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Bold Looks and Key Demographic Divergences Ignite the U.S. Personal Care Market

Posted: June 18, 2012

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The ever-resilient skin care product class, dominated by facial treatments, remains the largest product class. Men's skin care became more popular, seeing the best growth in several years and now offering expanded product lines exploring new applications by creating solutions for men, such as concealers, products free of parabens, formaldehydes, dyes, and added fragrances.

The cosmetics and toiletries market continued its upward trend due to an especially strong performance in the luxury class, which saw nearly double-digit growth. Analysis also reveals that all trade classes posted gains in 2011. "The comparatively low growth in the professional class correlates with the greater trend we're observing with consumers' relatively moderate expenditure on professional services," explains Nancy Mills, Kline's Consumer Practice Industry Manager. "And yet, driven by 'frugal-fatigue' and a rising financial confidence, consumers are compensating by purchasing premium products as affordable luxuries driving sales in the luxury and mass trade classes."

Looking ahead, Kline projects skin care and makeup to maintain exceptionally high growth over the next five years. Additionally, Mills expects the dominating drivers in personal care to be multi-functional products that deliver promised results, a gradual replacement of harsh synthetic chemicals with more natural-derived products, and an adoption of a more overt environmentally responsible profile.

These trends are examined in Kline's recently published Cosmetics & Toiletries USA report. As an authoritative and comprehensive annual survey on the U.S. cosmetics and toiletries industry, this high-value study contains information on cosmetics and toiletries market size, retail sales, channel breakdowns, trends, and forecasts for 26 major product categories in addition to detailed profiles of 29 leading marketers.