INDUSTRY OVERVIEW

• The beauty and personal care market operate a consumer good for cosmetics and body care.
•  Cosmetics, skincare, personal care, and fragrance are some segment of the beauty and personal care industry in the United Kingdom.
• The UK beauty and personal care industry have experience slower growth as a result of Brexit threatening its consumer confidence.

MARKET SIZE AND GROWTH RATE

• Beauty and personal care industry market size was estimated to be $15,579 million in 2019; the market was forecast to grow annually by 2.4% from 2019-2023.
• The cosmetics market segment was estimated to have a market size of $2,986.4 million in 2019; the market was forecast to grow annually by 4% from 2019-2023.
• Skincare market segment was estimated to have a market size of $3,933.5 million in 2019; the market was forecast to grow annually by 2.7% from 2019-2023.
• The personal care market segment was estimated to have a market size of $6,370.8 million in 2019; the market was forecast to grow annually by 1.5% from 2019-2023.
• Fragrances market segment was estimated to have a market size of $2,288.7 million in 2019; the market was forecast to grow annually by 2.3% from 2019-2023.

STRENGTHS AND WEAKNESSES

•  Product innovation, quality, price, and attractive packaging are some areas were the beauty/personal care industry is excelling.
•  Premium anti-aging products, cosmetics specifically designed products for ethnic consumers, and products that offer multiple benefits and are convenient to use are some areas were beauty/personal care products are excelling.
•  Natural and clean beauty is becoming the standard causing the industry to excel for ethnic consumers and products that offer multiple benefits and are convenient to use
• The growing population of people aged 65 and over in the United Kingdom offers potentials for anti-aging cosmetics.
•  Brexit is one major weakness of the beauty and personal care industry.

CUSTOMER DEMOGRAPHICS

• According to export forum report, the population of 16 years is decreasing while the population of seniors age 65 and over is gradually increasing.
• The Asian ethnic group has the highest consumers of beauty and personal care products in the United Kingdom; this ethnic group occupies 16% of the total population of the United Kingdom.
• Gender: base on a global perspective, female age 21-29 are the core cosmetics consumer.
• Age: the 18-24-year-old bracket is the major consumers of beauty and personal care products.

PRODUCT SOLD

•  Haircare products, skincare products, bath and shower, and oral care products are some personal care products.
•  Shampoo, conditioners, and hair oil are some hair care product.
•  Facial care products, body care products, and lip care products are some skincare products.
•  Shower gels, soaps, bath salts, and bathing accessories are some bath and showers products.
•  Toothbrushes and replacements, toothpaste, and mouthwashes and rinses are some oral care products.
•  Men’s grooming products, deodorants, and antiperspirants are some fragrance products.
•  Facial cosmetics, eye cosmetic product, lip and nail make-up products, and hairstyling and coloring products are some cosmetics/make-up products.

RESEARCH STRATEGY

CHARLOTTE TILBURY

Why is it a competitor

• Charlotte Tilbury is a UK Cosmetic Brand that targets the GenZ market. Analysts describe its market as bohemian/rock girls. On its customer review page, a customer talked about how her 14 yr old girls wanted the face cream and were thrilled with it.
• While more expensive than Soap and Glory, it has a massively successful social media campaign rated first in the UK by Gartner. It had an "unbeatable buzz by beauty vloggers on YouTube."
• It has a similar social awareness campaign to Soap and Glory. Charlotte Tilbury recently pledged £1 million to the Women for Women International, a charity that helps women affected by war rebuild their lives.

Mission and Goals of the Brand

• Charlotte Tilbury's motto is "Give a woman the right makeup and she can conquer the world."
• The goal of the company is to uplift women, make them feel powerful and beautiful and confident in their capabilities.

Market/Industry

• Charlotte Tilbury operates primarily in the Cosmetics for Women industry, including makeup and skincare.

Product

• Charlotte Tilbury was a makeup artist and consultant to some major brands before she launched her own company. Her products are unique. "I love creating exciting new formulas and discovering gorgeous, confidence-boosting beauty."
• On Charlotte Tilbury's website, the product is not only sold in the typical categories of cosmetics — i.e. which part of the face it enhances.
• They also package and sell their products by look. For example, they have packages for The Ingenue, the Rock Chick and The Rebel.
• Their product lines include Walk of Shame, Pillow Talk Diamonds and Glowgasm.

Target Audience

• According to the reviews on their website, their target market is young single women. 
• The names of both their packages and their product lines are designed to engage women who are proud of who they are and not ashamed to live life out loud.
• For example, one review stated "The packaging — simply gorge and the name 'Walk of Shame' — describes me and my night out antics to a T!"

Performance

• According to the latest annual financial report issued, in 2017 Charlotte Tilbury showed revenue of £75,523,751 with an after-tax profit of £2,559,985 

INGLOT

Why is it a competitor

• Inglot is a cosmetic company originally from Poland. It opened in the UK in 2009 and now operates under the name Ingot Cosmetics Ireland, with the head office in Lynn Cross, Mullingar, Co Westmeath in Ireland, about an hour northwest of Dublin.
• They have recently partnered with Next to expand their line even deeper into the British cosmetics market.
• They are a family-owned business, whose daughter Jane is a makeup artist. She knew the products would resonate with the younger demographic while "keeping the cost reasonable and the quality high". "Jane now hosts brand roadshows and events, while running a makeup blog which has become successful on social media in its own right."
• These activities put them squarely in the market of Soap and Glory.

Mission and Goals of the Brand

• As a relatively new company (2009), Inglot has not yet defined a social issue to support.
• It is focused on making its products in Ireland and has achieved that goal by reaching 95%. 
• They are also committed to high-quality ingredients and fair prices.
• Their makeup prices are similar to Soap and Glory — e.g. lipstick in the £9-£10 range.

Market/Industry

• Inglot is focused on the cosmetics for women industry with a line of makeup and skincare products.

Product

• Inglot provides a wide selection of colors. They state they have 450 ways to color lips, 600 ways to showcase eyes and 300 ways to enhance a face.
• They can do this because they have designed a series of Palettes called the Inglot Freedom system.
• Customers can use this to purchase each unit separately, personalize their colors and design their combinations.

Target Audience

• The target audience for Inglot is younger women.
• Not only was this stated by the company owner, but the glance at the website shows similarities to the Soap and Glory Site.
• Like the Soap and Glory website, the bright pink color and the summer fun themes are front and center.
• An article published earlier in August 2019, named Inglot as one of the top seven makeup lines a teen would like to receive for Christmas.

Performance

RESEARCH STRATEGY