Niche Segment Rewriting the Rules in the Beauty Industry: Part II

  • ID: 4060331
  • Report
  • Region: Global
  • 37 pages
  • Euromonitor International
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Niche labels effectively exploit consumer megatrends to drive innovation and fill gaps missed by legacy brands. Several new entrants embody qualities that target healthy and clean living, and personalised and experiential features. Their force is facilitated by digital tools, such as app-based diagnostics, and social media to voice their story, especially with retailers previously sceptical on their potential. Hi-tech ventures are the new M&A targets for players seeking to renew their portfolio.

The Niche Segment Rewriting the Rules in the Beauty Industry: Part II global briefing offers an insight into to the size and shape of the Beauty and Personal Care market and highlights buzz topics, emerging geographies, categories and trends as well as pressing industry issues and white spaces. It identifies the leading companies and brands, offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change and criteria for success. The report also explores developments in the premium vs mass/masstige segments, and the evolution of novel beauty concepts.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Sets/Kits, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Beauty and Personal Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
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1. Introduction

  • Scope
  • Objectives
  • Key findings

2. Search for Authenticity: A Focal Point in Niche Beauty

  • Trend-setting brands set tone for the wider beauty industry
  • Personalisation a precursor for small-scale brands to extend lines
  • “Green, clean and sustainable” part and parcel of holistic beauty
  • Digital engagement connect niche brands directly to consumers
  • Strength of niche beauty reinforced as niche-only retailing flourishes
  • Cross-industry niche innovation thrives as focus turns to wellbeing
  • Niche labels propel the growth of non-conformist Western beauty

3. Case Study 1: Deciem

  • Deciem: Focus on customisation with multi-SKU brand empire
  • Steering brands towards “hero” status delivers value

4. Case Study 2: LOLI Beauty

  • LOLI Beauty: All-rounder in “green”, “clean” and sustainable beauty
  • Green packaging and water efficiency would fortify brand’s ethos
  • Heighten credibility with strategic alliances, do not go overboard

5. Case Study 3: Glossier

  • Glossier: Start-up grows, leveraging beauty enthusiasts’ insights
  • Glossier’s natural digital inclination facilitates entry in new markets
  • Glossier’s vertical integration opens up potential for personalisation

6. Case Study 4: Beauty Pie

  • Beauty Pie: You get what you typically pay for…for a lot less
  • A sustainable price model?

7. Case Study 5: Mother Dirt

  • Mother Dirt: Use of probiotics reinforcing unconventional beauty
  • Pioneers leverage success of probiotics beyond the beauty industry
  • Mother Dirt faces challenges to stay relevant and sustainable

8. Case Study 6: Pryaderm

  • PryaDerm: Traditional preparations infiltrating mainstream beauty
  • Seek partnerships with a beauty player sharing a similar ethos

9. Key Takeaways

  • Niche labels redefining the beauty industry’s new world order
  • Beauty industry evolution: Three pillars
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Niche brands have potential to undercut legacy premium labels

Several niche labels compete on functional quality at relatively low price points when compared to premium legacy brands. This may hit a nerve, as consumers realise that product quality does not always justify excessive mark-ups. Essentially, niche brands are using their “honesty” as a weapon.

Personalisation follows multi-SKU customisation

Digital diagnostic solutions and blend-it-yourself products are driving personalisation with the help of an “authoritative voice”. Consumers can better match product choices to their personal needs. Where personalisation is not yet on a brand’s portfolio, focus should be on a product’s “hero” effect to consumers.

The competitive edge from green and clean claims is fading, as they become pervasive

As eco-friendly claims proliferate, they become a given. Brand owners need to go a step further by adopting fully-fledged green and clean labels, such as water-efficient solutions, and packaging conducive to cutting waste, such as refillable options, and dispensing solutions that utilise the pack’s full content.

Health-based beauty solutions take multiple facets, beyond dermocosmetics

Niche brands are driving multi-dimensional remedies in dermocosmetics, with the launch of probiotics-based solutions and a comeback of traditional remedies such as TCM, Ayurveda and Andean herbal mixtures. Brand owners may need to lobby for regulations to protect “honest” solutions from rivals exaggerating their claims. Consumers, while discerning, generally remain unable to make technical distinctions for a fully-informed purchasing decision.

A boom in hi-tech startups piques the interest of beauty players in forging alliances

While acquisitions of high-equity brands facilitate value creation, partnerships with novel start-ups before they even bloom allow the larger partner to pool financial resources and strategic know-how to help the start-up to grow, while reaping the benefits from the onset. The advantages extend to granting the start-up owner the autonomy needed to operate without too much interference.

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