Continuation of publications in the framework of the partnership between L'Observatoire des Cosmétiques and Business France (National public operator at the service of the internationalisation of the French economy, which focuses on cosmetic exports. With the summary sheet of presentation of the cosmetic products market in the United States.
Moderate growth in 2014
The cosmetics market in the United States continued to grow in 2014. Sales in this industry represented 76 billion USD, an increase of 2% compared to 2013. This increase is due to several factors, including the country's economic recovery, lower unemployment and higher wages increasing the purchasing power of American consumers.
However, this growth is moderate since it particularly affects premium beauty products to the detriment of "mass" products. Indeed, the increase in the purchasing power of American consumers encourages them to turn to "prestige" products, which they consider to be of better quality, and to the services of beauty professionals, thus excluding "masstige" cosmetics.
The cosmetics market is still dominated by large multinationals (Procter&Gamble, L'Oréal and Unilever) who can afford to invest in advertising and research and development. However, many smaller companies have gained ground by focusing on premium and/or organic and natural niche products.
Market trends
The trend in 2014 in the United States was one of naturalness. Indeed, beauty products that reveal a more discreet look and highlight natural beauty have been preferred to those that give a more primed style.
Organic products or products made with natural ingredients are also becoming more …
