全球化妝品市場：新興機會與喜好上的投資 是由出版商Datamonitor在2010年03月所出版的。
這份英文市場調查報告書包含Pages: 104 價格從美金2995起跳。
全球17個國家的61%的人們在日常生活當中，很重視外表，多數人認為化妝在美容來說佔了很重要的一部分。
本報告，針對全球化妝品市場進行調查分析，並彙整消費者在化妝方面的想法、所重視的商品特徵、化妝品的使用頻率、給市場參與者的策略性建議等，由下列摘要形式闡述。
第1章 概述
第2章 今後展望
- 簡介：化妝品維全球個人保養用品市場的主要構成要素
- 趨勢：「視覺文化」與對容貌的先入為主觀念對個人保養部門所有產品來說為關鍵性趨勢
- 趨勢：化妝品在新興市場大幅成長潛力
- 考察：化妝品的使用、商品的特徵以及消費者所尋求的效果，依據國家不同有很大的差異
- 考察：化妝品品牌應持續以有說服力、可令人信賴的方式來說明效果
- 考察：消費者尋求投資效益較佳的化妝品
- 考察：隨著消費者尋求對自我本身和環境更好的商品，使得天然性/道德性化妝品或得注意
- 考察：消費者為了獲得更完美且天然的成果，重視化妝品的客製化
- 考察：消費者在化妝品的選擇和購買地點上傾向聽從友人的意見
第3章 行動重點
- 行動：提供客製化上更進步的選項
- 行動：拓展化妝品行銷的新區域和管道
- 行動：提供消費者具流行效果的高投資效益
附錄
Abstract
Introduction
Approaching two-thirds (61%) of consumers across 17 countries attach
importance to looking their best in day-to-day life. Many see applying make-up
as a pivotal part of their beauty regime, especially when only 43% of
consumers are satisfied with their attractiveness.
Scope of this research
- Detailed insights and analysis documenting consumers' attitudes towards
make-up and the drivers and inhibitors of consumption habits
- Data highlighting the importance consumers place on different make-up
product features/benefits and the frequency of using these products
- Strategic conclusions combined with actionable recommendations for all
industry players looking to fully capitalize on this category
- Covers: France, Germany, Italy, Neths, Spain, Sweden, UK, US, Australia,
Japan, S. Korea, China, India, Brazil, Russia, UAE and Saudi Arabia
Research and analysis highlights
Consumers of both genders feel increasingly under pressure as a result of
today' s Visual Culture. These consumers believe that appearance can positively
or negatively affect their social standing, their ability to form
relationships and even their career success
Understanding demographics is pivotal to growth. Increasingly, products are
targeting specific age-ranges. Make-up is popular with a lot of females but is
struggling to make headway into the male market. There are some signs of
growth but industry players must do more to remove the feminine image that
stigmatizes the category for males
More than anything, consumers want their make-up products to represent good
value-for-money. This is about exceeding expectations more than it is about
cheap prices. Products customized to certain demographics and the inclusion of
natural ingredients are both ways in which manufacturers are attempting to
provide value
Key reasons to purchase this research
- Consumer understanding: obtain a detailed understanding of consumer
attitudes and behaviors towards make-up products by accessing unique data
- Market understanding: identify the key markets and product innovation
trends in 17 countries across five geographic territories
- Ideation: find inspiration for innovative oral care formulations and
product positioning which cater to the overwhelming consumer emphasis on value
Table of Contents
OVERVIEW
THE FUTURE DECODED
- INTRODUCTION: Make-up is a major component of the overall personal care
market
- This module is one in a series of five reports detailing the future of
personal care products
- Make-up is viewed as an extremely important aspect of consumers' beauty
regimes
- Today' s make-up market is subject to a number of drivers and inhibitors
- TREND: ‘Visual Culture' and an associated pre-occupation with
appearance is the defining trend in the personal care space across product
categories
- Image is important to consumers even if they do not significantly feel
societal pressure to look good (at least consciously that is)
- There is scope for consumers to feel happier about their appearance,
given the pressure to conform to demanding beauty ideals associated with
contemporary society
- Consumers actively attempt to portray a polished image of themselves and
make-up is a key way for them to achieve this
- Consumers generally feel it is important to look their best, which is
fueling the cosmetics market
- Key takeouts and implications: Visual Culture is the core macro-trend
influencing personal care habits
- TREND: Emerging markets offer strong growth potential for make-up products
- The UK and Russia are the strongest regions for make-up sales in Europe
- While the US has the largest make-up market, Brazil offers the better
potential for growth
- China is catching up with the domination of Japan in the Asia Pacific
make-up market
- The make-up market in MENA in fairly small, reflecting cultural
constraints
- Key takeouts and implications: emerging markets offer significant growth
potential as more affluent consumers purchase make-up products
- INSIGHT: Make-up usage varies significantly by country, as do the product
features and benefits that consumers desire
- Value-for-money and product efficacy are the main attributes desired by
consumers in make-up products
- Key takeouts and implications: applying make-up is part of the daily
beauty ritual for many but consumers' hierarchy of purchase influences do
vary by country
- INSIGHT: Make-up brands must continuously justify efficacy in a
compelling, believable manner
- Consumers commonly regard buying their favorite brand and the product' s
effectiveness as being of equal importance
- Covering blemishes are important concern, especially for females,
driving make-up usage
- The positioning of a product, from private and niche to high end brand,
can impact consumer perception of its efficacy
- Key takeouts and implications: proven product efficacy can boost the
sales of both high and low end brands
- INSIGHT: Consumers are seeking out ways to gain better value-for-money in
make-up products
- Value-for-money considerations heavily influence make-up choice
- While private labels still struggle behind branded cosmetics, the
recession and a propensity to seek value for money are fuelling demand
- Asia Pacific consumers are actively seeking value for money cosmetics
through non-traditional channels
- Key takeouts and implications: consumers need a convincing argument to
persuade them to change their brands to better value for money alternatives
- INSIGHT: Natural and ethical make-up is gaining traction as consumers
demand products that are better for themselves and the environment
- Consumer interest in natural/organic and ethical/environmental make-up
is fairly high
- Safety concerns over conventional cosmetics have boosted the appeal of
natural and green variants
- Consumers demand efficacy and product transparency to prove that natural
and ‘green' make-up is as claimed
- Ethical and environmentally friendly claims gaining appeal include
Fairtrade and low carbon footprint
- Key takeouts and implications: better certification should encourage
more consumers to embrace natural and ethical make-up
- INSIGHT: Consumers value superior customization potential in make-up to
enable them to achieve flawless and natural results
- Of key appeal to consumers is the ability to customize both make-up
colors and products by skin type
- Ethnic populations and distinct consumer life stages have their own
unique customization demands
- The make-up sector has promoted new styles of application to enable more
professional looking results
- There has even been a growth in interest in male make-up products
- Key takeouts and implications: consumers demand customizable products to
provide flawless and natural coverage
- INSIGHT: Consumers have a natural tendency to adhere to the opinions of
their peers, which impacts their make-up choices and where they choose to shop
- Friends and family endorsement are more highly favored by consumers than
professional or celebrity backed products
- The internet is a growing channel for consumers in terms of influencing
others as well as taking other people' s advice on make-up products
- Key takeouts and implications: acknowledge the fact that consumers are
naturally skeptical about any recommendations from unknown parties,
especially if they may have a vested interest
ACTION POINTS
- ACTION: Offer more bespoke customization options
- Consumers will be willing to pay more for products that they perceive
are targeted towards their specific needs
- The men' s make up sector could potentially grow, but marketers need to
be realistic
- ACTION: Explore new regions and channels in which to market make-up
- ACTION: Offer consumers products that offer value-for-money with on-trend
benefits
- Offer innovative features that help a product stand out from its
competitors while addressing consumer needs
APPENDIX
- Methodology
- Further reading and references
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Consumer survey: the importance attributed by consumers to looking
one' s best and taking care of one' s skin, in 17 countries across Europe, Asia
Pacific, South America, North America and the Middle East, by country, 2009
- Table: Consumer survey: the extent to which consumers feel under pressure
to look good, in 15 countries across Europe, Asia Pacific, South America and
North America, by country, 2008
- Table: Consumer survey: the importance that consumers attribute to looking
their best in day-to-day life, in 17 countries across Europe, Asia Pacific,
South America, North America and the Middle East, by country, 2009
- Table: Consumer survey: the self-reported propensity to make sure beauty
products are used up before replacing in order to save money, in 17 countries
across Europe, Asia Pacific, South America, North America and the Middle East,
by country and product category, 2009
- Table: Market value of all make-up products globally (US$m), by country,
2004 - 2014
- Table: Market value of eye make-up products globally (US$m), by country,
2004 - 2014
- Table: Market value of face make-up products globally (US$m), by country,
2004 - 2014
- Table: Market value of lip make-up products globally (US$m), by country,
2004 - 2014
- Table: Market value of nail make-up products globally (US$m), by country,
2004 - 2014
- Table: Per capita daily usage occasions of face make-up globally, by
country, 2004 - 2014
- Table: Per capita daily usage occasions of eye make-up globally, by
country, 2004 - 2014
- Table: Per capita daily usage occasions of lip make-up globally, by
country, 2004 - 2014
- Table: Per capita daily usage occasions of nail make-up globally, by
country, 2004 - 2014
- Table: Consumer survey: concern about covering or minimizing or skin
blemishes, in 15 countries across Europe, Asia Pacific, South America, and
North America, by country and gender, 2008
- Table: Consumer survey: concern about covering or minimizing or skin
blemishes, in 15 countries across Europe, Asia Pacific, South America, and
North America, by country and gender, 2008
- Table: Consumer survey: the statement that consumers believe best reflects
their outlook on make-up across Europe, by country and gender, 2009
- Table: Consumer survey: the statement that consumers believe best reflects
their outlook on make-up across the Americas, by country and gender, 2009
- Table: Consumer survey: the statement that consumers believe best reflects
their outlook on make-up across Asia Pacific, by country and gender, 2009
- Table: Consumer survey: the statement that consumers believe best reflects
their outlook on make-up across MENA, by country and gender, 2009
- Table: Leading claims in global make-up launches, 2007-09
- Table: The six sins associated with greenwashing
- Table: Natural/organic and environmentally friendly certifications by
region
FIGURES
- Figure: Make-up is becoming an increasingly important part of the personal
care market in Europe
- Figure: A high proportion of consumers value both looking their best and
taking care of their skin
- Figure: Despite recessionary pressures, consumers are still being
influenced to spend good money on make-up products
- Figure: Visual Culture is a term describing consumers' intense appearance
consciousness and the widespread desire to project a more confident and
favorable image to the wider world
- Figure: Appearance is important to consumers across geographic
territories, regardless of whether they feel pressure to conform to the
pervasive presence of Visual Culture in modern society
- Figure: Lauren Luke embodies the ‘everywoman' element of
contemporary Visual Culture
- Figure: While most consumers attribute a high importance to looking good,
fewer are actually content with how they look themselves
- Figure: Outside of the emerging BRIC markets, Spaniards are the most
reliant on beauty products to feel more confident about themselves
- Figure: Brazilian consumers place the most importance on looking their
best, while Swedish and Japanese consumers are significantly less enthused
than the global average
- Figure: Scent bases products are important in enabling consumers to feel
more physically attractive
- Figure: Beauty is associated with success and opportunity, but workplace
professionalism is deemed comparably less influential on the general personal
care choices that consumers make
- Figure: Personal branding is a manifestation of the pervasive influence of
the ‘Visual Culture' trend
- Figure: Dutch consumers are the least likely to wear face make-up in the
markets covered in this research
- Figure: Chinese consumers are the most likely to frequently wear eye
make-up
- Figure: Lip make-up usage is most pronounced, at least in occasion terms,
in Russia
- Figure: Saudi consumers are the most likely to wear nail make-up among the
countries featured in the analysis
- Figure: Value for money and efficacy are highly valued make-up attributes
favored by global consumers
- Figure: In Europe, value for money is considered the most important aspect
of cosmetics in all countries bar Russia where sensory benefits are more valued
- Figure: US consumers have the lowest opinion in the Americas on product
endorsement of cosmetics
- Figure: Chinese consumers place a high importance on many make-up choice
attributes
- Figure: UAE consumers place a much lower value on endorsements than other
aspects of make-up
- Figure: Nearly half of Russian consumers value efficacy highly in make-up
products
- Figure: Americans consider buying their favorite brand and efficacy to be
similarly important in make-up products
- Figure: Chinese consumers highly value both buying their favorite brand
and efficacy traits in make-up
- Figure: Both buying their favorite make-up brand and efficacy attributes
are important to significant proportions of consumers in MENA
- Figure: Swedish consumers are less concerned about make-up quality and
brand selection than other European nations
- Figure: Brazilians value make-up quality and branding more than US
consumers
- Figure: A high proportion of Chinese consumers are quality conscious about
their make-up brands
- Figure: Around a third of consumers in MENA attach importance to make-up
quality and branding
- Figure: The value equation consists of more than just the price of a
product
- Figure: Value-for-money is an important attribute in make-up products for
many consumers
- Figure: Italian and Swedish consumers in particular have shown a
reluctance to trade down to private label make-up products
- Figure: Consumers in the Americas fall behind the global average when it
comes to switching to private label make-ups
- Figure: Chinese and Indian consumers are more likely than most to try
private label make-up products but Japanese and Australian consumers are
totally unwilling to
- Figure: Slightly more than one in 20 gulf consumers has traded down to
private label make-up, which is higher than the global average but still
minimal overall
- Figure: Private labels only account for a small percentage of global
cosmetic launches
- Figure: Natural and organic claims in cosmetic products have grown
strongly over the past few years
- Figure: The US has been the most prolific country for natural/organic
cosmetic launches in the 2005-09 period
- Figure: Russians value natural make-up more highly than ethical make-up
- Figure: Brazilians feel more strongly about natural and ethical make-up
attributes than US consumers
- Figure: The Chinese have a much higher regard for natural and ethical
make-up than Australians
- Figure: Over half of MENA consumers value ethical and natural attributes
in make-up
- Figure: A number of organizations currently certify organic and
environmentally friendly personal care products across the globe
- Figure: Free from products are a popular area of natural cosmetics
- Figure: The fair trade moniker is becoming popular on lip balm products
- Figure: Zero carbon footprint claims remain scarce in cosmetics and
dominant in niche brands
- Figure: Customization benefits are likely to appeal to the high proportion
of individualistic global consumers who value the opportunity to be personally
expressive and have products that better meet specific needs
- Figure: UK consumers have become more desirous of customized make-up
products over the past two years
- Figure: Customization is highly regarded by Brazilians
- Figure: Japanese consumers are becoming more accustomed to customized
make-up
- Figure: The importance of customizable make-up products is significantly
greater to Middle Eastern consumers than the average global consumer
- Figure: The BLAC Minerals brand embraces the mainstream trend for mineral
make-up
- Figure: Cosmetics such as Avon' s Mark range offer a degree of
customization by targeting specific age groups
- Figure: Manufacturers have targeted teenagers with anti-acne cosmetics
- Figure: Manufacturers have targeted mature skin with products that have
age specific claims
- Figure: Consumers are given color and thickness customization potential
with dialable cosmetic packaging
- Figure: There are companies that offer services to tattoo lips, eyebrows
and eye with semi-permanent colors
- Figure: European consumers are more receptive to family recommendations
than celebrity endorsements
- Figure: Brazilian consumers have a higher regard for both family and
celebrity endorsements than average
- Figure: Chinese consumers are particularly receptive to friend and family
endorsements
- Figure: MENA consumers favor friend and family endorsements over celebrity
or professional recommendations
- Figure: Chicca Cosmetics targets women in their late 50s
- Figure: Male make-up accounts for a tiny proportion of overall make-up
launches
- Figure: Men' s cosmetics encompass mainly neutrally colored products such
as concealers, powders and lip balms
- Figure: European brands are marketing whitening products alongside local
brands in Asia Pacific
- Figure: Social networking websites provide an ideal opportunity to connect
with ‘brand communities'
- Figure: Glamorous styles of Asian make-up make a distinct contrast to the
natural look that is prevalent in Asia
- Figure: All fashioned ' retro' brands are gaining favor in Taiwan
- Figure: New face make-up is designed to address consumer demands for
natural and flawless looking skin
- Figure: Lip make-up innovations have covered a variety of on-trend
specifications
- Figure: Innovations in wand design and thickening formulations have
appeared in eye make-up products that claim to improve eyelash coverage
- Figure: Perfumed and anti-aging nail make-up has appeared on the market
化妝對許多消費者而言，是美容法的重要要素
2010年03月29日
Global Information, Inc.已開始銷售英國市場調查公司Datamonitor所發行的報告書「The Future of Make-Up: Capitalizing On Emerging Trends and Changing Preferencess (全球化妝品市場：新興機會與喜好上的投資)」
全球許多消費者認為化妝是美容極為重要的一部份。事實上，僅有43％的消費者對自己的魅力深感滿意。而且17個國家約3分之2的消費者認為每天的生活中亮麗呈現外表是很重要的。總之，男女消費者從現代的「視覺文化」中越發感覺到壓力。許多消費者相信外表對形成人際關係、社會的地位及工作上的成功有負面或正面的影響。
消費者期望廠商能提供有成本績效的化妝品。該書針對化妝品市場中成長顯著的年齡層作分析。依據該書的調查，顯示產品逐漸以特定的年齡層為目標。現在化妝雖以女性為主流，然廠商為進入男性用化妝品市場而奮戰中。
該書針對全球化妝品市場消費者的理解、市場的理解及想法，提供重要的調查與資訊。
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