Introduction
Attitudes and behaviors to personal care are evolving as a number of mega-trends impact upon consumers' routines. Although consumers are not expanding their repertoire of personal care occasions, there is significant room to encourage consumers to trade up their regimes to higher value occasions as the dynamics between different consumer groups change and emerging need states develop.

Scope
Personal care markets quantified by occasion and spending: fragrances, make-up, haircare, oral hygiene, personal hygiene and skincare
A unique survey of personal care behaviors was conducted with 6,000 consumers across the US and Europe during June 2006
In-depth analysis and consumer segmentation of all personal care occasions and spending revealing unmet needs and key consumer insights
Detailed action points offering practical strategies based on the trends and insights analyzed in the report
Highlights
Personal care spending is growing faster than usage. Many personal care occasions are part of the daily routine already with little room for additional growth. Consumers are not necessarily increasing their volume of purchases but are open to trading up, seeking convenience, multifunctionality, indulgence and natural efficacy, purity and safety.

'Proactive remedy seekers' are those who are concerned about many personal care concerns beyond basic hygiene and are doing something about it. Spain has a high proportion of consumers who fit into this segment (36%). Such consumers are more likely to be female, Young Adults, and educated to a higher level than the average consumer.

The haircare category is well placed to benefit from the natural and cosmeceutical trends. Haircare is both a necessity and a luxury, unlike make-up or fragrances. This gives it an opportunity to leverage the everyday market in a premiumized direction where little room exists for increasing sales through consumer penetration.

Reasons to Purchase
Obtain comprehensive data mapping personal care occasions and their value, consumer groups and product markets
Uncover the personal care issues consumers are most concerned about and where the marketing 'sweet spot' in targeting these concerns lies
Improve your marketing strategy by targeting the most profitable occasions and their accompanying need state