The document discusses consumer purchasing behavior in the beauty industry during economic recessions, highlighting that women continue to buy beauty products like fragrances, makeup, and treatments. It reveals preferences for stores such as Walgreens and JCPenney, with trends indicating an increase in spending among consumers, particularly those with higher incomes. Additionally, it emphasizes the importance of social media and events like 'festivales de belleza' in keeping consumers informed about new beauty products and trends.

1. Beauty: Patterns 2016
The Lipstick Effect: In Recessions,
Women Still Buy Beauty Products*
17
*Source: The Wall Street Journal

2. Consumers Were
Asked
About Fragrances, Make-up and
Treatments
Fragrances Make-up Beauty
Treatments
18
Source: Beauty 2016
~700 interviews

3. Fragrances 19
JCP is in the Top 5 Stores
Used by the consumers when
purchasing fragrances
Who removed our store from their
list (22%)
• For Sears the number is 21%
There is a 1/5th of
the interviewees
Perfumania
Walgreens
Walmart
JCP
19%
13%
8%
8% Yes
78%
No
22% Are you
using the
same stores
vs last
year?
22% of Changers
Marshall’s
Sears
Avon
6%
6%
6%
78% Added
Walgreens
76% Added
Walmart
44% Added
Sears
40% Added JCP
Source: Beauty 2016
~700 interviews
JCP is the 2nd top ranking store
with 10% following Perfumania
($50K+ annual income)
For those with
higher income

4. 17% of Our Customers
Are spending less than last year in
Fragrances
20
Spending
More Vs
Last Yr
• 47% JCP
• 53% Sears
• 35% Macy’s
Source: Beauty 2016
~700 interviews

5. Make-up 21
Walgreens
4 out of 10 consumers use this
chain
Walgreens
Walmart
Avon
JCP
37%
17%
16%
6%
Yes
85%
No
15%
Are you
using the
same stores
vs last
year?
15% of Changers
Sears
Farmacias
comunidad
K-Mart
4%
3%
3%
83% Added
Walgreens
78% Added
Walmart
42% Added
Sears
38% Added JCP
Source: Beauty 2016
~700 interviews
JCP is the 2nd top ranking store
with 17% following Walgreens
($50K+ annual income)
For those with
higher income

6. 4 out of 10
Of our customers are spending more than a
year ago in Make-up
22
Spending
More Vs
Last Yr
• 40% JCP
• 37% Sears
• 25% Macy’s
Source: Beauty 2016
~700 interviews

7. Beauty
Treatments
23
Beauty Treatments
Is the one with fewer changers
Who removed our store from their
list (24%)
• For Sears the number is 22%
Like in Fragrances,
there is a 1/5th of
the interviewees
Yes
88%
No
12%
Are you
using the
same stores
vs last
year?
12% of Changers
82% Added
Walgreens
78% Added
Walmart
36% Added
Sears
31% Added JCP
Walgreens
Walmart
Avon
JCP
32%
19%
17%
8%
Sears
Marshall’s
CVS
5%
3%
2%
Source: Beauty 2016
~700 interviews
JCP is tied in 2nd place with Avon
for 14% each following Walgreens
($50K+ annual income)
For those with
higher income

8. Spending Pattern of
Loyal customers is the same or higher than
last year in Beauty Treatments
24
Spending
More Vs
Last Yr
• 41% JCP
• 37% Sears
• 33% Macy’s
Source: Beauty 2016
~700 interviews

9. Fragrances 15%
Monthly
26%
2-3 Mths
34%
4-6 Mths
26%
Once a Year
Make-up
36%
Monthly or
often
29%
2-3 Mths
22%
4-6 Mths
12%
Once a Year
Beauty
Treatments
36%
Monthly or
often
29%
2-3 Mths
25%
4-6 Mths
11%
Once a Year
How Often Do They Purchase 25
3% 14
%
45
%
38
%
20
%
29
%
39
%
12
%
15
%
32
%
34
%
20
%
Total
JCP Source: Beauty 2016
~700 interviews

10. “Festivales
de Belleza”
26

11. 1 out 5 customers
Go to “Festivales de Belleza”
27
75% go to keep themselves updated and
aware of what new products are out there
65% stated they go to find out about new
trends
64% Go because of special prices and
offers
52% purchase the products they regularly
use plus some new ones
¾ of these customers like to receive gifts
during these events
70% are rooting for discounts
2/3 want seminars regarding beauty
They know about these “Festivales”
using all media available including the
word of mouth
Source: Beauty 2016
~700 interviews

12. 61% Use Social Media
To keep themselves up to date
with Beauty Products
28
82% Use Facebook
Followed by YouTube with 10% and
Pinterest & Instagram with 2% each
Other Media used to keep
themselves informed
regarding Beauty
Products:
Magazines (49%), TV (47%) and the
Beauty Counters at Retailers (43%)
Source: Beauty 2016
~700 interviews

13. Designing
Customers know what they want but not
necessarily know who out there is offering
what they need
Perceptionis playing a key role
Spending
Beauty Products consumption is proven to
beat any economical situation
This doesn’t mean the consumer will not make changes to
acquire the goods
Review
Many outlets can help us in communicating
the “What’s in it for her” in an effective manner
Social Media can becomea powerful ally
Communicating
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14. Contact Us
See you soon...
1571 Calle Alda,
San Juan 00926, Puerto Rico
787-250-0006
mcabrera@arteaga.com
www.arteaga.com
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A&Answers is Arteaga & Arteaga’s Market Research Division