新的消費者及新的美容市場：2009年 是由出版商Diagonal Reports在2009年07月所出版的。
這份英文市場調查報告書價格從美金5334起跳。
Abstract
The “Botox standard, the Viagra of the beauty world” jolts
the traditional beauty market.
Consumers switch to the time and effort easy solutions of “new
beauty”
New beauty focuses on solving the top appearance concerns of face and skin
care, hair removal and skin toning.
The beauty market worldwide is in transition to a new beauty culture argues
Diagonal Reports in this new study. Erratic consumer spending
trends in various personal appearance categories are due to fundamental
changes in consumer behaviour which predate the economic downturn. This
development was first noted by Diagonal Reports back in 2006 but, since
then, the rate of change has sharply accelerated. Double digit
growth in some face and skincare categories contrasts with stagnant
performance in others. This pattern is seen across beauty salons and clinics,
day and medspas from China to the US and Europe.
Exacting appearance standards are driving demand for modification of the face,
skin and body. Technology innovations - such as laser, IPL, and
photo-depilation - have provided new solutions which in turn have reshaped
consumers' inherited expectations of efforts to improve their appearance.
Diagonal Reports' analysis of actual spending reveals that significant
numbers of consumers are migrating to new beauty solutions when they
become available. Ominously for traditional beauty, those consumers who cannot
afford the new become dissatisfied with what is available to them. As
one beauty expert in Paris explains, “Consumers who had been willing to
wait for a month to see results, now become impatient if it takes
longer than a day. .....This is the “Botox standard, the Viagra of the
beauty world.”
The traditional beauty market of facials and creams is vulnerable as
new beauty erodes demand for the product and treatment categories that account
for most of its sales. Traditional beauty had become complacent relying on
relatively few face and skin treatments. More than three quarters of
salon/spa industry revenues can come from just two beauty services. Its client
base is equally narrow with no more than 20% of the population, mostly
adult women, using beauty salons/spas.
In contrast, new beauty is winning the very segments of consumers long
identified by the industry as crucial to its long term survival and
growth - first timers, young consumers, men, and those in emerging
markets. Almost half of women clients are first time users of these new
beauty salons and clinics and they are mostly under 35 years.
In this research, Diagonal Reports examines the case of skin care in a
changing beauty market. Skincare accounts for approx 40% of
professional beauty industry revenues. Facial skin care products and therapies
command a price premium because the face is the most visible body part.
New beauty attracts a broad range of consumers for face care treatments since
the technology solves a wider range of skin problems than did the older
methods.
Crucially in addition to new technology, commercial innovation has
created new business formulas - in terms of delivery time and treatment menus-
which have brought the salon/spa culture into line with contemporary
lifestyles, discarding a business model originally developed fifty years
ago.
Key terms: Advanced Aesthetics, Appearance Transformation, Anti-ageing,
Body shaping/contouring, Camera Ready Appearance, Cellulite, Depilation, DIFM
and DIY Beauty, Non Invasive, Soft Tissue Modification, Transformational
Aesthetics Diagonal Reports is the leading expert on the global
professional beauty market. It has been tracking the professional beauty and
wellness market industry for the last 10 years globally. Its research reports
are based on in-depth interviews conducted with experts drawn from the largest
beauty and wellness providers (salons, dayspas, medspas, laser and IPL
clinics) in the US, Europe and China. Diagonal Reports identifies changes in
consumer behaviour and determines market growth to allow its clients to
increase sales
Table of Contents
REPORT STRUCTURE
SECTION 1 - INTRODUCTION
- Signs of a major transition in beauty culture
- An erratic migration
- A Viagra for beauty needs?
- New standards
- Threat to traditional beauty culture
SECTION 2 - SUMMARY
- Overview of main points
- Rapid rise to blockbuster status
- Medical confers status
- A sustainable market or a fad?
- Exacting appearance standards can be realized
- Obsession with image
- Image technology sets new beauty standards
- Disruptive innovation for the inherited beauty market
- New beauty attracting consumers essential for growth
- Skin care and consumers in Asia
- Traditional beauty salons/spas obsolete?
- Commercial innovation brings the salon into the 21st century
- TABLE/GRAPH 1: The beauty salon/spa market volume/units and value/revenues
(selected countries)
- Massage how many billions?
- Uncertain regulatory future
SECTION 3 - RECOMMENDATIONS
- Future best categories of beauty treatments
- Spin offs maintain sales
- New channels
- Marketing recommendations
- Consumer expectations a new frame of reference
- Salon/spa recommendations
- Recommendations men
SECTION 4 - DEFINITION OF NEW BEAUTY AND EXAMPLES OF CATEGORY SIZE/SALES
- Definition of new beauty
- The newness of new beauty culture
- New culture is beauty as and by design
- Alert professionals identify a shift
- Professionals an antenna
- Rumours of “miracle” beauty products
- Changed timeframes
- Widespread dissatisfaction with lesser solutions
- Innovations and new mega categories (examples)
- Skin care the billion dollar product
- Laser and related create many new categories
- Medical skin care ($billion)
- Body shaping and contouring
- Eyes and teeth generate billions
SECTION 5 - DRIVERS OF NEW BEAUTY
- Sustainable or a bubble?
- Consumers and appearance concerns
- Appearance concerns are at an all time high
- Working appearance creates a floor for beauty spending
- Working appearance and women
- Must look one' s best (quotes from around the world)
- Ageing baby boomers elevate appearance to new status
- Appearance - exacting expectations
- New appearance norms and the mass media
- Beauty professionals see first hand
- Always under surveillance
- Technological innovation shaped new standards
- Beauty professionals see first hand
- Lifestyles a driver of new beauty
- TABLE/GRAPH 2: Lifestyle drivers of new beauty solutions
- Technology resolves daily time dilemma
- Marketing by the minute
- Convenience of DIFM body shaping (quotes)
- Technology lowers costs - multiple platforms good news for all
- Convenience of precision
- New quality standard in beauty
- Evidence based results
- From hope to contract - new beauty
- Credibility gap opens between new beauty versus older
- Data validates spending (consumers want proof)
- Beauty goes on trial for its lack of metrics
- Technology appeals to consumers
- Technologically literate consumers of the future
- Product free appeals to those with ingredient worries
- Intolerance of beauty casualties and collateral damage
- No aggravation (quotes)
- New beauty technology is green
- Visuals and imaging improve accuracy
- From the eye of the beholder to accurate measurements
- Aesthetic design limitations to technology
- One face for all?
SECTION 6 - MARKET ANOMALY, GROWTH IN STAGNANT MARKET
- TABLE/GRAPH 3: The anomaly - growth and decline
- Innovators of new beauty salons/spas
- Names in France
- Why the dramatic contrast in sales / performance?
- Data collection distorts understanding of consumer behaviour
- Thumbnail profile of the traditional salon/spa industry
SECTION 7 - NEW COMMERCIAL FORMULAS IN BEAUTY SALON/SPA MARKET
- Innovators offer old and new
- New salon/spa services
- Business keys
- THE SKIN CARE CATEGORY IN BEST PERFORMERS
- Trends and drivers in skin care
- Visibility of the face
- Technology expands solutions to problems
- Problems solvable by new technology
- TABLE/GRAPH 4: Growth rates for new skin care
- TABLE/GRAPH 5: New skin care and revenues generated
- New skin procedures are “lifestyle easy”
- New technology changes consumer profiles
- Ageing baby boomers
- Skin aware consumers in Asia
- Skin blemishes and consumer profiles
- Skin blemishes and younger consumers
- New technology creates life long consumers
- New technology creates new consumer niches (health conditions)
- Quality required for the face
- Tanning a gateway service to beauty
- The premium tanning segment
- THE HAIR REMOVAL CATEGORY IN BEST PERFORMERS
- A gateway service
- Category and level of competition
- Technological innovation coincides with extreme depilation
- Convenience of long term depilation
- Extreme exposure
- Deep discounting
- TABLE/GRAPH 6: Hair removal category summary - methods and body parts
- Hair removal, formulas for profitability
- Focus on top body parts
- Offer many methods
- Once off or an ongoing cost for consumers?
- TABLE/GRAPH 7: Hair removal the top 5 body parts - women
- Same body parts in different countries
- Seasonal variations
- Bikinis and Brazilians
- TABLE/GRAPH 8: Hair removal the top body parts - men
- Consumer profiles and new technology hair removal
- Hair removal - older and younger consumers
- Hair removal and men
- Men and their sporting heroes
- Men shave but do not depilate
- Manly technology
- Mixed views of long term impact of new technology
- BODY SHAPING/TONING A NEW MEGA CATEGORY
- Brands noted in the USA
- Instant and effort easy results
- Multiple benefits from vibration
- Toning or actual weight loss?
- Strong demand for temporary shaping
- Trends and growth rates for effort easy shaping
- Good vibes from consumers for speedy shaping
- Sagging skin a new beauty category?
- Skin tightening treatments
- TABLE/GRAPH 8: The body shaping category - target weight loss, body parts
- Weight loss ambitions can be light weight
- Body parts and gender
- Targeting specific body parts grows sales
- Reshape with precision (move the hard to shift pounds)
- Category become more competitive and fragments
- Body shaping regulatory uncertainty / conflict
SECTION 8 - NEW COMMERCIAL FORMULAS INNNOVATIVE MANAGEMENT
- Democracy comes to salons
- Accessible and visible
- The WWW is a global shop window
- New beauty and the culture of time - many levels
- TABLE/GRAPH 9: Time requirements are precise - the minutes are counted
- New appointment policy attractive for consumers and businesses
- TABLE/GRAPH 10: Time blocks allocated for therapies
- New time culture in line with women' s lives (quotes)
- New beauty culture - staff attitudes
- Management innovation from other service industries
- A record of building entry level services
- No waste
- TABLE/GRAPH 11: Beauty innovators versus traditional revenues
SECTION 9 - MISTAKES TO AVOID
- Trial and error
- Apples and oranges
- Incomprehensible menus of exotics
- Controversial or misunderstood services
- Non-compliance
SECTION 10 - INNOVATORS PRICE SYSTEMS, EXAMPLES
- New beauty new spending thresholds
- TABLE/GRAPH 12: Price comparisons - innovation versus traditional
- Beauty innovators democratize prices
- Innovations in pricing practices
- Membership system
- Membership system in Asia
- Discounts - examples of practices
- Different price points
- Transparent prices
- Prices posted not always transparent
- Clients dislike surprise bills
- High prices not last for some
- TABLE/GRAPH 13: Prices of treatment leaders (examples France)
- TABLE/GRAPH 14: Prices salon memberships (examples France)
- TABLE/GRAPH 15: Prices body shaping and tanning (€ examples France)
SECTION 11 - NEW BEAUTY AND CONSUMER PROFILES
- New beauty, new consumers - - from the few to the many
- Few consumers with beauty loyalties
- New beauty a market entry point for many?
- First generation consumers in the BRICs
- Ethnic diversity well served
- Short shrift for some traditional categories?
- Shrinking consumer base?
- TABLE/GRAPH 16: Consumer profiles - traditional and new beauty
- TABLE/GRAPH 17: Profile consumers in beauty innovators
SECTION 12 - PROFILE OF THE TRADITIONAL PROFESSIONAL BEAUTY CHANNEL
- New beauty threatens the traditional channel
- Geographical distribution of industry
- Consumer penetration rates
- Low transfer rate to professional channel
- Industry rests on a few treatments
- TABLE/GRAPH 18: The top 10 beauty therapies - UK and Japan
- TABLE/GRAPH 19: Beauty salon/spa revenues (% by category) - France and
Japan
- An industry dominated by micros
- Micro purchasing capacity
- TABLE/GRAPH 20: Extreme fragmentation of salon/spa market
- Too small to attempt big change
- Creatures of habit
- TABLE/GRAPH 21: Beauty treatment/product categories under threat
- New suppliers an unknown quantity?
- Innovators threat in market with fetish for the new?
- Catching up with others?
SECTION 13 - NEW BEAUTY FORCES REGULATORY CHANGE
- Uncertain regulatory future
- Uncertain regulatory future a barrier to market development
- Rulings that chill
- Some in France organize
- Insurance problems
- New blurs lines and generates controversy
- Medical versus cosmetic
- Practice medicine without a license
- Different perspectives on change (quotes)
- Regulatory mess causes practical business problems (“one clinic,
many licenses”)
SECTION 14 - DIAGONAL REPORTS METHODOLOGY, DATA SOURCES
- Why look to the professional beauty market?
- Professionals sampled have expertise
- Methodology to minimize unreliable data
- Diagonal Reports methodology
SECTION 15 - TERMS AND ABBREVIATIONS USED IN REPORT
- Updating terms
- Disruptive innovation
- Laser eye surgery - LASIK
- Vibration machines / vibration training
- Lipo surgery
- SYMBOLS AND ABBREVIATIONS
SECTION 16 - INDEX OF COMPANIES, BRANDS, SELECTED PUBLICATIONS, AND ORGANIZATIONS (REGULATORY, TRADE, PROFESSIONAL)
- DIAGONAL REPORTS STATEMENT
