Marketing Analysis

Market Segments

Figure 1

(Mintel, 2013)
In the Beauty and Personal Care (BPC) sector, beauty products have a tendency to have the larger share over personal care products. Among these, Facial Care has the third-largest share with 11%, with a clear opportunity for growth. Spending in the beauty category is also predicted to rise in the coming years, with a 4% rise in spend from 2007 to 2012 (Mintel, 2013).
Figure 2
Best and worst case forecast UK value sales of facial skincare products, 2007-17: (Mintel, 2013)
As can be seen, the facial skincare industry in 2012 was an estimated £1,122 million and is expected to continually rise over the next five years. As a result, Lily Rose Cosmetics aims to specialise in facial skincare.
Consumer Groups
Mintel (2013) states that the population of the UK will rise by 4% over the next five years, creating an aging population. As can be seen below in Figure 3, those aged 55+ have the overall highest estimated growth of the population.
Figure 3
Trends in the age structure of the UK population, 2007-17

2007

2012 (proj)
2017 (proj)
% change
% change

000s
%
000s
%
000s
%
2007-12
2012-17
0-4
3,593
5.9
4,009
6.3
4,206
6.4
11.6
4.9
5-9
3,423
5.7
3,607
5.7
4,021
6.1
5.4
11.5
10-14
3,703
6.1
3,442
5.4
3,620
5.5
-7
5.2
15-19
4,016
6.6
3,787
6
3,516
5.3
-5.7
-7.1
20-24
4,145
6.8
4,386
6.9
4,155
6.3
5.8
-5.3
25-34
7,864
13
8,551
13.5
9,355
14.2
8.7
9.4
35-44
9,246
15.3
8,461
13.4
8,071
12.3
-8.5
-4.6
45-54
7,981
13.2
8,880
14
9,122
13.9
11.3
2.7
55-64
7,234
11.9
7,262
11.5
7,631
11.6
0.4
5.1
65-74
5,058
8.4
5,777
9.1
6,476
9.8
14.2
12.1
75-84
3,424
5.7
3,591
5.7
3,851
5.9
4.9
7.2