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 2009 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:

• Expenditure peaked in June 2008 with £2,675,945 spent on cosmetics and toiletries direct mail
• 51% of female heavy cosmetics users have done something in the past 12 months as a result of the direct mail they’ve received
• Women over 45 and ethnic groups are under-served by make-up brands and cosmetics marketing
• Adults who spend a lot on toiletries and cosmetics are most likely to be the highest responders to direct mail.