SIC CODE: 2844
Principal Products: Toiletries, fragrances, personal care implements
Relevant Industry Sector Information
This firm manufactures and distributes a large assortment of products grouped in
the cosmetics, toiletries, and fragrance industries. The diversity of Belcam’s product
lines and multiplicity of the firm’s relevant market segments/niches render it impossible
to confine an industry evaluation to one or two products/industries. Therefore, this
industry information section will combine the market characteristics and forces that drive
the cosmetics, toiletries, and fragrance industries, more generally defined as the skin
In today's marketplace, shifting consumer needs and retail/shopping evolution are together creating an environment which not only presents enormous challenges but also
provides a wealth of opportunities for those prepared to capitalize on the changes. In no
category of business is this more evident than in the skin care business; doubling in size
from roughly $5 billion in 1990 to its current $10 billion annually and forecast to double
again by 2010. This dramatic growth reflects significant product innovation, increased
product availability/choice due to specialty outlet growth, and expanding consumer needs
as lifestyles and demographics shift. Society continues to experience substantial change,
resulting in an increasingly fragmented consumer base. This fragmentation reflects both
demographic and psychographics/lifestyle changes, as society has become a culture of
increasing individualization. Consequently, consumers are redefining their needs to align
with their "life philosophies." An assessment of consumer attitudes and behavior
suggests these philosophies extend beyond any one category and can be leveraged within
multiple categories at the retail level.
For skin care, specifically, research indicates there are two basic types of consumers – those whom are outer-directed or function-oriented, and those whom are
inner-directed or emotion-oriented, from a benefit standpoint. For example, a function-
oriented consumer may be one who gives precedence to convenience and simplicity over
elaborate regimens or product packaging. Whereas, an emotion-oriented consumer is
very concerned about their looks and will go to great length to enhance their appearance.
Using these examples, merchandising has to be very different to appeal to both of these
consumers. Further scrutiny begs us to segment consumers even more discreetly to
understand specific needs and behaviors and the most appropriate ways to address them.
Increasing the complexity of this consumer evolution are significant marketplace changes that are redefining how consumers perceive "shopping." The Internet provides
substantial opportunities and challenges to the role and utilization of retailers. It also is
serving to change the value equation for consumers as related to convenience, value-
added services, and product variety. From a different perspective, the growth and
expansion of specialty skin and bath outlets has increased consumer awareness and
expanded the range of products for personal use and gift giving.
Even traditional brick and mortar retailers across the globe have experienced
significant change. Retail consolidation mandates more creative go-to-market
approaches, with much greater emphasis today on establishing emotional links with
customers to help increase shopper loyalty and conversion. While many traditional
retailers are using specialty skin care brands as a way to achieve growth, research
suggests many other ways to impact consumer solutions, correlating to skin care product
The good news is that any retailer can take advantage of this skin care revolution--whether big or small, highly integrated, or less technologically advanced. The ultimate
challenge is to determine how best to leverage an integrated skin care approach that
reflects how consumers think about these categories. Creating a common definition for
“skin care” is the first step toward addressing the needs of consumers in a manner that
can help grow the business.
Research suggests that consumers do not specifically think about "categories" (as defined by retailers), when they refer to products that care for their skin. Their focus is
more on end benefits such as cleansing and moisturizing. Consumers then translate these
benefits into a defined core group of categories, as follows:
? Personal hygiene; bar soaps, body washes, liquid hand soaps, and
? Hand and body lotions
? Bath additives
? Sun care
? Face care; cleansers, moisturizers, acne products, etc.
? Lip balms/body care products
These consumer-based definitions can become the foundation for developing
cross-category solutions that meet consumer needs in a manner that has the greatest
likelihood for success. This can directly lead to incremental sales increases and
profitability if properly leveraged.
Import Effect Summary
Imports still command the larger share of the U.S. market, mainly due to the
fierce competitive nature of manufacturers and the cost competitiveness of the products.
Most of the larger manufacturers have facilities overseas, which provides a cost
competitive arm for many. Cost is the most significant factor affecting this industry.
Manufacturers must be able to compete solely on price because quality must be designed
into the product before a consumer would even consider purchasing.