Mass Beauty and Personal Care in the US

PROSPECTS

Mass beauty and personal care performs better than in previous years

In an unexpected shift in 2018, mass beauty and personal care experienced its strongest current value growth in a decade. Led by unprecedented growth in mass skin care, mass beauty and personal care saw rising demand for more natural products at affordable prices.

Trends in premium skin care are translated in the mass segment

The story of demand in skin care in recent years was told by the shift in focus from reactive care to preventative care. In 2018, growth in sales of mass basic moisturisers, cleansers and toners exceeded that of anti-agers.

Consumer education rises through the use of the internet

2018 saw a continued shift in demand in beauty and personal care towards products featuring natural and organic ingredients, as opposed those excluding potentially harmful ingredients. The main reason for this trend was that consumer education about the ingredients contained in beauty products increased along with the proliferation of information sources, such as the internet and social media.

COMPETITIVE LANDSCAPE

Disruptors and DTC brands bring back growth to mass beauty and personal care

Continuing from recent years, disruptor brands from the direct-to-consumer (DTC) space continued to grow at the expense of industry heavyweights in 2018. Whilst mass beauty and personal care saw strong growth in 2018, all the top three players, Unilever Home & Personal Care USA, L’Oréal USA and The Procter & Gamble Co, saw their value shares slightly decrease.

The role of influencers continues to prevail in mass beauty and personal care

The role of social media and influencers maintained its relevance in beauty and personal care in 2018. Individuals or groups on popular platforms such as Facebook, Instagram and YouTube continued to be prevalent, especially in skin care and colour cosmetics, by effectively churning demand from their massive social media followings.

Masstige brands continue to see success

Continuing from previous years, brands in the masstige segment found success in 2018 by further capturing lower-income consumers aiming to participate in trends reserved for premium products. Brands in colour cosmetics, such as IT Cosmetics and NYX from L'Oréal Groupe, as well as Walgreens Boots Alliance’s N°7 in skin care, have taken advantage of distinguishing themselves from mass brands; however, at an affordable price point.

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