Organic personal care consumers in the UK seek to avoid synthetics Ninety percent of UK consumers of natural and organic personal care products cited “avoidance of synthetic chemicals” as important or very important in a survey conducted by Organic Monitor. When asked to name specific chemicals to avoid, nearly two-thirds identified parabens. The survey indicated that awareness of synthetic chemicals among natural/organic consumers has increased significantly since 2007. Nineteen percent of consumers wished to avoid phthalates and lanolin, up from three percent in 2007. Similarly, forty-three percent of respondents reported seeking out symbols, logos and certifications on personal care products, up from thirty three percent in 2007. Seventy-two percent said they would be willing to pay a premium of up to twenty percent more for products certified as organic, natural or fair trade. Ethnic personal care drawing mainstream attention Mainstream brands are straying from traditional marketing efforts to capture a share of the growing ethnic personal care market. While spokesmodels and targeted advertising have long been used to reach ethnic consumers, some brands— “It's an air freshener, stupid! Without it, this place would be impossible!” TTAAKKEE CCOONTTRROOLL OOFF VVAALLVVEE PPLLAACCEEMEENTT!! February 2015 Spray 37 Market Beat including Estée Lauder—have hired beauty advisors who speak Mandarin, Vietnamese or Spanish, and launched products specifically targeting certain ethnic groups. Market research firm Kline & Co. reports that the multicultural beauty products market grew by 3.7% in 2014, significantly outpacing the overall personal care market. This rise in demand is expected to open up a myriad of new opportunities for mergers and acquisitions in the industry. Competition will continue to blur the dividing line between mainstream and multicultural personal care markets through 2019, the report predicts. Euromonitor checks in with Asia Pacific International players are infiltrating the beauty and personal care markets in Asia Pacific, driving fierce competition—particularly in the mass market segment—leading domestic brands in China to rely on popular culture to cultivate brand identity with consumers, according to Euromonitor International. In Malaysia, color correcting (CC) creams are extremely popular with consumers for their multiple benefits, such as moisturizing, whitening, anti-wrinkle and sun protection, among others. Men’s grooming products are experiencing a rapid rise in demand among consumers in Vietnam, driven in part by an increasingly competitive job market. South Korean consumers are highly interested in safety and ingredients when purchasing personal care products, leading to the rise of the cosmetics-reviewing Hwa- Hae app. In Japan, consumers have moved away from focusing on the eyes when it comes to makeup, and are instead shifting to an emphasis on coloring the lips and cheeks. In Thailand, where the economy is still recovering from a coup d’état and nearly year-long political crisis, do-it-yourself products, such as face masks and hair treatments, are expected to grow. SPRAY With Haumiller’s ALL NEW VALVE INSERTER, it’s finally affordable to replace outdated In-Line equipment. Call for price and delivery details! (847) 695-9111 Why choose Haumiller? • Positive alignment of the tube, every time! • Positive control of the valve, all the way into the can! • Less waste, fewer failed assemblies! haumiller.com/valve
Spray Feb 2015
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