Changing Personal Care Behaviors & Occasions

TABLE OF CONTENTS
CHAPTER 1 EXECUTIVE SUMMARY 3
Hot topic 3
The future decoded 3
Action points 3
CHAPTER 2 THE FUTURE DECODED 3
Introduction 3
Key challenges require a new approach 3
Overall market context 3
Naturals 3
Key consumer groups are emerging 3
Demographics and their impact on personal care 3
Personal care consumption occasions 3
Personal care will remain female-dominated 3
Lifestages: not all are effectively targeted 3
Most personal care occasions are simply part of a daily routine 3
Growth in skincare and make-up occasions outstrips others 3
Personal care market values by type of occasion 3
Value of usage by occasion 3
Male grooming 3
Men spend more on haircare than on any other type of product 3
Changing male attitudes to personal care 3
Metrosexuality is not as widespread as the industry would like 3
Teenagers 3
Belonging and individuality - the key need states 3
The importance of fun 3
The search for maturity 3
Seniors 3
Seniors are the largest and most valuable consumer group 3
Seniors are a more difficult group to target 3
Personal care on-the-go 3
The staying away-from-home occasion 3
Personal care on-the-move 3
Personal care and stress-relief 3
The search for stress-busting products 3
Frequency of pampering at home 3
Natural personal care 3
What consumers want from natural personal care 3
Credibility of natural personal care 3
Warning: the case of aromatherapy 3
Conclusions 3

CHAPTER 3 ACTION POINTS 3
Introduction 3
Advertise to teenagers by focusing on their motivations 3
Make realistic claims regarding product functionality 3
Target seniors with products suited to their needs 3
Harness the potential of online prestige cosmetics sales 3
A complementary distribution channel 3
Online sales broaden the appeal of prestige cosmetics 3
Use skincare to encourage evolution in male grooming 3
Adapt your marketing language for men 3
Target young affluent males through duty free channels 3
Make the distinctive properties of natural products clear 3
Make offerings more attractive to people on-the-move 3
Ease of application is key in on-the-move personal care 3
Skincare products should be available in single use packages 3
Encourage premiumization with “masstige” positionings 3
Consumers are trading up from mass to masstige brands 3
Mass brands are being given prestige characteristics 3
Target “beauty from within” 3
Cosmeceuticals and skingestibles 3
CHAPTER 4 APPENDIX 3
Supplementary data 3
Population by gender 3
Population by lifestage group 3
Number of occasions by product market 3
Number of occasions by type of occasion 3
Number of occasions by lifestage 3
Definitions 3
Research methodology 3
Relevant links 3
How to contact experts in your industry 3


LIST OF TABLES
Table 1: Overall personal care market value by country, 1998-2008 (€m and US$m) 3
Table 2: Naturals % share of overall personal care market, 1998-2008 3
Table 3: Total value of natural personal care market, 1998-2008 (€bn and US$bn) 3
Table 4: Population by lifestage group, Europe and US, 2003-2008 (millions) 3
Table 5: Overall number of personal care consumption occasions by gender, Europe and US, 1998-2008 (billions) 3
Table 6: Overall number of personal care occasions by age group, Europe and US, 2003-2008 (millions) 3
Table 7: Overall number of personal care consumption occasions by type of occasion, Europe and US, 2003-2008 (billions) 3
Table 8: Overall number of personal care occasions by product market, Europe and US, 2003-2008 (billions) 3
Table 9: Personal care market value by type of occasion, Europe and US, 2003-2008 (€m and US$m) 3
Table 10: Value of usage per occasion by type of occasion, Europe and US, 2003-2008 (€ and US$) 3
Table 11: Men’s usage of personal care by product market, Europe and US, 2003-2008 (€m and US$m) 3
Table 12: Penetration of make-up and skincare products amongst female teenagers by country, 2003 3
Table 13: Total value of on-the-move personal care, 1998-2008 (€m and US$m) 3
Table 14: Personal care and/or bath products used during pampering session, by gender, Europe (% respondents) 3
Table 15: Motivation for pampering sessions, by gender, Europe (% respondents) 3
Table 16: Motivators for the use of natural personal care products 3
Table 17: Barriers to use of natural personal care products by non-users 3
Table 18: Population by gender, Europe and US, 2003-2008 (millions) 3
Table 19: France: population by lifestage group, 2003-2008 (millions) 3
Table 20: Germany: population by lifestage group, 2003-2008 (millions) 3
Table 21: Italy: population by lifestage group, 2003-2008 (millions) 3
Table 22: Netherlands: population by lifestage group, 2003-2008 (millions) 3
Table 23: Spain: population by lifestage group, 2003-2008 (millions) 3
Table 24: Sweden: population by lifestage group, 2003-2008 (millions) 3
Table 25: UK: population by lifestage group, 2003-2008 (millions) 3
Table 26: Other Europe: population by lifestage group, 2003-2008 (millions) 3
Table 27: US: population by lifestage group, 2003-2008 (millions) 3
Table 28: Number of personal care consumption occasions by product market by country, 2003-2008 (billions) 3
Table 29: Number of personal care consumption occasions by type of occasion by country, 2003-2008 (billions) 3
Table 30: Number of personal care consumption occasions by type of occasion by country, 2003-2008 (billions) 3
Table 31: Number of personal care consumption occasions by type of occasion by country, 2003-2008 (billions) 3
Table 32: Number of personal care consumption occasions by lifestage group by country, 2003-2008 (billions) 3
Table 33: Number of personal care consumption occasions by lifestage group by country, 2003-2008 (billions) 3


LIST OF FIGURES
Figure 1: Overall personal care market value by country, 1998-2008 (€m) 3
Figure 2: Defining natural personal care 3
Figure 3: Overall personal care market value by type of occasion, Europe and US, 2003-2008 (€m) 3
Figure 4: Queer Eye for the Straight Guy: bringing metrosexuality to the mainstream 3
Figure 5: Sephora Girls: designer personalities in bottles 3
Figure 6: Fun and discrete: examples of teen-focused NPD 3
Figure 7: The Mary-Kate and Ashley brand: a textbook example of marketing personal care to teenage girls 3
Figure 8: L’Oréal’s use of older models to target Seniors 3
Figure 9: Examples of NPD in male-specific skincare 3
Figure 10: Examples of on-the-move personal care NPD 3
Figure 11: Examples of personal care packaging ideal for on-the-move use 3
Figure 12: Examples of skingestibles and cosmeceuticals NPD 3