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摘要：本文是一篇美国留学论文。截至目前，化妆品的使用已经持续了几千年，最早可以追溯到古埃及时代的一些皇室,当时的人们经常将香水,檀香熏香等香味混合在一起用于人体朝圣或作为防腐剂。但是化妆品在西方的真正普及是在17世纪,最初是女性患者为了遮盖面部天花遗留的疤痕而使用。本文以化妆品的发展看个人护理产品行业的发展特点和发展前景。

market), also called Cosmetics and Toiletries market has generated total revenues of US$ 382.3 billion in 2010, representing a compound annual growth rate (CAGR) of 36% for the period 2005-2010. By comparison, markets of Asia Pacific, Western Europe and North America brought out 70% of global BPC market in 2010 (Fig. 8). Most interestingly, both Western Europe and North America's BPC markets has witnessed the economic recession, showed a negative growth in 2009 and decelerated performance afterward, while markets in Asia Pacific and Latin America, sales growth continue and for the first time the BPC market of Asia Pacific region (mainly referable to China) overtook the first position of global BPC market (Fig. 9).

2.1.1 Market Segmentation and Differentiations

BPC products cover all daily personal care cosmetics such as makeup, nail polishes, hair sprays, hair colours, creams, lotions, perfumes, deodorants, shower and bath gel, bath salts, and lots of other product types. The market can be sorted into a completed 13 key sub-sectors scope as we have mentioned earlier (Fig. 10). Skin Care segment is the leading category that generates 22% of worldwide BPC market due to Asia Pacific's booming sales, the rising demand of anti-age products also conducts the segment as the key contributors to global BPC market over the forecast period.

Global skin care brands can be also sorted by their marketing positioning into six classes: professional brands, luxury/premium, pharmacy/dermo-cosmetics (cosmeceuticals), organic/natural brands, direct-selling and mass market products. Each segment targets different consumers according to their purchasing power, quality requests or specific needs, etc. Key competitors of each class are listed below:

§Professional skin care brands (distributed mainly by beauty salons, spas): Sothys Paris, Lexli, RVB, Sparitual, Lotusdream, etc.

§ Premium skin care brands(distributed mainly by department stores, perfumeries), : Shiseido, Estée Lauder, Lancôme (L'Oréal Group), Clinique (Estée Lauder Group), Kanebo (Kao Group), Chanel, Christian Dior (LVMH Group), SK-II (P&G Group), Yves Saint Laurent (L'Oréal Group), etc.

§ Pharmacy/dermo-cosmetics brands(distributed mainly by pharmacies, drugstores or via dermatologists' recommendations): Vichy (L'Oréal Group), La Roche-Posay (L'Oréal Group), Boots, Eucerin (Beiersdorf Group), Johnson's, Avène (Pierre Fabre SA), Caudalie, Lierac, ROC (Johnson & Johnson), Nuxe, Galenic, etc.

§Organic/natural brands(distributed mainly by speciality stores, natural food stores): Yves Rocher, The Body Shop (L'Oréal Group), L'Occitane

§ Direct-selling brands: Avon (USA), Natura (Brazil), Mary Kay (USA), Oriflame (Luxembourg), Artistry (Amway corp. USA), DHC (Japan), Nu Skin (USA)

§ Mass market brands(distributed mainly by supermarkets, hypermarkets): L'Oréal Paris, Nivea (Beiersdorf Group), Garnier (L'Oréal Group), Olay (P&G Group), Neutrogena (Johnson & Johnson), Pond's (Unilever Group), Vaseline (Unilever Group)

Eucerin® is catalogued in the pharmacy/dermo-cosmetics brand of skin care industry as its products can be only purchased in pharmacies or drugstores.

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