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Euromonitor Identifies Elements Re-shaping the Beauty Landscape

Posted: April 27, 2012

Euromonitor International, in partnership with In-cosmetics 2012, hosted a press briefing session to present the latest research on global trends in the beauty industry. The market research company discussed four elements re-shaping the beauty landscape and gave its predictions for the beauty industry over the next five years. The presentation featured Euromonitor’s global head of beauty and personal care research, Irina Barbalova, and senior personal care company analyst, Oru Mohiuddin.

Barbalova explained that the industry, which saw 5% overall global growth, is continuing the upward curve that was evident in 2011, mainly due to the strong performance of premium market products. Premium cosmetics outperformed mass cosmetics across Western Europe, North America and Asia Pacific in 2011, with 4.7% growth. “The resilience of the industry and the rise of premium products over mass products illustrate one of these global shifts we witnessed last year,” said Barbalova. “As companies compete for lower consumer budgets, they explore new ways of engaging with consumers.”

Euromonitor’s latest research shows that leading beauty industry companies are seeing growth in emerging markets, but the recession in western markets is challenging their business model—leading them to re-consider their approach to retail, mergers and acquisition, innovation and new products positioning in order to remain successful and relevant.

“We see more leading companies engaging in, for example, streamlined commitment to sustainability, as they see themselves taking on a broader role of improving consumer lives,” said Mohiuddin.

In the In-cosmetics launch of its “Inspired by Life” campaign and approach to the market, branded as Care Creations, BASF also has identified the importance of filling a need and addressing a need in consumers’ lives. The company showcased its latest innovations (including synthetic mica-based pigments, high-performance hair care ingredients and cosmetic actives) while inviting brand owners to experience how the market can be shaped by innovations inspired by life.