Mail in the cosmetics and toiletries sector

The health and beauty sector has been a strong performer in recent years, thanks to increasing interest in premium products, personal health, well-being and image, higher disposable incomes and an expansion in the number of specialist stores.

Using research by TGI, Nielsen, Mintel, and Billetts, this 2011 MMC report highlights the strengths and weaknesses of the sector and examines current market conditions.

With an analysis of the media share of ad spend, it also reveals the main target audiences by age, gender and socio-economic group and looks at the response rates to mail and other media channels of heavy users of cosmetics and toiletries.

Key findings include:

• ‘Down to earth’ is a key trend for 2011 with growing demand for plant-based ingredients, free-from formulas and sustainable formulas.  In 2010, 13% of new cosmetics, skin and hair care products were labelled paraben-free , up 5% from 2008. Almost 9% made the organic claim, twice as many as in 2007.
• 47% of female heavy cosmetics users bought or ordered something after receiving direct mail
• 26% visited a store
• Female heavy users of cosmetics are three times more likely than average to try a new product or service in response to receiving direct mail