Webpackaging logo

US Beauty market closely linked to the rise of smartphones

  • MakeUp in
North America, USA, US - The Northeast, Beauty, Personal Care, Cosmetics, Make Up, Shows, Associations, Media, Packaging Trade Shows, Events, MakeUp in

Never, before, heavy-weights in the US makeup and skincare market will have been confronted to such a revolution in consumer beauty products. A totally new dynamics, coming from Internet sales, social networks, bloggers, which is at worst, destabilizing and, at best, giving a real boost to leading brands in the industry. The next edition of MakeUp in NewYork and more particularly its conference cycle will place a special emphasis on this phenomenon. One thing is sure, nothing will ever be the same again! The proof...

All recent studies prove it, "In the United States, domestic brands and niche brands alike, use the power of social media to communicate with their consumer targets." Hence, according to the Cosmetics & Toiletries USA study undertaken by Kline, "The fact that small brands, especially in the makeup category, are the ones with the strongest growth, confirms the power and capacity of social media to reshuffle the cards among players with big advertising budgets, and smaller niche brands that not have such marketing budgets." The study also demonstrates the power that these companies have in terms of sales.

100% "mobile"!

Again according to the study, "mobile devices play a crucial role in the customization of the beauty routine of consumers. Sephora launched Pocket Contour, a 100% mobile experience designed to help beginners acquire the contouring technique. Applications like Beautiful Me or Plum Perfect are a help to digitally identify the skin tone of users and give advice on the ideal makeup based on pictures of the user on social networks. "Boosted by demands from the selfies generation, lipsticks and lip gloss are the products which recorded the highest growth (more than 8%) in 2015".

The finding is the same at NPD: "smart brands and retailers are embracing the opportunities presented by the changing dynamics of the beauty industry. Social media, new consumer attitudes and behaviors driven by Millennials, staying power of the Boomers, and mobile retail formats are just some of the influencers' key to effective strategies".

The explosion of skin complexion products

According to the recent study "Augmented Beauty - Latest Beauty trends in the USA", undertaken by Cosmetics Inspiration & Creation, "the US beauty market is driven by strong growth, with the makeup industry being the main driver.

Color is the expression of increasingly unbridled creativity with strong color bias, innovations and the explosion of skin complexion products for the Millennials and more particularly the popular selfies".

Online sales, up 30% in the 1st quarter of 2016!

Also according to the NPD Group, the Prestige beauty market recorded in 2015 a growth of 7%* in the Beauty sector, driven by makeup at +13%. Beyond the initiatives of traditional brands, "indies brands" (independent niche brands), were strong contributors, and more interestingly, the on line prestige market has been experiencing in recent months a somewhat insolent growth (+ 30% for on line prestige makeup in the first quarter of 2016*).

The Beauty market in the US, which is closely linked to the rise of smartphones (71% of Americans have one**), changes the beauty habits and representations of beauty in this country. The dynamics of social networks and the explosion of YouTube have created a platform to exchange on beauty subjects. The number of videos dedicated to Beauty has grown by more than 50%*** on YouTube, with half of them concerning makeup. Instagram and Snapchat play a considerable role in the representations of femininity in the US. Influencers are the new artists and looks are more assertive and bolder.

Indie brands (independent and alternative brands) have made of social networks their favorite playground. They master perfectly their codes and have the required flexibility to ride the trends and adapt to women's requirements. Brands have developed on online sales, and find as a setting, concept stores and lifestyle stores eager for breakthrough innovations.

More than ever, US brands are revolutionizing the Beauty world! Roll on MakeUp in NewYork!

Sources: NPD Group and WWD Press Release / ** Pew Research Spring 2015/ *** Pixability 2015

See also

MakeUp in SaoPaulo interviews Joao Carlos Basilio President of ABIHPEC

The third edition of MakeUp in SaoPaulo will take place on December 7 and 8 next at the Centro Rebouças in Sao Paulo. An edition that will take place in a slightly gloomy economic climate, as everyone knows. But paradoxically, the cosmetic sector in general and the make-up / skincare sector in particular are doing rather well. The statistics published in March 2015 by the ABIHPEC prove it and recent projections since this date confirm it. Overview with Joao Carlos Basilio, the President of the ABIHPEC.

In today's rapidly and constantly evolving beauty biz, it seems that the more things change, the more they stay the same. Or do they? In this deep-dive look at the state of beauty, Jennifer Stansbury from The Benchmarking Company shares findings from TBC's latest PinkReport: "The American Consumer's Obsession with Beauty Products, Yesterday, Today and tomorrow": A retrospective look at yesterday's beauty trends, influencers and behaviors, as well as a comprehensive examination of today’s beauty landscape.

On July 13th seven members of the MakeUp in New York Jury, comprising some of the most prestigious brands in the Beauty industry, came together at the request of the MakeUp in NewYork organizers to select the three winners of the competition "Innovation and Packaging Creativity" organized each year with several American universities. The three laureates will be awarded on September 7 at 6pm at the MakeUp in NewYork event. An evening which will also be animated by an original presentation from the FIT students.

Will the UK remain a platform of access to the European make-up market?

The make-up sector is booming in the UK. Although the Brexit brings some uncertainty, the indoor market is vibrant and businesses are creative, bringing fresh ideas, and reshaping standards. At a round table bringing testimonials from the brand, retail and manufacturing side, MakeUp in New York will bring insights into the world of make-up in the United Kingdom, and draw the trends in textures, formulas, packaging of this vibrant market.

MakeUp in NewYork: Reflection of American and Latino dynamism

More than a hundred exhibitors, including 30% first time exhibitors, a prestigious partner, Maybelline (L'Oréal Group), a new series of original and topical conferences with several dozens of high profile personalities from around the globe, indeed this sixth edition of MakeUp in NewYork promises to be particularly exciting. It must be said that, on the other side of the Atlantic, the "beauty" industry and more particularly the "makeup" industry are doing amazingly well. And not just in the United States, but also in Mexico and Canada.

The recent 7th edition of MakeUp in Paris – which brings to 18 the total number of "MakeUp In" events organised worldwide since the first edition in 2010 at Espace Pierre Cardin on the Champs Elysees – will no doubt go down in history as one of the best ever. It attracted over 3,500 visitors in just two days and more than 1,700 conference attendees, figures never before reached. All the keys for success were present, in other words a very busy, very "pro" show of increasingly international scope (29% foreign visitors), a clearly not-to-be-missed occasion!

MakeUp in discovers the ancestral bond between make-up and perfume

This will be one of the highlights of this seventh edition of MakeUp in Paris. As in the previous editions and with the active collaboration of the Anne Camilli et Cie Agency and its Musée à la Carte®, but also with Isabelle Ferrand, (Cinquième Sens Company), visitors will have the opportunity to discover more than 80 collectibles over 250 years old, demonstrating that make-up and perfume have always been closely related and they will also be able to participate to an olfactory workshop to test and try to recognize a selection of characteristic make-up scents. A great and exciting moment not to be missed.

A mix between on-line and off-line worlds, "Digital Store" concepts can now be seen in many sectors (cosmetics and well-being, of course, but also the hotel industry, food stuff, ready to wear...). The perfume and cosmetic sector are at the forefront. Equipped with innovative features such as connected shop windows, interactive POS or sales aid tablets, these new stores present offers to consumers, which perfectly match their profile and enable to learn more about their tastes and habits. At MakeUp in Paris, you will be at the heart of the issues raised by this new "digital mania".

It's unavoidable! A blend between online and offline worlds, Digital Store concepts and Digital applications now emerge in many sectors and the beauty industry is at the forefront, with leading brands in the domain. Equipped with innovative features such as connected shop windows, interactive POS or sales aid tablets, these new stores are enabled to propose consumers offers which are perfectly tailored to their individual profile and to learn more about their tastes and habits. For two days MakeUp in Paris will be central to this debate, with a brand new Digital Area at the Show entrance and a series of conferences that will bring together high level speakers.

  • Company News
  • English
  • Modified 26 Oct 2016
  • Hits 1067