06.23.09
Retail therapy may still be in action. According to A Snapshot Report on Beauty Consumers’ Reactions to the Economy from The NPD Group, Inc, 55% of beauty shoppers surveyed in April told NPD they will still buy beauty because it makes them feel better about themselves.This is up 4 percentage points since November 2008 (51%). More women also indicated they were likely to go to spas/salons on a regular basis and to buy beauty products on impulse than previously reported.
Interestingly, fewer women are reporting that beauty products are at the top of the “cut list” even in tough economic times. In April 2009, only 42% said they would cut back spending on beauty before other items, versus 45%in November 2008.
“It is very encouraging to see the overall positive shift among beauty shoppers. That tells us that, while we are not out of the woods yet, the greater proportion of beauty consumers are willing to explore spending again,” said Karen Grant, senior global industry analyst and vice president of beauty. “Beauty being so directly tied to a woman feeling better about herself is a vital trigger that cannot be missed in the marketing of beauty products today,” said Grant.
However, not all results were rosy. When looking at specific shopper segments the number of Black/African-American (Non-Hispanic) beauty shoppers showed a significant decline in those agreeing with the statement: “Even in these tough economic times, I still find myself buying beauty products on impulse.” This was down 6 percentage points from 28% last November to 22% in April. These results are also in contrast to the overall trend. There was a two percentage point increase among total women saying they would buy beauty products on impulse from 19% in November to 21% in April.
In addition, 47% of Black/African American (Non-Hispanic) beauty shoppers are significantly less likely than White/Caucasian (56%) and Hispanic (56%) women to buy beauty products because they make me feel better about themselves.
“The decline among Black/African American women may be very closely tied to the fact that women in this segment of the population are also the least likely to use makeup and skincare products,” said Ms. Grant. “In general, this group often has a harder time finding beauty products that meet their needs. Now add in tough times and they may be even more inclined to see beauty as a non-essential. Shifting this perception is one that marketers will need to look at and help turn sentiments of Black/African Americans to be more in line with other beauty consumers.”
Interestingly, fewer women are reporting that beauty products are at the top of the “cut list” even in tough economic times. In April 2009, only 42% said they would cut back spending on beauty before other items, versus 45%in November 2008.
“It is very encouraging to see the overall positive shift among beauty shoppers. That tells us that, while we are not out of the woods yet, the greater proportion of beauty consumers are willing to explore spending again,” said Karen Grant, senior global industry analyst and vice president of beauty. “Beauty being so directly tied to a woman feeling better about herself is a vital trigger that cannot be missed in the marketing of beauty products today,” said Grant.
However, not all results were rosy. When looking at specific shopper segments the number of Black/African-American (Non-Hispanic) beauty shoppers showed a significant decline in those agreeing with the statement: “Even in these tough economic times, I still find myself buying beauty products on impulse.” This was down 6 percentage points from 28% last November to 22% in April. These results are also in contrast to the overall trend. There was a two percentage point increase among total women saying they would buy beauty products on impulse from 19% in November to 21% in April.
In addition, 47% of Black/African American (Non-Hispanic) beauty shoppers are significantly less likely than White/Caucasian (56%) and Hispanic (56%) women to buy beauty products because they make me feel better about themselves.
“The decline among Black/African American women may be very closely tied to the fact that women in this segment of the population are also the least likely to use makeup and skincare products,” said Ms. Grant. “In general, this group often has a harder time finding beauty products that meet their needs. Now add in tough times and they may be even more inclined to see beauty as a non-essential. Shifting this perception is one that marketers will need to look at and help turn sentiments of Black/African Americans to be more in line with other beauty consumers.”