Artikel De Onderbouwing (december 2012) - Scheudersstudieprijs 2012
Brandstorm 2012
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Transcript of Brandstorm 2012
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201015 CAGR 2%
2010/15 TOTAL 10.3%
Current:
An improved overall operang environment and consumer spending were reflected
in an improved but sll fairly slow pace of growth demonstrated by the Canadianbeauty and personal care market. In 2010 sales grew by a lile over 3% in current
value terms to reach C$8.4 billion. Although focus on mass market products
remained strong, reflected in product development, adversing and consumer
purchases. However, premium segment did see some recovery in sales, contribung
to increase in value of sales. Improved performance of premium products was seen in
products such as skin care and colour cosmecs, although not all brands were
benefing equally.
Outlook:
The economic outlook in Canada for the forecast period is posive. Industry sources
indicate that the Canadian economy is expected to register real GDP growth of 23%
annually over the forecast period. Addionally, the sll relavely high unemployment
rate is expected to fall closer to prerecessionary levels, which is in turn expected to
help support consumer spending in retail
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Consumers place @ght controls of their spending on beauty and personal care
products
Growth will not be driven by expanded usage by consumers but by an emphasis on
marke@ng and product development. However, notable innova@on is deteriora@ng
causing many manufacturers to resort to crea@ve marke@ng to coax consumerstowards highmargin products.
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Colour cosmecs sales are forecast to grow by a total of 1% over the 20092014 period inconstant value terms, aer having declined by 3% between 2009 and 2014
The growing trend towards simplicity may also prompt consumers to pare down theirroune and reduce colour cosmecs purchases, or turn to other products, such as nted
moisturisers
Eye makeup is expected to be the best performing subsector in the forecast period. Valuesales of eye makeup are forecast to grow by 8% in constant value terms between 2009and 2014.
Manufacturers are expected to retain consumer interest through technologicalinnovaons, especially in mascara. As a result, value sales of mascara are expected to
grow by 12% over the forecast period.
Sales of facial makeup are forecast to grow by 3% in value terms between 2009 and 2014.Facial makeup sales grew by a higher 5% rate over the review period, as consumer
demand for mineral makeup helped drive sales.
In the absence of strong innovaon, lipscks will connue to suffer, despite the efforts ofbeauty editors to bring back lipsck. Nevertheless, the 11% projected decline for lipscks
is an improvement from the 19% decline in the 20042009 period.
Potenal company acvity is likely to revolve around product development, such as moreskin care benefits, improved product delivery systems and more natural products. The
ageing of baby boomers is expected to boost the development of products with an
ageing benefits. Companies are likely to introduce more sophiscated product applicators,
such as LOrals True Match Roller
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Other includes:
Coty Inc, 3.3 % ColgatePalmolive Co 3.3 % Avon Products Inc, 2.0 % AlbertoCulver Co 1.8% Kao Corp 1.6% GlaxoSmithKline Plc 1.5% Clarins SA 1.3% Energizer Holdings Inc 1.1% Henkel AG & Co KGaA 1.0% Beiersdorf AG 1.0% Yves Rocher SA 0.9%
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Olay 2.6% market share
Pantene 1.5%
Covergirl 1.4%
Clairol 1%
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Clinique 1.9%
Estee Lauder 1.0%
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Dove 2% market share
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Surveyed 50 women between the ages of 1840 as body shops main consumer is
female
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Beauty products include
Skin care Colour Cosmecs Bath and Shower Haircare
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Source: Mintel reports for 2009 and 2010
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Values 10 million use discounts to buy products, 28% cung back on treats
DIY + Social Media = learn your own beauty applicaon on websites like YouTube
over 2 million views
Ethical 50% deems ethical issues important
Easy to make comparisons among brands using social media
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LUSH "Shower Jellies", gelanlike semisolid shampoo and body wash; "Toothy
Tabs", solid toothpaste tablets; and "Bath Bombs," solid balls made of sodium
bicarbonate that fizz with different scent, previous supplier to THE BODY SHOP
Body Works Signature home fragrance scents, including plugin Wallflowers,Scentports, candles, room sprays and fragrance oils
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Ethical Stance Partnership with developing naons
All Brands compete in ethical products category offering similar value proposion, i.e.
100% Vegetarian, No animal Tesng, Natural Based ingredients, Ethical sourcing
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Women do appreciate acons of Body Shop, know its environmental consciousness is
part of ethos and not token appearance but need greater innovaon
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Introducing the Chameleon
Combines cosmecs + technology
Belief that consumers are constrained by the colour opons available in market, they
arent allowed to customize colours they want that they see occurring in naturalenvironment
The technology would mix natural dye pigments (offered by body shop) with white
natural base (i.e. mineral powder, lipgloss, eyeshadows)
Face recognion screen and soware and camera will provide soluons of how to
achieve certain looks for specific skin tone and will allow easy sharing across social
media plaorms
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