Ethnic skincare case study: capitalizing on a growing sector in the US

Published by: Datamonitor

Published: Feb. 5, 2009 - 19 Pages


Table of Contents

DATAMONITOR VIEW
CATALYST
SUMMARY
Analysis
Ethnic skincare is a growing market in the US
Many ethnic populations in the US are growing rapidly
Certain skin types require specific treatments
Traditionally, many ethnic consumers have opted to use skincare products intended for mainstream usage
There are many variations in skin type, even among an ethnic group
Alberto Culver creates Soft & Beautiful brand to cater for African American personal care needs
The Soft & Beautiful brand was introduced to provide products for 'women of color'
A skincare range has been launched by Soft & Beautiful
Soft & Beautiful's VIP Club aims to appeal to children
Carol's Daughter is an independent company producing personal care products for specific ethnic groups in the US
Carol's Daughter continues to function as a successful independent company
Celebrity endorsement has helped the expansion of Carol's Daughter
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: Population of various groups in the US, millions, 2003-2008
Table 2: The Fitzpatrick scale illustrates different types of skin
List of Figures
Figure 1: A variety of natural ingredients are present in many products from Soft & Beautiful's skincare range
Figure 2: The Soft & Beautiful VIP club is designed to appeal to children and educate them on the basics of healthy hair, which can be achieved through using the correct ethnic-specific products
Figure 3: Carol's Daughter features products relying on natural ingredients suitable for regular use on dark skin
Figure 4: African American celebrities have successfully been used by Carol's Daughter to promote products to the company's target audience

Abstract

Introduction

This report on ethnic skincare forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at two brands designed for African Americans, Soft & Beautiful, an Alberto Culver brand, along with Carol's Daughter, an independent company.

Reasons to Purchase
  • Gain insight into the methods used by important industry players to give them a competitive edge
  • Identify specific areas for operational improvements
  • Capitalize on the knowledge of experienced companies when entering a new niche or market


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