What will win the hearts of the cosmetic and toiletries consumer – organic/natural ingredients, guaranteed results or celebrities?

Women are bombarded with product choice in today’s beauty markets, and the number of new launches keeps coming. Deciding which ones to buy is a tricky business, given that so many make similar product or ingredient claims. In order to differentiate their products, beauty companies are aligning themselves with celebrities or professional beauty experts, but this strategy begs a number of questions. Is the consumer persuaded to buy because someone famous is associated with the brand? Do they believe the product claims made by beauty brands? Are consumers turning their backs on it all, and opting for natural/organic products? In this Special Report, Mintel seeks answers to these questions and deciphers what motivates consumers to buy.

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Key themes

• Growing awareness of green issues, including natural/organic ingredients, their provenance and environmental footprint

• The cult of celebrity and the emergence of brand/professional experts

• How companies use product claims to stay one step ahead, whilst avoiding the pitfalls

• Who is buying into celebrity or product claims

• Who is turned off by celebrity or product claims they perceive as untruthful

Mintel reports of relevance include:

- Women’s Fragrances, Market Intelligence – UK Report, August 2007

- Bodycare, Market Intelligence – UK Report, March 2007

- Men’s Grooming Habits, Market Intelligence – UK Report, March 2007

- Make-up, Market Intelligence – UK Report, August 2006

- Facial Skincare, Market Intelligence – UK Report, June 2006

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Definitions

For the purposes of consumer research for this report, Mintel has taken three key product categories: skincare, colour cosmetics, and haircare. Reference is made throughout the report to other product categories, such as women’s fragrance, bodycare, and suncare.

The term ‘celebrity’ within the beauty markets is considered by Mintel from both the branding and promotional angles. There are three ways in which companies use celebrities: as endorsers, advertisers, or brand ambassadors (eg Penelope Cruz for L’Oréal), or as brands (Kate Moss fragrance).

Natural and organic products are those which people perceive to be natural through the addition of natural/organic ingredients.

The term ‘guaranteed results’ is associated with brands which are perceived to be effective and really work in tackling specific beauty concerns.

‘What will win the hearts and minds of consumers’ is an examination of what motivates people to buy.

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Excluded

All other cosmetics and toiletries are excluded from this report, including men’s fragrances and grooming products, razors and blades, bath and shower products, and oral hygiene products.

Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated. Market sizes at constant 2002 prices are calculated using Mintel’s Chemist Goods deflator.

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