Beauty in the Media

Who are we?

Who do we work with?

THE MARKET PR

Beauty = steady growth

0

500

1000

1500

2000

2500

3000

2009 2010 2011 2012 2013

Fragrance

Cosmetics

Haircare

Skincare

Toiletries

Toiletries

Fragrance

Skincare

Haircare

Cosmetics

All beauty Number of editorial (PR) pages

2013 All beauty editorial share

Cosmetics

Haircare

Skincare

Fragrance

Toiletries

2013 beauty categories editorial

COSMETICS 3%

SKINCARE 12%

HAIRCARE 8%

TOILETRIES 11%

2013 beauty categories editorial

7,000 pages

FRAGRANCE

2013 fragrance editorial

-1%

2013 fragrance editorial

THE MARKET ADV

2013 beauty categories ad spend

COSMETICS 10%

SKINCARE 3%

HAIRCARE 6%

TOILETRIES 2%

FRAGRANCE 2%

£337 million

PR pages ADV spend

1 L'Oreal Group 1 L'Oreal Group

2 Estee Lauder Companies 2 Procter & Gamble

3 LVMH 3 Coty UK Ltd

4 Chanel 4 Estee Lauder Companies

5 Procter & Gamble 5 Unilever

6 Coty UK Ltd 6 Procter & Gamble Prestige

7 PZ Cussons Beauty 7 Beiersdorf UK

8 Shiseido UK Company 8 LVMH

9 Unilever 9 The Boots Company

10 Procter & Gamble Prestige 10 Chanel

53% 68%

2013 beauty companies media share

MEDIA

weight

2013 Face Care magazines

1st 2nd

3rd Top 3 magazines for Face Care PR

Great choice, great metrics

Make social media work for you,

don’t let social media make you do

more work

Making the metrics work

2014 Face Care ONLINE

Blogs, News sites, Twitter, Review sites Last 28 days – number of mentions

2013 fragrance goes social

RT@chanel:240,000

#marilynmonroe: 101,955

Mentions

5394

The ROI – before and after

REAL DATA

Pre-launch 10% Post-launch 62% +520%

NEW PRODUCTS

2013 All beauty new products

11,043 new beauty products

40 a day

Toiletries new v existing Toiletries Market

Existing 51%

New 49%

Molton Brown

Existing 45%

New 55%

Crabtree & Evelyn

Existing 65%

New 35%

Jo Malone

Existing 97%

New 3%

L'Occitane

Existing 61%

New 39%

Kiehl's

Existing 100%

MARKET SWINGS

2013 fragrance swing editorial

Pages Share

LUXURY +20% 21%

FEMALE -4% 58%

MASS -9% 14%

CELEBRITY -33% 8%

PROMOTIONS

Fragrance promotion

What we found out

“Competition is based on many things to include…..

pricing, product availability…..promotional activities”

“There is a trend towards…increased dependency on retailers”

“….success depends on your ability to quickly anticipate and

respond to market trends through promotional activity”

Christmas 2013 fragrance promotion

8 Retailers • Boots

• Debenhams

• House of Fraser

• John Lewis

• Selfridges

• Superdrug

• The Fragrance Shop

• The Perfume Shop

• 1200 Prestige fragrances

• GWP, Coffret, discount, retailer loyalty points

2013 fragrance promotion top down view

KEY FINDINGS 16th to 24th December

Top promoter The Fragrance Shop

On promotion 46%

Discounted 17%

GWP 26%

Combination of the two 3%

Top discounters average % off RRP

Debenhams 42%

BOOTS 37%

The Perfume Shop 37%

Superdrug 27%

John Lewis 9%

Fragrance promotion big question

Does GWP drive sales or simply reward?

Imagine layering your sales data?

MARKET PREDICTIONS

2014 Beauty market trend

2014 Beauty market forecast

Q1 2014 tough start

All Beauty PR down 17%

ad spend down 15%

Cosmetics growth

Cosmecueticals growth

Toiletries strength to strength

Fragrance tough

Haircare work hard

Skincare difficult start

“…it’s really great to have your idea of what is going on

which does fit in with what we are seeing”

RETAILERS

BRANDS