SSW08: Consumer Trends in Personal Care Market

LAS VEGAS—Consumers are looking for more than just hope in a bottle, they’re looking for health in a bottle, and they’re more willing to look at various cosmeceutical and nutricosmetic products to deliver it, according to speakers at SupplySide West 2008.

David Sprinkle, Packaged Facts, started out with a broad look at the marketing strategies in the category, moving into more demographically specific trends and suggestions. He noted skin care remains the “gorilla” in the market as far as sales; however, introductions of cosmeceutical lip care and eye makeup products are jumping significantly. On a demographic basis, Sprinkle noted members of Gen Y are 31 percent more likely than the general population to agree that they are “willing to spend what they have to, to look younger;” minorities were also more likely than the GP to agree: Hispanics were 70 percent more likely, Asians 59 percent more likely, and blacks 57 percent more likely. Gen Y respondents were also more likely to spend “a lot” of money on cosmetics and toiletries. When discussing marketing techniques, Sprinkle noted Gen Y’s distinctive psychographic connection is in social networking; Gen X’s attitude skews toward children and more choices for relief; while Boomers turn to dietary supplements and are also willing to turn to upscale brands.

Additional market research insights were provided by Greg Prang, Ph.D., from The Hartman Group, starting with more macro trend discussion on the evolution of culture from more utilitarian to experiential and possibly into a more creative and ironic culture. Triggers for personal care purchasers include more risk awareness, for example “If I can’t put it in my mouth, why do I want it on my skin”; and focusing on what a product means to a consumer, rather than functionality—the use of soulful connections and a storytelling narrative are more likely to engage shoppers. He noted successful marketers are building a brand, not just promoting ingredients or effects, and may likely find more innovation in the emotional connection to shoppers, helping them address personal health concerns and aid the sustainability endeavors.

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