Ethnic skincare case study: capitalizing on a growing sector in the US

Publication Date	February 2009
Publisher	Datamonitor
Product Type	Report
Pages	10
ISBN Number	not applicable
Product Code	DAT14364

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Summary

Introduction
This report on ethnic skincare forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at two brands designed for African Americans, Soft & Beautiful, an Alberto Culver brand, along with Carol's Daughter, an independent company.

Scope

Highlights

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge

Identify specific areas for operational improvements

Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Datamonitor view
CATALYST
SUMMARY
- Analysis
- Ethnic skincare is a growing market in the US
- Many ethnic populations in the US are growing rapidly
- Certain skin types require specific treatments
- Traditionally, many ethnic consumers have opted to use skincare products intended for mainstream usage
- There are many variations in skin type, even among an ethnic group
- Alberto Culver creates Soft & Beautiful brand to cater for African American personal care needs
- The Soft & Beautiful brand was introduced to provide products for 'women of color'
- A skincare range has been launched by Soft & Beautiful
- Soft & Beautiful's VIP Club aims to appeal to children
- Carol's Daughter is an independent company producing personal care products for specific ethnic groups in the US
- Carol's Daughter continues to function as a successful independent company
- Celebrity endorsement has helped the expansion of Carol's Daughter
APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Tables
- Table 1: Population of various groups in the US, millions, 2003-2008
- Table 2: The Fitzpatrick scale illustrates different types of skin
List of Figures
- Figure 1: A variety of natural ingredients are present in many products from Soft & Beautiful's skincare range
- Figure 2: The Soft & Beautiful VIP club is designed to appeal to children and educate them on the basics of healthy hair, which can be achieved through using the correct ethnic-specific products
- Figure 3: Carol's Daughter features products relying on natural ingredients suitable for regular use on dark skin
- Figure 4: African American celebrities have successfully been used by Carol's Daughter to promote products to the company's target audience