Jamie Matusow, Editor10.20.11
There’s nothing like working on the analysis of the Top 20 Global Beauty Companies to hammer home the current trends in the industry, and this year’s research was no exception.
The one overriding trend is the ongoing race for new global consumers. With shoppers ever more careful to open their pocketbooks, the sheer numbers of purchasers via populations in emerging markets—do the trick as far as growing sales.
To this end, there’s a dichotomy of trends in the beauty world, highs and lows, so to speak. On the one hand, large manufacturers are revving up mass brands, hoping to capture shoppers with value or even, basic necessities. On the other, the push for growing prestige brands may be greater than ever as emerging middle class populations and global purchasers eager for “small luxuries” send premium brands soaring further into the black.
Key to success in both areas is, of course, the packaging.
You’ll find many examples of how our Top 20 focused on utilizing packaging to attract not only mass and premium shoppers, but more specifically, anti-agers, male consumers, gen z shoppers, emerging populations and those with specific regional beauty routines and requirements.
In our online edition (please see www.beautypackaging.com), Euromonitor’s Dr. Benjamin Punchard also reports on how demographics impact beauty and personal care packaging. One example he cites is with Shiseido, which moved up to No. 5 on this year’s Top 20 list. The Japanese manufacturer recently introduced Senka skin care, looking to increase market share. The masstige-priced range relies on simple, refillable plastic bottles. At the same time, the company repositioned its premium skin care brand Clé de Peau Beauté to make it more expensive and exclusive and thus more desirable to its affluent customers. Opalescent bottles with gold highlighting and pump closures were employed to make it hard to resist.
The overall good news is that all indicators from the Top 20 Global Beauty Companies point to a general improvement in both the mass and luxury retail environments. And as we continue on in the second decade of the century, packaging continues to guide beauty brands as they pursue new consumers throughout the world.
We hope you enjoy this issue,
Jamie Matusow
jmatusow@rodpub.com
The one overriding trend is the ongoing race for new global consumers. With shoppers ever more careful to open their pocketbooks, the sheer numbers of purchasers via populations in emerging markets—do the trick as far as growing sales.
To this end, there’s a dichotomy of trends in the beauty world, highs and lows, so to speak. On the one hand, large manufacturers are revving up mass brands, hoping to capture shoppers with value or even, basic necessities. On the other, the push for growing prestige brands may be greater than ever as emerging middle class populations and global purchasers eager for “small luxuries” send premium brands soaring further into the black.
Key to success in both areas is, of course, the packaging.
You’ll find many examples of how our Top 20 focused on utilizing packaging to attract not only mass and premium shoppers, but more specifically, anti-agers, male consumers, gen z shoppers, emerging populations and those with specific regional beauty routines and requirements.
In our online edition (please see www.beautypackaging.com), Euromonitor’s Dr. Benjamin Punchard also reports on how demographics impact beauty and personal care packaging. One example he cites is with Shiseido, which moved up to No. 5 on this year’s Top 20 list. The Japanese manufacturer recently introduced Senka skin care, looking to increase market share. The masstige-priced range relies on simple, refillable plastic bottles. At the same time, the company repositioned its premium skin care brand Clé de Peau Beauté to make it more expensive and exclusive and thus more desirable to its affluent customers. Opalescent bottles with gold highlighting and pump closures were employed to make it hard to resist.
The overall good news is that all indicators from the Top 20 Global Beauty Companies point to a general improvement in both the mass and luxury retail environments. And as we continue on in the second decade of the century, packaging continues to guide beauty brands as they pursue new consumers throughout the world.
We hope you enjoy this issue,
Jamie Matusow
jmatusow@rodpub.com