Market Research > Consumer Products > Beauty Marketing: U.S. Promotional Activities and Strategies Assessment

Market Research Reports: Beauty Marketing

Beauty Marketing: U.S. Promotional Activities and Strategies Assessment
Published March 2012

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  • Description
  • Regional Coverage: United States
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    DESCRIPTION

    A comprehensive analysis of the changing face of beauty marketing in the United States for personal care products focusing on key trends, developments, changes, challenges and business opportunities, and addressing such issues as:

    • Types of marketing approaches major beauty marketers are employing
    • How beauty companies and brands are connecting with their customers
    • Beauty marketing best practices
    • New trends in social media and relation to the marketing mix
    • Latest trends in sampling, mobile marketing, and viral marketing
    • Use of special events and sponsorships
  • Contents
  • TABLE OF CONTENTS  
     
    Introduction

    Executive Summary
      Key trends
      Challenges and opportunities

      Industry cost structures for marketing and promotional expenditures
      Key lessons learned
    Marketing Methods
    The following information is provided for each of the marketing methods segment listed in Table 1 below.
      Recent history and use of method

      New trends and developments

      Importance and relation to marketing mix

      Examples of what brands are doing

      Appraisal and expected future trends
    Brand Profiles
    For each of the brands listed in Table 2 below, the report provides information on its changing marketing approach relative to the marketing methods listed in Table 1 below.
      Brand marketing background

      Review of overall marketing mix

      New developments

      Examples of 2010-2011 marketing initiatives
      Appraisal
     


    Table 1: Marketing Methods Profiled
      Advertising
      Blogs
      Coupons/price promotions/rebates
      Direct marketing
      Events/publicity/philanthropy
      In-store marketing
      Internet/websites
      Mobile marketing
      Sampling
      Social media
      Videos


    Table 2: Brands Profiled

    Avon

    Gillette

    Axe

    Lancôme

    Bare Escentuals

    MAC

    Bath & Body Works

    Maybelline

    Burt's Bees

    Neutrogena

    Clinique

    Olay

    Cover Girl

    Old Spice

    Dove

    Pantene

    Estée Lauder

    Proactiv

     

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  • Scope
  • Beauty Marketing: U.S. Promotional Activities and Strategies Assessment provides subscribers with a detailed analysis of industry marketing trends and developments for the personal care industry in general and for key beauty brands.

    The study focuses on these industry trends and developments, as well as:

    • Marketing trends relative to the personal care industry
    • Understand how marketing methods have changed over the past few years
    • The rise of social media, how it is changing the landscape of the beauty marketing, and how to integrate with traditional media
    • In-depth profiles of the marketing activities of the major beauty brands
    • Marketing and promotional best practices for the beauty industry
    • How beauty companies are creating traffic and leads
  • Key Benefits
  • This report enables subscribers to exploit business opportunities by understanding what is happening in the fast changing marketing arena.

    Specifically, this report assists subscribers by providing:

    • A highly reliable and independent assessment of marketing activities employed by beauty firms
    • An unbiased appraisal of emerging marketing techniques
    • Competitive intelligence for use in benchmarking
    • What new marketing methods have consumers been receptive to and why
  • Methodology
  • Kline is unmatched in our ability to gather hard-to-get market and competitive intelligence with a high degree of confidence.

    Kline's market analysis approach relies heavily on primary research, employing the use of telephone interviews to capture insights and information from a wide range of industry experts and opinion leaders including personal care manufacturers and marketers, distributors and suppliers, key retailers, public relations and advertising executives, and other direct influencers on marketing and promotional decisions. This approach has proven to be the most effective and reliable approach to obtaining accurate market data, capturing expert insights, and identifying business opportunities.

    The analysis is supplemented by a thorough review of secondary research drawn from marketing literature, brand websites, samples, special events, magazine advertisements, collection of coupons, industry blogs, recent trade articles, social media, and other internet sites.

    The cost structure and expenditure information is drawn from Kline's latest edition of Personal Care: U.S. Competitor Cost Structures.

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