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AMERICAN COSMETIC STORY
News, Company news, Product news
According to recently published Euromonitor statistics*, in 2016 the North American “Beauty and Personal Care” market was worth 92.3 billion dollars. If you think of a typical pie chart, this means a “slice” worth 21% of the worldwide market: an impressive percentage that is expected to rise even further to 111 billion dollars by 2021. The top products are those for skin care, worth almost 19 billion dollars alone, which is also expected to grow to 23.6% over the next 4 years. The silver medal goes to colour cosmetics, worth 18.8 billion dollars, again expected to grow to 26.3% over the next 4 years, followed by hair care products, worth 14 billion dollars.
Euromonitor states that these promising figures reveal how the American economy has essentially come out of the recession, also thanks to a rise in employment and drop in fuel prices, which have allowed American consumers spend more on beauty and personal care products.
What’s happening in the American cosmetics market?
This optimism has given consumers greater buying power. Alongside the growing need to identify with a brand, especially if it is well known and a strong “identity maker”, it has set the foundations for one of the most interesting trends of recent years, namely Masstige.
Masstige is a portmanteau of the words “mass” and “prestige” and refers to luxury but attainable brands for the mass market. It is therefore a hybrid niche made popular by consumers who want premium products of a known brand but who are not willing to pay “premium” prices. The real promoters of the growth of this sector are the Millennials: millions of young adults, who have a limited budget but who are keen to identify with a famous brand or product.
Another key trend that helps to understand the recent development of the American cosmetics market - within the “Beauty and Personal Care” area - is that of segmentation. Experts have been noticing that, also due to the growing multiculturalism of US citizens, an important share of consumers is increasingly dissatisfied with traditional products that are commercialised for “Caucasian archetypes”. This is why companies are starting to commercialise specifically targeted products, because American consumers are willing to pay more for a cosmetic product that is more compatible with their age, skin colour (simply think of specific creams for African Americans) hair structure, as well as personal style.
Another variable to be considered is the massive growth of natural products, by now a consolidated trend: consumers are looking for more natural products, for ethical and personal reasons. According to Euromonitor, safeguarding the environment is becoming continuously important for Americans year-in-year-out, especially for the Millennials - even if young Americans are not as interested in the environment as their peers in other parts of the world. More and more North Americans buy products whose labels state “recyclable”, “compostable”, “cruelty-free” (not tested on animals) or “Fair Trade” products that are socially and environmentally sustainable. They also have personal reasons, because nowadays awareness is so high that many consumers believe that products without harmful artificial substances are better for their health and that products with natural botanic ingredients are more effective or delicate.
The Marchesini Group and cosmetic product packaging
A growing share of the Marchesini Group turnover is machines for packaging cosmetic products, especially since cosmeceuticals have become part of the Group’s business.
To further highlight this incredibly dynamic market, last January the Group acquired Dumek, a historical Italian company, specialising in the manufacture of processing machines such as turbo emulsifiers for mixing make-up, cleansers, hair dyes, toothpaste and shaving products. These machines will play a key role in boosting the Group’s presence in the cosmetics market.
Furthermore, an impressive sale of 8 Diamante units, a monoblock filling and capping machine for lip gloss, has just been completed to a North American customer. This is an absolutely “user friendly” solution, thanks to its compact footprint and excellent ease-of-access to the internal parts for changeover and cleaning.
It has been created by the experience of the Tonazzi-Vasquali Division together with the Marchesini Group technology. Diamante is one of the most reliable and fastest filling machines for mascara and lip gloss available on the market. Thanks to 4 brushless motors and two filling and capping channels, this machine can manage production speeds of up to 120 pieces a minute.
Benefits of Diamante
- Container with alternated motion conveyor, mechanically interfaced with the continuous motion capping device;
- Independent adjustment of the container elevator in the filling station driven by brushless motors;
- Independent batch adjustment devices that can be set from the display for each of the two channels;
- All the components are adjusted and the machine cleaned from the operator side;
- Quick size changeover via vial holding inserts;
- Innovative and specially-designed system to transfer the batching system completely assembled (hopper,
manifold, pump unit, pistons, cylinders and nozzles) from the batching area to the washing and sterilising area using a special trolley.
*The “Beauty and Personal Care in the US” research project was published in April 2016 by Euromonitor International. The Euromonitor statistics have been re-elaborated by the Marchesini Group.