentation mapping
Buying trends among your target audiences
Ingredient trends and how they affect your offerings
Brand strategy sessions based on Pink Report™ results
One-on-one comprehensive analysis on what your brand means to female consumers
…the presentations are flexible. The results are incomparable.
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