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NPD’s new Market View Current Conditions Report delivers a deeper perspective on prestige beauty market dynamics. For the first time, you can examine your category and brand performance at the regional level – including sales rate and distribution insights.
Question 1: What is the size and trend
of each region?
The chart below illustrates one in five dollars spent in the prestige beauty market came from either the Pacific or South Atlantic region. The Pacific region had the largest dollar share at 21 percent. A total of 80 percent of total prestige beauty sales came from five regions in the U.S.
| Total Prestige Beauty
12 Months Ending September 2009 |
| Region |
$ Share of
Prestige Beauty |
% Population |
| Total U.S. |
100% |
100% |
| East North Central |
11% |
16% |
| East South Central | 5% | 6% |
| Middle Atlantic |
17% |
13% |
| Mountain | 6% | 7% |
| New England | 5% | 5% |
| Pacific |
21% |
16% |
| South Atlantic |
20% |
19% |
| West North Central | 5% | 7% |
| West South Central |
11% |
12% |
Source: The NPD Group / Market View Current Conditions Report
Question 2: Where do I rank, and how does my rank change by region?
The Market View Current Conditions Report gives you insight into where you rank in each region. This new, more granular view of regions enables you to identify your top- and bottom-performing markets based on new measures that quantify your opportunities and vulnerabilities. You can use this new level of detail to address key business issues, such as where to focus your sales, merchandising, and promotional efforts.
The chart below shows the top three brands in Total Prestige Beauty for the Pacific and Middle Atlantic Regions. Despite being in 47.2 percent of the stores, MAC is #1 in the Pacific with a Total Prestige Beauty share of 11.4 percent; however in the Middle Atlantic, the #1 brand is Clinique.
Top Three Brands in Total Prestige Beauty
Ranked by Dollars in the
Pacific and Middle Atlantic Regions***
November 2009
| Pacific |
| $ Rank |
Brand |
Brand $ Share** |
% Store Selling* |
| 1 | MAC | 11.4% | 47.2% |
| 2 | Clinique | 9.1% | 98.4% |
| 3 | Lancôme | 7.6% | 99.2% |
| Middle Atlantic |
| $ Rank |
Brand |
Brand $ Share** |
% Store Selling* |
| 1 | Clinique | 9.5% |
88.5% |
| 2 | Lancôme | 7.4% |
84.7% |
| 3 | MAC | 6.1% |
18.6% |
*Percent per store selling shows you how your brand is doing relative to competition based on the universe of stores each brand is selling in. It measures the percentage of stores in the market that sold the brand. Calculated as number of stores selling the brand divided by the total number of stores in the market. Represents the quantity of distribution.
**Brand dollar volume as a percent of total category dollar sales. Calculated as dollar sales for selected products divided by total dollar sales of the selected category within geography.
***Pacific Region includes California, Oregon, and Washington, as defined by the U.S. Census Bureau. Middle Atlantic Region encompasses New York, New Jersey, and Pennsylvania, as defined by the U.S. Census Bureau.
SPECIAL OFFER!
Get a view of how your business is growing by region - just for completing the form above! You’ll receive a free sales growth snapshot for one category (makeup, skincare, or fragrance) and one brand of your choice by region - plus more information about our new report offering!
Get details. Ready to learn more about the Market View Current Conditions Report? Contact your NPD account manager or Charles Camaroto at 866-444-1411 (contactnpd@npd.com) or complete the form here.
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