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A Statistical Guide To Women’s Scented Personal Care Product Trends

ED Origin Technology Co.,Ltd | Updated: Dec 25, 2017


What do women really want in their personal care products? The answer seems to continually haunt cosmetic, personal care I&I (Industrial and Institutional) packagers with turnkey opportunities as well as product manufacturers, mainly because the modern woman has a dynamic educated, sophisticated and fickle list of wants and needs that can and do change on a dime, pending research revelations, trending application styles for fragrances, natural and organic skincare products and diverse aspects of the shopping experience. Knowledge concerning fragrances in personal care products has evolved over the course of last two decades and so have women’s tastes and feelings about the products they buy.

Cosmetics and Makeup Industry Statistics

Since the early twentieth century, a handful of multi-national organizations including L’ Oréal, Esteé Lauder, Proctor & Gamble and Shiseido, have dominated the cosmetic and personal care product industry, which includes: toiletries, oral cosmetics, hair care, make-up, fragrances and deodorants. In 2015, North America, led by the United States, comprised 24.7% of the global cosmetic market and was considered at that time to be the most precious beauty and personal care market in the world, netting US $80 billion.

A 2016 breakdown of personal care/cosmetic sales revealed that within the United States, the sale of foundations generated about $985 million. The second most profitable segment was eye cosmetics, particularly mascara, with sales revenue of $941.1 million. Also included in this category were eyeliners, eye shadows and eyebrow make-up, which together earned more than $ 2.1 billion. Lipstick sales gleaned about $630 million.

Fabrizio Freda, the President & CEO of Estee Lauder had this to say about personal care and beauty product statistics: “In the U.S., “women are spending more on beauty products, 13% more on foundation and 18% more on concealer. Thirty-five percent of women use more than five makeup products every day and 80% use three skin care products every day. Six mascaras are sold per minute in the U.S…”

Recent Studies and Surveys About Personal Care Products

A recent survey indicated that 89 percent of American women purchase natural and organic personal care products. According to the Environmental Working Group (EWG) and not surprisingly, women are known to use more natural and organic personal care products than men and are exposed to more ingredients on a daily basis. On average, women utilize 12 products containing 168 unique ingredients every day. Male participants in this survey indicated that they use 6 products daily featuring 85 unique ingredients.

How Have Women’s Tastes in Personal Care Products Changed Over The Years?

The cold hand of technology, improvements in global telecommunications and the explosive growth of the Internet make access to world events and knowledge about available organic and natural personal care products accessible via the simple click of a mouse. Complexities in preferences in personal care change within the blink of an eye.

Females read the list of ingredients and often seek out natural personal care products, which run the gamut from skin and hair care to all kinds of natural and organic bath products. They are not so fooled by attractive packaging, and seek instead to know exactly what they are applying on their bodies. There has also been a shift to natural personal care products from synthetic selections, which have worked very well in the past.

Successful fragrance manufacturers for top selling personal care brands need to be prepared for every twist and turn on the wants and needs list of their consumer base, and it’s no accident that our chief perfumer’s prize-winning scents are used as stand-alone fragrances in many lotions, soaps, bath, hair care, skin care, and natural and organic personal care products for a multitude of domestic and global brands.

Technology Has Influenced Consumer Choices Both Positively and Negatively

Jo Malone, the founder of the beauty brand of the same name who has now founded another brand called Jo Loves states that: “Technology is impinging on the way consumers want to live. With all the technology, we see consumers craving to bring humanity back to an increasingly impersonal world and increasingly impersonal shopping experience. We need to find ways to simplify the overwhelming complexity of the world we live in.”

In terms of the beauty and personal care products industry specifically, Camillo Pane, the CEO of Coty, had this to say: “Brands are created at the speed of light. The beauty industry is becoming increasingly complicated. Our instinct is to dislike complexity. But we have to either embrace it, or we’re not going to be around… The art of leading through change is understanding what has not changed and how to leverage our historical strengths.”

Some Other Factors Influencing Changes in Personal Care Products

According to Mike George, the president and CEO of QVC, there are four reasons for these shifts in thinking and the purchasing of personal care products. One concerns an erosion of trust in society; another a race to the bottom, which translates into everyone trying to compete with each other by selling their products at the lowest price. Thirdly, modern female consumers crave authenticity, and lastly, influences for purchases keep shifting, like sand through an hourglass.

In addition, the boundaries of the personal care products/beauty industry have blurred significantly and have affected the sales of personal care products. Some of these include: manufacturing inexpensive products that are marketed as luxury items; the growing desire for consumers to blend beauty and health and wellness products together as one purchase and the growing trend to replicate spa experiences in the home.

Marketing Techniques for Women’s Personal Care Products

The marketing of personal care products, particularly fragrances, can be tricky business because the appeal is not what it may seem to be on the surface. More specifically, it is not a matter of convincing women to like products because they make them feel better. While that is an accurate approach to a certain degree, the core of advertising for beauty and personal care products must address an even deeper truth, which lies in the realm of human emotion and the ability to express one’s individuality.

Marketing techniques for personal care products must incorporate the modern feminine mindset, which has to do with total acceptance of the way they look. In the past, purveyors have marketed products relating to beauty care as ways to address physical limitations, tapping into the way women had been taught to feel about themselves. The newer strategy is to foster acceptance and focus on the way things are.

Alan Ennis, President & CEO of Glansaol and former CEO of Revlon states: “… If a brand was in a department store, it had demonstrators. The big brands were leading the charge and they defined what consumers would be using. Celebrities defined what would happen and consumers wanted and aspired to be a celebrity. We used traditional media… But today… the pace of change is so fast that what’s true today probably won’t be true tomorrow. Bigger brands are in slight decline and the independent brands are growing… Consumers don’t believe celebrities. They want something from a friend, colleague or a family member and not from a billboard. And social media has taken over from traditional media…”



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