beauty patterns 2016

Beauty: Patterns 2016The Lipstick Effect: In Recessions,

Women Still Buy Beauty Products*

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*Source: The Wall Street Journal

Consumers Were Asked About Fragrances, Make-up and Treatments

Fragrances Make-up Beauty Treatments

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Source: Beauty 2016 ~700 interviews

Fragrances 19JCP is in the Top 5 Stores Used by the consumers when purchasing fragrances

Who removed our store from their list (22%)• For Sears the number is

21%

There is a 1/5th of the interviewees

PerfumaniaWalgreens

Walmart

JCP

19%

13%

8%

8% Yes78%

No22% Are you

using the same

stores vs last year?

22% of ChangersMarshall’sSears

Avon

6%

6%

6%

78% Added Walgreens

76% Added Walmart

44% Added Sears

40% Added JCPSource: Beauty 2016

~700 interviews

JCP is the 2nd top ranking store with 10% following Perfumania

($50K+ annual income)

For those with higher income

17% of Our CustomersAre spending less than last year in Fragrances

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Spending More Vs Last Yr• 47% JCP• 53% Sears• 35% Macy’s

Spending Same

Vs Last Yr• 36% JCP

• 30% Sears• 53% Macy’s

Spending Less

than Last Yr

• 17% JCP

• 17% Sears

• 12% Macy’s


Make-up 21Walgreens4 out of 10 consumers use this chain

WalgreensWalmart

Avon

JCP

37%

17%

16%

6% Yes85%

No15% Are you

using the same


15% of ChangersSears

Farmacias comunidadK-Mart

4%

3%

3%

83% Added Walgreens

78% Added Walmart

42% Added Sears

38% Added JCPSource: Beauty 2016

~700 interviews

JCP is the 2nd top ranking store with 17% following Walgreens



4 out of 10 Of our customers are spending more than a year ago in Make-up

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Spending Same



Spending Less

than Last Yr

• 10% JCP

• 10% Sears

• 17% Macy’s


Beauty Treatments

23Beauty Treatments Is the one with fewer changers

Who removed our store from their list (24%)• For Sears the number is

22%

Like in Fragrances, there is a 1/5th of the interviewees

Yes88%

No12% Are you

using the same


12% of Changers

82% Added Walgreens

78% Added Walmart

36% Added Sears

31% Added JCP

WalgreensWalmart

Avon

JCP

32%

19%

17%

8%

Sears

Marshall’s

CVS

5%

3%

2%


JCP is tied in 2nd place with Avon for 14% each following Walgreens



Spending Pattern ofLoyal customers is the same or higher than last year in Beauty Treatments

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Spending Same



Spending Less

than Last Yr

• 11% JCP

• 8% Sears

• 17% Macy’s


Fragrances

15% Monthly

26% 2-3 Mths

34% 4-6 Mths

26% Once a

Year

Make-up36% Monthly or

often29%

2-3 Mths22%

4-6 Mths12%

Once a Year

Beauty Treatment

s

36% Monthly or

often29%

2-3 Mths25%

4-6 Mths11%

Once a Year

How Often Do They Purchase

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3% 14%

45%

38%

20%

29%

39%

12%

15%

32%

34%

20%

Total

JCP Source: Beauty 2016 ~700 interviews

“Festivales de

Belleza”

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1 out 5 customersGo to “Festivales de Belleza”

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75% go to keep themselves updated and aware of what new products are out there65% stated they go to find out about new trends64% Go because of special prices and offers

52% purchase the products they regularly use plus some new ones

¾ of these customers like to receive gifts during these events70% are rooting for discounts2/3 want seminars regarding beauty

They know about these “Festivales” using all media available including the word of mouth


61% Use Social MediaTo keep themselves up to date with Beauty Products

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82% Use FacebookFollowed by YouTube with 10% and Pinterest & Instagram with 2% each

Other Media used to keep themselves informed regarding Beauty Products:Magazines (49%), TV (47%) and the Beauty Counters at Retailers (43%)


Designing

Customers know what they want but not necessarily know who out there is offering what they need Perception is playing a key role

Spending

Beauty Products consumption is proven to beat any economical situation

This doesn’t mean the consumer will not make changes to acquire

the goods

Review

Many outlets can help us in communicating the “What’s in it for her”

in an effective mannerSocial Media can become a powerful

ally

Communicating

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Contact UsSee you soon...

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787-250-0006

[email protected]

www.arteaga.com

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A&Answers is Arteaga & Arteaga’s Market Research Division

beauty patterns 2016

Marketing