Strategy Briefing

Global Licensing Trends in Beauty and Personal Care

58 pages, Jun 2016

US$1,325

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Licensing is becoming an important factor across many categories. While fashion houses’ sales in the industry continue to grow, character franchises are driving licensing in baby/child-specific products and children’s oral care. As many celebrity properties struggle in fragrances globally, there could be further opportunities in emerging markets. Untapped categories, such as bath & shower, hair care and men’s grooming could potentially present good prospects for the licensing industry to expand.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Key categories

Baby and child-specific products, fragrances, colour cosmetics and oral care are the most important beauty and personal care categories in terms of licensing.

Opportunities beyond established categories

Relatively untapped categories by licensing, including bath and shower, hair care and men’s grooming, could potentially present good opportunities to expand.

Baby and child-specific products: Licensing is driven by character properties targeting children

Asia Pacific is home to more than half of the world’s 0-14 year-olds, while lower birth rates and postponing motherhood bring both challenges and opportunities globally. As brands with natural/organic credentials gain popularity, there could be further prospects for increased collaborations between licensors and niche players. In total category spend per child*, Portugal, the UK, Switzerland and South Korea are the top markets.

Fragrances: Fashion and celebrity are the most predominant licensing types

Fashion licensing permits access to luxury within fragrances. Developing markets, offer better prospects for celebrity fragrances. They possess larger youth populations, and consumers have a stronger power distance, meaning that they are more likely to view celebrities in high regard.

Colour cosmetics: Fashion licensing increasing penetration

The category remains a far less explored option, with only a handful of fashion brands in the top 20 global colour cosmetics rankings. Foundation, lipstick and nail polish are the top three most receptive categories to licensing, according to Euromonitor International’s Beauty Survey 2015.

Oral care: Character licensing targets children’s products

In the Middle East and Africa, 0-14 years population is projected to increase by almost 148 million over 2015-2030, the fastest growth globally. Children’s oral care is a segment that the licensing industry could benefit from, if more players actively pay greater attention to it. Licensees and licensors could utilise the category to be an educator and a catalyst for dental health improvement among children in nascent markets.

Note: *Total category sales -represents overall sales of both licensed and non-licensed products.

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Introduction

Scope

Key findings

Overview

Size of the prize

Major licensing types

Domestic versus international character-based licences

Domestic versus international character-based licences (cont.)

More mass fashion houses enter beauty and personal care

Opportunities beyond established categories for licensing

David Beckham to become Biotherm’s brand ambassador

David Beckham to become Biotherm’s brand ambassador (cont.)

Baby and Child-Specific Products

Baby and child-specific products : Size of the prize

Baby and child-specific products: Top brands

Johnson & Johnson revamps baby care range

Natural/organic products on the rise: Opportunities for licensing

Lower birth rates/late motherhood bring challenges and opportunities

Asia Pacific is home to more than half of the world’s 0-14 year-olds

Where do 0-14 year-olds live?

China’s removal of its one-child policy should boost industry

World’s biggest per child spenders

Baby and child-specific products: Key demand factors for the future

Fragrances

Fragrances: Size of the prize

Perfumery is a luxury for all

Fashion licensing permits access to luxury with fragrances

Top global celebrity perfumes

Celebrity licensing a better fit in emerging markets

Desire for status symbols stronger in emerging markets

Role models : Consumers look closer to home

Opportunity for licensing: Stand out from the crowd

Case study: Coty Inc (1)

Case study: Coty Inc (2)

Case study: Elizabeth Arden

Elizabeth Arden: Overhauling eponymous brand

Fashion licences’ reign is challenged where local companies prevail

Major fashion licensing properties in fragrances

Colour Cosmetics

Colour cosmetics: Size of the prize

Colour cosmetics: Top brands

Fashion licensing increase penetration in colour cosmetics

Mac and Max Factor get on board with Star Trek and Star Wars

Sephora targets youngsters with Minnie Mouse

Warner Bros. partners with the US retailer Walgreens

Foundation: Most influenced by celebrity/advertising/licensing

Lip products: Lipstick – India is most receptive to licensing

Nail products: Nail polish – Chanel is a trend setter

Eye make-up: Thailand is most receptive to licensing

Oral Care

Oral care: Size of the prize

Oral care: Top brands

Middle East and Africa to record fastest growth in child population

High birth rate not always drives growth in children’s toothpaste

Children’s characters could boost good dental health

Oral-B: Leads in combining licensing, technology and dental health

Case study: Oral-B

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Strategy Briefing

Global Licensing Trends in Beauty and Personal Care

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About This Report

New Report Guarantee

Overview

Why buy this report?

Key categories

Opportunities beyond established categories

Baby and child-specific products: Licensing is driven by character properties targeting children

Fragrances: Fashion and celebrity are the most predominant licensing types

Colour cosmetics: Fashion licensing increasing penetration

Oral care: Character licensing targets children’s products

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Overview

Size of the prize

Major licensing types

Domestic versus international character-based licences

Domestic versus international character-based licences (cont.)

More mass fashion houses enter beauty and personal care

Opportunities beyond established categories for licensing

David Beckham to become Biotherm’s brand ambassador

David Beckham to become Biotherm’s brand ambassador (cont.)

Baby and Child-Specific Products

Baby and child-specific products : Size of the prize

Baby and child-specific products: Top brands

Johnson & Johnson revamps baby care range

Natural/organic products on the rise: Opportunities for licensing

Lower birth rates/late motherhood bring challenges and opportunities

Asia Pacific is home to more than half of the world’s 0-14 year-olds

Where do 0-14 year-olds live?

China’s removal of its one-child policy should boost industry

World’s biggest per child spenders

Baby and child-specific products: Key demand factors for the future

Fragrances

Fragrances: Size of the prize

Perfumery is a luxury for all

Fashion licensing permits access to luxury with fragrances

Top global celebrity perfumes

Celebrity licensing a better fit in emerging markets

Desire for status symbols stronger in emerging markets

Role models : Consumers look closer to home

Opportunity for licensing: Stand out from the crowd

Case study: Coty Inc (1)

Case study: Coty Inc (2)

Case study: Elizabeth Arden

Elizabeth Arden: Overhauling eponymous brand

Fashion licences’ reign is challenged where local companies prevail

Major fashion licensing properties in fragrances

Colour Cosmetics

Colour cosmetics: Size of the prize

Colour cosmetics: Top brands

Fashion licensing increase penetration in colour cosmetics

Mac and Max Factor get on board with Star Trek and Star Wars

Sephora targets youngsters with Minnie Mouse

Warner Bros. partners with the US retailer Walgreens

Foundation: Most influenced by celebrity/advertising/licensing

Lip products: Lipstick – India is most receptive to licensing

Nail products: Nail polish – Chanel is a trend setter

Eye make-up: Thailand is most receptive to licensing

Oral Care

Oral care: Size of the prize

Oral care: Top brands

Middle East and Africa to record fastest growth in child population

High birth rate not always drives growth in children’s toothpaste

Children’s characters could boost good dental health

Oral-B: Leads in combining licensing, technology and dental health

Case study: Oral-B

Why buy this report?

Want to find out more about this report?

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