‘I want to have America and I’ll have it’: no doubt many cosmetics brands share French-American singer Joe Dassin’s determination when it comes to capturing the US. But to make it there, it is essential to understand the market perfectly well. At the Paris Cosmed’s congress dedicated to international cosmetics regulations last March 23, Hugo Nicole, Development Director Art de Vivre of Business France North America, presented its subtleties.
Key figures
In 2016, the cosmetics market in the US represented 85 billion dollars, a 4% growth rate compared to 2015.
There are two main segments:
• Premium Beauty and Personal Care (cosmetics with a rather luxurious positioning): 8% growth rate and turnover around 26 billion dollars
• Mass Beauty and Personal Care (products distributed in supermarkets): 46 billion dollars
A broad market
Before entering the US, it is essential to understand it is a large country that counts 326 million inhabitants living over six different time zones.
All these parameters involve subtleties for importers:
• Different consumption patterns and needs depending on the States: a person living in Florida will obviously not search for the same products as a person living in Alaska
• Economic and territorial inequalities: coastal areas are known for being wealthier than central States, so brands should target populations according to their own offerings
• Great ethnic and cultural diversity: America is a real melting-pot, so the brands that intend to develop there need to keep in mind that their products should be adapted to the different populations (lipstick shades that suit black skins or packaging in Spanish in areas where the Hispanic community dominates) …
