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Beauty: Patterns 2016The Lipstick Effect: In Recessions,
Women Still Buy Beauty Products*
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*Source: The Wall Street Journal
Consumers Were Asked About Fragrances, Make-up and Treatments
Fragrances Make-up Beauty Treatments
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Source: Beauty 2016 ~700 interviews
Fragrances 19JCP is in the Top 5 Stores Used by the consumers when purchasing fragrances
Who removed our store from their list (22%)• For Sears the number is
21%
There is a 1/5th of the interviewees
PerfumaniaWalgreens
Walmart
JCP
19%
13%
8%
8% Yes78%
No22% Are you
using the same
stores vs last year?
22% of ChangersMarshall’sSears
Avon
6%
6%
6%
78% Added Walgreens
76% Added Walmart
44% Added Sears
40% Added JCPSource: Beauty 2016
~700 interviews
JCP is the 2nd top ranking store with 10% following Perfumania
($50K+ annual income)
For those with higher income
17% of Our CustomersAre spending less than last year in Fragrances
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Spending More Vs Last Yr• 47% JCP• 53% Sears• 35% Macy’s
Spending Same
Vs Last Yr• 36% JCP
• 30% Sears• 53% Macy’s
Spending Less
than Last Yr
• 17% JCP
• 17% Sears
• 12% Macy’s
Source: Beauty 2016 ~700 interviews
Make-up 21Walgreens4 out of 10 consumers use this chain
WalgreensWalmart
Avon
JCP
37%
17%
16%
6% Yes85%
No15% Are you
using the same
stores vs last year?
15% of ChangersSears
Farmacias comunidadK-Mart
4%
3%
3%
83% Added Walgreens
78% Added Walmart
42% Added Sears
38% Added JCPSource: Beauty 2016
~700 interviews
JCP is the 2nd top ranking store with 17% following Walgreens
($50K+ annual income)
For those with higher income
4 out of 10 Of our customers are spending more than a year ago in Make-up
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Spending More Vs Last Yr• 40% JCP• 37% Sears• 25% Macy’s
Spending Same
Vs Last Yr• 50% JCP
• 54% Sears• 58% Macy’s
Spending Less
than Last Yr
• 10% JCP
• 10% Sears
• 17% Macy’s
Source: Beauty 2016 ~700 interviews
Beauty Treatments
23Beauty Treatments Is the one with fewer changers
Who removed our store from their list (24%)• For Sears the number is
22%
Like in Fragrances, there is a 1/5th of the interviewees
Yes88%
No12% Are you
using the same
stores vs last year?
12% of Changers
82% Added Walgreens
78% Added Walmart
36% Added Sears
31% Added JCP
WalgreensWalmart
Avon
JCP
32%
19%
17%
8%
Sears
Marshall’s
CVS
5%
3%
2%
Source: Beauty 2016 ~700 interviews
JCP is tied in 2nd place with Avon for 14% each following Walgreens
($50K+ annual income)
For those with higher income
Spending Pattern ofLoyal customers is the same or higher than last year in Beauty Treatments
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Spending More Vs Last Yr• 41% JCP• 37% Sears• 33% Macy’s
Spending Same
Vs Last Yr• 48% JCP
• 55% Sears• 50% Macy’s
Spending Less
than Last Yr
• 11% JCP
• 8% Sears
• 17% Macy’s
Source: Beauty 2016 ~700 interviews
Fragrances
15% Monthly
26% 2-3 Mths
34% 4-6 Mths
26% Once a
Year
Make-up36% Monthly or
often29%
2-3 Mths22%
4-6 Mths12%
Once a Year
Beauty Treatment
s
36% Monthly or
often29%
2-3 Mths25%
4-6 Mths11%
Once a Year
How Often Do They Purchase
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3% 14%
45%
38%
20%
29%
39%
12%
15%
32%
34%
20%
Total
JCP Source: Beauty 2016 ~700 interviews
“Festivales de
Belleza”
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1 out 5 customersGo to “Festivales de Belleza”
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75% go to keep themselves updated and aware of what new products are out there65% stated they go to find out about new trends64% Go because of special prices and offers
52% purchase the products they regularly use plus some new ones
¾ of these customers like to receive gifts during these events70% are rooting for discounts2/3 want seminars regarding beauty
They know about these “Festivales” using all media available including the word of mouth
Source: Beauty 2016 ~700 interviews
61% Use Social MediaTo keep themselves up to date with Beauty Products
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82% Use FacebookFollowed by YouTube with 10% and Pinterest & Instagram with 2% each
Other Media used to keep themselves informed regarding Beauty Products:Magazines (49%), TV (47%) and the Beauty Counters at Retailers (43%)
Source: Beauty 2016 ~700 interviews
Designing
Customers know what they want but not necessarily know who out there is offering what they need Perception is playing a key role
Spending
Beauty Products consumption is proven to beat any economical situation
This doesn’t mean the consumer will not make changes to acquire
the goods
Review
Many outlets can help us in communicating the “What’s in it for her”
in an effective mannerSocial Media can become a powerful
ally
Communicating
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Contact UsSee you soon...
1571 Calle Alda,San Juan 00926, Puerto Rico
787-250-0006
mcabrera@arteaga.com
www.arteaga.com
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A&Answers is Arteaga & Arteaga’s Market Research Division
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