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The World of Cosmetics

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by

Sarah Niaz

on 12 December 2012

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Transcript of The World of Cosmetics

Sarah Niaz The World of Cosmetics What are Cosmetics? :a powder, lotion, lipstick, rouge, or other preparation for beautifying the face, skin, hair, nails, etc. Key Distribution World's Largest Beauty Brands Goudreau, Jenna. "Forbes top 10 Global Beauty Brands" Forbes.com Usage, Motivation & Purchase Behavior Cosmetic Product Categories Hair Care: 20% Facial Skin Care: 27% Fragrance: 10% Makeup: 20% Personal Care: 23% The Cosmetic Market Total sales in 2011 racked up to $426 BILLION
Sales from Jan-March 2012 were up 14% ($2.2 billion)
Total make-up sales: $932 million
Total fragrance sales: $844 million
Total skincare sales: $501 million Drug Stores The US drugstore industry includes 20,000 stores
Annual Revenue: $220 Billion
Major Companies: CVS Pharmacy, Walgreens, Rite Aid
50 largest companies generate 70% of revenue Spa Services 18,000 facilities with annual revenue of $13 billion
Major Spa companies: Canyon Ranch, Golden Door, Massage Envy & Woodhouse Spa Cosmetic Retail Market Cosmetic, beauty supply and speciality store industry includes 13,000 stores
annual revenue: $10 Billion
Major Companies: ULTA beauty, Sephora, Limited Brands (Bath & Body Works), & L'Oreal (The Body Shop) Department Stores US Department stores include 3,500 stores
annual revenue: $70 billion
Major Companies: Sears, Macy's (which owns Bloomingdale's), JCPenney, and Dillard's
The industry is highly concentrated: top 50 companies have 100% of the market Fast Facts On average, women aged 18+ spend $144/year on beauty
MAC sells 1 lipstick & 1 eyeshadow every 2 seconds
57% of women have purchased skincare at Walmart or Target in the last 6 months
45% of women cut back on skincare during the recession, but 14% are already spending more
20% of Americans have a household income of $100k+ which represents 70% of total US consumer wealth Consistency is Key!! Daily Usage 4 out of 5 women wear makeup
Average time: 20 min
lipstick: 76%
mascara: 65%
eyeliner: 62%
brow pencils: 38%
lip pencil: 22%
Only one million women wear only one makeup product a day Emotional Connection In a survey, nearly half of US women feel wearing makeup gives them an advantage at work and makes them feel more in control
Self-confidence: 82%
Makeup improves self-image: 86% Shopping Habits Average woman spends $15,000 on makeup in her lifetime
From ages of 16-65, a woman shops 5 times a year for cosmetics
Each time she'll spend about $43 = $216 a yr
That's about $2,750 on eyeshadow, $1,780 on lipstick and $3,770 on mascara Why do we wear it? The Power of Cosmetics Decorating the face & body is one of the oldest human behaviors
Victorian Era
"Cosmetics and other decorations of the body are widespread and persistent because they are a part of what defines us as individuals and as humans. Cosmetics help us give us our identities," (Russell) Cosmetics & Culture Cosmetics: primary object of fashion, rapidly changing
Scientists haven't had an interest in studying cosmetics, but instead, an interest of whether there are consistent factors that result in particular faces being considered more or less attractive
Universal beauty
What is considered "attractive"? Consistent factors include:
youthfulness
averageness (similarity of the face to the population average)
sexual dimorphism (masculinity or femininity)
Bilateral symmetry of the face The Paradox of Cosmetics Primary focus of study is the practice of color cosmetics
Sex difference in facial contrast, the present evidence that cosmetics are used in the correct way to exaggerate this sex difference, making the face appear more feminine, and hence more attractive
Then, how cosmetics are used to manipulate other factors of beauty in addition to sexual dimorphism
Cosmetics can be viewed as a kind of technology Exaggeration of Sex Differences by Cosmetics Sex Difference in Pigmentation Sex differences in facial appearance play an important role in facial attractiveness
Female skin is lighter than male skin
Female skin is also more green than male skin, which is more red in appearance Relevance of Facial Contrast to Attractiveness Sexual dimorphism
Feminine female faces are more attractive
For males, conflicting evidence whether a more or less masculine face is considered attractive
Undisputed that femininity is much more attractive in female faces than in male faces
Received cosmetics Exaggeration of Facial Contrast by Cosmetics The received style of cosmetic involves darkening of the eyes and lips while leaving the rest of the face largely unchanged
Application of cosmetics increases facial contrast
Eyebrow plucking
Cosmetics as a technology References "L'Oreal Survey Reveals Beauty Habits in the Face of the Recession."GCI Magazine
Mmoma, Ejiofor. "World's Best Selling Makeup" Forbes.com
Russell, Richard. "Why Cosmetics Work." Science of Social Vision. (2012): n. page. Print. <http://public.gettysburg.edu/~rrussell/Russell_SocialVision_cosmetics_chapter.pdf>.
Perry. "A Cosmetic Industry Overview for Cosmetic Chemists." www.chemistcorner.com
Phelan, Hayley. "Beauty's Top 100." WWD.com
Yeomans, Michelle. "US personal care market surpasses pre-recession levels in 2011", Cosmeticsdesign.com
Mintel Beauty Retailing Report, April 2011
Euromonitor. "Latest Research: Beauty, and Personal Care 2012 Now Live." Euromonitor.com
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