Within mass beauty and personal care, the US market is witnessing a surge of emerging masstige brands which are elevating their product offerings through innovative ingredient formulations and creative product combinations. In deodorants, for example, masstige fragrance brands are introducing deodorant options with scent pairings that mirror popular fragrances, such as Salt & Stone’s Santal & Vetiver, and Bergamot & Hinoki deodorant sticks.
In terms of physical retail expansion, premium brands are entering budget-friendly retailers, and similarly, lower-priced brands are beginning to be sold in more high-end stores such as Sephora. For instance, affordable retailer Sally Beauty Holdings formed a strategic distribution partnership with the premium K18 brand, a leader in salon-quality hair care.
Mass beauty and personal care retailers and e-commerce hubs are accelerating digitalisation to better reach their target consumers with low-cost beauty finds through e-commerce. On the retail front, Uber Eats and Sally Beauty Holdings announced that customers can now shop for Sally Beauty products on the Uber Eats app for home delivery.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See all of our definitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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