Consumer beauty preferences

What Do Consumers Want?

Consumer beauty preferences

Report for:

Cosmetic Regulatory Forum
Newport Beach, California

www.KlineGroup.com
© 2013 Kline & Company

Contents

Introduction
I t d ti

Cosmetics & Toiletries Sales Data

Traditional Consumer Research

Consumer Insights of Innovation

© 2010 Kline & Company 1

Contents

Introduction
I t d ti





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


Kline’s rigorous research methodology results in high quality and insightful
reports
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


Contents

Introduction
I t d ti





Our Cosmetics & Toiletries USA analysis covers the following categories
y g g

Fragrances
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 products

Hair 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


The industry shows a growth of 4.2% in 2011, and is expected to show
slightly less than that in 2012

5

4

3
Change, %

2
C

1

0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
‐1

‐2


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

Direct

Professional

0 2 4 6 8 10
Change, %, 2010-2011


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


Facial treatments remains the largest product category in sales
whereas 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

10
10

Women’s fragrances account for almost 3/4 of fragrance sales

$ Millio mfr.
on

Fragrances for men Fragrances for women

2010 2011


Eye and face makeup drove dollar value in the makeup segment, nail
polishes registered the steepest growth
$ Million mfr.

Eye makeup Face makeup Lipsticks and lip Nail polishes
glosses
2010 2011

12
12

Sales increase across all the hair care market product categories, with
shampoos leading the pack
$ Million mfr.

Conditioners Ethnic hair care Hair coloring Hair styling Shampoos
products products products and
sprays
2010 2011

13
13

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

14
14

Contents

Introduction
I t d ti





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


Types of Hair Styling Products Used by Men and Women
in the United States

Gloss, 3% Other, 5%
Gloss 3% Oth 5%
Styling cream,
7%
I don't use any
Styling hair styling
h i t li
mousse, 9% products
regularly, 39%

Gel, 16%

Hair spray,
21%


Usage of Toiletries Products by Men, Comparison Across Countries

Usage Other Toiletries Products by Men, Comparison Across Countries
%
Deodorant Deodorant -
Body wash Shaving
Bar antiperspirant stick/ body spray or Other
Country or shower cream Talc
soap roll on/
roll-on/ underarm fragrance toiletries
gel or gel
spray spray
Brazil 90 33 83 61 83 71 NA
China 81 89 34 41 58 30 NA
Germany 57 96 74 57 73 42 NA
India 82 48 38 74 82 33 64
United
70 86 63 54 70 52 NA
g
Kingdom
United States 77 67 90 32 70 48 NA
Average 76 70 64 53 73 46 NA


Face Moisturizer Usage, Shopping and Brands, by Men and Women in
the United States
Use of Face Moisturizing Cream by Race

%

Regularly
g y Sometimes No Total Preferred Retail Channels for Face Moisturizing
White/Caucasian 39 22 39 100 Products

African American 44 28 28 100 Retail channels Preferred, %
Asian 64 21 16 100
Mass merchandiser 54
Native American 27 9 64 100
Drug store 43
Pacific Islander 25 50 25 100
Food/grocery store 19
Other 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


Use of Perfume or Cologne by Hispanics vs. Non-Hispanics,
Men and Women in the United States


Online Shopping for Cosmetics and Toiletries Products
in the United States

Cosmetics and Toiletries Products Shopping by All Respondents Online

%

I have shopped
I have never I have shopped
for this item
shopped for for this item
Cosmetics and toiletries online, but
this item online and I
made no
online purchased it
purchase

Perfume or cologne 61 13 26

Face makeup (foundation, blush, powder or
69 9 21
concealer)
Eye makeup (eye shadow, eye liner or
72 9 19
mascara)

Face cream 71 11 18

Face wash or cleanser 71 11 18

Soap (bar soap, liquid soap, body wash,
74 9 17
etc.)

Lip stick or lip gloss 75 8 17

Lip balm 78 8 14

Nail polish 81 10 10


Contents

Introduction
I t d ti





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).


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


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
needed

Seeks 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 agendas

Methods 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


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


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.


Themes
Multi-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.


Aspects of Products Enjoyed Most by Consumers


Of the people that listed fragrance as a factor enjoyed most, 38% of those
are related to skin care products

 Lotion: PS I Love You Lotion by Bath and Body Works Smells great and leaves
Works.
skin smooth.
 Excellent: I'm 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. It's different
because instead of being cream it's 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.


Kline is a worldwide consulting and research firm dedicated Americas
to providing the kind of insight and knowledge that helps ____________
companies find a clear path to success. The firm has served
the management consulting and market research needs of
organizations in the chemicals, materials, energy, life Asia
sciences,
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 Europe
services that Kline provides, please contact: ___________

Kristy Altenburg
Regional Sales Manager, Consumer Products
Phone: +1-973-435-3367
E-mail: Kristy.Altenburg@KlineGroup.com

Kline & Company, Inc.
35 Waterview Blvd.
Suite 305
Parsippany, NJ 07054
Phone: +1-973-435-6262
Fax: +1-973-435-6291

www.KlineGroup.com

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