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Beauty Accessories - US - September 2015

Beauty Accessories - US - September 2015

The $3 billion beauty accessories market has shown slow, uneven growth in recent years. However, while the largest market segment, hair accessories, has effectively stagnated, there are strong areas of growth and innovation in the smaller make-up and shower accessories segments. Indeed, a number of smaller players have seen sales climb thanks to focused branding strategies, innovative product development, and aggressive, multi-channel retailing. Bold appeal to digitally savvy Millennials has been especially vital to their success, and will be instrumental to the market looking forward.

This report looks at the following areas:

Growth varies by segment, with make-up and shower accessories driving market
Older consumers report low usage of beauty accessories
For make-up accessories, opportunities to educate and orient women


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Sales of beauty accessories, by segment, 2013 and 2015 (est)
Figure 2: Any usage of select beauty accessories, by age, June 2015
Figure 3: Reservations and difficulties with make-up brushes, by 18-24 and Hispanic origin, June 2015
The opportunities
Figure 4: Any usage of select beauty accessories, by 18-34 and Hispanic origin, June 2015
Figure 5: Select attitudes towards hair and make-up accessories, women aged 18-34 and Hispanics, June 2015
Figure 6: Select make-up brush purchase influencers, women aged 18-34 and Hispanics, June 2015
Figure 7: trial and interest in select concepts/benefits for beauty accessories, June 2015
What it means
THE MARKET
What you need to know
Growth has been slow and is projected to remain modest
Make-up accessory and shower accessory segments are strongest
18-34 year olds and Hispanics offer best prospects for growth
Market size and forecast
Accessories market size tops $3 billion in 2015
Slow, but positive growth projected through 2020
Figure 8: Total US sales and fan chart forecast of beauty accessories, at current prices, 2010-20
Figure 9: Total US sales and forecast of beauty accessories market, at current prices, 2010-20
Market Breakdown
Hair accessories is largest segment, but stagnant
Figure 10: Share of US retail sales of beauty accessories sales, by segment, 2015 (est)
Make-up accessories is more innovative, fashion-forward, and dynamic
Figure 11: Total US retail sales of beauty accessories, by segment, at current prices, 2013 and 2015 (est)
Solid growth in shower accessories driven by replacements and upgrades
Make-up and shower accessories segments to drive growth through 2020
Figure 12: Total US sales and forecast of beauty accessory market, by segment, at current prices, 2010-20
In fragmented retail landscape, sales growing through “other” retailers
Figure 13: Share of US retail sales of beauty accessories sales, by channel, 2015 (est)
Market factors
Improved economic outlook should help drive sales
Figure 14: Any usage of select beauty accessories, by household income, June 2015
Aging population places downward pressure on the market
Figure 15: Any usage of select beauty accessories, by age, June 2015
Figure 16: population by age, 2010-2020
Growth in population aged 25-34 is positive factor
Hispanic population will be especially vital to market growth
Figure 17: Any usage of select beauty accessories, by Hispanic origin, June 2015
Figure 18: population by race and Hispanic origin, 2010-20
KEY PLAYERS
What you need to know
Conair and Newell Rubbermaid hold largest share, but show little growth
Paris Presents and e.l.f. command dynamic brands and build share
Fast growing brands offer distinct brand identities and focus on Millennials
Sephora offers a model for innovative multi-channel retailing experience
Innovations related to cleaning and replacement may buoy future sales
Manufacturer sales of beauty accessories
Conair and Newell Rubbermaid dominate hair accessories segment
Smaller players – Paris Presents and e.l.f. – post strongest sales growth
Figure 19: MULO sales of beauty accessories, by leading companies, rolling 52 weeks 2014 and 2015
What’s working?
Conair’s Scünci shines with updated looks and strong social presence
Body Image products help create “at home” spa experience
EcoTools appeals with marriage of affordability and eco-friendliness
Real Techniques mobilizes beauty bloggers, social media and YouTube
e.l.f cosmetics appeals with high value propositions and gift boxes
What’s struggling?
Major hair accessories brands struggle to grow
What’s next?
Added-benefit bath and shower accessories
Interactive stores and inventive digital tools help shoppers navigate the category
Innovations range from a selfie brush to a lip-gloss scoop
Products to help keep accessories clean
Incorporating ways to signify the need for cleaning or replacement
THE CONSUMER
What you need to know
Basic accessories like brushes and tweezers are most widely used
Attitudes of those aged 18-34 and Hispanics support high usage
Multiple demographic factors shape shower accessory usage
Helping women weigh information and build skills could build usage
Price is top factor weighed by those buying make-up brushes
High consumer interest in new products and innovations
Use of and attitudes toward hair accessories
Brushes, combs, and ponytail holders are most used hair accessories
Figure 20: Any and regular use of hair accessories, June 2015
Younger women, 18-34 are top users, especially of specialized products
Figure 21: Any use of select hair accessories, by age, June 2015
Hispanics are heavy users of hair accessories
Figure 22: Any use of select hair accessories, by race/Hispanic origin, June 2015
Women aged 18-34 value hair accessories to save time, create varied styles
Figure 23: Attitudes toward hair accessories, total and 18-34 age group, June 2015
Positive attitudes of Hispanics underpins their importance to market future
Figure 24: Attitudes towards hair accessories, by Hispanic origin, June 2015
Use of and attitudes toward bath accessories
Older users prefer wash cloths, younger ones seek more varied products
Figure 25: usage of bath accessories, June 2015
Race and ethnicity shape preferences for soap and shower accessories
Figure 26: usage of bath accessories, by gender, June 2015
Figure 27: Any usage of bath accessories, by age, June 2015
Figure 28: Any usage of bath accessories, by race/Hispanic origin, June 2015
Skin care benefits and product effectiveness drive interest in accessories
Income drives interest in décor coordinating, spa-like shower accessories
Figure 29: Attitudes towards bath accessories, by gender, June 2015
Figure 30: Select attitudes towards bath accessories, by household income, June 2015
Hispanics show positive attitudes, high interest in bath accessories
Figure 31: Select attitudes towards hair accessories, by Hispanic origin, June 2015
Use of and attitudes toward make-up accessories and brushes
Figure 32: Any and regular use of make-up accessories, June 2015
Younger women drive usage of make-up accessories
Figure 33: Any use of make-up accessories, by age, June 2015
18-24 year olds and Hispanics report attitudes supporting high usage
Figure 34: attitudes towards make-up brushes, by age, June 2015
Helping young women find information and build skills could drive usage
Figure 35: reservations and difficulties with make-up brushes, by age and by Hispanic origin, June 2015
Make-up application methods
Applicators that come with make-up are most widely used
Separate brushes are most popular for blush and eye shadow
Women 18-44 and Hispanics use more separate applicators and sponges
Figure 36: Correspondence Analysis – Make-up application methods, June 2015
Figure 37: make-up application method for any type of make-up, by age and Hispanic origin, June 2015
Make-up brush purchase influencers
Price is top factor weighed by those buying make-up brushes
Figure 38: Make-up brush purchase influencers, any rank, June 2015
For users 18-24, price dominates, while older users weigh more factors
Figure 39: Select make-up brush purchase influencers, any rank, by age, June 2015
Hispanic women more likely to factor in brand, color/design, and reviews
Figure 40: Make-up brush purchase influencers, any rank, by Hispanic origin, June 2015
Trial and interest in beauty accessory products and benefits
Interest is high in wet brushes and accessories for buns and twists
Figure 41: trial and interest in hair accessory product concepts, June 2015
Consumers eager to try sponges and poufs with special features
Figure 42: trial and interest in bath accessory product concepts/benefits, June 2015
Women 18-24 report highest interest in trying kits, other make-up brushes
Figure 43: Trial and interest of make-up brush products and concepts, June 2015
Figure 44: Interest in trying select make-up product concepts/benefits, by age, June 2015
APPENDIX
Appendix – Data sources and abbreviations
Data sources
Fan chart forecast
Abbreviations and terms
Appendix – Market
Figure 45: Total US sales and forecast of beauty accessories market, at inflation-adjusted prices, 2010-20
Figure 46: Sales of beauty accessories, by segment, 2013 and 2015
Figure 47: Total US retail sales of beauty accessories market, by channel, at current prices, 2010-15
Figure 48: Consumer confidence and unemployment, 2000-January 2015
Appendix – Key players
Figure 49: MULO sales of hair accessories, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 50: MULO sales of shower and soap accessories, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 51: MULO sales of brushes and accessories, by leading companies and brands, rolling 52 weeks 2014 and 2015
Appendix – Consumer
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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