Consumer expenditure on both hair care and face and body products has been volatile over the last years, suggesting consumers may not be content with current products and that they are willing to try something new. Many are turning to YouTube.com for tutorials and product reviews. The website acts as a platform for promoting all lines of cosmetics, from drugstore to luxury brands.
Among affluent consumers making more than 200,000 U.S. dollars a year, over 31 percent were using the brand Gillette as of July 2013. In another poll, only 2.6 percent of all American households said they used Gillette brand body wash more often than other brands. Gillette is owned by Procter & Gamble and primarily produces men’s and women’s shaving products.
Dove personal care products, a Unilever brand, had the fifth highest brand value worldwide in 2014, at a value of 5.9 billion U.S. dollars. The number one spot went to L’Oréal, with a value of 10.8 billion U.S. dollars. L’Oréal is a French cosmetics and beauty company. The company owns many popular brands and is one of the world’s largest cosmetics companies.
Advertisers took the saying “Beauty is in the eye of the beholder” at face value in 2012. Some 25 percent of cosmetic advertising was spent on eye make-up products that year. Estée Lauder made a large investment in advertising in 2013, though L’Oréal brands still ranked higher among top spenders.