survival of the prettiest: face and body skin care

All rights reserved. No part of this report may be reproduced without the express written permission of The Benchmarking Company.

Published:2007

101 Pages of Impossible-to -Find Data Now Available!

Survival of the Prettiest – Face and Body Skin Care is the most comprehensive and unique look at what women

want in skin care products, what she’ll buy and WHY.


Know Her Top 20Skin care brands she loves

Skin care brands she uses regularly

Skin care brands she deems BEST

on the market

Skin care brands she’s loyal to

Skin care brands she’d NEVER

recommend

How much MORE

she’s willing to pay for her favorite skin care products

WHY

she switches brands

WHAT

she wants to hear from brands

From Mass To Prestige –

The Skin Care Brands She Loves and WHY

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We’re Not Just Another Pretty Face in Market ResearchWhile some research reports chart the number of tubes of lipstick or SKUs of a skin care line sold annually by brands, we’re the only reports revealing WHY women were motivated to buy them. The Benchmarking Company goes right to the source –

the female beauty buyer –

asking her which are her favorites, where she hears about brands, how she wants to hear your message, why she’d think of switching brands, and many other need-to-

know details of her beauty buying habits. The Pink Reports™

represent a critical tool in the market research arsenal brand managers need for a full circle perspective on what’s happening now in beauty buying today and how to meet her future needs.

The Pink Reports™

Are Refreshingly Different From Other Beauty Reports On the Market

"In our on-going effort to understand consumer needs and desires so we may service them better, The Pink Reports provide a unique and valuable complement to other market research options because it is so focused on the consumer shopping profile and experience."

―Christian Dior Beauty

“The Pink Reports are THE must-have reports for anyone who is starting, growing, or looking to take their beauty brand to the next level. We not only rely on them to stay on top of current trends, but they help form our overall strategy when it comes to what women are buying, why and how they are buying it. It is like fine tuning your message and every millimeter counts.”

―Marina Randolph, Vice President Breakthrough in Beauty, Product Partners LLC

“PBA really values the Pink Reports. They keep our members apprised of consumers’

feelings about beauty products and what motivates them to buy. The information provided in them is critical to our industry in order to stay on top of beauty trends.”

―Bonnie Bonadeo, Director of Education & Program Development, Professional Beauty Association


Who Will Benefit From Survival of the Prettiest: Face and Body Skin Care

How You Will Benefit from this Pink Report™:

Survival of the Prettiest: Face and Body Skin Care

is a valuable asset for any company currently offering skin care products to the public, for start-up companies contemplating a leap into the market, and for professional firms whose job it is to effectively market skin care products for manufacturers. This comprehensive report details women’s feelings, fears, hopes, and skin care favorites and provides an understanding of messages and brands that are not

working for her as well. Each response is segmented according to age range, and a detailed demographic breakdown of the data is also provided. Many data points are benchmarked against similar data from 2006 for a look at yearly trends. Further demographic breakdowns are available as well by contacting The Benchmarking Company.

This report will help:

•

Brand Managers and marketing managers define market opportunities and develop targeted promotional plans for skin care products. •

Advertising and public relations agencies

working with clients in the skin care industry to understand the product buyer to develop messages that resonate with the female buyer. • Research and development professionals

to shape her product expectations, based on her needs, desires and motivations•

Information and research center librarians provide market researchers, brand and product managers and other

colleagues with the vital information they need.


Introduction: Survival of the Prettiest –

Face and Body Skin Care

So much has changed in skin care in just one year. From a beauty ideology that has gone from cover-up to corrective, and with talk of “50 being the new 30,”

we’re seeing that women of all ages use face and bath & body skin care products in abundance, using at least 1-2 more skin care products than they did last year. There are different

sales channel leaders than there were a year ago. Brands that were off the charts last year are now in her top 10 favorites. We’re seeing trends that focus on the sea change in SPF acceptance,

as well as the ever-growing (and ever-younger) world of anti-aging beauty consumers.

Survival of the Prettiest –


is the most comprehensive and unique look at what women want in skin care products, what she’ll buy and WHY.


UNCOVER

the real reasons why she’s buying her favorite skin care productsUNDERSTAND

her motivations in buying skin care brands AND in switching brandsCHANNEL SURFING

is her prerogative. Know where she’s buying and how often FIND OUT

the reasons why she doesn’t use anti-aging products OR prestige skin care linesKNOW WHERE

she believes her “problem areas”

are, and which brands she uses to solve those skin issues

Everything Women Think, Feel, Want, Buy, and WHY, When It Comes To Skin Care

Last year’s Pink Report™ uncovered many of her skin care brand needs and desires and will be used as a benchmark for the 2007 study. We’ll detail her needs in every need-to-know demographic.

HAVE THE DATA

What makes her choose a mass market skin care brand over a prestige line?What are her high price points for a prestige brand?Do “natural” products hold a special place In her heart and wallet?How are dermatologist-backed brands fitting into her skin care regimen?How likely are brands with a hefty SPFinfluencing her buying preferences?How many skin care brands does she own? What are they?Which are her must-haves?Which brands would she NEVER recommend to a friend

Know Her Top 20…

… skin care brands she loves… skin care brands she cannot afford… skin care brands she’s buying now… motivations for buying skin care

products… places she buys skin care products… points of information on the label

that turn her on… skin care brands she believes are

BEST on the market, regardless of price


Chapter 1: IntroductionReport table of contents ……………………………..…………..……….2

Introduction .……………………………………………………..….……...4 Report methodology ………………………………....……………...…....5 Brands covered in this study …………….……..……..…………………6

Chapter 2: VITALS

Key study findings: Need to know power vitals and trends 14 Top Beauty Bytes……………………………………………………….7

Vital 1: Her Cheatin’

Heart …..………………….………..……….….….15Vital 2: So, Sell Me ………….………………….……………………..…16Vital 3: Youth is Priceless ………………….………….…………..…….17

Vital 4: The Many Faces of Trust ………….....…………….……….....18Vital 5: Shopping Snubs …………………………………………………19

Chapter 3: Her Skin Care RoutineFacial skin care products she uses …………..…………..…………….21Bath & body skin care products she uses ………..……………..……..22How her skin care product usage has increased in the past year ..…24How much time she spends on her skin care routine …........………..25

How often she uses her skin care products …………..………..……...26What prompts her daily use of skin care products ………….………...29Her skin care concerns …………….………………….……….………..30

Chapter 4: Her Skin Care Attitudes and MotivatorsWhy she buys facial skin care products ………………………..……..….32Why she buys bath & body skin care products ……………..…..….….…33

Her attitudes towards anti-aging skin care products ……………..…..….34Anti-aging procedures she would consider ……………………….……...35Her attitudes toward prestige skin care products …………………..…....36What scent she prefers in a bath & body lotion ……………………..…...37What aspects of skin care packaging are most important to her …..…..38

What terminology is most appealing to her when thinking of skin care..39

Chapter 5: Her Skin Care Brand Awareness and UseWhich skin care brands she’s heard of ……………………………..…….42

Skin care brand try-to-buy conversion chart …………………………..….49 Which skin care brands she’s tried, uses, and recommends .…..…..….50

Skin care brands she would NEVER recommend .………………….…...57Self-tanning brand try-to-buy conversion chart …….….………….……...59Self-tanning brands she’s tried and uses ……….…………………..…….60

Report Table Of Contents

Survival of the Prettiest –


is the most comprehensive and unique look at what women

want in skin care products, what she’ll buy and WHY.


Chapter 6: Her Skin Care Brand AttitudesWhy she might not always buy her favorite....…………………………65Her favorite facial skin care brand ……………..……….…………...…66Her favorite bath & body skin care brand ………………………......…67 Why she keeps buying her favorite facial skin care brand …………. 68Why she keeps buying her favorite bath & body skin care brand …..69

A question of brand loyalty ……………….……………………………. 70What brand loyalty means to her …………..…………….………...…. 71

Facial skin care brands she is most loyal to …………...………..…... 72Bath & body skin care brands she is most loyal to …………………...73

Why she would switch brands ……………….…………..……………..74Top 10 facial skin care brands she deems the BEST …………..……75

Top 10 bath & body skin care brands she deems the BEST …....….76Why the facial skin care brand she’s chosen is best .........................77

Why the bath & body skin care brand she’s chosen is best …....…...78Top facial skin care brands she cannot afford ………………………..79Top bath & body skin care brands she cannot afford ……...……….. 80

Chapter 7: Her Skin Care Purchasing BehaviorsWhat would influence her to buy a new brand …….…………….….. 82

How often she shops for skin care products ……….….…...……...... 84How much money she spends per month on skin care products……85Where she buys her skin care products …………….…….………..... 86

Retail shopping factors most important to her …….……..…….…..…88 How she finds out about new skin care products …………….……....89

How she feels her current skin care brands are priced ….…..….….. 90How much more she’d spend on her facial skin products ..………….91How much more she’d spend on her bath & body products ……...…92

Which aspects of skin care products she’d spend more for …...……93

Chapter 8: Consumer ProfileComplete demographic profile of respondents ….………………..…..96Respondent at a glance ……………………………………..…………..97What her personality reveals ………………………..………..…...……98Her favorite actresses ………………………………..…………….……99Her favorite magazines …………………………………….……...…..100Her favorite web sites …….…………………….……….….……...….101

Report Table Of Contents


The 2007 Pink Report™: Survival of the Prettiest: Face and Body Skin Care is a quantitative look at female consumer trends, attitudes and behaviors towards hundreds of skin care beauty brands. The study was based on a 30-minute online survey from a nationally representative sample of more than 2,200 women across the U.S. ages 18-50+. The margin of error for an online survey with this sample size is +/-

4 percent, and it assumes a 95 percent level of confidence.

This report contains a detailed analysis and full scope of the data results. All data is segmented by age, with as much of the data benchmarked as possible against the same questions asked in the 2006 Beauty Shopping Pink Report™

published in the summer of 2006. We define beauty buyers as women who declared they had purchased skin care products over the previous 12 months.

Brands chosen for this study were based on popularity in the US and include brands sold in a variety of distribution channels. A copy of this report was sent to a panel of skin care industry experts prior to fielding to ensure that brands were included in the study that represent a cross-section of those used by most women in the US. To combat “survey fatigue”

among respondents, the number of brands was limited to just over 100 brands. Brands were also chosen based on those used by

female consumers taking part in more than 100 focus groups conducted by The Benchmarking Company.

Our Methodology


Beauty Brands Tracked For This Study

122 Facial Skin, Bath & Body, And Self-tanning Brands Were Tracked For This Study

Alchimie ForeverAlmayArbonneArtistryAvedaAveenoAvonBain De SoleilBanana Boat SunlessBath & Body WorksBioreBiothermBlissBody ShopBorgheseBurt's BeesCalifornia BeautyCalifornia TanCaressCaswell-MasseyCaudalieCetaphilChanelClarinsClearasilClienteleCliniqueCoppertone

DarphinDecleorDermadoctorDialDickinson'sDiorDoveDr. DeneseDr. HauschkhaDr. Patricia WexlerElizabeth ArdenEstee LauderEucerinExuviance

by NeostrataFake BakeFashion FairFlawlessFreeze 24/7FreshFusion BeautyGarnierGold BondGuerlainH2O PlusHawaiian TropicHylexinIce ElementsIman

JergensJuice OrganicsKiehl' sKineraseL.A. ExpressL’Oreal Sublime BronzerLa MerLa PrairieLancasterLancômeLatherLaura MercierL'OccitaneLoracL'OrealLumediaMarilyn MiglinMary KayMD FormulationsMD SkincareMeaningful BeautyMolton

BrownMuradNeutrogena NiveaNoxzemaNV PerriconeOjon Towaka

OlayOriginsPalmer'sPeter Thomas RothPhilosophyPhysician's FormulaPondsPout Ultimate Fake TanPrescriptivesProactivRoCSally HansenSenna

SkincareSephoraShiseidoShu UemuraSolerraSovageSt. IvesSt.TropezStilaStriVectin-SDSue DevittSunSunny Day Self TannerSurgeon's Skin NetworkTanlineTanTowel

Tarte

SunburstTimeless SecretTrish McEvoyUltaUrban DecayVichyVictoria’s SecretYonkaYves St. Laurent


Shopping Blur

Department stores and direct sales are taking a back seat to the Internet and

mass retailers.

Her Cheatin’

Heart

Sure, she’s got skin care brand

favorites, but that doesn’t mean she’s

loyal to them.

So, Sell Me

Confusion abounds over prestige

brands. Women want to know the

facts.

Youth is Priceless

Younger women want more proof of efficacy, and are willing to try more procedures for

best results.

Women feel brands are best or favorites because they trust them. What does

trust mean?

The Many Faces of Trust

The Top Five Vitals –

See the Full Report for In-depth Analysis On Some of Our Top 5 Findings


Women don’t let a little thing like price get in the way of them buying skin care products that actually work. Prestige skin care products posted growth of one

percent overall in 2006 totaling $2.2 billion. Higher priced products selling for $70 and up fueled that category. In 2006, premium-priced face products of $70 and above brought in $475 million, up from $382 million in 2005. With women of all ages believing that a youthful appearance is

priceless, brand managers of prestige lines have an enormous opportunity to

sway consumers their way.

Thirty-six percent

of women want to hear more proof that prestige skin care lines are worth the expense. Thirty percent

don’t understand what makes them so unique. Another third don’t know enough about them to make a decision. The most affluent group surveyed, those ages 50 and up, have the smallest gap between expense and needing to hear proof that prestige skin care brands are worth it. Fifty-five percent

of women surveyed would also pay 10-20 % MORE for their facial skin care brands (see page xx.) She’s ready to try prestige. Tell her why she should.

So, Sell Me

Confusion abounds over

prestige brands. Women want to know the facts

79% of women surveyed either don’t buy prestige skin care products or aren’t sure if they are buying them now. The most cited reason is that they’re perceived to be too expensive...but they want to know more.

Source: NPD Group

Please indicate why you do NOT buy prestige skin care products

18-29 30 - 39 40 - 49 50 +

Too expensive 71 64 64 61

I need more proof that they’re worth the expense 37 33 35 42

I would get the same results from lower priced brands

34 31 32 37

I don’t understand what makes them so unique

33 26 27 32

I don’t know enough about them to make a decision

30 31 28 30

Price Alone Doesn’t Dissuade Her From Buying Prestige: She Needs Education

Pink Fact: The inability to afford a brand doesn’t mean she’ll forgo the product—6 of the top 10 facial skin care brands she cannot afford are also the ones she is most loyal to (see page xx.)

See the Full Report for 4 More Vitals, and 80 More Slides of Data Detailing

What Women Want


Winners!

Which skin care brands have you tried, currently use or recommended to a friend (aided list) (Pick all that apply).

The primary rule of brand loyalty begins with the adage that the brand that converts one-time triers to usual buyers wins. Olay, Dove

and Bath & Body Works

are clearly winning the buyer conversion battle.

Top Brand Conversion Winners Remain the Core Brands—Those She Returns to After Trying Others

She’s Tried Many Brands; Few Command Her Loyalty

Brand Conversion Top 20

05

101520253035404550

AvonNoxze

ma

Clearasil

Mary

KayNeutro

genaAveenoCare

ssPonds

Cliniq

ueDial

Jerg

ensNivea

Olay

Bath &

Body Works

DoveEste

e LauderBiore

St. Ives

L'Ore

al

Elizabeth

Ard

en

Per

cen

tag

e of

Res

pon

den

ts

Tried and no longer use

Currently use

Recommended to a friend


What aspects of skin care PACKAGING are most influential in your

purchasing decisions (overall) %

1.

Functionality2.

Package clearly describes benefits & differentiators

3.

Package is minimalist—does not take up much room

4.

Package is beautiful

5. Package is eco-friendly

6.

Package looks luxurious

7.

Package discretely describes contents

8.

Other

5246

30

24

24

13

6

4

Functionality in Packaging Reigns Supreme With 52% Naming It As Most Influential Purchasing Decision When Considering Packaging

Top 3 Choices: 18-29 (%)

Functionality (48%)Clearly describes benefits (43%)

Beautiful (39%)



Minimalist (30%)



Minimalist (30%)

Top 3 Choices: 50+ (%)


Minimalist (30%)

What aspects of skin care packaging are most influential in your

purchasing decisions? (aided list) (Pick as many as apply).

Brand managers need to determine what functionality means to their buyers. Will it fit in her purse? Is it a pump versus a cream versus an emulsion? A glass container or a tube?

Focus groups are one way to find the core of the functionality answer.


No65%

Yes21%

Do you ever buy prestige beauty products?

I’m Not Sure14%

Please indicate why you do NOT buy prestige skin care products

18-29 30-39 40-49 50+

Too expensive 71 64 64 61

I need more proof that they’re worth the expense 37 33 35 42I would get the same results from lower-priced brands 34 31 32 37

I don’t understand what makes them unique 33 26 27 32

I don’t know enough about them to make a decision 30 31 28 30

I don’t know where to buy them 8 11 7 11

I’m confused with so many products on the market 8 7 8 8

Ingredients scare me 3 2 3 3

I can never find them when looking for them 2 1 2 2

Other 5 8 9 9

Women need to understand the

value proposition of prestige brands in order for them to make a decision.

71% of Women Don’t Buy Prestige Brands Because They Are Too Expensive

Do you ever buy prestige skin care products? (yes/no) If not, why? (aided list) (Pick as many as apply).

A Third of Women Simply Don’t Know Enough About Prestige Brands to Make a Decision


Customized Data Analysis

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ethnicity household incomeeducational backgroundgeographic locationshopping location preferenceBRAND preferenceOr any data point of your own

For only $500 per cross-tabulation in addition to basic report purchase

There is SO MUCH valuable data within the Pink Reports –

customized data analysis gives you in-depth information found nowhere else!


Personalized Data Presentations

Half- and full-day presentations to your brand managers at your location focusing on a wide variety of data exploration, including:

Custom market segmentation mappingBuying trends among your target audiencesIngredient trends and how they affect your offeringsBrand strategy sessions based on Pink Report™ resultsOne-on-one comprehensive analysis on what your brand means to female consumers…the presentations are flexible. The results are incomparable.

Benefit from a personal presentation of the data as it relates to YOUR brand and your product sales goals.

Prices vary; however, each personalized data

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