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Wednesday, November 4, 2020Market

Export: on the way to the United States

Export : en route vers les États-Unis

America, land of possibilities where all dreams can come true. Even today, the prospect of conquering this El Dorado still makes many in the beauty industry fantasize. This is why Business France presented all the specificities of the American market at the E-Cosmetic 360 trade show. Yeaha!

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Cosmetics are doing well in the United States. It generated $92.8 billion in revenues in 2019, representing 2% growth compared to the previous year.

Premium products are taking the lead. Among the most purchased categories in 2019 are :
• Perfumes, for a total of four billion dollars (+2.4% growth compared to 2018)
• Skin care, for a total of more than two billion dollars (+6% growth over 2018)
• Make-up, for a total of $1.7 billion (+3.2% growth over 2018)

In terms of trends, Clean Beauty seems to have convinced consumers who are increasingly concerned about their health and the environment.

Market characteristics

In the United States, competition is raging. Many national and international subsidiaries compete for the favors of the 327.4 million inhabitants. “Among the top 10 cosmetics companies in the United States, 6 are American: Procter & Gamble, Estée Lauder, Johnson & Johnson, Limited Brands, Colgate Palmolive, Mary Kay,” explains Business France. “International groups include Unilever, Shiseido, Henkel, Kao Corp and Beiersdorf. It should be noted that for several years now, Korean skincare has been a real success on American soil. In 2017, Korean imports represented 726 billion dollars, compared to 398 billion dollars in 2016.”

The …

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