Personal Care Products Manufacturing

Personal Care Products Manufacturing

Brief Excerpt from Industry Overview Chapter:

Companies in this industry manufacture toiletries and grooming products, including perfumes, shampoos, skin lotions, and shaving cream, as well as lipstick, mascara, and other cosmetics. Major companies include Estée Lauder, Johnson & Johnson, and Procter & Gamble (all based in the US), as well as L'Oréal (France), Shiseido (Japan), and Unilever (UK).

COMPETITIVE LANDSCAPE

Makers of beauty products must build awareness of their brands. Competition is fierce in advertising and promotions, and companies often enlist celebrities to help elevate brands. Establishing an online presence in both marketing and e-commerce is also essential. Digital ads are quickly replacing television ads, making consumer viewing rates less predictable. An upstart brand's promotion may go viral, while an established player's ad falls flat. Impulse buys are less frequent as more consumers shop online.

PRODUCTS, OPERATIONS & TECHNOLOGY

Major products cater to the personal care and hygiene necessities of consumers. These include cosmetics (about 75% of revenue); creams, lotions, and oils (about 20% of revenue). Other products include mouthwashes and gargles, as well as professional hair shampoos.