‘Stylish’ women are active spenders, loyal to ‘winning brands’
NEW YORK Women who consider themselves “stylish” and follow the hottest fashion trends are actively spending in 2010, with a greater focus on quality and value, according to a recent study.
The “Why She Shops: The 2010 Fashion and Beauty Study,” conducted by Bain & Co. in cooperation with Vogue magazine, found that while style-conscious women still are skeptical about paying full price, they explicitly are seeking durability when it comes to buying clothing and accessories. Furthermore, as it relates to apparel, accessories and beauty brands, loyalty is “the consistent thread for winning brands.”
“Big or small, mass or luxury, older or younger, the consistent thread for winning brands is loyalty,” stated Erika Serow, a Bain Retail practice partner and lead author of the study.
The study, which surveyed more than 5,000 female shoppers in June 2010, also found that when it comes to luxury, 15% of style-conscious women accounted for 70% of luxury spending in apparel, accessories and beauty.
Style-conscious women are shopping both in stores and online. When shopping in stores, they prefer specialty or vertical retailers to typical department stores, spending 55% of their apparel spend and 40% of their accessories spend with specialty retailers. They purchase beauty products at a mix of mass merchants, drug stores, vertical retailers or grocery outlets.
Online, the participants indicated that they spend nearly twice as much on apparel, accessories and beauty products as the average woman. Despite being much heavier users of mobile and social media than the average population, they only are beginning to use text messages to help them shop (5%), to rely on social networks for shopping ideas (10%) or make purchases from their mobile phones (12%).
Innovation, broader reach light up sun care market
There’s no doubt that awareness of the dangers of unprotected sun exposure is growing, but sun protection products, which make up the bulk of the sun care market, still represent one of the few segments in the U.S. beauty and personal care market that has relatively low household penetration, according to research firm Euromonitor International.
The good news is that innovation in the mass-market sun protection segment has helped bolster sales, with sun protection being the only sub-sector to see growth in 2009, with an increase of 2%. Premium sun care products haven’t fared as well, as cash-strapped consumers have been reluctant to pay the higher price points, according to Euromonitor’s U.S. sun care report released in May.
Manufacturers are expected to continue to offer sun protection products that offer additional benefits, such as anti-aging properties and natural ingredients. However, judging by some of the products being promoted at the ECRM Sun Care EPPS in July, manufacturers also may be looking to capture consumer interest groups far beyond the beach.
One such company is Sierra Summits Skin Products, which makes High Altitude Adventure sunscreen, Tahoe Kids Adventure sunscreen and Apres Ultra Lite daily facial moisturizer with SPF 46.
Developed by a board-certified practicing physician assistant with Dermatology Associates of Northern Virginia, the brand was created to capture the lifestyle of the Sierras, an adventure playground for hikers, cyclists and travelers. Sierra Summits works to promote the use of sunscreens during the winter months, as well as the summer, and has suggested that retailers consider offering a “winter set.”
There also is Arnold Palmer sunscreen by DriGrip. In early 2010, DriGrip partnered with famed golfer Arnold Palmer to create the sunscreen especially for golfers. When applied, it dries to a powder finish, leaving no oily residue. The company also offers DriGrip for fisherman and DriGrip for industrial workers.
Skin care benefits help to color makeup
PORT WASHINGTON, N.Y. —Makeup products with a skin care benefit, such as SPF protection, continue to be of great interest among women, despite the fact that overall makeup usage appears to be down, according to market research company the NPD Group.
Overall usage of makeup products among 18- to 64-year-old women is down five percentage points in 2010, relative to 2008. Among women who do wear makeup, a growing number (up 1%, equivalent to about an estimated additional 1 million women, based on projected population taken from the U.S. Census) are wearing only one makeup product per given day, according to NPD.
But while overall makeup usage is down, an area of growing interest is makeup products with skin care benefits. According to NPD, nearly 9-out-of-10 (86%) makeup users have used in the past year a makeup product that contains a skin care benefit.
Moisturizing (54%) and SPF protection (51%) are the most cited skin care benefits contained in the makeup products women used. These were followed by oil-free/won’t clog the pores (32%), reduces wrinkles/ fine lines (30%) and natural/mineral-based (27%).
About 6-out-of-10 women who used makeup with skin care benefits are using these types of makeup products in addition to using skin care products with the same benefits. Nearly 2-out-of-5 women are using makeup products with skin care benefits instead of skin care products with the same benefits. The study was fielded March 10 to 31.