US Beauty 2019

Viacom summer project

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1. US Beauty 2019
2. 2 Market Overview Category Sales US Cosmetic Sales By sales in millions USD, 2018 US Beauty Industry Segments Market share by revenue, 2018 BEAUTY MARKET LANDSCAPE Overview of the beauty market landscape in the US 24.0% 23.7% 14.6% 9.5% 8.5% 5.6% 14.1% Hair care Skin care Cosmetics Perfumes & Colognes Deodorants Oral hygiene Other Color cosmetics 3.6% Skin care 3.3% Fragrances 2.9% Men’s grooming 2.8% Hair care 1.4% 89.4 billion USD generated in beauty and personal care products sales in the US in 2018 1 in 2 A18-49 say they use hair products every day 1 in 2 A18-49 also say they use beauty products to prevent their skin from aging Facial cosmetic 2,100 Eye cosmetic 2,080 Nail cosmetic 1,300 Lip cosmetic 880 Eyebrow 20.0% Concealers 4.0% Lip treatments 3.6% Source: Franchise Help, 2018. Euromonitor, 2018. Happi Magazine, 2019. Drug Store News, 2018. Progressive Grocer, 2019. YouGov Profiles, based on A18+, 6/16/2019. Growth of Global Beauty Market YOY, 2018 US Growth of Beauty in Retail Sales growth of US mass beauty market YOY, 2018
3. Index Rank MTV2 42% 159 3 MTV 39% 147 5 VH1 38% 143 8 Nickelodeon 38% 142 9 Comedy Central 36% 136 10 Paramount Net. 31% 118 17 Index Rank MTV2 46% 184 1 MTV 41% 163 4 VH1 38% 151 6 Nickelodeon 37% 148 8 Comedy Central 36% 143 10 Paramount Net. 32% 129 16 3 Individualism & Diversity A18-49 BEAUTY TRENDS Individualism & diversity are key elements among beauty brands that A18-49 VMN viewers purchase from A18-49 want beauty brands to be authentic and see them as unique individuals A18-49 are increasingly looking for brands that cater towards their individual needs A18-49 purchase from a wide range of beauty brands, with the average home having 12 beauty brands A18-49 VMN viewers who would pay extra for a product that is consistent with the image they want to convey A18-49 VMN viewers who agree customization makes them more willing to purchase products A18-49 VMN viewers who like to change brands often for the sake of variety and novelty Index Rank MTV2 39% 209 1 MTV 33% 175 4 VH1 32% 169 5 Nickelodeon 30% 157 9 Comedy Central 26% 136 14 Paramount Net. 25% 134 16 Source: Forbes, 2017. 2018 MRI Doublebase, based on A18+. Cable rank includes ad-supported able networks with 70+ million HH subscribers & VMN sister nets regardless of size. Unstable networks excluded from rank.
4. Index Rank MTV2 47% 161 2 MTV 43% 147 4 Nickelodeon 41% 139 6 VH1 40% 138 7 Comedy Central 39% 133 10 Paramount Net. 33% 113 18 Index Rank MTV2 31% 152 2 MTV 30% 146 5 VH1 30% 144 6 Nickelodeon 29% 139 8 Comedy Central 26% 125 12 Paramount Net. 21% 103 21 Index Rank MTV2 52% 170 2 MTV 48% 158 4 VH1 46% 150 5 Nickelodeon 44% 144 8 Comedy Central 43% 141 9 Paramount Net. 37% 121 17 Value Alignment & Natural Products A18-49 BEAUTY TRENDS A18-49 VMN viewers are looking for beauty products that align with their values and are natural Corporate social responsibility has become crucial for brands small and big A18-49 are environmentally conscious and want brands to share their values Natural and organic product market share has been growing year over year in the beauty category Source: Grand View Research, 2018. 2018 MRI Doublebase, based on A18+. Cable rank includes ad-supported able networks with 70+ million HH subscribers & VMN sister nets regardless of size. Unstable networks excluded from rank. 3 A18-49 VMN viewers who are more likely to purchase brands that support a cause they care about A18-49 VMN viewers who buy natural products because they are concerned about the environment A18-49 VMN viewers who agree they often use natural or organic beauty products
5. Fragrance Products Index 168 Body Skincare Products Index 149 Hair Styling Products Index 145 VH1 Index 148 MTV2 Index 148 MTV Index 148 35% bought Facial Cleansing Products 35% bought Hair Styling Products 34% bought Make-up Products 33% bought Facial Care Products 30% bought Fragrance Products 30% bought Body Skincare Products 5 General Usage A18-49 BEAUTY USAGE A18-49 VMN viewers both spend on beauty and purchase diverse beauty goods Type of Beauty Goods Bought Top types of beauty goods bought in the last 12 months among A18-49 Top A18-49 VMN viewers who are consistent purchasers of beauty goods (based on average index across the beauty products above) Top types of beauty goods bought in the last 12 months among A18-49 VMN viewers (based on average index across VMN) 35% of women use more than five makeup products every day 7% growth in male-targeted skin- care product sales since 2018 7 in 10 A18-49 say it is important for them to feel attractive A18-49 VMN viewers who spent $50+ on health and beauty in the last 3 months Index CMT 52% 171 MTV2 50% 165 Paramount Network 46% 151 MTV 46% 150 VH1 42% 138 Logo 42% 136 TV Land 38% 125 Nickelodeon 37% 123 Comedy Central 36% 119 Source: Forbes, 2017. NPD, 2018. YouGov Profiles, based on A18+, 6/16/2019.