Naturally positioned products, male grooming, indie brands, beauty apps, and the power of social media were some of the most talked-about trends in the U.S. cosmetics and toiletries market in 2015. Posting solid gains for the sixth year in row, the market is poised to continue on this upward path in 2016. We will reveal these trends and assess their impact on the market landscape.
As we start our research for the next edition of our annual Cosmetics & Toiletries USA report, our beauty expert Naira Aslanian shares a few insights about the market and this highly detailed report.
What questions will the report help answer about the beauty industry in 2016?
The report is very detailed and answers a plethora of questions, focusing on:
- How are marketers catering to the personalization needs of increasingly demanding consumers?
- Who are the key market movers in the industry?
- How does social media impact the success and growth of a brand?
- What role do specialty retailers play in each of the product classes?
- Which categories will outperform the market as a whole?
What are the largest factors in beauty that will be highlighted in the report?
Mergers and acquisitions: 2016 has already begun with billion-dollar acquisition announcements that are further expected to change the structure of the industry. Beauty’s behemoths continue to seek growth opportunities by acquiring independent brands, –such as L’Oréal’s acquisition of IT Cosmetics. Others include Revlon’s acquisition of Elizabeth Arden and Johnson & Johnson’s acquisition of the OGX brand.
What continuing trends from 2015 are we noticing this year?
Key factors that came to the forefront in 2015 will continue into 2016. These include catering to the male and multi-cultural markets. These previously under-served markets have seen dynamic growth in 2015, and this will continue into the future, as marketers innovate with high-performance products to cater towards consumers’ needs.
Are there any category-specific beauty trends in 2016 you can discuss now?
- In makeup, eyes take center-stage, with the “rebel eye” movement of metallic colors and intense lashes. Urban Decay continues to innovate with shades and palettes to cater to this look.
- Skin care witnesses a further migration of food ingredients into skin care. Some notable food-based companies have been at the forefront, such as Farmacy, with its food-based ingredients, and Kiehl’s, with its nature-powered masque collections.
- In fragrances, we are seeing more and more unknown brands coming up to cater to experimental consumers, who personalize their fragrances to suit their mood and activity of the day with rollerball layering collections.
Are you making any changes to the report’s format?
As of this year, the Cosmetics & Toiletries USA report has a new, easy-to-use digital format that one is able to interact with via our powerful MyKline service, offering many data customization features.