Online Exclusive: Beauty Is More Than Skin Deep

SymphonyIRI’s John Deputato says opportunities abound for marketers and retailers that focus on the new healthy wellness and beauty shopper.

WRITTEN BY: John Deputato

Leading a healthy lifestyle makes one feel more beautiful, according to the results of a recent beauty survey conducted by SymphonyIRI Group, Inc. In 2008, the Centers for Disease Control announced that obesity in the United States was at epidemic proportions, with two-thirds of adults and one-third of children overweight or obese. Super sizing, convenience and indulgence were costing Americans their good looks and their long-term health. The chart shown here is startling, comparing the 2008 obesity frequency in the United States to 1990. Examine the change of colors in the U.S. map. It will blow your mind!




It’s no surprise that there is a great movement afoot to look and feel better, but it must start from the inside out. Marketers and retailers today have begun to recognize the next great trend. Michele Obama did. That’s why she took on the challenge to get America healthy with her “Let’s Move” campaign.

The health, wellness and beauty shopper are recognizing the connection, and it cuts across all age groups. The Millennials are well aware of the dangers of fast foods as they learned from their high school and college educations and the frequency in which they use the Internet (92% according to a SymphonyIRI survey). Baby Boomers say they recognize the need to stay healthy and live a longer life. But, more than 60% of Baby Boomers have been diagnosed with at least one chronic health condition. This means that approximately 20 million Americans aged 50 to 64 have conditions, such as arthritis, diabetes, cancer, heart disease, high cholesterol or high blood pressure, according to The Commonwealth Fund. If that’s not enough, the age group of 65 and older will double in the next 20 years.

Astounding, isn’t it? I continue to be fascinated by Boomer statistics.

So, the beauty shopper is changing and so is their shopping trip. They will not only be shopping for skin care products to reduce various signs of aging but will also be in the store to purchase hair color, buy vitamins that will keep their cholesterol low or minerals that will keep their skin looking its best, while also paying a visit to the prescription counter on that same shopping trip.

Millennials are totally into convenience and will do their homework on the Internet before entering the store and check out other retailers’ offers on their mobile phone while in the store.

Retailers and manufacturers are now becoming aware that they need to approach marketing to these shoppers in a way that addresses their entire trip need. Think of how packaging now has to change as well. How do companies alter their communication or create displays that house an entire beauty and health regimen?

This is a huge opportunity for retailers, manufacturers and suppliers, and also for our economy…if we do it right.

Is beauty more than skin deep? You decide.

John Deputato is a senior vice president and leader of the Beauty and Personal Care, Client Team Vertical, at SymphonyIRI Group. With more than 25 years’ experience in the health and beauty care industry, he has held a number of CPG marketing positions, including senior marketing executive for the Stetson brand at Coty and product manager for Old Spice at The Shulton Company.