the age of naturals
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The Age of Naturals looks at female consumers’ emotions, needs and
desires regarding wellness, natural products and beauty from the insideproducts and beauty from the inside
out. This report is a comprehensive all-natural look at the way the beauty
brands can play a major role in her new holistic lifestyle.
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Facts
• Consumer demand for natural and organic beauty brands is the single most important issue to impact the beauty industry in its history.
• The Age of Naturals contains consumer data and raw, emotional insights that turn 100 years of beauty marketing on its head!
The Age of Naturals is a unique offering in a sea of sales data-driven reports. Through 7 varied chapters and 72 tables of data exploring women’s
• motivations • fears • lifestyle choices • attitudes
• purchasing habits • marketing preferences • believability of claims • profiles, and more
…we learn not only which brands are selling natural/organic and inside/out beauty products the most to her – but most importantly WHY she continues to buy them.
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Key Findings and HighlightsAccording to industry reports, the global organic and natural beauty market is estimated to be around $5.5 billion for 2007, up 20 percent from 2006. Skin care products, including facial treatments, sun care and hand and body lotion account for roughly 55 percent of the market, while hair represents 17 percent and bath & shower gel take up 15 percent. Wellness trends are increasingly influencing natural personal care consumption. This back to nature/back to self-nurturing is catching on—and brands that know how to reach her with the right messages will win her heart.
Beauty brands offering natural and organic beauty products are helping women to reach a new beauty buying nirvana: the opportunity to not only buy beauty products, but to help themselves live a more holistic, stress-free and naturally beautiful lifestyle while giving back to the environment and avoiding products that are toxic t th i ki Th t f t i ti ti l t ib ti t th i h li ti l f i id / tto their skin. The concept of nutricosmetics or cosmeceuticals contributing to their holistic goals of inside/out beauty and the growing number of natural and organic beauty brands are deeply intertwined in their psyche.
Some of the 1,000+ statistics revealed in The Age of Naturals include:
• 61% of all women agree it is difficult to tell which beauty products are natural or organic and hi h t i ht 70% f h b t l b t d t d 31% f thwhich are not; right now, 70% of women who buy natural beauty products and 31% of those
who buy traditional beauty products claim to read labels carefully before buying beauty products.
• Forty-one percent of all women said they’d be willing to pay more for a product that was 100% certified organic with 34% saying they pay for if it wore the USDA Seal.
• Forty-five percent of all women said the main reason they buy natural/organic beauty d t i b f th i f f h i lproducts is because of their fear of chemicals.
• Three quarters of all women surveyed are ready to try a nutricosmetic beauty drink – they also reveal which delivery systems they’re open to trying.
• Bare Escentuals leads the pack as a woman’s favorite natural brand – find out which others are most recommended, which she feels is best on the market regardless of price; which is best per category (hair, skin, makeup), and which brands she’d never recommend – and why.
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Why Buy The Pink Report?The 2007 Pink Report™: Age of Naturals is a quantitative look at female consumer trends, attitudes and behaviors towards natural/organic beauty brands. The study is based on primary research from a 40-minute online survey of a nationally representative sample 1,800+ women across the U.S. ages 18-50+. The margin of error for an online survey with this sample size is +/- 4 percent, and it assumes a 95 percent level of confidence.
The Age of Naturals is a valuable asset for any company currently offering, or contemplating offering, natural or organic products to the public, for start-up companies contemplating a leap into the market with a promising new technology or ingredient, and for professional firms whose job it is to effectively market these products for brands. This comprehensive report details women’s feelings, fears, hopes, and brand favorites and provides an understanding of messages that are and are not working for her as well. Each response can be segmented
di t d i ft t d b b t th h ll b t l/ i b taccording to age range and is often segmented by buyer type: those who usually buy natural/organic beauty products and those who usually buy traditional beauty products, and a detailed demographic breakdown of the data is also provided.
This report will help:
• Brand Managers and marketing managers define market opportunities and develop targeted promotional plans for natural personal care products.
• Advertising and public relations agencies working with clients in the cosmetics industry to understand the natural/organic product buyer to develop messages that resonate with the female buyer.
• Research and development professionals to shape her product expectations, based on her needs, desires and motivations.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need.
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Sample Pages
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Table of Contents
Executive Summary Definitions Table of Contents
123 pages, cross tabulated by type of buyer (natural/organic beauty buyer and traditional beauty buyer)
Her Natural/Organic Knowledge Base • Two-page Section Summary and Pink Predictions • What she feels she knows about natural beauty labeling: • Percentage of natural ingredients she feels are in beauty
Methodology Brands Tracked Top Five Vitals
• USDA Organic Seal • Fear Factor • Science is Dead; Long Live Nature • The Increasingly Important Role of Doing Good
e ce tage o atu a g ed e ts s e ee s a e beautyproducts that are “all-natural”
• Percentage of natural ingredients she feels are in beauty products featuring natural products but not claiming to be all-natural
• What a beauty product with “botanicals” means to her • What a beauty product labeled “pure” means to her • Which type of natural beauty label is or is not labeled by
the US government • She’s Nutricosmetic & Cosmeceutical Ready
Her Self Care and Family Care Routine • Two-page Section Summary and Pink Predictions • Natural or organic beauty product purchasing intent • Her knowledge of the difference between a natural product
and an organic product
g• What a beauty product labeled “certified organic” means
to her • Her willingness to buy products that have earned the
USDA Organic Seal distinction, by type of buyer • Ingredients she wants, does not want, or does not know
if she wants, in her beauty products, by type of buyer
Attitudes and Beliefs about Natural/Organic Cosmetics g p• Importance of knowing the difference between the natural and
organic • Percentage of natural/organic consumer products she
purchases on a regular basis • Why women who don’t buy natural/organic beauty products
avoid them • Motivators for trying natural/organic skin care or makeup
gand their Claims
• Two-page Section Summary and Pink Predictions • Why she buys natural/organic beauty products • The bigger reason she buys natural/organic beauty
products • Most appealing terms when thinking of natural/organic
beauty products, by type of buyer • Level of importance placed on company founder of
products • Makeup concerns and aspirations, by type of buyer • Skin care concerns and aspirations, by type of buyer • Health concerns she has for her family and herself • Members of her family for which she buy natural/organic • Her fitness regimen, by type of buyer • Her dress size, by type of buyer
p p p ynatural/organic beauty products relative to purchase decision, by type of buyer
• Preference for buying types of beauty products • Aspects of natural/organic beauty product packaging
that are most appealing • Claims believability scale from actual claims of 7 top
beauty brands, by type of buyer y yp y
• Attitudes and practices toward personal wellness, by type of buyer
• Her level of agreement about her natural/organic lifestyle, by type of buyer
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Table of Contents
Natural/Organic Brands She Knows and Loves • Two-page Section Summary and Pink Predictions • Natural/organic beauty brand awareness, by type of buyer
123 pages, cross tabulated by type of buyer (natural/organic beauty buyer and traditional beauty buyer)
Her Spirit of Adventure: Inside/Out Beauty Attitudes • Two-page Section Summary and Pink Predictions • Percentage of women who currently take nutritional
supplements • Her propensity to use mineral makeup • Her belief that mineral makeup is natural • Why she uses mineral makeup • Why she does not use mineral makeup • Natural/organic beauty brands she’s tried in the past and no
longer use vs. those she uses now • Natural/organic skin care brands she feels are best on the
k t dl f i b t f b
supp e e ts• How often women take nutritional supplements • Popularity of nutritional supplements currently used by
women who take them regularly • Type of nutriceutical foods and beverages she buys
and uses on a regular basis • Her knowledge of the definition of a nutricosmetic
product • Percentage of women who currently use nutricosmetic
market, regardless of price, by type of buyer • Natural/organic makeup brands she feels are best on the
market, regardless of price, by type of buyer • Natural/organic hair care brands she feels are best on the
market, regardless of price, by type of buyer • Natural/organic beauty brands she recommends most • The one natural/organic beauty brand she would never
recommend
g yproducts
• What types of nutricosmetic products women are willing to try
• Importance of different factors when considering ingesting a nutricosmetic product, by type of buyer
• Her knowledge of the definition of a cosmeceuticalproduct
• Percentage of women who currently use cosmeceuticalrecommend • Why she wouldn’t recommend her one chosen natural/organic
beauty brand • Does she have a favorite natural/organic beauty brand • Which natural/organic beauty brand is her favorite • The reason she chose her favorite natural/organic beauty
brand • Whether her favorite is the one she buys most often
g yproducts
• What type and delivery system of cosmeceuticalproduct women are willing to try
• Which cosmeceutical products she is using now • Which area of the body she is targeting when using her
cosmeceutical product • Her anticipated results if she is using a cosmeceutical
product for skin, hair, or lips • Whether her favorite is the one she buys most often • Why her favorite isn’t always the one she buys most often • Different services and offerings she wishes her natural/organic
beauty brand provided
p , , p• How long she expects to wait until she sees results
from using nutricosmetics or cosmeceutical products
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Table of Contents
Brand Buying Influencers and Attitudes • Three-page Section Summary and Pink Predictions • Which types of beauty products she feels are best for her
skin and make her look her best by type of buyer
123 pages, cross tabulated by type of buyer (natural/organic beauty buyer and traditional beauty buyer)
• Highest shopping decision factors per retail outlet • Retail outlets where she feels she can trust that
products are natural/organic Where she would feel most comfortable buying a newskin and make her look her best, by type of buyer
• Why she started buying natural/organic beauty products for the very first time, by type of buyer
• Why she continues to buy natural/organic beauty products • Importance of a beauty manufacturer’s social responsibility
and ecology practices relative to her buying decision • Percentage of women who’s read a beauty manufacturer’s
corporate social responsibility report
• Where she would feel most comfortable buying a new, unknown natural/organic beauty brand
• Where she would feel most comfortable buying a new, unknown natural/organic beauty brand at that retail outlet
• Which type of manufacturer’s products she is more likely to trust as natural or organic, by type of buyer
corporate social responsibility report • Percentage of women who would be interested in reading a
corporate social responsibility report • Aspects of a beauty manufacturer’s behaviors that most
directly affect her purchase decisions, by type of buyer • Percentage of women who have switched from one
natural/organic beauty brand to another in the past 12 months
Consumer Profile • Her favorite magazines, by type of buyer • Her favorite web sites • Her household income, by type of buyer • Her age, by type of buyer • Her job status, by type of buyer • Her level of on the job stress by type of buyer
• Reasons why women switched from one natural/organic beauty brand to another
• Reasons all women would switch from one natural/organic beauty brand to another, by type of buyer
• Her total monthly dollars spent for natural/organic beauty products, per product category
• How she feels her favorite natural/organic beauty brand is i d
• Her level of on-the-job stress, by type of buyer • Her education level, by type of buyer • Type of primary automobile she drives, by type of
buyer • Her most appealing type of vacation, by type of buyer • Her level of concern about certain world issues, by
type of buyer • Where she lives by type of buyerpriced
• How much more she would pay for a natural/organic beauty brand if she had to, by type of buyer
• Aspects of natural/organic beauty brands she would pay more for
• Where she primarily purchases her natural/organic beauty products
• Why she purchases her products at her primary purchasing
• Where she lives, by type of buyer • Ethnicity, by type of buyer • Number of children, by type of buyer
• Why she purchases her products at her primary purchasing place
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List of Tables and ChartsTABLE 1: Percentage of natural/organic consumer products she purchases on a regular basis TABLE 2: Why women who don’t buy natural/organic beauty products avoid them TABLE 3: Motivators for trying natural/organic skin care or makeup products TABLE 4: Makeup concerns and aspirations, by type of buyer TABLE 5 Ski d i ti b t f b
“The Pink Reports are THE must-have reports
for anyone who is TABLE 5: Skin care concerns and aspirations, by type of buyer TABLE 6: Health concerns she has for her family and herself TABLE 7: Members of her family for which she buy natural/organic TABLE 8: Her fitness regimen, by type of buyer TABLE 9: Her dress size, by type of buyer TABLE 10: Her attitudes and practices toward personal wellness, by type of buyer TABLE 11: Her level of agreement about her natural/organic lifestyle, by type of buyer
starting, growing, or looking to take their
beauty brand to the next level. We not only rely on
them to stay on top of t t d b t th TABLE 12: Percentage of natural ingredients she feels are in beauty products that are “all-natural”
TABLE 13: Percentage of natural ingredients she feels are in beauty products featuring natural products but not claiming to be all-natural TABLE 14: What a beauty product with “botanicals” means to her TABLE 15: What a beauty product labeled “pure” means to her TABLE 16: Which type of natural beauty label is or is not labeled by the US government TABLE 17: What a beauty product labeled “certified organic” means to her TABLE 18: Ingredients she wants does not want or does not know if she wants in her beauty products by type of buyer
current trends, but they help form our overall
strategy when it comes to what women are
buying, why and how they are buying it. It is TABLE 18: Ingredients she wants, does not want, or does not know if she wants, in her beauty products, by type of buyer
TABLE 19: Why she buys natural/organic beauty products TABLE 20: Most appealing terms when thinking of natural/organic beauty products, by type of buyer TABLE 21: Level of importance placed on company founder of natural/organic beauty products relative to purchase decision, by type of buyer TABLE 22: Aspects of natural/organic beauty product packaging that are most appealing TABLE 23: Natural/organic beauty brand awareness, by type of buyer TABLE 24: Why she uses mineral makeup TABLE 25 Wh h d t i l k
they are buying it. It is like fine tuning your message and every millimeter counts.”
―Marina Randolph, TABLE 25: Why she does not use mineral makeup TABLE 26: Natural/organic beauty brands she’s tried in the past and no longer use vs. those she uses now TABLE 27: Natural/organic skin care brands she feels are best on the market, regardless of price, by type of buyer TABLE 28: Natural/organic makeup brands she feels are best on the market, regardless of price, by type of buyer TABLE 29: Natural/organic hair care brands she feels are best on the market, regardless of price, by type of buyer TABLE 30: Why she wouldn’t recommend her one chosen natural/organic beauty brand TABLE 31: Which one natural/organic beauty brand is her favorite
Vice President Breakthrough in Beauty,
Product Partners LLC
TABLE 32: The reason she chose her favorite natural/organic beauty brand TABLE 33: Why her favorite isn’t always the one she buys most often TABLE 34: Different services and offerings she wishes her natural/organic beauty brand provided
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List of Tables and ChartsTABLE 35: How often women take nutritional supplements TABLE 36: Popularity of nutritional supplements currently used by women who take them regularly TABLE 37: Type of nutriceutical foods and beverages she buys and uses on a regular basis TABLE 38: What types of nutricosmetic products women are willing to try TABLE 39 I t f diff t f t h id i i ti t i ti d t b t f b
“PBA really values the Pink Reports. They keep our members apprised
TABLE 39: Importance of different factors when considering ingesting a nutricosmetic product, by type of buyer TABLE 40: What type and delivery system of cosmeceutical product women are willing to try TABLE 41: Her anticipated results if she is using a cosmeceutical product for skin, hair, or lips TABLE 42: How long she expects to wait until she sees results from using nutricosmetics or cosmeceutical products TABLE 43: Why she started buying natural/organic beauty products for the very first time, by type of buyer TABLE 44: Why she continues to buy natural/organic beauty products TABLE 45: Importance of a beauty manufacturer’s social responsibility and ecology practices relative to her buying decision
of consumers’ feelings about beauty products
and what motivates them to buy. The
information provided in th i iti l t TABLE 46: Aspects of a beauty manufacturer’s behaviors that most directly affect her purchase decisions, by type of buyer
TABLE 47: Reasons why women switched from one natural/organic beauty brand to another TABLE 48: Reasons all women would switch from one natural/organic beauty brand to another, by type of buyer TABLE 49: Her total monthly dollars spent for natural/organic beauty products, per product category TABLE 50: How much more she would pay for a natural/organic beauty brand if she had to, by type of buyer TABLE 51: Aspects of natural/organic beauty brands she would pay more for TABLE 52: Where she primarily purchases her natural/organic beauty products
them is critical to our industry in order to stay
on top of beauty trends.”
―Bonnie Bonadeo, Director of Education & TABLE 52: Where she primarily purchases her natural/organic beauty products
TABLE 53: Why she purchases her products at her primary purchasing place TABLE 54: Highest shopping decision factors per retail outlet TABLE 55: Retail outlets where she feels she can trust that products are natural/organic TABLE 56: Where she would feel most comfortable buying a new, unknown natural/organic beauty brand TABLE 57: Where she would feel most comfortable buying a new, unknown natural/organic beauty brand at that retail outlet TABLE 58: Which type of manufacturer’s products she is more likely to trust as natural or organic, by type of buyer TABLE 59 H f it i b t f b
Director of Education & Program Development,
Professional Beauty Association
TABLE 59: Her favorite magazines, by type of buyer TABLE 60: Her favorite web sites TABLE 61: Her household income, by type of buyer TABLE 62: Her age, by type of buyer TABLE 63: Her job status, by type of buyer TABLE 64: Her level of on-the-job stress, by type of buyer TABLE 65: Her education level, by type of buyer TABLE 66: Type of primary automobile she drives, by type of buyer TABLE 67: Her most appealing type of vacation, by type of buyer TABLE 68: Her level of concern about certain world issues, by type of buyer
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List of Tables and ChartsTABLE 69: Where she lives, by type of buyer TABLE 70: Ethnicity, by type of buyer TABLE 71: Number of children, by type of buyer TABLE 72: Marital status, by type of buyer CHART 1 Th bi h b t l/ i b t d tCHART 1: The bigger reason she buys natural/organic beauty products CHART 2: Which types of beauty products she feels are best for her skin and make her look her best, by type of buyer
Ab t Th B h ki C
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About The Benchmarking CompanyThe Benchmarking Company (TBC) is a consumer insights research and brand strategy firm that exclusively serves the beauty industry. We provide marketing and strategy professionals with forward-thinking information, advice and training through our proprietary research, consulting and boot camps.
In an average year we conduct over 100 focus groups, talk with more than 50,000 women, develop hundreds of brand strategies and run the best beauty boot camps in the country. We monitor and track consumer, luxury, professional and active product categories and channels. We have extensive expertise in skin care, body and bath, fragrance, hair care, make-up and nail care. We are the publishers of the award winning Pink Report™, the only research reports that uncover what female beauty buying consumers want, what they’ll buy and WHY.
We Know Beauty. We Know Research. We Know Branding.
Alisa Beyer | The Benchmarking Company | 1101 30th Street, N.W., Suite # 500 | Washington, DC | 20007| o: 202-625-4315 | m: 202-577-8795 | fax: 202-318-0295 | [email protected]
Focus Groups | Ideation Sessions | Brand Strategy | Syndicated Research | Pink Report Series | Beauty Boot Camps | Online Surveys | Product Trial Testing | Business Plans | Beauty Consumer Trends
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Our ClientsOur clients include a cross section of the most exciting new product innovators in the beauty business along with some of the biggest names in cosmetics, including:
Alchimie Forever L’Occitane
"In our on-going effort to understand consumer
needs and desires so we Alchimie Forever April Rain Skin Science Bare EscentualsBath & Body Works BeachbodyBliss
L OccitaneL’Oreal Markwins International Mary Kay MuradNeckissesNestle
may service them better, The Pink Reports provide
a unique and valuable complement to other
market research options b it i f d Blistex
Breakthrough in Beauty Brown Bag Botanicals Chanel Christian Dior Beauty Cli i
NuskinOrigins Proctor & Gamble Product Partners Professional Beauty Association PUIG Beauty Rock & Republic
because it is so focused on the consumer
shopping profile and experience."
―Christian Dior Beauty Clinique CovergirlDay Spa Association Del Laboratories DermatrendsEstee Lauder
Rock & Republic SeaOraSkinWestSmart Brands, Inc. SmashboxSolazymeSt. Tropez
Christian Dior Beauty
Estee Lauder Fresh Guthy-RenkerIdelle Labs Kao Brands
pTimeless Secret Unilever Victoria’s Secret Beauty
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ti t ki l A t h f b tconversations are taking place. A must-have for beauty marketers in the 21st century. 84 pages. $1499.
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