Discover the latest research essential for beauty brand marketing. Why, where, and how women are discovering, researching, and buying makeup and haircare brands.

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Our Panelists
MARLEA CLARK
Executive Vice President
Marketing & Insights
TIM O’CONNOR
Publisher
KERRI KROM
Director, Research
OURPANELISTS

3. NOW&NEXT
THEBEAUTY
INDUSTRY
MUJER
SIEMPRE

4. APRETTYPICTURE
Total US retail sales of beauty products are expected
to reach $47.4 billion in 2016 for a gain of 2.7% over 2015
Skin Smart:
• Facial/anti-aging skincare at $6.7 billion in sales with
predicted growth of 11% through 2019
Perfect Palette:
• Color cosmetics at $10 billion in sales
- Facial cosmetics dominate the category at
$4.7 mil in sales, an uptick of 2.1%
from 2013 to 2015 while eye make-up grew by
4.3% to $3.9 mil
• Foundation/contouring products are all the rage
- Social media “selfies” increase demand for skin
that appears flawless and photo-ready
The Mane Attraction:
• Haircare sales increase annually by 2-3% since 2011
and is forecasted to continue growth thru 2019
Source: Based on Information Resources Inc., InfoScan Reviews; US Census Bureau, Economic Census/MintelMUJER
SIEMPRE

5. THE
BIG
REVEAL
ASIANINFLUENCE
AUNATUREL
HIGH-TECHBEAUTY
IT’SPERSONAL

6. ASIANINFLUENCE
Western brands look to the East for innovation and
new formulations
80% of global skincare revenue gain by 2019
will come from Asia
• Offering exotic ingredients (snail slime, charcoal,
sake) breakthrough formulations (ampoules,
sheet/sleeping masks)
• Inspiring trends in makeup formulations such
as BB creams, cushion cosmetics, and lightweight,
gel formulations
• Websites such as Insider Beauty, Peach Lily,
and Soko Glam introduce broader audience
to Korean beauty
Source: Mintel
MUJER
SIEMPRE

7. AUNATUREL
Source: Mintel
Look like your natural self – only better!
Back to Basics:
• “Beauty from within” trend is translating to more good
for you ingredients in skincare
• Beauty blogs and social sites offer how-to’s
Bold Brows:
• Brow pencils/brow grooming products
among the top introductions
- BRAND SPOTLIGHT: Maybelline’s Brow Precise
Shaping Pencil + Grooming Brush generated first
year sales of $3MM; Physicians Formula’s Eye
Booster 4-in-1 Brow Boosting Kit is a popular
new offering
Healthier Hair:
• Dry shampoo/cleansing conditioners avoid over-
shampooing and cut down on shower time to save water
• Products that help enhance natural texture and achieve
an undone, tousled look, gain traction in the mass market

8. BEAUTYSOUNDBITES
68% OF WOMEN SAY THEY HAVE TRIED
ALTERNATIVE/DIY BEAUTY TREATMENTS
• Toothpaste on a pimple (43%)
• Tea bags on eyes to reduce puffiness (40%)
• Mashed avocado for an at-home facial (27%)
Source: Meredith Consumer Connections Beauty Study

9. HIGH-TECHBEAUTY
Use of technology is becoming more widespread to
make the color cosmetics shopping experience easier
and more personalized
• OPI Nail App - App allows users to virtually try
different nail looks in real time
• L’Oreal My UV-Patch - first wearable tech product
works with an app to tell the wearer how much UV
exposure they’re subject to at different times of day
• Way - compact device that analyzes your skin in 3
seconds creates a comprehensive analysis along
with recommendations
Packaging innovations include products with built-in
tools (i.e. face scrubber)
• 19% of women have used a cleansing brush
• 20% of women have used rotating cleansing brush
Technology allows for a more educated, hands-on
approach to shopping the cosmetics category through
tutorials, social media and apps
OPI Nail App
L’Oreal My UV-Patch
Way skin care device
Source: Mintel

10. IT’SPERSONAL
Retailers aim to make the beauty shopping experience
more premium personal by introducing more upscale
and niche brands into their product mix
as well as in-store beauty advisors
• Sephora ModiFace launch The ModiFace Mirror HD,
users virtually try on different cosmetic products as they
look into an actual mirror. The image is incredibly precise
with gesture controls
• Macy’s introduced an interactive Instagram wall so you
can show off your new brows or blow out
• LUSH launched an app that allows users to browse
products via a mood or scent
ModiFace
Lush app
Macy’s Interactive Instagram Wall
Source: Mintel

11. WHAT MOTIVATES BEAUTY PRODUCT USE?
THE“WHY”
BEHINDBEAUTY

12. LOOKGOOD
FEELGOOD
Confidence is a key motivator for the purchase
and use of beauty products
• 93% of US women agree that how they look has
an impact on how they feel
• 67% say that looking beautiful/sexy is important
to them. This is even higher for Millennials at
73%
• 50% say it’s important that people compliment
them on the way they look
WHEN I FEEL BEAUTIFUL, I FEEL GOOD/ MORE
CONFIDENT ABOUT MYSELF.”
“BEAUTY PRODUCTS ENHANCE MY NATURAL
BEAUTY. EVERYONE DESERVES TO FEEL
BEAUTIFUL, SEXY, AND CONFIDENT!
“ ”Source: Meredith Consumer Connections Beauty StudyMUJER
SIEMPRE

13. THEPOWER
TOTRANSFORMWomen believe in the power of beauty products to solve
their beauty challenges and help them be their “best selves”
• 91% agree “I believe that moisturizers and skincare
products can make a difference in looking younger”
• 92% agree “Cosmetics and beauty products can make
a woman feel beautiful”
Beauty products represent a way to treat yourself—a
calorie-free indulgence that can help brighten your day
• 62% like to reward themselves with a beauty indulgence
(Millennials = 66%)
IT MAKES ME FEEL LIKE I AM PAMPERING
MYSELF AND MAKING A LONG TERM
INVESTMENT IN LOOKING AND FEELING GOOD.”
“SPLURGING ON SOME MAKEUP OR A FACIAL
OR ANY BEAUTY INDULGENCE MAKES ME FEEL
BETTER AND IS A WELL-DESERVED PICK ME UP.“Source: Meredith Consumer Connections Beauty Study

14. BEAUTY
PRODUCT
USE

15. BEAUTYHURDLES
88% experience skin challenges
• Aging skin/wrinkles 37%
• Dry skin 37%
• Combination skin 36%
• Brown spots/age spots 26%
• Sensitive skin 23%
84% experience facial challenges
• Unwanted facial hair 43%
• Puffy eyes/dark circles 41%
• Chapped lips 38%
• Laugh lines 27%
• Crow’s feet 22%
• Adult acne 22%
85% experience hair challenges
• Split ends/breakage 34%
• Frizzy hair 25%
• Dry hair 25%
• Hair loss/thinning 24%
• Thin hair 22%
Source: Meredith Consumer Connections Beauty Study

16. BEAUTYSOUNDBITES
77% OF WOMEN WOULD PAY MONEY TO HAVE
THEIR BIGGEST BEAUTY CHALLENGE RESOLVED
• 52% would pay a week of their salary
• 41% would give up social media for 1 full year
Source: Meredith Beauty Usage Study

17. THERIGHTFORMULA
54% use both mass and prestige products in their
beauty routine
• 57% say they tend to experiment with different
beauty brands
• 53% change their beauty routine and the products
they use according to the season
I LIKE NEW COLORS AND LOVE NEW PRODUCTS.
I LIKE TO KEEP UP WITH THE TRENDS.”
“I AM CONSTANTLY TRYING AND BUYING NEW
PRODUCTS, SO IT’S NOT JUST SEASONALLY,
IT’S ALL YEAR ROUND.
“ ”Source: Meredith Consumer Connections Beauty Study
MUJER
SIEMPRE

18. SKINSMART
95% of women use skincare products
• Women have an average of 6 different skincare products
5 different brands
• Before she heads out the door every day, the average
woman applies 3.8 products
• Women purchase new skincare products, on average,
12 times a year
• 62% of women say that they are always looking for new
skincare products to try
Source: Meredith Consumer Connections Beauty Study
MUJER
SIEMPRE

19. SKINSMART
Look for my skincare products to...
Keep my skin looking healthy 71% 75%
Minimize the appearance of wrinkles,
fine lines/aging 50% 44%
Protect my skin from the environment,
sun and pollution 45% 62%
Total
Women Millennials
“I LOVE ALL BEAUTY PRODUCTS AND AM
CONSTANTLY RESEARCHING AND TRYING NEW
ITEMS. YOU NEVER KNOW [WHEN] YOU MIGHT
FIND SOMETHING THAT REALLY MAKES YOU
FEEL AND LOOK GREAT.”
“ ”Source: Meredith Consumer Connections Beauty Study
MUJER
SIEMPRE

20. SKINSMART
• 80% agree that “Different areas of the face need different
products (e.g., eye cream, lip treatment)”
• 77% look for multi-purpose skincare products that will
save them time (e.g., moisturize, protect from the sun
and minimize wrinkles)”; this is especially important for
Millennials (86%)
• 62% agree “I’m willing to pay more for a product that
will help me reduce or slow down the signs of aging”
IF SHE HAD $40 TO SPLURGE ON ANY SKINCARE
ITEM,
SHE WOULD BE MOST LIKELY TO BUY:
ANTI-AGING PRODUCT – 25%
DAILY MOISTURIZER – 20%
Source: Meredith Consumer Connections Skin Care Study; Meredith Beauty Usage Study

21. PERFECTPALETTE
94% women use makeup/cosmetics products
• Women have 15 different makeup products across
7 different brands
• The average woman buys new makeup 14 times a year
• Foundation is the most important makeup product, and
the one that most women are willing to splurge on
IF THEY HAD $40 TO SPEND ON ANY ONE MAKEUP
ITEM, SHE WOULD BE MOST LIKELY TO BUY:
FOUNDATION – 50%
MASCARA – 14%
LIPSTICK / EYE SHADOW – 13%
Source: Meredith Beauty Usage Study

22. MANEATTRACTION
83% of women agree “It’s important that my hair
always look its best”
On average, women spend 15.2 minutes on their hair
daily and 49% of women have a 3 step, or more,
haircare routine
Source: Meredith Beauty Usage Study; Meredith RWT Love Your Locks Hair study; Mintel
IF SHE HAD $25 TO SPLURGE ON ANY HAIRCARE
ITEMS, SHE WOULD BE MOST LIKELY TO BUY:
SHAMPOO/CONDITIONER – 30%
DEEP CONDITIONER / HYDRATOR – 24%
ANTI-FRIZZ – 13%

23. THE PERFECT HUE
68% women color their hair – 49% at home, 37% in salon,
14% both
96% agree “I feel more confident after I have colored/
highlighted my hair”
91% agree “At home hair coloring products have improved
over the last few years”
90% agree “When selecting a hair color product,
“Natural” hair color ingredients are appealing”
64% agree “I am more likely to try a new hair color
product if a friend/family member recommends it”
49% turn to magazines for home hair coloring inspiration
• 29% hairdresser, 29% friend/colleague, 27% brand
websites
Motivators for purchasing a hair color product:
• Coupon 59%
• Sales promo (gift w purchase) 52%
• Advertising 35%
Source: Meredith Beauty Usage Study; Meredith RWT Love Your Locks Hair study; Mintel

24. THEROLEOFMEDIAINBEAUTY
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25. MEDIA
ANDBEAUTY
Each type of media serves a unique purpose
Social is the main way that women:
• Discover new brands
• Participate in conversation
Magazines help women:
• Learn about products and trends
• Encourage them to seek more information
Digital helps them:
• Research products
• Share their own experiences and reviews
76% WOMEN HAVE TAKEN OR PLAN TO TAKE
ACTION AS A RESULT OF SEEING A BEAUTY AD
IN A MAGAZINE OR ON A MAGAZINE WEBSITE
Source: Meredith Women 2020 Study; Meredith Consumer Connections Beauty Study

26. MEDIA
ANDBEAUTY
She likes Magazines because they…
• Contains beauty ads I find interesting
• Provides coupons
• Provides recommendations that influence me to try a
beauty product
• Influences me to buy based on quality, not price
• Provides me with information to look healthy at any age
She likes Digital because it…
• Allows me to research before buying
• Encourages me to share by posting ratings/reviews
• Helps me find brands I can trust
• Provides me with information on natural/organic
ingredients in beauty products
Source: Meredith Women 2020 Study

27. BEAUTYINFLUENCERSYouTube videos are the go-to source for beauty info
TOP SOCIAL PLATFORMS FOR THE BEAUTY CONSUMERS
Source: L2 Insight Report Digital IQ Index Fashion and Beauty
21%of beauty and personal care consumers seek opinions
on social media before making a purchase
55%of beauty views on YouTube come through mobile devices
YOUTUBE
• Beauty content on YouTube
increased 50% from 2014 to 2015
• YouTube’s 1.8 million beauty
videos have attracted a total of
45.3 billion views
FACEBOOK
• Facebook drives beauty enthusiasts
to shopping sites
• Shopify reports that 2/3 of all social
media visits to their websites come
from Facebook
INSTAGRAM
• Women spend an average of 257
minutes per month on Instagram
interacting with content
• Instagram’s e-commerce influence
yields an average of $65 per order
BLOGS
• Women are referring to blogs more
and more for the best practices in
skin care and upcoming products
• Consumers look for personalized
messaging relevant to them and
the brand being advertised

28. THENEW
BEAUTYRULES
The Now Next Beauty trends
• Asian Influence
• Au Naturel
• High-Tech Beauty
• Personalization
Women turn to beauty products to
• Look good and feel good
• Transform into her best self
• Treat herself
• Overcome her beauty challenges
Media plays a role in all areas of her
beauty journey
• Magazines introduces her to beauty products
trends
• Social helps her narrow down her options
• Digital allows her to share her experiences

29. KEYBEAUTY PERSONAS
MILLENNIALMOMS • HISPANICWOMEN • SUPERBEAUTYIES

30. MILLENNIALMOMS
Median age 28. Influential beauty consumers who are
brand focused and willing to spend
79%Use mass cosmetics
78%Will be loyal to brands they find and love
66%Would prefer to receive a product sample
than a coupon
What We Know
• More likely than the average woman to buy cosmetics
in department stores; just 32% splurge on prestige
cosmetics
• Researches before she buys; most are wallet-conscious and
will only spend more on products they’ve been coveting
• Nearly 50% would pay extra for a product that is
consistent with the image they’d like to convey
• She is an early adopter; 35% are more likely to be the
first of her friends to try new products
• Engages with a mix of prestige and mass brands online,
like Sephora, Bath Bodyworks and Birchbox
Source: GfK MRI Spring 2015. Target: W18-34; Has children 18 years old in HH; CubeYou

31. MILLENNIALMOMS:MEDIAUSAGE

32. HISPANICWOMEN
Median age 40. Likes to support causes, looks for natural beauty,
are early adopters
77%Try to save as much money as possible when shopping
71%Agree that buying American products is important to her
66%Would prefer to receive a product sample than a coupon
What We Know
• 81% use mass cosmetics, but is more likely than other women
to buy prestige
• Looks for quality and affordability; covets recommendations
from family and friends, who influence her perceptions of worth
• Gravitates towards brands they’re familiar with, but are open to
trying new products
• 40% will change brands for the sake of variety
• She is a beauty pioneer, always one of the first of her friends to
experiment with new brands and products
• Engages with both prestige and mass brands online, like Sephora,
Maybelline, Chanel and CoverGirl
Source: GfK MRI Spring 2015. Target: Hispanic Women; CubeYou

33. HISPANICWOMEN:MEDIAUSAGE

34. SUPERBEAUTIES
Median age 41. Influential amongst her peers
85%Will continue to buy brands she finds and loves using
74%Would rather receive a product sample than a coupon
68%Likely to purchase brands that support a cause she
cares about
What We Know
• Over 50% use prestige cosmetics; willing to splurge on beauty
• 66% enjoy trying different ways to style their hair; 64% follow a
strict skincare routine
• Believes brand name is the best indication of quality; wants
those she buys to support social causes
• Would consider having a cosmetic surgery or procedure;
younger consumers to emulate the look of a celebrity, older
consumers to hide signs of aging
• Often uses natural or organic beauty
• Engages primarily with prestige brands online, like Sephora,
M-A-C, Benefit, Clinique
Source: GfK MRI Spring 2015. Target: W; Have a great deal of knowledge/experience with beauty products; family/friends ask
for/trust advice on beauty; CubeYou

35. SUPERBEAUTIES:MEDIAUSAGE

36. *Millennial Moms = Age 18-34 w kids 18 in hh
*Super Beauty Influential, defined by MRI
*Meredith net audience: Readers from Shape, Parents, Ser Padres, Fit Pregnancy Baby, Better Homes Gardens, Rachael Ray
Every Day, Family Fun, Family Circle, Martha Stewart Living, Midwest Living, All Recipes Magazine, Traditional Home, Eating Well
MEREDITHDELIVERS
NEARLY HALF OF ALL U.S. MILLENNIAL MOMS 49%
2 OUT OF EVERY 5 U.S. HISPANIC WOMEN 39%
MORE THAN HALF OF U.S. SUPER BEAUTY INFLUENTIALS 56%

37. THE
GOALIS
GORGEOUS
• 20.5 million prestige cosmetic users
• 42.5 million mass cosmetic users
• 15 million department store cosmetic shoppers
• 12.5 million beauty influentials who have a great deal
of knowledge of/experience with beauty
• 47 million female brand loyalists who say “when I
find a brand I like, I stick to it”
• 16 million female beauty early adopters who agree
that “I’m always one of the first of my friends to try
new products/services”
*Millennial Moms = Age 18-34 w kids 18 in hh
*Super Beauty Influential, defined by MRI
*Meredith net audience: Readers from Shape, Parents, Ser Padres, Fit Pregnancy Baby, Better Homes Gardens, Rachael Ray
Every Day, Family Fun, Family Circle, Martha Stewart Living, Midwest Living, All Recipes Magazine, Traditional Home, Eating Well
$
8.2
BILLION
SPENTON
BEAUTY
PRODUCTS*

38. THENEW
BEAUTYRULES
The Now Next Beauty trends
Women turn to beauty products
Media plays a role in all areas
of her beauty journey

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Thank you for joining our webinar!
Want to learn more?
Have questions or want to learn
more about reaching health and
wellness lifestyle consumers?
Contact Marlea Clark at
mclark@womensmarketing.com
Women’s Marketing
womensmarketing.com
New York 276 5th Ave, Suite 407, NY, NY 10001 212.673.4500
Westport 1221 Post Rd. East, Suite 201, Westport, CT 06880 203.256.0880
WANTTOLEARNMORE?
THANK YOU FOR JOINING OUR WEBINAR!
Have questions or want to learn
more about beauty consumers?
Contact Marlea Clark at
mclark@womensmarketing.com

40. 4
Thank You!THANKYOU!