Consumers are looking to premium products with professional quality and efficacy levels to answer their personal care needs. Time-scarcity and the desire to spend more time at home are driving them to seek products that facilitate pampering and functionally effective personal care treatment off-the-shelf. This report details the trends behind the shift towards these products in the US and Europe.

Scope

Detailed insights and analysis documenting the attitudes of increasingly appearance conscious consumers.
In-depth quantitative data covering cosmetic surgery (including minimally invasive procedures) and its more convenient alternatives.
Strategic conclusions and actionable recommendations on attaining a premium status in the personal care market.
Countries covered: France, Germany, Italy, Netherlands, Spain, Sweden, UK, US.

Report Highlights

Almost 50% of consumers are concerned about the signs of aging, while around two in three are concerned about body shape. Personal appearance is now a major concern for consumers and is associated with wellbeing. While cosmetic surgery is on the rise, it remains inconvenient and expensive, and consumers will seek out viable alternatives.

Although consumer affluence is rising, it often comes at the expense of spare time. Consequently, more effective home use products are increasingly sought, with consumers willing to trade-up to premium products, particularly if they offer convenience benefits.

A premium product which is positioned as ' professional' must be able to provide added benefits when compared to a mass distribution brand. Consumers are now more connected and more likely to conduct research before making a purchase. They are also increasingly questioning of industry product claims and so results must be tangible.

Reasons to Purchase

Understand the consumer attitudes and behaviors driving demand for professional quality products within the personal care market.
Use the latest evidence based insights to launch and reposition products, so that they can successfully take advantage of this trend.
Access a compelling blend of quantitative and qualitative data illustrating consumer attitudes and market developments.

Overview
- Catalyst
- Summary
Executive Summary
- Introduction
- The Future Decoded
  - Consumers seek professional solutions to personal care needs
  - Cosmetic surgery continues its move to become a mainstream solution
  - Consumers increasingly look for professional quality and efficacy at home
  - Consumers' on-the-go personal care occasions are increasing
  - Ethnic-specific spas and salons have paved the way for a more segmented, targeted personal care market
  - Consumers have higher expectations of personal care products
  - Consumers seek to improve their appearance in the workplace
  - Endorsements from industry professionals and experts add credence to products' claims
- Action Points
Table of Contents
Table of figures
Table of tables
The Future Decoded
- Introduction
  - Defining "professional and expert" personal care products
- Trend: consumers seek professional solutions to their personal care needs
  - Health and wellbeing have become key considerations in consumers' personal care regimes as consumers adopt holistic approaches to meeting their health and wellness needs
  - Consumer demand fuels continuing growth in spa and salon networks in Europe and the US
  - Massage and facials are the most popular spa services
  - Away-from-home personal care occasions are increasing with the rise of "spa-travelers"
  - The spa experience is evolving as consumers seek customized solutions
    - Spa-going mothers desire products and experiences designed for them and their babies
    - Dental Spas are gaining popularity
  - Key take-outs and implications
- Trend: cosmetic surgery continues its move to become a mainstream solution
  - Cosmetic surgery has become more acceptable
  - The US is the largest cosmetic surgery market
  - Breast augmentation was once again the most popular cosmetic surgery procedure in the US in 2006
  - Minimally invasive procedures have become the most commonly practiced cosmetic procedures
    - Minimally invasive procedures have cost and convenience advantages
  - Consumers are seeking cosmetic surgery abroad
  - Male cosmetic surgery is on the rise
  - Teens are increasingly opting for cosmetic surgery
  - Key take-outs and implications
- Trend: Consumers increasingly look for professional quality and efficacy at home
  - Less spare time leaves consumers trading off between home treatments and salon and spa visits
  - At-home alternatives to cosmetic surgery gain popularity
    - Case Study: StriVectin proves hugely popular in the US
  - Home tooth whitening kits appear as an alternative to professional treatments
  - Professional quality is expected by consumers in everyday products
  - Key take-outs and implications
- Trend: consumers' on-the-go personal care occasions are increasing
  - More hectic lifestyles lead to more time spent away from home
  - Salons and spas are being opened at transport hubs and other urban locations
  - Key take-outs and implications
- Insight: ethnic-specific spas and salons pave the way for personal care products to become increasingly focused on individual consumer needs
  - Ethnic-specific products are now available to consumers and the market is showing strong growth
  - Key take-outs and implications
- Insight: consumers have higher expectations of personal care products and services
  - Functional benefits are sought in everyday products
  - Key take-outs and implications
- Insight: consumers seek to improve their appearance in the workplace
  - Many professional companies are seeking to portray a younger image
  - Managers and supervisors are often judged on looks before ability
  - Recruitment and promotion prospects can also be enhanced by physical appearance
  - Key take-outs and implications
- Insight: endorsements from industry experts and professionals give credence to products' claims
  - Consumers are skeptical of industry product claims
  - Women are more willing than men to pay a premium for personal care products
  - Celebrity endorsements have grown in popularity with corporations despite consumer distrust
  - "Doctor Brands" prove popular, particularly in the US
    - Case Study: Dr Perricone
  - Key take-outs and implications
Action Points
- Introduction
- Action: use salon and professional credentials when positioning products at the premium end of the market
- Action: promote home-use alternatives to cosmetic surgery
  - Rodial announced launch of Glamotox in 2007 as an alternative to surgery
- Action: prestige positioning of products must be supported with the latest active ingredients and functional benefits
  - Consumers are looking for innovation
  - Calming and therapeutic properties are popular with consumers looking to relieve stress
  - Fears over certain ingredients can also lead to opportunity
- Action: align new products with the growing "natural" trend
- Action: product packaging can be used to create a professional image
  - The color of packaging has an impact
- Action: use controlled rollouts to distribution channels to maintain professional credentials of products
- Action: the right endorsement can be used to gain the trust of the consumer
APPENDIX
- Definitions
  - CAGR
  - Significance score
  - The Natural Personal Care Market
  - Natural
  - Organic
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
  - Table 1: Number of spas and salons, Europe and US, 2001-2011
  - Table 2: Number of staying away from home personal care occasions (millions), Europe and US 2001-11
  - Table 3: Number of cosmetic surgery occasions, US and Europe, 2001-2011
  - Table 4: Spending on cosmetic surgery, (US$ m), US and Europe, 2001-2011
  - Table 5: Most popular cosmetic surgery procedures in the US, 2006
  - Table 6: Most popular minimally invasive procedures in the US, 2006
  - Table 7: Average costs of surgical versus minimally invasive cosmetic surgery procedures, ($), US, 2006
  - Table 8: On-the-go personal care occasions (millions), US and Europe, 2001-2011
  - Table 9: Consumer survey: percentage of consumers who would be willing to pay more (any percentage) for cosmetics and toiletries with active ingredients for their specific requirements by gender and lifestage
  - Table 10: Popular natural ingredients in professional haircare products
  - Table 11: The natural personal care market, Europe and US, 2001-11
- List of Figures
  - Figure 1: Personal appearance is an increasing concern to US and European consumers
  - Figure 2: US and European consumers are looking to reduce stress levels
  - Figure 3: US and European consumers are concerned by the signs of aging
  - Figure 4: Body shape is a big concern for European and US consumers
  - Figure 5: Comparison of cosmetic surgery market in the US and Europe, 2001-2011
  - Figure 6: Comparison of most popular surgical procedures, US, 2001-2006
  - Figure 7: Comparison of most popular minimally invasive procedures, US, 2001-2006
  - Figure 8: The driving factors of professional personal care products in the home
  - Figure 9: The StriVectin range benefited from its original intended medical usage
  - Figure 10: Tooth discoloring is a big concern for US and European consumers
  - Figure 11: US and European consumers look to trade up to prestige products
  - Figure 12: Cucumba and XpresSpa: meeting consumers' on-the-go personal care needs with professional solutions
  - Figure 13: The Alter Ego haircare range, a premium range designed to meet the specific needs of Hispanic Americans
  - Figure 14: Effectiveness of product is the principal reason for purchasing premium products
  - Figure 15: Colgate toothpaste products are segmented by additional benefits
  - Figure 16: Redken' s campaign aiming at the premium end of the market
  - Figure 17: Rodial' s Glamotox daily moisturizer, marketed as a cosmetic surgery alternative
  - Figure 18: Innovative technologies become increasingly popular with US and European consumers
  - Figure 19: More US and European consumers are seeking out products with calming and therapeutic ingredients
  - Figure 20: Benefit trends across skincare products, US, 2006/7
  - Figure 21: European and US consumers are wary over certain ingredients
  - Figure 22: European and US consumers have increased their consumption frequency of naturally based products
  - Figure 23: Personal care products featuring natural ingredients
  - Figure 24: Oil of Olay has used black and white in its packaging for many years
  - Figure 25: Brands using silver and black to create a premium look to packaging
  - Figure 26: Natural personal care is best analyzed from the perspective of "broad", "narrow" and "organic" definitions