In 2015, retail sales of makeup in the United States soared to $13.2 billion, which is the largest growth for the market since 2011. Our soon-to-be-published published edition of Cosmetics & Toiletries USA pinpoints that such stellar growth of the makeup market is partly attributed to viral trends initiated by celebrities and social media makeup artist influencers.
We recently attended The Makeup Show, a professional makeup artist event in New York City. This event solidified that the makeup industry continues to be shaken by social media makeup artists, as well as the alarming rate that trends go viral on the Internet. With the first half of 2016 quickly coming to an end, we wanted to take a look at the makeup trends we saw at the recent event, as well as well as other trends driving market growth in 2016.
In the following interview, Karen Doskow, Kline’s Director of Consumer Products Practice, gives her perspective on why this new report is so unique to the market and how it can help marketers stand out in the challenging and busy world of skin care.
Major mergers and acquisitions in the U.S. OTC market have a way of shifting OTC cost structures both in the near- and long-term. For example, when major businesses are merged, such as Bayer Group’s acquisition of Merck’s U.S. OTC business or when GlaxoSmithKline and Novartis formed a consumer healthcare joint venture, the costs of goods for these organizations often rises initially. This is largely because of duplication of plants and employees. As the new venture sheds duplicate resources, the organization realizes increased profits over the long-term as a result of consolidated resources being used more efficiently.
The marriage of technology and beauty in Asia continues to experience healthy growth despite the overall beauty industry’s slowdown in the region during 2015. More informed beauty device purchasing decisions by consumers, thanks to a great number of online device reviews and education from marketers, helps strengthen trust in the market. Meanwhile, an avalanche of new product launches, from both local and foreign manufacturers, further solidifies strong sales growth in the Asian at-home beauty devices market, which increases by nearly 12% in 2015.
Within the region, Japan enjoys the highest double-digit growth driven by inbound tourism and local brands’ swift response to new foreign brands attracting consumers with competitive prices.
India is the third-largest lubricant-consuming market in the world at approximately 2.3 million metric tons in 2015, according to Kline’s estimates. Generally, the Indian finished lubricant market has outpaced global finished lubricant demand growth. Since 2010, the finished lubricant demand growth in India has exceeded the global finished lubricant demand growth, except for 2013, where demand fell marginally in the country. The penetration of higher quality lubricants in India compared to the developed markets, such as North America and Western Europe, is small; however, the market is exhibiting a clear shift towards the use of better quality lubricants and basestocks.
According to Anuj Kumar, Project Manager in Kline’s Energy Practice, “This play toward Group II is eerily similar to the same shift that was seen in developed markets. Government regulations, fuel economy mandates, and lube performance demands by OEMs, coupled with the enticing pricing for Group II (as compared to Group I) has brought about this sense of déjà vu in the market.”
Driven by the solid growth of most markets, sales of the U.S. OTC market increase by 3% in 2015. Particularly high gains are seen in the allergy and antacids markets, fueled by recent Rx-to-OTC switch brands, such as Flonase Allergy Relief by GlaxoSmithKline and Nexium 24HR by Pfizer. Recently released sales data from our annual Nonprescription Drugs USA market study pegs the upper respiratory market at more than 7% growth and digestive products at almost 5% from 2014 to 2015. These growth rates are well above the average growth for these markets, propelled by new switch brands being launched and bringing in previous users of these medications from the prescription market to the OTC market.
The world of professional hair care is a hotbed for new products and brands that occasionally sneak in under the radar. According to Kline PRO, a powerful product-level resource for the salon industry based on transactional data, here are some of the most prominent brands seeing notable gains over 2014:
Olaplex – Sales soared more than 2,000% over its launch year. Its Hair Perfector No.3 is considered to be the crown jewel of the industry.
Gabriel Tarle, Senior Analyst in Kline’s Energy Practice will present insights concerning the global lubricant additives market at the upcoming CIS Base Oils and Lubricants Conference in Moscow, Russia.
Ultra-specialized and hair regrowth devices entering the European market in 2015, supported by new apps that educate consumers on product usage, propel the perennially vibrant at-home beauty devices market by 18%, finds the recently published European volume from Kline’s Beauty Devices: Global Market Analysis and Opportunities report series. Growth is strongest in Eastern Europe and some Western markets, such as Germany and the United Kingdom.
A new segment of coverage for this year’s report series is the emerging hair regrowth products category. This category benefits from increased marketing surrounding the efficacy of the devices. “Hair regrowth has been around for over a decade, with HairMax being in the European market since 2002,” comments Ewa Grigar, Project Lead for the report series.
Boosted by the revolutionary introduction of bond multipliers, as well as easier access to care and styling products through expanded distribution, the salon hair care market in the United Stated shows the highest annual growth in more than five years. Recording a rounded 6% increase in 2015, the market remains vibrant, particularly due to categories like conditioners and hair coloring, which grow above the overall market’s increase. Additionally, the rise in independent brands, such as Kevin Murphy, Oribe, Unite, Keune, and AG Hair, provides increased competition for the leading brands.