1. Beauty and Personal Care in the US
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Published:June 2012
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Overview
Discover the latest market trends and uncover sources of future market growth for the Beauty and
Personal Care industry in USA with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive
threats with our detailed market analysis, and plan your corporate strategy with our expert
qualitative analysis and growth projections.
If you're in the Beauty and Personal Care industry in USA, our research will save you time and
money while empowering you to make informed, profitable decisions.
When you purchase this report, you also get the data and the content from these category reports
in USA for free:
•Baby care
•Bath and shower
•Colour cosmetics
•Deodorants
•Depilatories
•Fragrances
•Hair care
•Men's grooming
•Oral care
•Sets/kits
•Skin care
•Sun carel
The Beauty and Personal Care in USA market research report includes:
•Analysis of key supply-side and demand trends
•Detailed segmentation of international and local products
•Historic volumes and values, company and brand market shares
•Five year forecasts of market trends and market growth
•Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:

2. •What is the market size of Beauty and Personal Care in USA?
•What are the major brands in USA?
•How are sales of mass versus premium beauty products evolving?
•What are the key shifts in retail channel distribution?
Why buy this report?
•Gain competitive intelligence about market leaders
•Track key industry trends, opportunities and threats
•Inform your marketing, brand, strategy and market development, sales and supply functions
This industry report originates from Passport, our Beauty and Personal Care market research
database.
Sample Analysis
EXECUTIVE SUMMARY
Beauty and personal care grows in 2011
In 2011 the US beauty and personal care market saw the highest growth in current value terms of
the 2006-2011 period. Although economic recovery was slower than anticipated and the
unemployment rate remained high, overall growth was strong. Growth was driven by high-income
consumers, who were less affected by the 2008/2009 recession than their lower-income
counterparts. Although the performance of the US stock market was flat in 2011, many affluent
consumers felt comfortable spending money again. Pent-up demand, as well as product
innovation in discretionary categories such as colour cosmetics and fragrances, contributed to
growth.
Premium beauty products outpaces growth in mass products
Growth in beauty and personal care in 2011 was driven by premium products, which increased in
2010 and into 2011 after declining in 2009. In particular, premium skin care products outperformed
mass skin care products. Consumers of premium skin care products economised in late 2008 and
through 2009 by using the last drop of moisturiser before repurchasing, and also traded down to
mass brands. In 2011, an improving economy, combined with product innovation, attracted high-
income consumers back to department store beauty counters to buy premium skin care products.
At the same time many consumers in the lower-income groups continued to struggle, as high
unemployment rates and increasing petrol prices reduced their purchasing power. The poor
economic prospects for low-income consumers contributed to moderate sales of mass skin care
products in 2011.
Procter & Gamble and L’Oréal lead beauty and personal care
The Procter & Gamble Co and L’Oréal USA were the leading two players in beauty and personal
care in the US in 2011. Procter & Gamble’s Olay brand was the leader in skin care, whilst
Lancôme from L’Oréal was the third ranking premium skin care line. Olay was able to achieve top
billing through product innovation and massive advertising spend. In 2011 the Olay brand
launched a new hair removal system called Olay Smooth Finish Facial Hair Removal Duo, and
entered acne treatments for the first time with its Olay Pro-X Clear Acne Protocol. L’Oréal also
found success with its Maybelline colour cosmetics line, which was able to upgrade its image
through new product development, as well as its sponsorship of Mercedes-Benz Fashion Week.

3. Parapharmacies/drugstores lead beauty and personal care
Parapharmacies/drugstores lead US beauty and personal care sales. This channel saw its value
share increase in slightly in 2011 as drugstore chains CVS and Walgreens added more foods to
their stores which increased shopper frequency. Americans like to purchase beauty products in
drugstores because of their convenient locations and wide selection of mass market beauty
brands. Department stores - the second leading channel for beauty products - saw their value
share increase in 2011 due to the strong performance of premium beauty and personal care
products. High-income consumers returned to department stores in 2011.
Growth through to 2016
The US beauty and personal care market is expected to demonstrate good growth over the
forecast period in constant value terms. Consumers are expected to increase their purchases of
beauty products, as the US economy recovers and manufacturers launch new value-added
features. A rise in employment will lead to more disposable income to spend on beauty. Anti-agers
in skin care is expected to experience good growth, as baby boomers will drive growth in anti-
ageing products as they seek to look as young as they feel. Sales of male-specific bath and
shower and skin care products are expected to continue growing due to the immaturity of these
categories, and increasing comfort with grooming regimes amongst younger American men
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Major points covered in Table of Contents of this report include
Table of Contents
Beauty and Personal Care in the US - Industry Overview
EXECUTIVE SUMMARY
Beauty and personal care grows in 2011
Premium beauty products outpaces growth in mass products
Procter & Gamble and L’Oréal lead beauty and personal care
Parapharmacies/drugstores lead beauty and personal care
Growth through to 2016
KEY TRENDS AND DEVELOPMENTS
Lawmakers seek federal oversight of US beauty products
Ongoing reinvention of retail formats in beauty and personal care
Beauty companies focus on packaging and delivery systems
Reaching older consumers
Celebrity endorsements are popular in beauty and personal care

4. MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2006-2011
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2006-2011
Table 3 Sales of Premium Cosmetics by Category: Value 2006-2011
Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2006-2011
Table 5 Beauty and Personal Care Company Shares by NBO 2007-2011
Table 6 Beauty and Personal Care Company Shares by GBO 2007-2011
Table 7 Beauty and Personal Care Brand Shares by GBN 2008-2011
Table 8 Penetration of Private Label by Category 2006-2011
Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis 2006-2011
Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis
2011
Table 11 Forecast Sales of Beauty and Personal Care by Category: Value 2011-2016
Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2011-2016
Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2011-2016
Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth 2011-2016
DEFINITIONS
SOURCES
Summary 1 Research Sources
Beauty and Personal Care in the US - Company Profiles
Chanel USA Inc in Beauty and Personal Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 1 Chanel SA: Chanel boutique in Chicago, USA
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Chanel USA Inc: Competitive Position 2011
Energizer Holdings Inc in Beauty and Personal Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Energizer Holdings Inc: Competitive Position 2011
Summary 7 Schick-Wilkinson Sword: Competitive Position 2011

5. Estée Lauder Cos Inc in Beauty and Personal Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Estée Lauder Cos Inc: Competitive Position 2011
Summary 11 Clinique Laboratories Inc: Competitive Position 2011
Guthy-Renker Corp in Beauty and Personal Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Guthy-Renker Corp: Competitive Position 2011
John Paul Mitchell Systems Inc in Beauty and Personal Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 John Paul Mitchell Systems: Competitive Position 2011
Johnson & Johnson Consumer Products Inc in Beauty and Personal Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Johnson & Johnson Consumer Products Inc: Competitive Position 2011
Limited Brands Inc in Beauty and Personal Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 2 Limited Brands Inc: Bath & Body Works in Chicago, USA
INTERNET STRATEGY
PRIVATE LABEL
Summary 21 Limited Brands Inc: Private Label Portfolio

6. COMPETITIVE POSITIONING
Summary 22 Limited Brands Inc: Competitive Position 2011
L'Oréal USA Inc in Beauty and Personal Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 25 Body Shop Inc: Competitive Position 2011
Summary 26 L’Oréal USA Inc: Competitive Position 2011
Procter & Gamble Co, The in Beauty and Personal Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 29 The Procter & Gamble Co: Competitive Position 2011
Unilever Home & Personal Care USA in Beauty and Personal Care (USA)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 32 Unilever Home & Personal Care USA: Competitive Position 2011
Baby and Child-specific Products in the US - Category Analysis
HEADLINES
TRENDS
The birth rate in the US continued to decline in 2011, as the 2008/2009 recession led to lower
economic confidence amongst consumers. This pessimism about the future economic prospects
contributed to a declining birth rate, as many Americans postponed having children until the
economy improved. Consumers of all income levels were worried about their ability to spend on
larger homes and day care costs after having children. Lower-income consumers who “live
paycheck to paycheck” were disproportionately affected by the “Great Recession” and resulting
high unemployment. The number of live births in the US declined by 1% in 2011, after declining by
1% in 2009 and by 2% in 2010, according to the Centers for Disease Control and Prevention.
COMPETITIVE LANDSCAPE

7. Johnson & Johnson Consumer Products was the leader in baby and child-specific products in the
US with an 18% value share in 2011, unchanged from 2010. The company is synonymous with
baby care, and has had a strong presence in bath products, hair care and skin care for decades.
Many parents grew up with Johnson’s products, and consider them to be safe and of high quality.
The standard Johnson’s Baby brand is the number two brand in baby and child-specific products,
and benefits from being used by hospitals and other health professionals. Johnson & Johnson also
benefits from being recommended by the medical community, which remains the best form of
advertising and promotion for baby care products.
PROSPECTS
Baby and child-specific products is expected to increase by 9% in constant value terms over the
forecast period, to reach US$2.5 billion by 2016. This represents an increase from the 5%
constant value growth rate experienced over the review period. With the US economy showing
signs of recovery, and a rising stock market, affluent consumers have begun to resume spending
on discretionary items, albeit more cautiously than in pre-recessionary times. The birth rate is
expected to remain virtually flat, leading to limited growth opportunities for baby-specific products
outside of the premium natural/organic offerings. The growth prospects for products geared
towards older children are expected to be better.
CATEGORY DATA
Table 15 Sales of Baby and Child-specific Products by Category: Value 2006-2011
Table 16 Sales of Baby and Child-specific Products by Category: % Value Growth 2006-2011
Table 17 Baby and Child-specific Products Premium Vs Mass % Analysis 2006-2011
Table 18 Baby and Child-specific Products Company Shares 2007-2011
Table 19 Baby and Child-specific Products Brand Shares by GBN 2008-2011
Table 20 Baby and Child-specific Products Premium Brand Shares by GBN 2008-2011
Table 21 Baby and Child-specific Skin Care Brand Shares by GBN 2008-2011
Table 22 Baby and Child-specific Sun Care Brand Shares by GBN 2008-2011
Table 23 Forecast Sales of Baby and Child-specific Products by Category: Value 2011-2016
Table 24 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2011-
2016
Table 25 Forecast Baby and Child-specific Products Premium Vs Mass % Analysis 2011-2016
Bath and Shower in the US - Category Analysis
HEADLINES
TRENDS
New scents, brand refreshment and multifunctional formulations proved to be big sales drivers
within body wash/shower gel in 2011. Brands introducing new products included Softsoap, Dial,

8. Bath & Body Works, St Ives and Suave Naturals. New product launches focused on moisture and
scent innovation, with fruit fragrances, cocoa butter and naturally-derived oils being common
additions. New launches were complemented by innovations in packaging, with attractive flip-top
containers the norm, as marketers sought to differentiate their products in the increasingly
competitive marketplace.
COMPETITIVE LANDSCAPE
Bath and shower was led by Dove (Unilever Home & Personal Care USA) in 2011, which
accounted for a 14% share of value sales. It was followed by Dial (The Dial Corp) with an 8%
share, Bath & Body Works (Limited Brands) with 7% and Softsoap (Colgate-Palmolive) with 6%.
PROSPECTS
Bath and shower is expected to enjoy a constant value CAGR of 1% through to 2016. Over the
next five years sales are expected to reach US$6 billion. The performance will be mixed, with
several key product lines offsetting general weakness in value sales.
CATEGORY DATA
Table 26 Sales of Bath and Shower by Category: Value 2006-2011
Table 27 Sales of Bath and Shower by Category: % Value Growth 2006-2011
Table 28 Bath and Shower Premium Vs Mass % Analysis 2006-2011
Table 29 Bath and Shower Company Shares 2007-2011
Table 30 Bath and Shower Brand Shares by GBN 2008-2011
Table 31 Bath and Shower Premium Brand Shares by GBN 2008-2011
Table 32 Forecast Sales of Bath and Shower by Category: Value 2011-2016
Table 33 Forecast Sales of Bath and Shower by Category: % Value Growth 2011-2016
Table 34 Forecast Bath and Shower Premium Vs Mass % Analysis 2011-2016
Colour Cosmetics in the US - Category Analysis
HEADLINES
TRENDS
Trends in fashion, combined with new technology, led to strong demand for colour cosmetics in
2011. After years of lacklustre sales, lipstick is back “in”, as fashion editors tout lipstick as
providing glamour. At the same time, advances in lipstick technology have produced lipsticks
which are more comfortable to wear by being lighter in weight and more moisturising. Similarly,
fashion bloggers and magazines are promoting nail art. Nail art is currently popular amongst the
fashionable set, as fashion designers increasingly work with manicurists and nail polish
manufacturers to create a coordinated look. The combined effect of fashion and new product
innovation helped to create excitement in colour cosmetics in 2011. Premium products benefited

9. the most in 2011, with value sales of premium products growing by 11%, in contrast to lower 4%
growth for mass products. In turn, the 7% overall current value growth in colour cosmetics in 2011
represented an improvement over the 3% CAGR in the review period.
COMPETITIVE LANDSCAPE
L’Oréal USA remained the leader in colour cosmetics in the US at the end of the review period.
The company’s four brands – Maybelline, L’Oréal Paris, Lancôme, and Essie – held a combined
value share of 23% in 2011, unchanged from 2010. Its mass-market Maybelline brand
outperformed The Procter & Gamble Co’s Cover Girl brand to become the leading colour
cosmetics brand in 2011.
PROSPECTS
Value sales of colour cosmetics are expected to show strong growth over the forecast period, as
the US economy recovers and manufacturers launch new innovations for easier and/or more fun
make-up application. Colour cosmetics is forecast to increase by a total of 15% over the forecast
period in constant value terms, after increasing by only 2% in constant value terms over the
forecast period.
CATEGORY DATA
Table 35 Sales of Colour Cosmetics by Category: Value 2006-2011
Table 36 Sales of Colour Cosmetics by Category: % Value Growth 2006-2011
Table 37 Colour Cosmetics Company Shares 2007-2011
Table 38 Colour Cosmetics Brand Shares by GBN 2008-2011
Table 39 Eye Make-up Brand Shares by GBN 2008-2011
Table 40 Facial Make-up Brand Shares by GBN 2008-2011
Table 41 Lip Products Brand Shares by GBN 2008-2011
Table 42 Nail Products Brand Shares by GBN 2008-2011
Table 43 Colour Cosmetics Premium Brand Shares by GBN 2008-2011
Table 44 Forecast Sales of Colour Cosmetics by Category: Value 2011-2016
Table 45 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2011-2016
Deodorants in the US - Category Analysis
HEADLINES
TRENDS
Stick deodorants, including both powder and gel stick products, saw a strong performance in
2011, thanks to the repackaging and targeted marketing efforts of mass-market brands. Unilever’s
Dove brand was particularly successful in appealing to female consumers in the year. Unilever
successfully repositioned the women’s deodorant brand as promoting visibly smoother,

10. moisturised under-arms. This marketing approach is distinct from the traditional fragrance or
antiperspirant claim focus of the category.
COMPETITIVE LANDSCAPE
Unilever Home and Personal Care USA led deodorants in 2011, with sales of US$929 million. The
Procter & Gamble Co was second with sales of US$903 million. Unilever has been locked in a
tight race for leadership over the last decade. Colgate-Palmolive held third place in 2011, whilst
The Dial Corp and Revlon rounded out the top five.
PROSPECTS
Deodorants are expected to increase by a constant value CAGR of 1% in the forecast period to
2016, reaching US$2.8 billion. Slow and uneven economic recovery is expected to limit price
flexibility on the part of manufacturers and retailers, whilst US consumers are expected to remain
extremely frugal and value-oriented over the forecast period.
CATEGORY DATA
Table 46 Sales of Deodorants by Category: Value 2006-2011
Table 47 Sales of Deodorants by Category: % Value Growth 2006-2011
Table 48 Deodorants Premium Vs Mass % Analysis 2006-2011
Table 49 Deodorants Company Shares 2007-2011
Table 50 Deodorants Brand Shares by GBN 2008-2011
Table 51 Forecast Sales of Deodorants by Category: Value 2011-2016
Table 52 Forecast Sales of Deodorants by Category: % Value Growth 2011-2016
Table 53 Forecast Deodorants Premium Vs Mass % Analysis 2011-2016
Depilatories in the US - Category Analysis
HEADLINES
TRENDS
Innovation within hair removers/bleaches spurred a recovery in sales in 2011, with new products
from Nair, including CoolGel translucent wax and Milk & Honey roll-on wax, seeking to provide
more convenience and ease of use to consumers. Hair removers/bleaches were increasingly
marketed as alternatives to razors and blades, as manufacturers sought to innovate in order to
recapture sales after a poor performance in 2010. Competition between these two categories
within depilatories was also impacted by the strong performance of electrical body shavers and
other hair removal alternatives.
COMPETITIVE LANDSCAPE

11. The Procter & Gamble Co led depilatories in the US with sales of US$486 million in 2011, followed
by Schick-Wilkinson Sword with sales of US$327 million. Schick increased its sales by 3% in
2011, whilst Procter & Gamble saw a 2% decline overall during the year. Within women’s razors
and blades Gillette Venus was the largest brand (GBN), followed by Schick blades (led at the local
brand level by the successful brand Schick Quattro Women).
PROSPECTS
Trading down and replacement (outside of traditional depilatory devices) is expected to limit the
potential of depilatories over the forecast period. A negligible CAGR is expected through to 2016,
with sales reaching US$1.2 billion in 2016.
CATEGORY DATA
Table 54 Sales of Depilatories by Category: Value 2006-2011
Table 55 Sales of Depilatories by Category: % Value Growth 2006-2011
Table 56 Depilatories Company Shares 2007-2011
Table 57 Depilatories Brand Shares by GBN 2008-2011
Table 58 Forecast Sales of Depilatories by Category: Value 2011-2016
Table 59 Forecast Sales of Depilatories by Category: % Value Growth 2011-2016
Fragrances in the US - Category Analysis
HEADLINES
TRENDS
Fragrances achieved strong growth in 2011. After experiencing a steep 7% decline in 2009 and
recovering by 2% in 2010, sales of fragrances increased by 8% in 2011. Sales of fragrances
declined in 2009 due to the economic downturn, as consumers of all economic levels restricted
gift-giving and self-purchasing. With an improving economy, high-income consumers felt
comfortable spending on themselves and on others once more. As a result they returned to
purchasing discretionary items such as fragrances. In turn, total sales of fragrances increased by
8% in 2011, to reach US$5.8 billion.
COMPETITIVE LANDSCAPE
Coty was the leading player in fragrances in 2011, with a 13% value share, down from 14% in
2010. The company is strong in both mass and premium fragrances. In the mass segment Coty
markets a wide range of established strong brands, such as adidas, Jovan and Stetson. It also has
a significant presence in the premium segment with its Calvin Klein fragrances. The company has
been successful with its Marc Jacobs, Vera Wang and Kenneth Cole fragrances, licensed from
successful fashion designers. Celebrity fragrances have been the main focus of the company, as it
launched fragrances from Jennifer Lopez, Celine Dion, Sarah Jessica Parker and Tim McGraw.

12. Despite introducing new fragrances such as Beyoncé, Celine Dion Signature, cK One Shock,
David Beckham Homme and Heidi Klum Shine, Coty lost share in 2011 due to its
underperformance in its mass fragrances division.
PROSPECTS
Retail sales of fragrances are forecast to increase by 6% in constant value terms over the forecast
period, to reach US$6.1 billion. This is a much better performance than the 13% constant value
decline in the review period. The 2008/2009 recession contributed to the 13% decline over 2006-
2011, and the US economy is expected to make a recovery over the forecast period. Due to
ongoing product innovation in the premium segment, high-income Americans appear to have
regained their interest in fragrances. Premium niche fragrances which are sold in limited
distribution channels allow affluent consumers to feel that they have made a discovery. At the
same time, manufacturers of fragrances will need to address consumer apathy and confusion.
There has been an explosion in the use of scents beyond fine fragrances, with everything from
hand dishwashing soap to fabric softeners to women’s razor handles now infused with scents. As
a result, fragrances have lost their mystique and become less “special” and commoditised. With
more than 100 new launches of fragrances a year, the glut of fragrances in the marketplace has
also created consumer confusion. The saturated environment in fragrances has arguably
contributed to consumer confusion and apathy, making it very difficult to make a brand stand out.
CATEGORY DATA
Table 60 Sales of Fragrances by Category: Value 2006-2011
Table 61 Sales of Fragrances by Category: % Value Growth 2006-2011
Table 62 Fragrances Company Shares 2007-2011
Table 63 Fragrances Brand Shares by GBN 2008-2011
Table 64 Men's Premium Fragrances Brand Shares by GBN 2008-2011
Table 65 Women's Premium Fragrances Brand Shares by GBN 2008-2011
Table 66 Forecast Sales of Fragrances by Category: Value 2011-2016
Table 67 Forecast Sales of Fragrances by Category: % Value Growth 2011-2016
Table 68 Sales of Fragrances by Concentration: % Value Analysis 2006-2011
Hair Care in the US - Category Analysis
HEADLINES
TRENDS
US consumers remained wary and value-focused in 2011, particularly with regard to shampoos,
whereby competitively-priced shampoo brands such as Suave (Unilever) gained share at the
expense of larger, higher-priced mass brands. Within conditioners, styling agents and colourants
there remained more price flexibility as a result of new, innovative product formulations. Hair
strengthening and hair health benefits were popular manufacturer claims which resonated with

13. consumers, whilst naturally-derived oils and fruit extracts were popular formulations over the year.
COMPETITIVE LANDSCAPE
L’Oréal USA and The Procter & Gamble Co were the leading players in hair care in the US in
2011, controlling 24% and 22% value shares respectively. L’Oréal led from 2005, overtaking
Procter & Gamble. Unilever Home & Personal Care USA held third place in 2011, jumping to a
13% value share with the acquisition of Alberto-Culver (formerly the fourth-placed company in
overall hair care). At a national brand level, Unilever holds 8% of the market in third place while
new acquisition Alberto-Culver controls 7% of value sales. John Paul Mitchell Systems and Estée
Lauder held fifth and sixth places respectively.
PROSPECTS
Over the 2006-2011 review period hair care saw a negative constant value CAGR of 3%, with poor
economic conditions leading consumers to trade down to less expensive products and generally
cut back on discretionary expenditure. Over the five year forecast period to 2016, hair care is
expected to rebound, growing by a 1% CAGR in constant terms to US$10.5 billion.
CATEGORY DATA
Table 69 Sales of Hair Care by Category: Value 2006-2011
Table 70 Sales of Hair Care by Category: % Value Growth 2006-2011
Table 71 Hair Care Premium Vs Mass % Analysis 2006-2011
Table 72 Sales of Styling Agents by Type: % Value Breakdown 2006-2011
Table 73 Hair Care Company Shares 2007-2011
Table 74 Hair Care Brand Shares by GBN 2008-2011
Table 75 Styling Agents Brand Shares by GBN 2008-2011
Table 76 Colourants Brand Shares by GBN 2008-2011
Table 77 Salon Hair Care Company Shares 2007-2011
Table 78 Salon Hair Care Brand Shares by GBN 2008-2011
Table 79 Hair Care Premium Brand Shares by GBN 2008-2011
Table 80 Forecast Sales of Hair Care by Category: Value 2011-2016
Table 81 Forecast Sales of Hair Care by Category: % Value Growth 2011-2016
Table 82 Forecast Hair Care Premium Vs Mass % Analysis 2011-2016
Men's Grooming in the US - Category Analysis
HEADLINES
TRENDS
Men’s grooming received considerable attention from leading personal care marketers in 2011,
with innovation in bath and shower (specifically men’s body wash/shower gel) driving sales.

14. Historically, relatively high-priced men’s razors and blades accounted for the bulk of sales in men’s
grooming, whilst per capita expenditure on men’s toiletries lagged behind comparable Western
European nations. New product launches over the last few years, geared primarily to men’s bath
and shower and deodorants, seem to indicate that men in the US have a new interest in male-
specific grooming products. In addition, leading national retailers, including CVS Pharmacies, Wal-
Mart, Target and HEB, a regional supermarket chain, have dedicated additional floor space and
marketing attention to men’s products.
COMPETITIVE LANDSCAPE
The Procter & Gamble Co was the leader in men’s grooming in 2011, with a 42% value share.
Unilever Home & Personal Care USA was in second place with a 12% share, followed by Schick-
Wilkinson Sword with an 8% share. Colgate-Palmolive was the fourth company with a 6% share.
PROSPECTS
Men’s grooming is expected to increase by a CAGR of 1% through to 2016 in constant value
terms, to reach US$5.8 billion. Men’s shaving is expected to increase by just 3% overall in the five
year forecast period, whilst men’s toiletries is expected to enjoy more impressive 10% growth.
CATEGORY DATA
Table 83 Sales of Men’s Grooming by Category: Value 2006-2011
Table 84 Sales of Men’s Grooming by Category: % Value Growth 2006-2011
Table 85 Sales of Men's Razors and Blades by Type: % Value Breakdown 2007-2011
Table 86 Men’s Grooming Company Shares 2007-2011
Table 87 Men’s Grooming Brand Shares by GBN 2008-2011
Table 88 Men's Razors and Blades Brand Shares by GBN 2008-2011
Table 89 Forecast Sales of Men’s Grooming by Category: Value 2011-2016
Table 90 Forecast Sales of Men’s Grooming by Category: % Value Growth 2011-2016
Table 91 Sales of Body Shavers by Type: % Value Analysis 2006-2011
Oral Care in the US - Category Analysis
HEADLINES
TRENDS
Premium tooth whitening toothpastes, whitening agents/systems and premium value-added
sensitive teeth and enamel protection toothpastes were major growth factors in 2011. The two
major leaders within toothpaste in 2011, Crest (Procter & Gamble) and Colgate (Colgate-
Palmolive), both introduced high value brand extensions in the last two years. American
consumers have shown a desire to trade up within established brand families, opting for products
which freshen breath, whiten teeth and provide protection against cavities and (particularly in

15. 2011) tooth sensitivity. High value, premium-positioned oral care products served as the engine for
strong recovery in 2011.
COMPETITIVE LANDSCAPE
The Procter & Gamble Co led oral care with a 35% share of value sales in 2011, thanks to the
company’s extensive presence across the category. Colgate-Palmolive was the second player,
with an 18% share of value sales. Johnson & Johnson Consumer Products, the leader in
mouthwashes/dental rinses, accounted for a further 11% share of value sales in oral care in 2011.
PROSPECTS
Oral care is expected to increase by 5% in overall constant compounded annual terms through to
2016. Including inflation, this performance is broadly in line with the growth experienced over the
five year review period.
CATEGORY DATA
Table 92 Sales of Oral Care by Category: Value 2006-2011
Table 93 Sales of Oral Care by Category: % Value Growth 2006-2011
Table 94 Sales of Toothbrushes by Category: Value 2006-2011
Table 95 Sales of Toothbrushes by Category: % Value Growth 2006-2011
Table 96 Sales of Toothpaste by Type: % Value Breakdown 2007-2011
Table 97 Oral Care Company Shares 2007-2011
Table 98 Oral Care Brand Shares by GBN 2008-2011
Table 99 Toothpaste Brand Shares by GBN 2008-2011
Table 100 Mouthwashes/Dental Rinses Brand Shares by GBN 2008-2011
Table 101 Forecast Sales of Oral Care by Category: Value 2011-2016
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2011-2016
Table 103 Forecast Sales of Manual and Power Toothbrushes by Category: Value 2011-2016
Table 104 Forecast Sales of Manual and Power Toothbrushes by Category: % Value Growth
2011-2016
Table 105 Sales of Manual Toothbrushes by Type: % Value Analysis 2006-2011
Sets/Kits in the US - Category Analysis
HEADLINES
TRENDS
As the US economy improved in 2011, Americans resumed gift-giving during the holidays.
Purchasing sets/kits as gifts and for themselves led to a 6% current value increase for sets/kits in
2011, after a 3% decline in 2009 and a 1% increase in 2010. The growth achieved in 2011 was an
improvement on the 1% review period CAGR. Consumers, however, remained cautious with

16. regard to spending. In response to this trend, manufacturers and retailers highlighted the value
offered by sets/kits when compared with buying the items separately. Manufacturers stated the
retail value in bold print on the outer packaging, whilst retailers posted signs with prices.
COMPETITIVE LANDSCAPE
L’Oréal USA led sets/kits in 2011 with a 9% value share, unchanged from 2010. The company’s
premium Lancôme brand has a very strong presence in US department stores, where the brand
sells the majority of its sets/kits. Most Lancôme sets/kits feature skin care products, whilst
fragrance sets are available for different sub-brands.
PROSPECTS
Sets/kits is expected to increase by a total of 6% in constant value terms over the forecast period
– better than the 5% constant value decline seen over the review period. A recovering US
economy and consumers’ desire for value will be the main reasons for the faster value growth of
sets/kits over the forecast period. Americans became more deliberate shoppers following the
recession, closely scrutinising prices and product claims. Manufacturers also made greater efforts
to highlight the value offered by sets/kits. As a result, consumers are expected to continue
purchasing more sets/kits, as they seek to get the most product for the least money.
CATEGORY DATA
Table 106 Sales of Sets/Kits: Value 2006-2011
Table 107 Sales of Sets/Kits: % Value Growth 2006-2011
Table 108 Sets/Kits Premium Vs Mass % Analysis 2006-2011
Table 109 Sets/Kits Company Shares 2007-2011
Table 110 Sets/Kits Brand Shares by GBN 2008-2011
Table 111 Sets/Kits Premium Brand Shares by GBN 2008-2011
Table 112 Forecast Sales of Sets/Kits: Value 2011-2016
Table 113 Forecast Sales of Sets/Kits: % Value Growth 2011-2016
Table 114 Forecast Sets/Kits Premium Vs Mass % Analysis 2011-2016
Skin Care in the US - Category Analysis
HEADLINES
TRENDS
As in 2010, demand for premium skin care products drove growth in 2011. Affluent consumers
responded to the improving economy and product innovation from premium skin care
manufacturers by turning to premium skin care products. The recovery of the US economy led to
higher consumer confidence for high-income consumers. Product innovation in premium products,
such as Clarins Vital Light Serum (offering relief from dark spots, dullness and wrinkles in two

17. weeks) and Lancôme Renergie Eye Multiple Action (a product duo offering six benefits, including
lifting eyelids) gave women a reason to trade up to premium skin care products.
COMPETITIVE LANDSCAPE
Estée Lauder led skin care in the US in 2011 with a 13% value share. The company’s position is
tied to its leadership of premium skin care. Estée Lauder’s success was driven by its well-
established brand portfolio, notably Clinique and Estée Lauder. In times of economic uncertainty,
prestige shoppers are drawn to these well-known and trusted brands. Clinique, the largest skin
care brand, had strong years in 2010 and 2011. New product innovation allowed Clinique to
increase its value share from 6% in 2009 to 7% in 2010 and 2011. Clinique Even Better Clinical
Dark Spot Corrector and Clinique Repairwear Laser Focus Wrinkle & UV Damage Corrector were
standout launches in 2010. In 2011 the company introduced Clinique Pore Refining Solutions
Correcting Serum, which is claimed to diminish and disguise pores. The company is promoting the
great value offered by Clinique through signage at department store counters with pricing
information. Clinique is priced at the low-end of premium skin care, with its Laser Focus serum
priced at only US$44.50 for a 1 fl oz bottle.
PROSPECTS
Skin care is expected to increase by 10% in constant value terms over the forecast period, driven
by facial care. The 10% constant value growth reflects an improvement from the review period
performance. Facial care is expected to show strong 12% constant value growth, as American
women, and increasingly men, invest in looking good. Whilst major skin care categories such as
facial cleansers and moisturisers have reached maturity, all facial care categories, with the
exception of face masks, facial cleansing wipes, and toners, are expected to show value growth
over the forecast period. In facial care, anti-agers are expected to show the fastest growth, with
24% constant value growth expected over the forecast period 2011-2016.
CATEGORY DATA
Table 115 Sales of Skin Care by Category: Value 2006-2011
Table 116 Sales of Skin Care by Category: % Value Growth 2006-2011
Table 117 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2008-2011
Table 118 Facial Cleansers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-
2011
Table 119 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2008-
2011
Table 120 Anti-Agers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011
Table 121 Toners: Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2007-2011
Table 122 Skin Care Company Shares 2007-2011
Table 123 Skin Care Brand Shares by GBN 2008-2011

18. Table 124 Facial Moisturisers Brand Shares by GBN 2008-2011
Table 125 Anti-agers Brand Shares by GBN 2008-2011
Table 126 Firming/Anti-cellulite Body Care Brand Shares by GBN 2008-2011
Table 127 General Purpose Body Care Brand Shares by GBN 2008-2011
Table 128 Skin Care Premium Brand Shares by GBN 2008-2011
Table 129 Forecast Sales of Skin Care by Category: Value 2011-2016
Table 130 Forecast Sales of Skin Care by Category: % Value Growth 2011-2016
Sun Care in the US - Category Analysis
HEADLINES
TRENDS
New federal regulations put forth by the US Food & Drug Administration (FDA) begin to impact the
industry in 2011, with full enforcement expected by the end of 2012. Under the new guidelines,
sun protection products must test for ultraviolet A (UVA) and ultraviolet B (UVB) protection before
making product claims. Products which pass both tests will be permitted to market that they
provide “broad-spectrum” sun protection, up to SPF50. Products below SPF15 will be required to
contain warnings regarding the direct link of sun exposure to skin cancer. “Sweatproof” or
“waterproof” claims will also be prohibited, and extended drug facts labelling will be required on
product packaging. The FDA has extended the compliance deadline to Dec 17 2012 for over-the-
counter sunscreen products.
COMPETITIVE LANDSCAPE
Energizer Holdings was the leader in sun care in 2011 with a 24% value share. Merck & Co and
Johnson & Johnson Consumer Products were in second and third places, with respective shares
of 20% and 17%. The remaining share was fragmented between predominately premium-
positioned manufacturers, such as L’Oréal, private label retailers and other smaller manufacturers
with limited brand portfolios.
PROSPECTS
Sun care is expected to increase by a constant value CAGR of 3% in the forecast period to 2016,
with a 2% CAGR in retail volume terms over the same time period. Value growth rates will
continue to be strong over the foreseeable forecast period, with a slight drop in the later forecast
period (from 2013) as the category matures. By 2016 sun care is expected to reach sales of
US$1.8 billion, whilst volume sales will approach 35 million litres.
CATEGORY DATA
Table 131 Sales of Sun Care by Category: Value 2006-2011
Table 132 Sales of Sun Care by Category: % Value Growth 2006-2011

19. Table 133 Sun Care Company Shares 2007-2011
Table 134 Sun Care Brand Shares by GBN 2008-2011
Table 135 Sun Care Premium Brand Shares by GBN 2008-2011
Table 136 Forecast Sales of Sun Care by Category: Value 2011-2016
Table 137 Forecast Sales of Sun Care by Category: % Value Growth 2011-2016
Table 138 Sales of Sun Protection by Factor: % Value Analysis 2007-2011
Table 139 Sales of Sun Protection by Formulation: % Value Analysis 2006-2011
Table 140 Sales of Self-Tanning by Formulation: % Value Analysis 2006-2011
Contact: sales@reportsandreports.com for more information.