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www.klinegroup.com
TOP TRENDS AND INSIGHTS IN BEAUTY
A report from:
Exclusively for CEW members
January 2017
1
Contents
MARKET TRENDS
CORPORATE DEVELOPMENTS
OUTLOOK
2
Top Beauty Trends of 2016
THE MAKEUP-
FREE MOVEMENT
THE BOLD AND THE
BEAUTIFUL
COLLABORATIVE BEAUTY
MALE MAKEUP
MOVEMENT
BEAUTY MORE
ACCESSIBLE THAN EVER
INVESTMENTS MAKE THE INDUSTRY
THRIVE
NATURALS WAVING ACROSS
CATEGORIES
DIGITAL PERSONAL-
IZATION
CONSOLIDATIONS CONTINUE
ALL THAT GLITTERS
AND SHINES
3
THE MAKEUP-FREE MOVEMENT
MORE NAKED THAN NUDE
TAKE-ME-AS-I-AM GUTS TO BE YOURSELF
Musician Alicia Keys8.3 million followers
Peter Lindbergh lays bare the souls of a celebrity Hollywood cast in the Pirelli
Calendar
Marketers such as Rodan+Fields held a campaign for the Change Foundation, encouraging fans to post pictures of themselves without makeup #RFGoNaked
4
NATURALS CONTINUE TO MAKE WAVES ACROSS CATEGORIES
SPECIALTY RETAILERS SET TRENDS MASS RETAILERS
Allocate shelf space to natural brands and help consumers differentiate what is truly natural versus natural-inspired.
AND RETAILERS RISE TO THE OCCASION
Beautycounterlaunches a limited-
edition line in Target.
Target’s “Naturals” section in stores, featuring Acure, Andalou
Naturals, Alba Botanica, Derma E, J.R. Watkins, Yes To, and
SheaMoisture.
Introduce natural innovative brands and products.
Josie Maran’s new Whipped Argan Mud Mask collection
is exclusive to Sephora.
Skyn Iceland arrives in Ulta in late 2015 and enters additional Ulta stores in
2016.
5
THE BOLD AND THE BEAUTIFUL
ALL THAT GLITTERS AND SHINES
STATEMENT MAKEUP FASHION-FORWARD HAIR
@HUDABEAUTY has 16.1 million followers@makeupbyalinna has 1.2 million followers
@chrisspy 3.5 million followers
Makeup brands introduce bold lipsticks and promote glittery palettes for Bold Makeup. Urban launches its Vice Lipvault and the Alice thru the looking glass palette.
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MALE MAKEUP MOVEMENT
MALE MAKEUP
Marc Jacobs starts the #malepolish Instagram trend.
Milk Makeup launches in January 2016 with a genderless marketing strategy.
MAC collaborates with transgender Caitlyn Jenner on a lipstick for “All ages, all races, and all sexes.”
CoverGirl appoints its first “Cover Boy”, 17-year-old male beauty vlogger James Charles, who has 1+ million Instagram followers.
COLLABORATIONS IN MALE BEAUTY
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COLLABORATIVE BEAUTY
Collaborations Continue to Drive Visibility and Sales
sends Beauty Vlogger and Tatcha fan to Japan as an appreciation of the influencer’s loyalty.
The vlogger receives a makeuptutorial from a traditional Geisha,which is just one of the manyactivities in his packed scheduleabroad.
+
Swamp Queen Eye & Cheek Palette with Brush
FEMALE INFLUENCERS MALE INFLUENCERS
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BEAUTY’S DIGITAL PERSONALIZATION HELPS CONSUMERS FIND THEIR MATCH
SEPHORA’S CHATBOT SERVICES
NEIMAN MARCUS’ LE MÉTIER DE BEAUTÉ’S MEMORY MAKEOVER MIRRORS
NYX’S INTERACTIVE STORES
iPads encourage consumers to watch
tutorials at NYX’s beauty bar or lash bar or build their own eye shadow
palettes.
Neiman Marcus partners with MemoMi to launch a
Memory Mirror at Le Métier De Beauté makeup
counters. The mirror records the steps the
makeup artist takes to achieve a shopper’s final
look. The shopper can then access that video at
home.
Sephora’s ChatboxReservation Assistant helps users find the
closest Sephora location with available appointments.
Sephora’s Color Match feature allows users to hold their
phone to shades of any object they like. The chatbox helps
redirect the shopper to a product that will achieve the
desired shade.
9
BEAUTY IS MORE ACCESSIBLE THAN EVER
POP-UP SHOPS24-HOUR ACCESSIBLE ON TV
QVC announces the launch of Beauty iQ, the first 24-hour TV
network exclusively for makeup, skin care, and fragrances.
Louis Vuitton’s Les Parfums in Costa Mesa, CA.
DIGITAL MASS RETAIL
Ulta’s GLAMlab – a virtual beauty try-on experience.
CVS attracts millennial customers by offering new,
innovative brands.
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Contents
MARKET TRENDS
CORPORATE DEVELOPMENTS
OUTLOOK
11
CONSOLIDATIONS IN THE INDUSTRY CONTINUES
Coty’s buying spree continues with the acquisition of GHD while L’Oréal expands its Active Cosmetics Division with the purchase of CeraVe, AcneFree and Ambi from Valeant. The company also expands into retail by entering into
agreement with Younique.
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INVESTMENTS HELP THE BEAUTY INDUSTRY THRIVE
INVESTOR BRAND
Glanasol
Existing investors
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Contents
MARKET TRENDS
CORPORATE DEVELOPMENTS
OUTLOOK
14
FACTORS THAT WILL INFLUENCE THE FUTURE
THE BEAUTY
INDUSTRY
CONSUMERS’ DEFINITON OF THEIRAUTHENTIC BRAND
MALE GROOMING AND MAKEUP
TECHNOLOGYAND FORMULA
INNOVATION
BLURRED LINES: MALE/FEMALE
INLFUENCERS AND CELEBRITIES
INVESTMENTS, MERGERS, AND ACQUISITIONS
15
Dedication to the Industry
TO REPORT
ON VARIOUS
NICHE
MARKETSYEARS OF
COVERING THE
PROFESSIONAL
SECTORS
50+YEARS OF
EXPERIENCE IN
THE BEAUTY
INDUSTRY
25+First
INVITED TO
SPEAK AT ALL
KEY INDUSTRY
EVENTS
Kline is a worldwide consulting and research firm dedicated to providing the kind of insight and knowledge that helps companies find a clear path to success. The firm has served the management consulting and market research needs of organizations in the agrochemicals, chemicals, materials, energy, life sciences, and consumer products industries for over 50 years. For more information, visit www.KlineGroup.com.
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