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Published by: Mintel International Group Ltd.
Published: Dec. 1, 2010 - 88 Pages
Table of Contents- SCOPE AND THEMES
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Trade interviews
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- Insights and opportunities: the black beauty market
- Market parameters
- Market trends and factors
- Innovation and innovators: Mary Kay adapts to current needs
- Digital marketing
- Search engine marketing
- Mobile sites and apps
- Internet beauty purchases
- Online retailers used
- Initial or repeat purchases?
- Reasons for not making online purchases
- Online shopping associations
- Online shopping this year vs. last year
- Race and Hispanic origin
- MARKET PARAMETERS
- Online beauty sales are fragmented
- Figure 1: U.S. e-commerce market
- Top five BPC/beauty sites
- Figure 2: Top five online beauty sites, May 2010
- Eight types of online beauty retailers
- Figure 3: Facts about the direct selling industry
- Company snapshots
- Pureplays
- Drugstore.com
- Vitacost
- Brick/click beauty specialists
- Ulta
- Sephora
- Direct sellers
- Consumer direct
- Brick/click drug chains
- Walgreens
- CVS
- Rite Aid
- Online grocers
- FreshDirect
- Peapod
- Brick/click mass retailers
- Other
- E-commerce operations costs
- Gifts with purchase
- Types of product fulfillment
- MARKET TRENDS AND FACTORS
- Key points
- Broadband penetration
- Figure 4: U.S. broadband and dial-up penetration, 2003-16
- Online beauty research
- Figure 5: Frequency of online beauty research—women, June 2010
- Figure 6: Frequency of online beauty research versus other categories—women, June 2010
- Research paths and directions
- Figure 7: How consumers research beauty purchases, by gender, August/September 2010
- Figure 8: Reasons women seek and share beauty information
- Figure 9: Top five sources women rely on for cosmetics and personal care info.
- Social networking and media
- Social media give marketers direct feedback
- The perfect promotional vehicle
- Figure 10: Beauty e-tailers with the highest social media engagement rates, November 2010
- Social media ROI
- Figure 11: Social media metrics used by B2B & B2C firms, August 2010
- Social media strategies by brand
- Sephora
- AXE
- Estée Lauder
- Burt’s Bees
- P&G’s multi-pronged initiative
- Social media, the perfect medium for startups
- Specialized social media
- Specialty Facebook beauty pages
- Beauty blogs impact purchasing decisions
- Walmart’s Moms bloggers
- INNOVATION AND INNOVATORS
- Mary Kay adjusts to changing times
- Trusted brands that know me
- Top 15 loyalty leaders
- Mary Kay online—Hispanic and rural appeal
- Figure 12: Unique visitors—Mary Kay vs. Avon, May 2009-May 2010
- Recession-savvy products, site functionality
- DIGITAL MARKETING
- E-COMMERCE MUST-DO’S
- Improved site functionality
- BEAUTY SITE STRATEGIES BY COMPANY
- Brick/click beauty specialists
- Ulta
- Sephora
- Beauty Central and Beauty Talk
- Brick/click chain drug
- CVS
- Figure 13: CVS’ e-commerce beauty query
- Walgreens
- Direct sellers
- Virtual makeover
- E-catalog
- Match Department Stores Shades
- Consumer direct
- Search engine marketing
- Figure 14: Strategies employed by U.S. online marketers, June 2010
- Figure 15: Value of North American search engine marketing industry, 2004-10
- Figure 16: Markets’ preferred search engines, April 2010
- SEM and beauty
- Site-specific ads increase sales
- MOBILE SITES AND APPS
- Figure 17: Mobile vs. desktop/laptop shopping habits, April 2010
- Figure 18: Mobile cross shopping patterns, May 2010
- Which app is best?
- All age groups use mobile web
- Figure 19: Mobile web audience profile, by gender and age, July 2009
- Direct m-commerce
- Figure 20: E-commerce revenue via web-enabled mobile phones—U.S., 2009-15
- Beauty marketers’ apps and mobile sites
- Promotional apps/sites
- Commerce-enabled apps/mobile sites
- INTERNET BEAUTY PURCHASES
- Key points
- Bath and shower lead online beauty purchases
- Men’s grooming grows
- Figure 21: Beauty categories purchased online, by gender, August/September 2010
- Age of online purchasers vs. offline popularity by category and age
- Baby Boomers and beyond
- Figure 22: Beauty categories purchased online, by age, August/September 2010
- Low household income groups dominate holiday spending
- Figure 23: Beauty categories purchased online, by household income, August/September 2010
- ONLINE RETAILERS USED
- Key points
- Women lead prestige purchases
- Figure 24: Online retailers where BPC purchases were made, by gender, August/September 2010
- Mass and drug lead for all ages
- Figure 25: Online retailers where BPC purchases were made, by age, August/September 2010
- Households with higher income lead online purchases
- Figure 26: Online retailers where BPC purchases were made, by household income, August/September 2010
- Online grocery shopping, by income
- Figure 27: Online grocery shopping, by household income, 2010
- Preferred beauty sites, by region
- Figure 28: Online retailers where BPC purchases were made, by rural/urban status, August/September 2010
- INITIAL OR REPEAT PURCHASES?
- Key points
- Replenishment
- First-time purchases
- Gifts
- Figure 29: Initial or repeat purchase, by category, August/September 2010
- Facial skincare
- Anti-aging
- Men’s skincare
- Figure 30: Facial skincare purchased online, by gender, August/September 2010
- Facial skincare by age
- Figure 31: Facial skincare purchased online, by age, August/September 2010
- REASONS FOR NOT MAKING ONLINE PURCHASES
- Key points
- Respondents prefer in-person shopping
- Figure 32: Reasons for not making online purchases, by gender, August/September 2010
- Don’t want to share credit card information
- Figure 33: Reasons for not making online purchases, by level of education, August/September 2010
- ONLINE SHOPPING ASSOCIATIONS
- Key points
- Phrases associated with online shopping
- Figure 34: Associations with online shopping, by gender, August/September 2010
- ONLINE SHOPPING—THIS YEAR VS. LAST YEAR
- Key points
- Spend remains the same
- Figure 35: Online purchases—this year vs. last year, by gender, August/September 2010
- Shoppers aged 18-34 plan to spend more this year
- Figure 36: Online attitudes—this year vs. last year, by age, August/September 2010
- Buying higher-priced items—this year vs. last year
- Figure 37: Attitudes towards buying higher-priced items—this year vs. last year, by gender, August/September 2010
- Buying items on sale—this year vs. last year
- Figure 38: Buying items on sale—this year vs. last year, by gender, August/September 2010
- Younger respondents buy on sale
- Figure 39: Buying items on sale—this year vs. last year, by age, August/September 2010
- Higher household incomes bought on sale
- Figure 40: Buying items on sale, by household income, August/September 2010
- RACE AND HISPANIC ORIGIN
- Key points
- Categories purchased online, by ethnicity
- Figure 41: Beauty categories purchased online, by race/Hispanic origin, August/September 2010
- Types of online retailers preferred, by ethnicity
- Figure 42: Online retailers preferred, by race/Hispanic origin, August/September 2010
- Research and purchasing habits
- Figure 43: Research and purchasing habits, by race/Hispanic origin, August/September 2010
- Hispanics’ online research habits
- Figure 44: The internet’s role in Hispanics’ pre-purchasing research, 2010
- APPENDIX—TRADE ASSOCIATIONS
AbstractFor a branded e-tailer looking to make a statement in upscale, black beauty products, the market is ripe with opportunity. Outside of a handful of major names, few large, high-end e-commerce companies target this highly fragmented market.
Sally Beauty, Carol’s Daughter, and Sephora are part of the minority that do reach out to black consumers. But the lion’s share of the online ethnic beauty business is done by mass, drug, prestige department store and supermarket sites. Some, like walgreens.com, feature far more products online than in stores (beauty or otherwise). But offerings still do not approach the depth of selection found at an ethnic beauty specialty store. This predominantly mom-and-pop channel comprises 47% of the offline ethnic business in haircare alone, indicates the Mintel report Black Haircare—U.S., August 2010.
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