Professional & Expert Personal & Oral Care Solutions: Future Trends & Perspectives

Consumers are looking to premium products with professional quality and efficacy levels to answer their personal care needs. Time-scarcity and the desire to spend more time at home are driving them to seek products that facilitate pampering and functionally effective personal care treatment off-the-shelf. This report details the trends behind the shift towards these products in the US and Europe.



Report Highlights
Almost 50% of consumers are concerned about the signs of aging, while around two in three are concerned about body shape. Personal appearance is now a major concern for consumers and is associated with wellbeing. While cosmetic surgery is on the rise, it remains inconvenient and expensive, and consumers will seek out viable alternatives. Although consumer affluence is rising, it often comes at the expense of spare time. Consequently, more effective home use products are increasingly sought, with consumers willing to trade-up to premium products, particularly if they offer convenience benefits. A premium product which is positioned as 'professional' must be able to provide added benefits when compared to a mass distribution brand. Consumers are now more connected and more likely to conduct research before making a purchase. They are also increasingly questioning of industry product claims and so results must be tangible.


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Overview 1
Catalyst 1
Summary 1
Executive Summary 3
Introduction 3
The Future Decoded 3
Consumers seek professional solutions to personal care needs 3
Cosmetic surgery continues its move to become a mainstream solution 3
Consumers increasingly look for professional quality and efficacy at home 4
Consumers' on-the-go personal care occasions are increasing 4
Ethnic-specific spas and salons have paved the way for a more segmented, targeted personal care market 4
Consumers have higher expectations of personal care products 4
Consumers seek to improve their appearance in the workplace 5
Endorsements from industry professionals and experts add credence to products' claims 5
Action Points 5

The Future Decoded 9
Introduction 9
Defining "professional and expert" personal care products 9
Trend: consumers seek professional solutions to their personal care needs 9
Health and wellbeing have become key considerations in consumers' personal care regimes as consumers adopt holistic approaches to meeting their health and wellness needs 10
Consumer demand fuels continuing growth in spa and salon networks in Europe and the US 11
Massage and facials are the most popular spa services 11
Away-from-home personal care occasions are increasing with the rise of "spa-travelers" 12
The spa experience is evolving as consumers seek customized solutions 13
Spa-going mothers desire products and experiences designed for them and their babies 14
Dental Spas are gaining popularity 14
Key take-outs and implications 15
Trend: cosmetic surgery continues its move to become a mainstream solution 15
Cosmetic surgery has become more acceptable 16
The US is the largest cosmetic surgery market 16
Breast augmentation was once again the most popular cosmetic surgery procedure in the US in 2006 19
Minimally invasive procedures have become the most commonly practiced cosmetic procedures 20
Minimally invasive procedures have cost and convenience advantages 22
Consumers are seeking cosmetic surgery abroad 22
Male cosmetic surgery is on the rise 23
Teens are increasingly opting for cosmetic surgery 23
Key take-outs and implications 23
Trend: Consumers increasingly look for professional quality and efficacy at home 24
Less spare time leaves consumers trading off between home treatments and salon and spa visits 24
At-home alternatives to cosmetic surgery gain popularity 25
Case Study: StriVectin proves hugely popular in the US 25
Home tooth whitening kits appear as an alternative to professional treatments 26
Professional quality is expected by consumers in everyday products 27
Key take-outs and implications 28
Trend: consumers' on-the-go personal care occasions are increasing 28
More hectic lifestyles lead to more time spent away from home 28
Salons and spas are being opened at transport hubs and other urban locations 29
Key take-outs and implications 30
Insight: ethnic-specific spas and salons pave the way for personal care products to become increasingly focused on individual consumer needs 30
Ethnic-specific products are now available to consumers and the market is showing strong growth 31
Key take-outs and implications 32
Insight: consumers have higher expectations of personal care products and services 32
Functional benefits are sought in everyday products 32
Key take-outs and implications 34
Insight: consumers seek to improve their appearance in the workplace 35
Many professional companies are seeking to portray a younger image 35
Managers and supervisors are often judged on looks before ability 35
Recruitment and promotion prospects can also be enhanced by physical appearance 36
Key take-outs and implications 36
Insight: endorsements from industry experts and professionals give credence to products' claims 36
Consumers are skeptical of industry product claims 36
Women are more willing than men to pay a premium for personal care products 37
Celebrity endorsements have grown in popularity with corporations despite consumer distrust 37
"Doctor Brands" prove popular, particularly in the US 38
Case Study: Dr Perricone 38
Key take-outs and implications 39
Action Points 39
Introduction 39
Action: use salon and professional credentials when positioning products at the premium end of the market 39
Action: promote home-use alternatives to cosmetic surgery 40
Rodial announced launch of Glamotox in 2007 as an alternative to surgery 41
Action: prestige positioning of products must be supported with the latest active ingredients and functional benefits 41
Consumers are looking for innovation 42
Calming and therapeutic properties are popular with consumers looking to relieve stress 42
Fears over certain ingredients can also lead to opportunity 43
Action: align new products with the growing "natural" trend 44
Action: product packaging can be used to create a professional image 47
The color of packaging has an impact 47
Action: use controlled rollouts to distribution channels to maintain professional credentials of products 49
Action: the right endorsement can be used to gain the trust of the consumer 50
APPENDIX 51
Definitions 51
CAGR 51
Significance score 51
The Natural Personal Care Market 51
Natural 52
Organic 52
Methodology 52
Further reading 53
Ask the analyst 53
Datamonitor consulting 53
Disclaimer 53

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Table 1: Number of spas and salons, Europe and US, 2001-2011 11
Table 2: Number of staying away from home personal care occasions (millions), Europe and US 2001-11 13
Table 3: Number of cosmetic surgery occasions, US and Europe, 2001-2011 18
Table 4: Spending on cosmetic surgery, (US$ m), US and Europe, 2001-2011 19
Table 5: Most popular cosmetic surgery procedures in the US, 2006 20
Table 6: Most popular minimally invasive procedures in the US, 2006 21
Table 7: Average costs of surgical versus minimally invasive cosmetic surgery procedures, ($), US, 2006 22
Table 8: On-the-go personal care occasions (millions), US and Europe, 2001-2011 29
Table 9: Consumer survey: percentage of consumers who would be willing to pay more (any percentage) for cosmetics and toiletries with active ingredients for their specific requirements by gender and lifestage 37
Table 10: Popular natural ingredients in professional haircare products 45
Table 11: The natural personal care market, Europe and US, 2001-11 46


Figure 1: Personal appearance is an increasing concern to US and European consumers 9
Figure 2: US and European consumers are looking to reduce stress levels 10
Figure 3: US and European consumers are concerned by the signs of aging 12
Figure 4: Body shape is a big concern for European and US consumers 17
Figure 5: Comparison of cosmetic surgery market in the US and Europe, 2001-2011 17
Figure 6: Comparison of most popular surgical procedures, US, 2001-2006 20
Figure 7: Comparison of most popular minimally invasive procedures, US, 2001-2006 21
Figure 8: The driving factors of professional personal care products in the home 24
Figure 9: The StriVectin range benefited from its original intended medical usage 26
Figure 10: Tooth discoloring is a big concern for US and European consumers 26
Figure 11: US and European consumers look to trade up to prestige products 28
Figure 12: Cucumba and XpresSpa: meeting consumers' on-the-go personal care needs with professional solutions 30
Figure 13: The Alter Ego haircare range, a premium range designed to meet the specific needs of Hispanic Americans 32
Figure 14: Effectiveness of product is the principal reason for purchasing premium products 33
Figure 15: Colgate toothpaste products are segmented by additional benefits 34
Figure 16: Redken's campaign aiming at the premium end of the market 40
Figure 17: Rodial's Glamotox daily moisturizer, marketed as a cosmetic surgery alternative 41
Figure 18: Innovative technologies become increasingly popular with US and European consumers 42
Figure 19: More US and European consumers are seeking out products with calming and therapeutic ingredients 43
Figure 20: Benefit trends across skincare products, US, 2006/7 43
Figure 21: European and US consumers are wary over certain ingredients 43
Figure 22: European and US consumers have increased their consumption frequency of naturally based products 45
Figure 23: Personal care products featuring natural ingredients 46
Figure 24: Oil of Olay has used black and white in its packaging for many years 47
Figure 25: Brands using silver and black to create a premium look to packaging 49
Figure 26: Natural personal care is best analyzed from the perspective of "broad", "narrow" and "organic" definitions 52


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