Beauty Corporate Landscape: Mind the Gap Between Core Business and New Opportunities

Strategy Briefing

About This Report

May 2015

Larger manufacturers are streamlining their portfolios to achieve greater competitiveness in the face of growing pressure from smaller players with a narrower but more in depth focus. This is increasing segmentation in the industry; however, in the process there is a danger of overlooking growth opportunities in some other areas. If portfolio gaps are addressed, the growth rates of the larger companies stand to benefit.

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Beauty Corporate Landscape: Mind the Gap Between Core Business and New Opportunities

Growth rate for top 10 beauty and personal care companies slows down

The growth rates for the top 10 beauty and personal care companies has slowed down for two key reasons.

The first is increasing competitive challenges from the smaller players, which are able to offer in-depth beauty solutions due to their narrower focus.

Secondly, in trying to emulate the smaller companies’ narrower focus, the larger companies are prioritising specific markets and categories and in the process are overlooking growth potential in other areas.

Ability to juggle growth across multiple categories and markets

In aiming to beat competitive challenges from the smaller players and boost top line growth, it is necessary for larger companies to expand their priorities. Larger companies have access to a vast resource base and hence are able to juggle multiple priorities simultaneously.

Four key ways to fill gaps in portfolios

There are four options for manufacturers to fill portfolio gaps. The first is expanding in new markets, the second is the creation of new opportunities through innovation, the third is strategic acquisitions, and the fourth is taking share from competitors.

Potential to increase growth

The larger companies are in a good position to beat the competitive challenges from the smaller players, but need to consider the gaps in their portfolios to ensure well rounded optimal growth across their wider beauty ranges.

Introduction

Scope
Key findings

Streamlining and Portfolio Gaps

Top 10 players combined year-on-year growth slows down
Streamlining not enough: Need to balance wider portfolio focus
Four key ways of addressing portfolio gaps

Case Studies: Addressing Portfolio Gaps

Case study: A potential model to create optimal growth for P&G
Procter & Gamble in need of portfolio streamlining
Unilever benefits from portfolio streamlining
Which categories P&G would benefit from keeping? (1)
Which categories P&G would benefit from keeping? (2)
Three key factors to influence brand divestments for P&G
Which categories could Procter & Gamble exit?
Which are the brands t hat Pro cter & Gamble could d ivest? (1)
Which are the brands that Procter & Gamble could divest? (2)
Which are the brands that Procter & Gamble could divest? (3)
Case study: Colgate’s narrow focus impacts company growth
Colgate-Palmolive’s growth slows down due to limited focus
Unilever a barrier to expansion in other categories
Buying P&G brands to help compete against Unilever?
Case study: Where should Henkel look to expand hair care?
Markets with better growth prospects in Western Europe
Markets Henkel could prioritise in Western Europe
Growth prospects in light of competitive barriers in Western Europe
Overcoming competitive challenges
Hair care categories Henkel could consider in the UK
Western Europe growth projection lower than other regions
Five key hair care markets to consider beyond Western Europe
Competitive barriers in prospective markets outside WE
Market gaps in India hair care
Scopes to expand styling agents in emerging markets
Potential entry points in China and the US
How to penetrate the most lucrative hair care market: Brazil?
Case study: Wella could help Kao fill regional gaps in hair care
Japan hair care pushes Kao’s beauty sales down
Wella can help boost growth for Kao in key markets
Kao poses least threat for Procter & Gamble
Procter & Gamble competitive landscape global beauty
Case study: Estée Lauder stands to benefit from premium hair care
Estée Lauder’s hair care an underutilised portfolio
Emerging markets offer good potential for premium hair care
Competitive barriers lower in premium hair care
Case study: Boosting L'Oréal's flagging growth
L’Oréal comes under pressure in North America
Unilever eating into L’Oréal hair care shares in the US
L’Oréal’s suffering from low hair care growth in the US
Anti-dandruff claims could help boost L’Oreal hair care sales
Case study: Unilever missing opportunity in skin care in China
Opportunities in China facial care
Strong competitive barriers in facial care in China
Opportunities for growth in mass facial care in smaller cities
A local player could help Unilever overcome competitive barriers
Proya to help narrow the gap on skin care leader L’Oréal in China
Case study: Oriflame overlooks prospects in Brazil
Russia contributes to Oriflame’s sales decline
Oriflame comes under pressure from Mary Kay in Russia
Mary Kay capitalises on premiumisation in Russia
Is Oriflame missing out on other markets ?
Leverage the gap in direct selling for colour and fragrances in Brazil

Recommendations

Recommendations

Some focus areas to consider to optimise growth

Appendix

Competitor Analytics Tool
Overview
Competitors
Treemap

Report Definitions

Definitions of beauty and personal care categories
Definitions of beauty and personal care categories cont’d