Ethnic Health and Beauty Care Products in the U.S., 7th Edition

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Published Mar 1, 2010 | 285 Pages | Pub ID: LA2467564

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No market is an island -- but why do many marketers and retailers still consider the ethnic HBC aisle as separate from the rest of the store, sleepy and low-end? In reality, ethnic haircare, makeup, and skincare products are a vibrant $2.7 billion business that reflects the upscaling of the parent HBC market. In 2010, African-American, Asian, Hispanic, and other folks of color already account for over a third of U.S. population; as of 2013, their spending power will have surpassed $4.2 trillion. Marketers have thus ventured beyond the usual hair relaxers, the few darker tints of makeup and heavy moisturizers, to offer premium-to-high-end beauty and grooming regimens sold through pop-prestige outlets such as Sephora, as well as through TV home shopping networks HSN, QVC, and others. Organic formulations are driving ethnic HBC sales, too -- because Americans of color actually skew more green-minded than Whites. Yet ethnic HBC’s sell-through in the prestige, natural grocery, and TV home shopping channels, is still small in relation to its fabulous potential. As for the effect of the struggling U.S. economy, this market achieved mid-single-digit increases during the global recession of 2008-2009, and is expected to return to double-digit progress as the recovery proceeds. ...Packaged Facts’ sales estimates for ethnic-specific hair relaxers, styling products, facial makeup, moisturizers, fade creams, and other products, are presented in this latest edition of Ethnic Health and Beauty Care Products -- together with estimates of ethnics’ spending on mainstream versions of the same items. Sales drivers are analyzed in depth. Experian Simmons demographic data and IRI brand shares are detailed and examined, too; as are the competitive behaviors of Alberto-Culver, Ales Groupe, Dudley Beauty, Johnson & Johnson, Johnson Products, Johnson Publishing, L’Oréal, and Procter & Gamble.

Read an excerpt from this report below.

Report Methodology

Ethnic Health and Beauty Care Products in the U.S., 7th Edition is based on information gathered from primary, secondary, and syndicated sources. Primary research involves on-site study of how ethnic HBC is sold through retail stores; Packaged Facts also consults with industry executives. Secondary research involves the evaluation and comparison of data from mountains of articles found in financial, marketing, and retail publications, as well as on corresponding types of websites. Company literature, government agencies, and other sources also provide valuable secondary data.

Stats on market revenues and growth trends derive from all available data on the ethnic HBC marketplace, be they quantitative or qualitative; that is, a broad range of societal and economic trends are factored in, to help shape the most accurate possible view of sales progress. Brand share data are provided by Information Resources, Inc. (IRI), which taps directly into checkout scanners in the three main mass-market channels, which are supermarkets, chain drugstores, and mass merchandisers. IRI’s proprietary InfoScan Review is widely regarded as the “bible” for syndicated retail brand share. However, Wal-Mart and warehouse club data are excluded from the Review, per these retailers’ stipulations.

Analysis of consumers’ purchase and use of ethnic HBC is based on quarterly surveys by Experian Simmons (formerly Simmons Market Research Bureau, Inc.), one of the leading compilers of demographic data in the United States. Data from Packaged Facts’ own February 2009 survey of 2,606 personal care products consumers are also included.

The Bottom Line: What Your Company Really Gets...

With Ethnic Health and Beauty Care Products in the U.S., 7th Edition, you and your marketing team will gain a comprehensive overview of the ins and outs of the ethnic HBC business. Most importantly, the report anchors ethnic HBC in the broader general-market HBC and societal contexts, as well as in the rapidly transforming retail scene. Such valuable qualitative perspective is supported with extensive hard data presented in well-organized tables and charts.

How Your Company Will Benefit from This Report...

If your company is already an established player in ethnic HBC, this report is bound to freshen and strengthen your marketing plan. If your company is newly targeting the ethnic consumer, then this report is a great intro to the ethnic HBC business, and thus a launching pad for a successful venture.

The whole team -- brand managers, research and development pros, ad agencies and media departments, database managers and librarians, venture capitalists, new business specialists -- all are unified by the cutting-edge analysis in Ethnic Health and Beauty Care Products in the U.S., 7th Edition.

Chapter 1: Executive Summary: Three Main Ethnic HBC Categories: Haircare, Makeup, Skincare; Two Modes of $ Data: Ethnic-Specific HBC Sales, Ethnics’ Outlay for General-Market HBC; Ethnic-Specific HBC Sales Near $2.7 Billion in 2005-2009; Ethnic-Specific HBC Market to Hit $3.7 Billion in 2014; Haircare Category Still the Retail Leader; Beauty Supply, Mass Retailers Dominate Ethnic-Specific Sell-Through; Ethnics Spend Grand Total of $9.5 Billion on HBC in 2009; Ethnic Spending Power: I’ll Raise You a Trillion Bucks; News Flash: Folks of Color More Eco-Conscious Than Whites; Spotlighting Five Notable New Ethnic Haircare Products; Four Intriguing New Ethnic Makeup Products; Five New Ethnic Skincare Products Worth Noting; Numbers of Ethnic Consumers of HBC Products
Chapter 2: The Overall Market
Introduction: The Scope of This Report; Three Main Product Categories: Haircare, Makeup, Skincare; Two Modes of $ Data: Ethnic-Specific HBC Sales, Ethnics’ Outlay for General-Market HBC; Big Overlap of Ethnic-Specific and General HBC User-Bases; Word “Ethnic” Useful in Discussion of U.S. Market, But...; Terms Clarified: A Glossary; Methodology
Overall Market Size and Growth: Ethnic-Specific HBC Sales Near $2.7 Billion in 2005-2009; Haircare Category Still the Retail Leader; Ethnic-Specific Haircare Brushes $1.5 Billion Mark; Ethnic-Specific Makeup Rockets to $961.0 Million; Ethnic-Specific Skincare in Push to $210 Million; B & Bs, Mass Retailers Dominate Ethnic-Specific Sell-Through; Ethnics Buy $6.9 Billion Worth of General-Market HBC; Ethnics Spend Grand Total of $9.5 Billion on HBC in 2009
Factors in Future Growth: Ethnic HBC Sales Can Grow Even Faster Than Ethnic Population; Ethnic Spending Power: I’ll Raise You a Trillion Bucks; Ethnic-Specific Sales Go Up, Gen-Mart Sales Go Down-and Vice Versa; Ethnics’ Cosmetic Surgeries Point to Greater HBC Spends; Assimilation Bypasses Problem of Reaching Diverse Hispanic, Asian, Arab Sectors; News Flash: Folks of Color More Eco-Conscious Than Whites; Concepts of Halal Have Crossover Potential; Michelle Obama, America’s First Lady; Ethnic HBC Can Ride the Men’s Grooming Wave
Projected Overall Market Sales: Ethnic-Specific HBC Market to Hit $3.7 Billion in 2014; Ethnic-Specific Haircare Category to Reach $1.9 Billion; Ethnic-Specific Makeup Category to Surpass $1.5 Billion; Ethnic-Specific Skincare Category Climbing to $284.0 Million
Chapter 3: Insights and Opportunities
Insights and Opportunities: Is Ethnic-Specific HBC “On the Bubble?”; Recovery a Time of Experimentation with New Products - and Value; The Key Is the Barber and Beauty Supplier; It’s Multiculturalism, Stupid!; Natural/Organic Options to Harsh Formulations; On Global HBC Front, Balance of Power Starts to Shift
Chapter 4: The Ethnic Haircare Category
The Products: Haircare Category Parameters; Sales Estimates from Two Perspectives; Eight Ethnic Haircare Segments; Characteristics of Ethnic Hair; That Natural Afro Can Be High-Maintenance; Natural/Organic Relaxers Offer Alternative to Harsh Chemicals
Ethnic Haircare Category Size and Growth: Ethnic-Specific Haircare Brushes $1.5 Billion Mark in 2009; Preparations versus Wigs; Share of Ethnic Haircare Prep Sales by Type; B & Bs: Top Ethnic Haircare Retail Channel, Widens the Gap; Folks of Color Spend $3.2 Billion on Gen-Mart Hair Items; Grand Total Ethnic Haircare Spend Reaches $4.7 Billion in 2009
Factors in Category Growth: Factors in Overall Ethnic HBC Growth Transfer to Ethnic Haircare Category; Consumers Postponing Relaxer Use for as Long as They Can; Safety Fears Shift Ethnic Haircare $ to Natural, Prestige Channels; Male-Specific Shampoo, Conditioner a Global Trend; Part 2: Upwardly Mobile or Not, African Americans Will Have Same Haircare Needs
Projected Ethnic Haircare Sales: Ethnic-specific Haircare to Reach $1.9 Billion in 2014; Preparations Segment Will Push Past $1.6 Billion; Wig Segment to Yield $260.0 Million
The Marketers: Among Hundreds of Ethnic Haircare Marketers, 32 Notables in Mass; Most Marketers Exhibit Some Degree of Specialization; Table of Ethnic Haircare Marketers and Their Brands
Marketer and Brand Share: Special Note on IRI Data; Four Marketers - L’Oreal, Namaste, P & G, Fantasia - Lead Five Haircare Segments
Ethnic Haircare Product Trends: Over 40 New Ethnic Haircare Products in 2008-2009; “Ethnic,” “Upscale,” “Women,” “Natural,” Lead Claims/Tags; Spotlighting Five Notable New Ethnic Haircare Products
Consumer Advertising and Promotion: Traditional Beauty Shots, Advertorials, and Viral Videos; Ethnic Haircare Products’ Safety and Gentleness; ...and Natural Formulation; Covering the Grey; Star Endorsers, From Diahann Caroll to Will Smith to Jay Z; Do the Pre-Bump!; Promotional Overview; Sources of Ethnic Haircare Ads Discussed Here
Chapter 5: The Ethnic Makeup Category
The Products: Category Definition; Sales Data Presented in Two Modalities; Four Ethnic Makeup Segments: Eye, Lip, Nail, Face; Black, Brown, Yellow, Olive Skin Flattered by Special Chemistries. 112; History of Ethnic Makeup Explains Need for It; Hispanic Brands Have Won Wall-Sets in Mass; But Asian-Specific Makeup Still Rare
Ethnic Makeup Category Size and Growth: Ethnic-Specific Makeup Rockets to $961.0 Million in 2005-2009; Sales Drivers: Employment Worries, “Lipstick Factor,” More Retail Shelving; Eye Makeup Is Biggest Gainer in Share of Retail Coin; In Share of Ethnic Makeup Sales by Channel, Mass Rules; Grand Total of Ethnics’ Makeup Buys Breaks $2.3 Billion in 2009
Factors in Category Growth: How Overall Ethnic HBC Market Conditions Pertain to Makeup Category; Female Ethnic Population to Keep Rising; Ethnic-Specific Makeup versus Ethnic-Suitable Versions; Specific versus Suitable 2: Natural and Prestige Makeup; Update: Both Upscale and Value-Positioning Drive Sales; Makeup Use: Time to Look Beyond Ethnic Stereotypes; Leonard Lauder’s “Lipstick Factor”
Projected Ethnic Makeup Sales: Ethnic-Specific Makeup to Surpass $1.5 Billion by 2014
The Marketers: Of Hundreds of Ethnic Makeup Marketers, Just Eight Notables in Mass Channels; Majority of Ethnic Makeup Rivals Are Specialists; Table of Marketers and Brands
Marketer and Brand Share: About IRI Data...; Eight Key Ethnic Makeup Marketers, But Jordana Rules 10 of 12 Breakouts
Ethnic Makeup Product Trends: Few Intros, But These Are Much Extended; Top Tags Are “Ethnic,” “Long-Lasting,” “No Chemicals”; Four Intriguing New Ethnic Makeup Products
Consumer Advertising and Promotions: Ethnic Makeup Ads: Beauty Shots, Wordy Pitches, Viral Videos; Smoothness; Value; Celebrity Endorsements; Marketers’ Promotions
Chapter 6: The Ethnic Skincare Category
The Products: Category Parameters; Data on Two Sales Modes Are Presented; ...And Two Distinct Segments Covered: Skincare Preparations, Shaving Products; African Americans’ Skincare Needs; Hispanic Skincare Assortment Grows Ever So Slowly; Asian Skin’s “Delicacy”; Skincare Products Regulated by FDA; Ten Controversial Ingredients
Ethnic Skincare Category Size and Growth: Ethnic-Specific Skincare Bolts to $210 Million in 2009; Smallest Ethnic Category Is Responsive to World Trends; Ethnic Skincare Preparations Segment Climbs to $160 Million; Ethnic Shaving Segment Pushes to $50 Million; Hand & Body Lotion, Fade Creams Are Biggest Ethnic-Specific Sellers; Barbers, Beauty Supply and Mass Lead Ethnic-Specific Skincare Retail Channels; Ethnics’ Gen-Mart Skincare Buys Stuck Near $2.3 Billion; In Mass, Ethnics’ Gen-Mart Skincare Buys Plod Along...; ...While Outside Mass, Such Buys Tumble; Grand Total for Ethnic Skincare Category Climbs to $2.5 Billion
Factors in Category Growth: Influences Shared by Ethnic Skincare Category and Ethnic HBC Market as a Whole; Gen-Mart Skincare Products May Do the Job Just Fine; Few National Hispanic Skincare Brands, But a Groundswell of Regionals; Ethnic Men Follow Trend to More Sophisticated Grooming; Hip Hop and R & B May Help Ethnic Skincare to Cross Over; Demand for Skin Lightening Never Dies; U.S. Ethnic Skincare Brands Exportable to the World
Projected Ethnic Skincare Sales: Ethnic-Specific Skincare Climbing to $284.0 Million by 2014; Skincare Preparations Foreseen to Reach $218.0 Million; Shaving Segment Will Catapult to $66.0 Million
The Marketers: Hundreds of Rivals in Ethnic Skincare, Just 17 Notables in Mass; Large or Small, Public or Private - Specialists Rule; Table of Ethnic Skincare Marketers and Their Brands
Marketer and Brand Share: On IRI Data; Seven Ethnic Skincare Marketers Rule Eight IRI Breakouts
Ethnic Skincare Product Trends: Fewer Than 20 Notable New Ethnic Skincare Intros in 2008-2009; Most Popular Claims/Tags Are “Ethnic,” “Upscale,” “Natural”; Five New Ethnic Skincare Products Worth Noting
Consumer Advertising and Promotions: Traditional Ethnic Skincare Ad Layouts: Nudes, Product Shots; ...And Radically New Media; Ethnic Skincare Ad Themes; Consumer Promotions
Chapter 7: The Competitive Situation
The Competitive Situation: Ethnic HBC Industry Rife for Consolidation; Key Acquisitions and Divestments; Eight Marketers Profiled
Competitive Profile: Alberto-Culver Company: Net Sales Hover Above $1.4 Billion in FY2009; An International Marketer, But Strength is U.S.; Alberto’s Team of Six Ethnic Haircare Brands; Soft ‘N Beautiful Extended into Skincare Arena; Tresemme a Steamroller, Pro-Line Ethnic Brands Called “Weak”; In 2010: More Ads, More Promos, More Shelf Space; Alberto Meaner, Maybe Not Leaner...; Alberto’s Non-Ethnic Brands
Competitive Profile: Ales Groupe: Net Sales Fall to €164.6 Million in 2009; Ales Strongest in Europe, North America; Ales a Formulator of High-End HBC; PhytoSpecific, The Brilliant Ethnic Beauty Concept
Competitive Profile: Johnson & Johnson: Sales Slip $61.9 Billion in 2009; J&J Jazzes Consumer Brand Roster, Enters Ethnic Beauty; What Ambi Was, Is, and Will Be; Other Famous J&J Brands
Competitive Profile: L’Oréal SA: Sales of €17.5 Billion in 2009; L’Oreal Still World’s Leader in Both Mainstream, Ethnic Beauty Realms; Soft Sheen-Carson: Ten Years Under L’Oreal’s Wing
Competitive Profile: The Procter & Gamble Company: Net Sales Slip to $79.0 Billion in Fiscal 2009; Almost a Third of Sales Transacted in Developing Countries; P&G Has Planet’s Most Powerful Brand Portfolio; P&G Quietly Builds High-Profile Ethnic HBC Assortment; P&G Dominates Spanish-Language Mass Media; Bye Mr. Lafley, Hello Mr. MacDonald: A Spiritual Shift
Three Marketers to Watch: Dudley Beauty Corporation LLC
Johnson Products Company
Johnson Publishing Company, Inc
Chapter 8: Distribution and Retail
Distribution: DSD, Trad Four-Step, and Direct Sales Paths
At the Retail Level: Over 12,000 B & Bs Hold 45% of Ethnic-Specific HBC Sales
Distributor Profile: TWT Distributing, Inc: Sales Approaching the $35.0-$45.0 Million Range; TWT Serves Mass, B & Bs, Other Specialty Outlets; TWT’s Target Audience; Interview with Tom Tyree: Why “Black-Owned” Is Important
Retail Focus: Beauty and Barber Supplies Stores - “B & Bs”: Government Says B & Bs Generated $10.2 Billion in 2007; Boundary Between 12,000 B & Bs and Strictly Retail Ops Is Hazy; Sally Beauty the Largest B & B Chain; Some Object to Asian Ownership of B & Bs in Black Neighborhoods; Dangerous Counterfeit Fade Creams Invading B & B Sell-Through
Chapter 9: The Ethnic HBC Consumer
Ethnic Nation: U.S. Ethnics to Number 119.7 Million in 2014
About Experian Simmons Information: What It Is; How to Use It; The Overall Gauge
Consumer Focus: Ethnic Green-Consciousness: Ethnics Skew as Green - or Greener - Than Whites; Our Own Survey: Ethnics More Receptive to Natural/Organic HBC
The Ethnic Consumer of Haircare Products: Hair Relaxers Have 10.2 Million Ethnic Users; Dark & Lovely Relaxers Have 2.5 Million Black Users; Hairstyling Products Used by 27.4 Million Ethnics; Ethnic Consumers of Hairspray Estimated at 16.9 Million; Ethnic Shampooers Are 60.2 Million; Dark & Lovely Shampoo Used by 1.4 Million Blacks; Ethnic Consumers of Conditioner Number 38.6 Million; Dark & Lovely Conditioner Has 1.5 Million Black Users; Over 15.0 Million Ethnics Color Their Hair; Dark & Lovely Haircolor’s Black Consumers Number 1.1 Million
The Ethnic Consumer of Makeup: Ethnic Users of Eye Shadow/Eyeliner/Eyebrow Pencil at 17.4 Million; Ethnic Consumers of Lipstick/Lip Gloss Number 27.5 Million; Fashion Fair Lipstick/Lip Gloss Has Black Base of 1.3 Million; Ethnic Foundation Appliers Are 19.7 Million; Fashion Fair Foundation Used by 1.0 Million Blacks; Ethnic User-Base for Blusher Is 15.4 Million; Almost 20.2 Million Ethnic Users of Mascara; Ethnic Nail Polishers Projected at 22.6 Million
The Ethnic Consumer of Skincare Products: Moisturizers/Lotions Have 47.5 Million Ethnic Users; Baby Oil Has 29.5 Million Ethnic Users; Ethnic Base for Facial Cleansers/Acne-Fighters Is 27.9 Million; Very Modern: Ethnic Users of Body Wash Total 47.9 Million; Suncare Products Used by Only 16.0 Million People of Color; Aftershave Slapped on by 25.3 Million Ethnics; Shave Cream Used by 29.2 Million Ethnics; Ethnic User-Base for Depilatories is 9.3 Million
Consumer Focus: African-American Media Usage: Experian Simmons Data on Viewers and Readers
Consumer Focus: Where Ethnics Shop for HBC: Ethnic Americans Shop the Big Three Drug Chains; Macy’s, Wal-Mart Are Ethnics’ Top Dept. Store/Discounter Destinations for HBC
Appendix: Addresses of Selected Marketers

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