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

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

• 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