BRAND OVERVIEW: BPC - UK - JANUARY 2018

BRAND OVERVIEW: BPC - UK - JANUARY 2018

Jan 2018 Mintel Personal CareN/A Price :
$ 2694
The advancement of technology in the BPC sector means that brands are under more pressure to help consumers test, design and buy products on their own terms. Soon, the prospect of buying an off-the-shelf, one-size-fits-all product may become unpalatable to the most heavily engaged consumers, while even mainstream shoppers will start to expect a greater degree of customisation.
Table of contents
OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
BPC Brand Leaders
Household names have the top score for usage
Figure 1: Top ranking of brands in the BPC sector by overall usage, January 2015 November 2017
Colgates usage reflected in high proportion of trust
Figure 2: Top ranking of brands in the BPC sector by agreement with A brand that I trust, January 2015 November 2017
Clinique represents something different
Figure 3: Top ranking of brands in the BPC sector by agreement with A brand that is consistently high quality, January 2015 November 2017
Value is a nuanced concept
Figure 4: Top ranking of brands in the BPC sector by agreement with A brand that offers good value, January 2015 November 2017
A glamourous image can boost satisfaction
Figure 5: Top ranking of brands in the BPC sector by satisfaction (Net of Good and Excellent reviews), January 2015 November 2017
More functional brands lead the way on recommendation
Figure 6: Top ranking of brands in the BPC sector by likely recommendation, January 2015 November 2017
Brand preference in line with usage
Figure 7: Top ranking of brands in the BPC sector by agreement with This is a favourite brand, January 2015 November 2017
Strong branding can create standout, even in a crowded market
Figure 8: Top ranking of brands in the BPC sector by differentiation (Net of agreement with Its a unique brand and Its somewhat different from others), January 2015 November 2017
Social Responsibility in BPC
Doves Real Beauty campaigns influence reputation
Figure 9: Top ranking of brands in the BPC sector by agreement with A brand that is socially responsible, January 2015 November 2017
Product-led initiatives lead to ethical image
Figure 10: Top ranking of brands in the BPC sector by agreement with Ethical, January 2015 November 2017
Mainstream brands help to promote confidence
Figure 11: Top ranking of brands in the BPC sector by agreement with A brand that makes me feel confident, January 2015 November 2017
Brand Personalities
Designer brands leverage classic image
Figure 12: Top ranking of brands in the BPC sector by agreement with Classic, January 2015 November 2017
Expensive designer brands considered exclusive
Figure 13: Top ranking of brands in the BPC sector by agreement with Exclusive, January 2015 November 2017
Youth-oriented brands considered engaging
Figure 14: Top ranking of brands in the BPC sector by agreement with Engaging, January 2015 November 2017
Oral care brands clinical image boosts expertise
Figure 15: Top ranking of brands in the BPC sector by agreement with Expert, January 2015 November 2017
Brand Promotion
Biggest campaigns in 2017 from P&G
Figure 16: Top ranking of brands by spend on above-the-line, online display and direct mail advertising expenditure in the BPC sector, January December 2017
Brand Development
BPC brands follow veganism trend
Figure 17: Proportion of total launches in BPC and health and hygiene categories* carrying vegan claims, January 2007 December 2017
Mass-market brands show innovation more easily
Figure 18: Top ranking of brands in the BPC sector by agreement with A brand that is innovative, January 2015 November 2017
What we think
BPC BRAND LEADERS WHAT YOU NEED TO KNOW
Household names top on usage
Colgates usage reflected in high proportion of trust
Both brands and private label can score highly on value
A focus on health translates into a caring image
Glamour can boost satisfaction, function can boost recommendation
Brand preference in line with usage
BPC BRAND USAGE
Household names top on usage
Figure 19: Top ranking of brands in the BPC sector by overall usage, January 2015 November 2017
NIVEA Men among most used in the last year
Figure 20: Top ranking of brands in the BPC sector by usage in the last 12 months, January 2015 November 2017
BPC BRAND TRUST AND QUALITY
Colgates usage reflected in high proportion of trust
Figure 21: Top ranking of brands in the BPC sector by agreement with A brand that I trust, January 2015 November 2017
Clinique represents something different
Figure 22: Top ranking of brands in the BPC sector by agreement with A brand that is consistently high quality, January 2015 November 2017
BPC BRAND VALUE AND PRICE
Private-label brands perform strongly on value
Figure 23: Top ranking of brands in the BPC sector by agreement with A brand that offers good value, January 2015 November 2017
Clinique most considered worth paying more for
Figure 24: Top ranking of brands in the BPC sector by agreement with A brand that is worth paying more for, January 2015 November 2017
BPC BRAND FOCUS ON HEALTH AND WELLBEING
A focus on health translates into a caring image
Figure 25: Top ranking of brands in the BPC sector by agreement with A brand that cares about my health/wellbeing, January 2015 November 2017
BPC BRAND SATISFACTION AND RECOMMENDATION
A glamourous image can boost satisfaction
Figure 26: Top ranking of brands in the BPC sector by satisfaction (Net of Good and Excellent reviews), January 2015 November 2017
Recommendation often based on function
Figure 27: Top ranking of brands in the BPC sector by likely recommendation, January 2015 November 2017
BPC BRAND PREFERENCE AND DIFFERENTIATION
Brand preference in line with usage
Figure 28: Top ranking of brands in the BPC sector by agreement with This is a favourite brand, January 2015 November 2017
Lush leads the way on differentiation
Figure 29: Top ranking of brands in the BPC sector by differentiation (Net of agreement with Its a unique brand and Its somewhat different from others, January 2015 November 2017
SOCIAL RESPONSIBILITY IN BPC WHAT YOU NEED TO KNOW
Brands looking to up male engagement
Product launches and marketing to promote diversity
Brands tackling the sustainability issue
Mainstream brands help to promote confidence
GENDER IN BPC
Mintel data
A shift in advertising
Maybelline, CoverGirl and Rimmel making more use of male influencers
Figure 30: James Charles announcement as the first male ambassador for CoverGirl, October 2016
Figure 31: ASOS mens make-up, October 2017
Figure 32: Kat Von D x Billie Joe Armstrong Basket Case eyeliner, December 2017
Brands aiming to increase gender fluidity
Figure 33: Guerlains universal fragrance Lui, October 2017
ETHNICITY IN BPC
Doves Real Beauty campaigns influence reputation
Figure 34: Top ranking of brands in the BPC sector by agreement with A brand that is socially responsible, January 2015 November 2017
Mintel Data
Fenty Beauty launches to promote inclusivity
Figure 35: LOral Paris True Match The One Concealer, August 2017
Marketing activity follows suit
Figure 36: Live the London Look by Rimmel, January 2017
ETHICS AND THE ENVIRONMENT IN BPC
Product-led initiatives lead to ethical image
Figure 37: Top ranking of brands in the BPC sector by agreement with Ethical, January 2015 November 2017
Mintel data
Brands seek to boost sustainability
Figure 38: H&M Conscious Collection perfumes, April 2017
Brands upping engagement with ocean plastic
Figure 39: Head & Shoulders Beach Plastic Bottle Momentum for Change Award, October 2017
Animal testing in China creates a dilemma for brands
Figure 41: NARS Instagram in wake of criticism of its entry into China, June 2017
The Body Shop continues ethical activity
Figure 42: The Body Shop Bio-Bridge initiative, September 2017
Figure 43: The Body Shop anti-pollution bus stop with Airlabs, June 2017
EMPOWERMENT IN BPC
Mainstream brands help to promote confidence
Figure 44: Top ranking of brands in the BPC sector by agreement with A brand that makes me feel confident, January 2015 November 2017
Mintel data
Dove remains a driving force in promoting confidence
Helping people love themselves
Figure 45: Batiste Yes You Can, July 2017
Figure 46: Pantene Smart Pro-V with Ellie Goulding, May 2017
Brands help women celebrate themselves
Figure 47: CoverGirl #IAmWhatIMakeUp, October 2017
Figure 48: Project PDA by CoverGirl, June 2017
and others
Figure 49: Sally Hansen Shetopia campaign, October 2017
Figure 50: Feminista fragrance, November 2017
Lynx influential in promoting male empowerment
Figure 51: Acqua di Parma Colonia Pura campaign featuring the Chalker family, August 2017
BRAND PERSONALITIES WHAT YOU NEED TO KNOW
Designer brands leverage classic image
Expensive designer brands considered exclusive
Youth-oriented brands considered engaging
Brands capitalise on modern communication channels
Oral care brands clinical image boosts expertise
HERITAGE IN BPC
Designer brands leverage classic image
Figure 52: Top ranking of brands in the BPC sector by agreement with Classic, January 2015 November 2017
Mintel data
Chanel and Elizabeth Arden hark back to founders
Figure 53: Kristen Stewart as the face of Chanel Gabrielle fragrances, September 2017
Figure 54: Elizabeth Ardens Introducing Liz Arden campaign, May 2016
Brylcreem and Kiehls return to the old
Figure 55: Brylcreem Brilliantly Classic,
Brands publicise anniversaries to boost heritage
Figure 56: Molton Brown 1973 collection promo, September 2017
Figure 57: Vogues Birchbox collaboration for Vogues 125th anniversary, May 2017
Olay and Arm & Hammer focus on specialism
Max Factor and Clairol leverage classic icons
Figure 58: Marilyn Monroe Collection by Max Factor, December 2017
Figure 59: Clairol Nicen Easy Real Color Stories with Tracey Norman, August 2016
EXCLUSIVITY IN BPC
Expensive designer brands considered exclusive
Figure 60: Top ranking of brands in the BPC sector by agreement with Exclusive, January 2015 November 2017
Kat Von D launches exclusively in Debenhams
Figure 61: Kat Von D launches exclusively at Debenhams, June 2017
Maintaining exclusivity by limiting sales
Figure 62: Louis Vuitton launches fragrances, August 2016
Huda Beauty and Lancme use Harrodss exclusivity to their advantage
Figure 63: Huda Beauty launching in Harrods, August 2016
Figure 64: Lancmes Le Teint Particulier at Harrods, June 2017
Molton Brown makes itself more accessible
BRAND INTERACTION IN BPC
Youth-oriented brands considered engaging
Figure 65: Top ranking of brands in the BPC sector by agreement with Engaging, January 2015 November 2017
Mintel data
Tours and pop-ups offer opportunity to show off personality
Figure 66: Soap & Glory University bus tour, October 2016
Figure 67: The Benefit BrowMobile, March 2017
Boosting accessibility for male beauty customers
Figure 68: Este Lauders The Grooming Station, July 2016
Colgate promotes beauty angle with use of bloggers
Brands capitalise on chatbots
Figure 69: LOral Beauty Gifter Bot, May 2017
and experiment with augmented reality
Figure 70: Este Lauder Lip Artist chatbot, July 2017
P&G creating transparency for its brands
BRANDS AS EXPERTS/TEACHERS
Oral care brands clinical image boosts expertise
Figure 71: Top ranking of brands in the BPC sector by agreement with Expert, January 2015 November 2017
Mintel data
Niche brands have opportunity to show off expertise
NARS and Burberry use social media for landmark tutorials
Figure 72: NARS Facebook 360 Video Spring 2016 How-To, February 2016
LOral and others incorporating influencers to promote real expertise
Improving lives beyond BPC
Lynx and LOral Men Expert enhance product guidance
BRAND PROMOTION WHAT YOU NEED TO KNOW
Biggest campaigns in 2017 from P&G
Boosting glamour associations through sponsorship
MAC, Nars and Este Lauder collaborate with fashion designers
MAC uses influencers to create relevance beyond celebrity
Celebrity-owned brands becoming the norm
Bloggers and influencers also use for endorsement
Alternative realities becoming more common in-store
ADSPEND IN BPC
Mintel data
Biggest campaigns in 2017 from P&G
Figure 73: Top ranking of brands by spend on above-the-line, online display and direct mail advertising expenditure in the BPC sector, January December 2017
Fragrance boost demonstrates impact of Christmas
Figure 74: Top ranking of brands by spend on above-the-line, online display and direct mail advertising expenditure in the BPC sector, December 2017
Nielsen Ad Intel coverage
SPONSORSHIP
Boosting associations with glamour through sponsorship
Figure 75: Latest in Beauty Britains Next Top Model beauty box, November 2017
Figure 76: Max Factor sponsorship of 2016 Victorias Secret Fashion Show, December 2016
Clairol and Superdrug Solait appeal to target markets
Figure 77: Clairol Nicen Easy sponsored content on Loose Women Twitter account, December 2017
Figure 78: Love Island beauty tips Q&A, JulY 2017
COLLABORATION
MAC, Nars and Este Lauder collaborate with fashion designers
Figure 79: Jade Jagger x MAC Cosmetics, December 2017
Figure 80: Christopher Kane x NARS collection, September 2017
Figure 81: VBxEsteLauder Lipsticks, October 2017
Figure 82: Beauty Series: Victoria Beckhams Red Carpet Ready Eyes, September 2017
Decorte and Maybelline draft in models
Figure 83: Launch of Decort Beauty with Kate Moss, November 2017
Figure 84: GigixMaybelline, December 2017
Brands capitalise on film franchises
Figure 85: DisneyxKiehls collaboration, December 2017
Star Wars and super heroes offer collaboration opportunities
Figure 86: Luxie Beautys Wonder Woman make-up brushes, May 2017
MAC and LOral Paris use successful musicians
Figure 87: MAC x Nicki Minaj, October 2017
Figure 88: Cheryl x LOralcollection announcement, October 2017
MAC uses influencers to create relevance beyond celebrity
Figure 89: MAC Patrick Starr collaboration, December 2017
Moschino uses collaboration to break into new markets
Figure 90: Sephora+Moschino make-up collection, August 2017
CELEBRITY ENDORSEMENT AND BRAND AMBASSADORS
Mintel data
Celebrity-owned brands becoming more prominent
Figure 91: Announcement of Kylie Cosmetics Skin Concealers, December 2017
Figure 92: Paris Hilton unicorn mist rosewater spray, October 2017
Brands reflect diverse products with new ambassadors
Figure 93: CoverGirls brand ambassador Shelina Moreda, October 2017
Figure 94: Este Lauder appoints Misty Copeland as ambassador, September 2017
Brands are reflecting moves to boost diversity in their choice of influencers
Figure 95: Neelam Gill announcing ambassadorship for LOral Paris, March 2017
Celebrities used to back fragrance launches
Figure 96: Bella Hadid at the Spanish Steps to launch Bulgari campaign, May 2017
Figure 97: Adam Levines announcement of working with YSL, October 2017
Figure 98: Coach For Men promo, September 2017
Bloggers and influencers also used for endorsement
Figure 99: Kaushals Instagram post on the addition of three members to the LOral Beauty Squad, July 2017
Pietro Boselli: brains as well as beauty
Figure 100: Pietro Boselli promoting Lab Series Maxellence moisturiser, August 2017
Cara Delevingnes Dior promotion criticised
Figure 101: #thatsnotme responses to Diors announcement of Cara Delevingne as the face of Dior Capture, October 2017
RETAIL INITIATIVES
The likes of Amazon continue to drive online standard upwards
Figure 102: Beauty Pie transparent factory costs, June 2017
Big-name retailers increasing bricks and mortar investment
Figure 103: Harvey Nichols Beauty Lounge, July 2016
Beauty box Birchbox gets physical
Figure 104: Birchbox pop-up shop in Carnaby Street, London, December 2017
Alternative realities becoming more common in-store
Figure 105: Rituals Cosmetics virtual reality hammam, June 2017
Figure 106: Mac Cosmetics ModiFace-powered AR mirrors in stores, November 2017
Brands promoting extended services
BRAND DEVELOPMENT WHAT YOU NEED TO KNOW
Unilever enters cosmetics market, Shiseido invests in tech
Brands follow veganism trend
Brands create AR apps for trial of products
Olay, bareMinerals and Alex|Tay use tech to build personalised products
ACQUISITIONS AND MERGERS
Coty extends portfolio and takes stake in online P2P retailer
Figure 107: Youniques incentive to presenters, December 2016
LOral buys IT Cosmetics and active skincare brands
Figure 108: IT Cosmetics announces its UK arrival, November 2017
Este Lauder buys youth-oriented brands
Figure 109: Too Faced Instagram post about its UK store opening, December 2017
The Body Shop has a chance for added rejuvenation
Unilever becomes active in cosmetics
Figure 110: Unilevers Love Beauty and Planet brand, January 2018
Figure 111: Hourglass Cosmetics pledges to go 100% vegan by 2020, November 2017
Shiseido invests in technology
CROSS-CATEGORY INSPIRATION IN BPC
Mintel data
Brands follow veganism trend
Figure 112: Proportion of total launches in BPC and health and hygiene categories* carrying vegan claims, January 2007 December 2017
Nails Inc and Kiehls take ingredient inspiration from other areas
Figure 113: Nails Inc launches, 2016-17
Inspiration from other areas for format development
Neom Organics and Rituals attempt to aid relaxation and sleep
Figure 114: #NeomBigSleep campaign, September 2017
Figure 115: The Rituals App, July 2017
Figure 116: Calm Sleep Mist, August 2017
Brands increasing focus on health and wellness
Figure 117: Harrods Wellness Clinic, April 2017
Figure 118: MAC Cosmetics x Puma announcement, November 2017
TECHNOLOGY IN BPC
Mass-market brands show innovation more easily
Figure 119: Top ranking of brands in the BPC sector by agreement with A brand that is innovative, January 2015 November 2017
Mintel data
Dyson increases BPC engagement
Brands widen formats for products
Figure 120: Temptu AirShadow, May 2017
Figure 121: Jo Loves The Fragrance Paintbrush by Jo Malone, September 2017
Brands create AR apps for trial of products
Figure 122: Clairol MyShade App capability, May 2017
AR also used in promotional activity
Figure 123: Burts Bees Wall of Kisses pop-up, February 2017
Olay, bareMinerals and Alex|Tay use tech to build personalised products
Figure 124: bareMinerals custom-made Made2Fit foundation, September 2017
Figure 125: Alex|Tay App launch, November 2017
Eucerin and Este Lauder integrate with home assistants
Face masks get more technical
Figure 126: Nannette de Gaspe dry face mask, January 2017
Smashbox introduces 3D-printed lipsticks
APPENDIX DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
APPENDIX BRANDS COVERED

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