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Beauty Retailing - US - March 2010

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising sources
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Overview
Competition for web shoppers
Retail beauty faces economic and population challenges
Mass and drug channels lead the retail market
Purchases and usage
Impact of the recession
Where women shop for beauty care
Preferences for the beauty care shopping experience
Impact of race/Hispanic origin
INSIGHTS AND OPPORTUNITIES
Making ingredient lists easier to understand
Separating by product type at online stores can challenge brand loyal women
Drug stores could mirror department store amenities
INSPIRE INSIGHTS
The over-optioned consumer gets one more choice
What’s it all about
Payless combines shoe shopping with beauty care
COMPETITIVE CONTEXT
Online presence grows as beauty companies exercise more creativity
Figure 1: Mary Kay television ad, 2009
MARKET FACTORS
Key points
Avoiding repertoire expansion
Figure 2: Changes in purchase habits of color cosmetics/facial skincare in the past six months, among women, December 2009
Shifting female demographics impact the market
Figure 3: Women by age, 2005-15
Teen population growth negatively impacts the beauty retailing market
Figure 4: Population by age, 2004-2030
LEADING RETAILERS
Overview
Mass merchandisers
Drug stores
Figure 5: Walgreens television ad, 2009
Department stores
Boutique/specialty stores
Figure 6: Ulta television ad, 2009
Direct sellers
Figure 7: Mary Kay television ad, 2009
PURCHASES AND USAGE
Key points
Most purchase color cosmetics and facial skincare
Figure 8: Purchases of color cosmetics and facial skincare in the past six months, among women, by age, December 2009
Figure 9: Purchases of color cosmetics and facial skincare in the past six months, among women, by HH income, December 2009
CHANGE IN PURCHASING HABITS
Key points
Color cosmetics
Figure 10: Changes in purchase habits of color cosmetics in the past six months, among women, by age, December 2009
Figure 11: Changes in purchase habits of color cosmetics in the past six months, among women, by HH income, December 2009
Facial skincare
Figure 12: Changes in purchase habits of facial skincare products in the past six months, among women, by age, December 2009
Figure 13: Changes in purchase habits of color cosmetics in the past six months, among women, by HH income, December 2009
WHERE WOMEN SHOP FOR BEAUTY CARE
Key points
Most use mass and drug stores for cosmetic purchases
Figure 14: Retailers shopped for color cosmetics purchases in the past six months, among women, by age, December 2009
Figure 15: Retailers shopped for color cosmetics purchases in the past six months, among women, by HH income, December 2009
Mass and drug channels also most used for facial skincare purchases
Figure 16: Retailers shopped for facial skincare purchases in the past six months, among women, by age, December 2009
Figure 17: Retailers shopped for facial skincare purchases in the past six months, among women, by HH income, December 2009
Many prefer BOGO, but interest in retailer loyalty cards is high
Figure 18: Interest in retailer loyalty cards, among women, by age, December 2009
PREFERENCES FOR THE BEAUTY CARE SHOPPING EXPERIENCE
Key points
Sales associates are not always preferred
Figure 19: Attitudes towards beauty retailer sales associates, among women, by age, December 2009
Beauty care shoppers want a range of in-store provisions
Figure 20: Preferred provisions when shopping for beauty care products, among women, by age, December 2009
Figure 21: Preferred provisions when shopping for beauty care products, among women, by HH income, December 2009
Most prefer products grouped by brand, although many prefer product type groupings
Figure 22: Preferred displays when shopping for beauty care products, among women, by age, December 2009
Figure 23: Preferred displays when shopping for beauty care products, among women, by HH income, December 2009
Most have no product packaging preferences
Figure 24: Attitudes towards product packaging, among women, by age, December 2009
IMPACT OF RACE/HISPANIC ORIGIN
Key points
Purchases and usage among ethnicities
Figure 25: Purchases of color cosmetics and facial skincare in the past six months, among women, by race/Hispanic origin, December 2009
Impact of the recession among ethnicities—color cosmetics
Figure 26: Changes in purchase habits of color cosmetics in the past six months, among women, by race/Hispanic origin, December 2009
Impact of the recession among ethnicities—facial skincare
Figure 27: Changes in purchase habits of facial skincare products in the past six months, among women, by race/Hispanic origin, December 2009
Where ethnic women shop for beauty care—color cosmetics
Figure 28: Retailers used for color cosmetics purchases in the past six months, among women, by race/Hispanic origin, December 2009
Where ethnic women shop for beauty care—facial skincare
Figure 29: Retailers used for facial skincare purchases in the past six months, among women, by race/Hispanic origin, December 2009
Ethnic preferences for the beauty care shopping experience
Figure 30: Attitudes towards beauty retailer sales associates, among women, by race/Hispanic origin, December 2009
Preferred provisions among ethnicities for the beauty care shopping experience
Figure 31: Preferred provisions when shopping for beauty care products, among women, by race/Hispanic origin, December 2009
Ethnic attitudes towards product packaging
Figure 32: Attitudes towards product packaging, among women, by age, December 2009
CLUSTER ANALYSIS
Unchangelings
Characteristics:
Prima donnas
Characteristics:
Greta Garbos
Characteristics:
Characteristic tables:
Figure 33: Color cosmetic and facial skincare product clusters, December 2009
Figure 34: Interest in retailer loyalty cards, by clusters, December 2009
Figure 35: Attitudes towards beauty retailer sales associates, by clusters, December 2009
Figure 36: Preferred provisions when shopping for beauty care products, by clusters, December 2009
Figure 37: Attitudes towards product packaging, by clusters, December 2009
Figure 38: Changes in purchase habits of color cosmetics/facial skincare in the past six months, by clusters, December 2009
Demographic tables:
Figure 39: Color cosmetic and facial skincare product clusters, by age group, December 2009
Figure 40: Color cosmetic and facial skincare product clusters, by household income group, December 2009
Figure 41: Color cosmetic and facial skincare product clusters, by Hispanic origin, December 2009
Figure 42: Color cosmetic and facial skincare product clusters, by marital status, December 2009
Figure 43: Color cosmetic and facial skincare product clusters, by education groups, December 2009
Figure 44: Color cosmetic and facial skincare product clusters, by employment groups, December 2009
Cluster methodology:
CUSTOM CONSUMER GROUPS
Key points
Women with children are more likely than those without to buy color cosmetics
Figure 45: Purchases of color cosmetics and facial skincare in the past six months, among women, by age, December 2009
Single moms show recessionary concerns for cosmetic purchases
Figure 46: Changes in purchase habits of color cosmetics in the past six months, among women, by marital status/presence of children, December 2009
Single moms buying facial skincare also more strapped
Figure 47: Changes in purchase habits of facial skincare products in the past six months, among women, by marital status/presence of children, December 2009
APPENDIX: OTHER USEFUL CONSUMER TABLES
Where women shop for beauty care
Figure 48: Interest in retailer loyalty cards, among women, by HH income, December 2009
Preferences for the beauty care shopping experience
Figure 49: Attitudes towards beauty retailer sales associates, among women, by HH income, December 2009
Figure 50: Attitudes towards product packaging, among women, by HH income, December 2009
APPENDIX: TRADE ASSOCIATIONS

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