Exploring Paradigm Shifts in Global Beauty

Exploring Paradigm Shifts in Global Beauty

18 April 2012, 13:45 - 14:30

Marketing Trends Theatre


The big news from Euromonitor is that premium beauty is a great success story and has been racing ahead on the latest data. “But are we really out of recession?”asked Irina Barbalova. Certainly, non-store retailing is proving to be the most resilient area of growth.

Individual categories all increased in sales terms, with skincare contributing the most, another $4.4bn to the market. The biggest success has come in nail polishes, largely in North America, which is the world’s largest market and growing by 30% in 2011. “It’s the new ‘factor’, taking over from lips,” affirmed Barbalova.

Areas of growth opportunity include holistic and multi-functional products {eg BB creams}, such as anti-bacterial add-on benefits, deodorants becoming aligned with fragrance and bath, hair and colour with anti-ageing benefits. Euromonitor also predict a greater alignment with suncare as skincare and make-up products appear with increasing SPF. In addition, hair and suncare combinations hold potential, as will sun protection and anti-acne benefits and sun protection and natural claims.

“Beauty devices are a key opportunity as they resonate with consumers trying to save on salon treatments,” maintained Barbalova, giving examples in skincare, nail polish and haircare. According to Euromonitor, Clarisonic experienced 19% volume growth in the US in 2011. In the nail area, nail art, fashion and technology and devices are all playing their part.

The new digital beauty is on the horizon, although internet penetration is still low in many countries, such as Russia, China and India. “But it’s enough to change the beauty retail landscape,” maintained Barbalova, pointing out the potential for mobile commerce to accelerate. Novel ways to engage with consumers include the emergence of mobile apps such as blippar offering augmenting reality.



  • Presentation 3.66 MB

    Presented at in-cosmetics in the Marketing Trends Theatre.

    25 April 2012

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