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ePaper created 2015-04-29, 11:32:09 | version 1.38.0
global impact of the spread of BB/CC creams from South Korea. Face masks are also rapidly growing in popularity beyond Asia. Although in 2014 some 80% of the global face masks market value was generated in Asia Pacific, growth in the category in North America and the Middle East and Africa is expected to see 6% and 5% CAGRs, respectively, over the 2014–2019 forecast period. The growing prospects of the Asianification trend are demonstrated in the recent acquisitions in face masks of Magic Holdings and Glamglow by L’Oréal and Estée Lauder respectively. The Magic Holdings brands are marketed in Chi- na, but, through the acquisition, L’Oréal is now able to transfer the tech- nology to the west, while Glamglow is a North American brand enabling Estée Lauder to develop a stronger presence in the category. Niche categories and exclusive brands Acquisition activities are intensify- ing for niche brands in beauty. Estée Lauder, Coty, Puig and Unilever have all purchased ‘one-of-a-kind’ brands, such as Le Labo, Penhaligon’s or REN, to scale up their portfolios and target growth in niche categories and exclu- sive brands. Although growth was picking up in developed beauty markets in 2014, it was still modest at 1% and 2% in West- ern Europe and North America respec- tively, and characterised by a mature, fragmented environment. Through the acquisition of niche brands, compa- nies aim to stand out and differentiate their offerings, as well as benefiting from a more premium image. The brands that were identified as acquisition targets have achieved notable growth through developing a unique positioning and positively identifying the target consumer group. Digital technology forms part of all operations Beauty brands and companies have long been online, and use the platform as an efficient marketing tool. Howev- er, this situation is rapidly changing and digital strategies are being incor- porated over and above marketing in research, innovation, distribution and finance. Consumer involvement, beau- ty trend analysis and price platform segmentation are other areas relying on digital technology. Cautiously optimistic outlook in global beauty Looking forward, the global beauty outlook is cautiously optimistic, with a near 3% CAGR for 2014–2019. Given the cooling growth in emerging mar- kets, multinationals’ expansion activi- ties are expected to be less intense, and at the same time strongly perform- ing regional players with unique con- cepts are expected to appear on the global stage. MARKETING PRODUCT DEVELOPMENT Ildiko Szalai Senior Beauty and Personal Care Euromonitor, London, England info@euromonitor.com www.euromonitor.com dermofeel® sensolv The best of two worlds in one raw material. Natural, silicone-like performance for hair care. Exclusive product ranges continue to generate growth photo:BillionPhotos,Shutterstock.com COS1505_24_Euromonitor_COS1406_22_Imogen_D 27.04.15 07:23 Seite 26 COS1505_24_Euromonitor_COS1406_22_Imogen_D 27.04.1507:23 Seite 26