Consumer beauty preferences

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Consumer beauty preferences

  1. 1. What Do Consumers Want?Consumer beauty preferencesReport for:Cosmetic Regulatory ForumNewport Beach, Californiawww.KlineGroup.com© 2013 Kline & Company
  2. 2. Contents Introduction I t d ti Cosmetics & Toiletries Sales Data Traditional Consumer Research Consumer Insights of Innovation © 2013 Kline & Company © 2010 Kline & Company 1
  3. 3. Contents Introduction I t d ti Cosmetics & Toiletries Sales Data Traditional Consumer Research Consumer Insights of Innovation © 2013 Kline & Company © 2010 Kline & Company 2
  4. 4. Kline is a global management consulting and market research firm Incorporated in 1959 About 150 professionals worldwide Over 200 custom consulting engagements completed each year About 30 in-depth market research studies published each year Combine business research and strategic consulting skills with significant industry and technical expertise © 2013 Kline & Company © 2010 Kline & Company 3
  5. 5. Kline’s rigorous research methodology results in high quality and insightfulreports PRIMARY RESEARCH Interviews with:  Marketers/manufacturers  Retailers  Distributors  Suppliers Trade organizations  Government agencies g SECONDARY RESEARCH  Trade journals  Analysis of public data  Corporate financial reports and literature  Non-confidential data from Kline’s databases RIGOROUS ANALYSIS/ CROSS CHECK Insightful and comprehensive h i coverage © 2013 Kline & Company © 2010 Kline & Company 4
  6. 6. Contents Introduction I t d ti Cosmetics & Toiletries Sales Data Traditional Consumer Research Consumer Insights of Innovation © 2013 Kline & Company © 2010 Kline & Company 5
  7. 7. Our Cosmetics & Toiletries USA analysis covers the following categories y g gFragrances g Makeup Skin Care Fragrances for men  Eye makeup  Baby care products Fragrances for women  Face makeup  Facial treatments  Lipsticks and lip glosses  Hand and body lotions  Nail polishes  Skin care products for men  Sun care productsHair Care Oral Care Other Toiletries Conditioners  Denture p products  Deodorants and Ethnic hair care  Lip balms, jellies, and antiperspirants products treatments  Depilatories, waxes, and Hair coloring products  Mouthwashes bleaches Hair styling products  Toothbrushes  Personal cleansing products and sprays  Toothpastes  Shaving products Shampoos  Tooth whiteners © 2013 Kline & Company © 2010 Kline & Company 6
  8. 8. The industry shows a growth of 4.2% in 2011, and is expected to show slightly less than that in 2012 5 4 3Change, % 2C 1 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 ‐1 ‐2 © 2013 Kline & Company © 2010 Kline & Company 7
  9. 9. All trade classes post growth, luxury class inches close to a double-digit growth and professional trade class registers the lowest growth th d f i lt d l i t th l t th Luxury Specialty Mass DirectProfessional 0 2 4 6 8 10 Change, %, 2010-2011 © 2013 Kline & Company © 2010 Kline & Company 8
  10. 10. Makeup product class posted the highest growth, followed by fragrances pp fr. $ Million mf p g g , y g Fragrances Hair care Make Up Oral care Other Skin Care Toiletries 2010 2011 © 2013 Kline & Company © 2010 Kline & Company 9
  11. 11. Facial treatments remains the largest product category in saleswhereas sun care products posted the highest growth r. $ Million mfr Baby care Facial treatments Hand and body Skin care Sun care products lotions products for men products 2010 2011 © 2013 Kline & Company © 2010 Kline & Company 10 10
  12. 12. Women’s fragrances account for almost 3/4 of fragrance sales $ Millio mfr. on Fragrances for men Fragrances for women 2010 2011 © 2013 Kline & Company © 2010 Kline & Company 11
  13. 13. Eye and face makeup drove dollar value in the makeup segment, nailpolishes registered the steepest growth $ Million mfr. Eye makeup Face makeup Lipsticks and lip Nail polishes glosses 2010 2011 © 2013 Kline & Company © 2010 Kline & Company 12 12
  14. 14. Sales increase across all the hair care market product categories, withshampoos leading the pack $ Million mfr. Conditioners Ethnic hair care Hair coloring Hair styling Shampoos products products products and sprays 2010 2011 © 2013 Kline & Company © 2010 Kline & Company 13 13
  15. 15. Personal cleansing products drive growth in the other toiletries segment fr. $ Million mf Deodorants and Depilatories, waxes, and Personal cleansing Shaving products antiperspirants bleaches products 2010 2011 © 2013 Kline & Company © 2010 Kline & Company 14 14
  16. 16. Contents Introduction I t d ti Cosmetics & Toiletries Sales Data Traditional Consumer Research Consumer Insights of Innovation © 2013 Kline & Company © 2010 Kline & Company 15
  17. 17. Use of Hair Conditioners by Hispanics vs. Non-Hispanics,Men and Women in the United States % Of total 70 64 60 49 50 40 30 21 20 16 14 13 14 9 10 0 Every time I shampoo Sometimes No I use a combination  shampoo and  shampoo and conditioner product Hispanics Non‐hispanics © 2013 Kline & Company © 2010 Kline & Company 16
  18. 18. Types of Hair Styling Products Used by Men and Womenin the United States Gloss, 3% Other, 5% Gloss 3% Oth 5% Styling cream,  7% I dont use any  Styling  hair styling  h i t li mousse, 9% products  regularly, 39% Gel, 16% Hair spray,  21% © 2013 Kline & Company © 2010 Kline & Company 17
  19. 19. Usage of Toiletries Products by Men, Comparison Across CountriesUsage Other Toiletries Products by Men, Comparison Across Countries % Deodorant Deodorant - Body wash Shaving Bar antiperspirant stick/ body spray or OtherCountry or shower cream Talc soap roll on/ roll-on/ underarm fragrance toiletries gel or gel spray sprayBrazil 90 33 83 61 83 71 NAChina 81 89 34 41 58 30 NAGermany 57 96 74 57 73 42 NAIndia 82 48 38 74 82 33 64United 70 86 63 54 70 52 NA gKingdomUnited States 77 67 90 32 70 48 NAAverage 76 70 64 53 73 46 NA © 2013 Kline & Company © 2010 Kline & Company 18
  20. 20. Face Moisturizer Usage, Shopping and Brands, by Men and Women in the United StatesUse of Face Moisturizing Cream by Race % Regularly g y Sometimes No Total Preferred Retail Channels for Face MoisturizingWhite/Caucasian 39 22 39 100 ProductsAfrican American 44 28 28 100 Retail channels Preferred, %Asian 64 21 16 100 Mass merchandiser 54Native American 27 9 64 100 Drug store 43Pacific Islander 25 50 25 100 Food/grocery store 19Other 52 13 35 100 Online 16 Department store 15 Face Moisturizing Brands Used by All Respondents Beauty store 14 Use of face moisturizing brands % Dollar store 8 Olay 34 Shopping mall 6 Aveeno 14 Warehouse club 6 Neutrogena 9 Salon or spa 2 Nivea 9 Flea market 1 Vaseline 8 TV shopping network 1 Avon 7 Other 7 Dove 5 Clinique 5 Jergens 3 All other 8 © 2013 Kline & Company © 2010 Kline & Company 19
  21. 21. Use of Perfume or Cologne by Hispanics vs. Non-Hispanics,Men and Women in the United States © 2013 Kline & Company © 2010 Kline & Company 20
  22. 22. Online Shopping for Cosmetics and Toiletries Productsin the United StatesCosmetics and Toiletries Products Shopping by All Respondents Online % I have shopped I have never I have shopped for this item shopped for for this itemCosmetics and toiletries online, but this item online and I made no online purchased it purchasePerfume or cologne 61 13 26Face makeup (foundation, blush, powder or 69 9 21concealer)Eye makeup (eye shadow, eye liner or 72 9 19mascara)Face cream 71 11 18Face wash or cleanser 71 11 18Soap (bar soap, liquid soap, body wash, 74 9 17etc.)Lip stick or lip gloss 75 8 17Lip balm 78 8 14Nail polish 81 10 10 © 2013 Kline & Company © 2010 Kline & Company 21
  23. 23. Contents Introduction I t d ti Cosmetics & Toiletries Sales Data Traditional Consumer Research Consumer Insights of Innovation © 2013 Kline & Company © 2010 Kline & Company 22
  24. 24. Consumer Insights of Personal Care Innovation Unique and powerful emergent research methodology  While consumer research can be usually classified as either qualitative (e.g. focus groups) or quantitative (e.g. surveys), this methodology is truly both: quantitative results backed by narrative material.  Indirect, open-ended questions, with the material analyzed by proprietary software.  Weak signal detection is possible ( g (i.e. pre-trend), and results are more truthful than with traditional consumer research.  Kline is partnering with a third party that is formerly the knowledge management division f di i i of IBM Gl b l S i Global Services (th (then spun off). © 2013 Kline & Company © 2010 Kline & Company 23
  25. 25. Objective: Capturing deeper insights into personal care experiences Identifies the patterns of consumer perceptions and beliefs related to personal care products Analyzes how consumers define innovation, and h i ti d how i important it i t th t t is to them Explores what consumers wish they could have in the personal care arena, identifying emerging trends © 2013 Kline & Company © 2010 Kline & Company 24
  26. 26. A comparison of approaches Approach We Use Traditional Survey Methods Numbers come with context of stories the stories, latter which can be accessed directly when Numbers that do not inform of the context neededSeeks narratives (experiences) from people, as humans convey complex knowledge Seeks opinions of people through stories Use of indirect prompting questions to elicit Use of direct questions which people usually answers that tend to be more honest and expect revealing Groupthink occurs when a traditional decision Understanding the world as it currently is, space is dominated by powerful individuals knowing we lack complete data and their agendasMethods and tools ascertain patterns in these Reliance on traditional statistical analysis stories to obtain insights - visualisations in which “drowns out” weak signals until they SenseMaker® software present alternative become significant, at which point it may be and diverse points of view p difficult and expensive to intervene p © 2013 Kline & Company © 2010 Kline & Company 25
  27. 27. Research Parameters  Consumers Consumers’ Perceptions of Innovation  Importance of Innovation  Purchase Drivers  Innovation as related to other factors  Aspects of innovation that are important p p  What consumers say they want  Aspects of products enjoyed most by consumers  Comparing investments in R&D and marketing © 2013 Kline & Company © 2010 Kline & Company 26
  28. 28. What Consumers Say they Want y y Lessons  Skin care product ideas were volunteered by almost a quarter of the respondents.  Acne treatments (or positioning of such) need to be extended to treat all age groups, groups and to treat other parts of the body besides the face. In fact other facial face fact, treatments for common problems should be extended to treat the whole body.  Hair care product inventions were requested second most (at 15%) by all consumers in the sample, and hair removal products third at 11% of all ideas.  Consumers over age 55 especially wish for more accurate marketing of products. With the U.S. population of the over-55 people increasing to never-before levels, companies should consider more often the perspectives of these people in designing d i i marketing campaigns. k ti i  Multi-functional products are often requested. © 2013 Kline & Company © 2010 Kline & Company 27
  29. 29. ThemesMulti-functionality Wash and Remove I wish you could invent a body wash that not only washes and moisturizes without damaging or irritating your skin but it would also remove hair (without damaging or irritating your skin). It could come with a body scrubber or sponge that cleans your skin and remove hair from whatever part of your body you use it to wash without any damaging or irritation. Your One-Step Face Please come up with a single application face makeup that does ALL of the following: p g pp p g Moisturizes - prepares skin for the day; Conceals - minimizes flaws, blends and covers skin pigment variations and softens indentations; Covers - the face, jaw and neck with consistent, suitable foundation that totally complements the skin color and leaves no demarcation; and Finishes - with a topcoat that eliminates shine and "sets" the face for ; p the rest of the day. Good for Eyes A mascara that helps eye health. © 2013 Kline & Company © 2010 Kline & Company 28
  30. 30. Aspects of Products Enjoyed Most by Consumers © 2013 Kline & Company © 2010 Kline & Company 29
  31. 31. Of the people that listed fragrance as a factor enjoyed most, 38% of thoseare related to skin care products Lotion: PS I Love You Lotion by Bath and Body Works Smells great and leaves Works. skin smooth. Excellent: Im currently using Vaseline intensive care lotion for men. It dries very quickly and works very well on dry skin. It also has a very good smell. Burt’s Bees Solution: Recently I purchased Burt’s Bees acne solution. Its different because instead of being cream its more of a liquid consistency to penetrate in pores better. Mineral sunscreen and after-sun lotion: To soothe my burned skin, I turned to Alba after sun skin Botanica’s Kona Coffee After-Sun Lotion. Words cannot describe how heavenly this product is. The coffee oils are hydrating while the caffeine helps to release the heat in the skin and soothe the burn. It is deliciously aromatic – for coffee lovers, imagine smelling like a café latte – but the fragrance isn t overwhelming. The isn’t overwhelming texture of the lotion is creamy and luxurious rather than watery, which is my main complaint about Burt’s Bee’s after-sun product. It also felt like it lasted a long time, whereas with some other products you have to reapply often. © 2013 Kline & Company © 2010 Kline & Company 30
  32. 32. Kline is a worldwide consulting and research firm dedicated Americasto providing the kind of insight and knowledge that helps ____________companies find a clear path to success. The firm has servedthe management consulting and market research needs oforganizations in the chemicals, materials, energy, life Asiasciences,sciences and consumer products industries for over ___________50 years. For more information, visit www.KlineGroup.com.If you require additional information about the contents of this document or the Europeservices that Kline provides, please contact: ___________Kristy AltenburgRegional Sales Manager, Consumer ProductsPhone: +1-973-435-3367E-mail: Kristy.Altenburg@KlineGroup.comKline & Company, Inc.35 Waterview Blvd.Suite 305Parsippany, NJ 07054Phone: +1-973-435-6262Fax: +1-973-435-6291www.KlineGroup.com

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