全球的个人护理品市场被定义为：护肤、护发、香水和彩妆品，以及个人卫生保健的总和。在2000年，其市场总值高达1222亿美元，反映了自1996年以来1.6%的年连续增长率（Compounded annual growth rate, CAGR）。

    1996年至2000年期间，在北美洲和南美洲大陆的市场增长率最高，这段时间在那里3.4%的年连续增长率（CAGR），2000年该大陆市场的销售额达到了440亿美元（算是最大的大陆市场销售量）。东欧相应也有显著增长，尽管比全球市场的平均值少了5个百分点，但1996年至2000年期间年连续增长率（CAGR）也达到了3.2%。虽然英国和美国也开始增长，但是由于价格的压力，竞争的激烈以及市场饱和，其市场前景正逐渐受限。这些都迫使市场商和零售商寻找新产品，消费者和零售机会来驱动增长。

    全球个人护理品工业，已经受到广泛而且越来越复杂的影响因素的驱动。消费者正在引导日趋多样化和要求生活个性化的需求。如果市场商和零售商想成功的适应不断变化的需求，他们就必须跟上消费者。今天的顾客正越来越多的关注自己的内在美和外在美，因此天然的，疗效的产品有了增长趋势。如芳香疗法就是一个重要的增长点。然而，由于缺乏法律定义，造成许多消费者困惑的问题：到底什么成分属于天然产品？该争议一直争执不下。时间的压力也驱动了那些使用方便、速效，并适合现代生活节奏的产品增长，同时市场商还将他们的目标瞄准了儿童，想通过创造乐趣和互动性，来增添一些特定场合下产品的刺激性和趣味性。

    此外，产品和成分的改革创新，多少已经模糊了各类产品之间的界限差异。传统市场的划分方法已经显得过时，如今，以消费走向与机遇为基础的分析，已经变得越来越相关。但产品外观美，一直是影响新产品开发的一个最重要因素，因为需要制造商不断努力，开发一些消费者所需求的化妆品外包装，和时尚流行的化妆品新品种。

    随着不同国家而异，美观，功效，趣味互动和方便，成为四大重要消费趋势。这四大重要消费趋势在欧洲和亚太地区，几乎被认为相同；但是，尤其是未来五年时间里，功效趋势在北美洲和南美洲有重要差别。而且，功效趋势比美观趋势对未来新产品的创新，更有影响力。

    在国际市场看好的今天，由于在20世纪90年代，有的国家经济出现衰退，其发展速度是个问题，但这绝不是唯一的决定因素。个人护理品的使用标准，在各个市场的变化不一，尤其是在护肤品领域，在日本和欧洲大陆此类产品的渗透性很高，但是与发达的英语国家比如英国和美国相比，其渗透性却很低。像这样，后者有着更快的增长速率就不足为奇了。此外，尽管在日本和中国的市场变化小，诸如香水等产品的市场渗透性，较西方市场的相关产品慢，但是仍然被加速，并继续得以发展。简而言之，全球消费者的嗜好开始趋同。

品种份额的分布
    在个人护理品市场已经出现了许多的亮点，尤其是在一些专柜产品中，全球范围内它们整体水平的年连续增长率（CAGE）已达4.7%。尽管2000年美国占了245亿美元专柜市场的42%，在这个类别中，从1996年到2000年西班牙和意大利分别为7.1%和6.4%的增长率。最近这些年来，市场上年轻消费者的兴趣有增无减，主要受美国市场趋势的驱动。随着儿童纠缠潜力--鼓动父母们更多的花销，大量瞄准儿童产品的市场在急剧增长。那么，为什么年轻人的消费市场在上升呢？

* 在早期，制造商热衷于建立忠实的品牌。
* 儿童花销权力在增长。
* 儿童正成为更加久经世故的消费者。
* 对准儿童的种族界限正逐渐被淡化。

    另外一个出现的市场份额是，男性化妆品市场，在欧洲和美国它正以年连续增长率（CAGR）3.1%的速度发展。虽然品种之间有较大差异，但与1996年的 65亿美元相比，在2000年，这个市场额高达79亿美元。
皮肤的护理

    随着高速发展的个人护理品市场进一步全球化，护肤品市场-包括护脸，护手，护体和防晒，护唇，以及医疗护肤，去毛和油性软膏，据估计2000年高达到341亿美元。美国将引导着未来护肤品市场的发展方向，与此同时"功能化妆品"份额，占到了美国全部护肤品市场的27%，全球护肤品市场的16%。美国的领头创新也将影响到欧洲，随着德国市场正在以每年2.3%的历史最高速率增长，自1999年来新西欧税收每个季度增加了1.9亿美元。在日本也可以看到适中的增长，驱动着一个巨大的亚太地区护肤品市场，占到了整个亚太地区市场55%的份额，据估计高达达75亿美元。日本将继续成为新产品创新的重要力量。

    随着a-羟基酸，维生素，防晒剂和紫外线过滤剂，以及抗蜂窝组织炎（瘦身）霜剂和凝胶剂等产品的发展，活性成分在护肤品市场的使用，已经引起了人们很大的注意。尽管在几个欧洲国家的增长受到一定的限制，但功能化妆品的发展，已经使护肤品市场变得相当活跃。面部功能化妆品在美国市场的流行，与全部零售护脸产品5%的销售增长率相比，其增长从1996年的32.7%上升到了2000年的37.8%（CAGR为7.4%）。这种增长要归功于:新的活性成分和护脸产品科技含量的提高。而护手和护体类功能化妆品市场增长，在美国，1996年到2000年期间，CAGR只有8.3%。

    在最近的五年时间里，全球专柜护肤品市场CAGR为3.9%，从1996年到2000年逐年好转。尽管有强大市场的驱动，出现在中间商市场的价值差，已经限制了护肤品市场的发展。特别是西班牙和美国平均增长率分别为5.9%和7.1%之上。有趣的是，类似于法国和德国，英国1996年到2000年的增长水平已经放慢，但2000年又全都强力反弹。

    在护脸产品的份额市场，保湿产品和面膜销售已经有了很好的增长，但是彩妆的增长却较慢，据估计全球的CAGR为1.9%。

    受品牌如男性的Vivea的驱动，男性护肤品市场的年平均增长率达到了12%。尤其是意大利男性护肤品市场自1999年以来获得了21%的增长，达1.15亿美元，主要是由于男性提高个人外表要求态度的转变。

头发的护理
    当前全球护发类的市场，估计在26亿美元，但是在最近几年中，未来市场前景受限。有趣的是，唯独在东欧，领先的波兰护发品市场自1999年以来在销售额上增加了0.4亿美元，1996年至2000年期间，CAGR高达4.3%，仅尾随北美洲和南美洲大陆增长之后。尽管亚太地区市场疲软，日本每人护发品花费依旧领先，在32.6美元，与德国的27.2美元，法国的25.6美元和英国的20.4美元很接近。总体上，世界护发产品的市场，已经为拉美和东欧多国的经济所驱动。随着俄罗斯新富人对进口化妆品的巨大增长，在东欧市场复苏的苗头也很明朗。
在新产品上市过程中，给全球不景气的护发品市场，带来新希望的一股重要力量是：市场制造商向消费者宣传他们新产品重要性的能力。市场制造商添加维生素和矿物补充成分，比如角蛋白，糖酯和维生素B5到一系列产品中，增加了消费者所需的头发健康精华，这一趋势就是在这类产品中最好的例子。染发，和头发定型剂，以及毛发喷雾剂，现在都合并作为头发调理剂。这些产品对保护头发健康，使头发光亮，自然飘逸和柔顺，都更有益。虽然对头发外观和调理的关注，已经成为新产品开发的重要驱动力，但消费者也希望护发产品能够防大气污染和日晒。

    南美已被证实：对于制造商，护发产品是一个非常有效的新收入来源。这主要是由于南美地区深远的经济复苏，尤其是墨西哥和委内瑞拉，在那儿护发品市场所创造的销售额合并起来，高达1.82亿美元。在1996年至2000年期间，委内瑞拉市场的CAGR达到了23.6%。

    自1996年以来，随着消费者基层的扩增，产品功效性的提高，以及这些产品驱动需求意识的增长，英国的民族护发品市场正8.9%的速度，显著增长。其中的核心消费群是非洲-加勒比妇女，她们花费在头发上的时间，是其他妇女平均水平的四倍。

    受时尚意识的的驱动，年轻男性喜欢头发的彩染，全球范围内男性护肤品市场发展的CAGR高达14.2%。最近的东欧市场，扩展这个领域的份额。

香水
    全球的香水市场，正经历着持续的价格压力，部分是由于打折，这将限制未来的发展前景。在过去的近五年时间里，包括男性、女性、性别模糊和婴儿香水的市场平均年增长率，达到了2.3%，在2000年估计市场值，高达233亿美元。这种增长趋势预计不会持续；到2005年，CAGR将跌至0.7%。增长速度将在所有的国家受制约，尤其是在日本，与1996年到2000年期间，它的CAGR高达3.8%相比，今后的市场CAGR将衰退到3.6%。

    制造商已经提高了香水主流格调的变化水平，尤其是关注男性的香水市场，如今的趋势已经渐渐远离猛烈的、木香似的和麝香似的香气，转而倾向较清新的香味。尽管在人年均香水消费方面，法国处于领先地位（30.1美元/年），自1996年以来这个数字，也已经下降到了4.4%。而德国则经历着人均消费最严峻的衰退，在这段时期内，CAGR退缩到6.9%。

    香水销售市场，唯独在南美洲的总销售额，超过了28亿美元，其中处于主导地位的巴西所占份额，就超过了38%，达11亿美元。仅次于巴西的是墨西哥，在该市场中占了21%的份额。虽然受最近经济衰退的影响，发展速度放慢，但是墨西哥自1996年以来的CAGR仍然有令人瞩目的7.8%，与此同时，象委内瑞拉、秘鲁、阿根廷和智利这些国家，据记载也有相似的增长。

    全球专柜香水市场已经历了CAGR为4.9%的较低增长。当前增长正被新的品牌平台所驱动，比如推行二件装、限额版供货等等。由于在亚太地区的销售下降了2.2亿美元，因此，以男女通用品市场为代价的趋势已经到来。

妆饰品/彩妆化妆品
    在过去的五年中，全球的彩妆化妆品市场保持了持续的增长，平均年增长率为2.2%。就在最近，随着功能化妆品，以及起效更快，方便使用产品的开发上市，市场再一次被驱动。虽然在1996年到2000年期间，东欧的CAGR呈8.8%的螺旋式下降势态，但是实际上从1999年以来，其彩妆化妆品市场额，增长了8个百分点。因为各个地区的人均花费已经平均增加了9美元，该市场受驱动预期增长，将持续到2005年。

    在眼、唇、指甲和脸四大彩妆化妆品市场中，以眼部彩妆化妆品市场的增长最大。然而，指甲彩妆化妆品市场，受惠于可选范围较广的底纹调料，特别的构造效果，以及快速干燥技术，在过去的一年里，已经显示出非凡的业绩。在各个国家发展也有较大的变化：意大利据报道年平均增长率为4.6%，但是西班牙的市场自1999年以来，已经紧缩了许多。法国和德国为西欧的市场增长，做出了贡献，占了1999年以来2.79亿美元新市场额的三分之二。这些国家每一个都受到了来自跨国公司新产品的巨大影响，并且将目光转向，在彩妆化妆品市场中，令人感兴趣的含天然成分的彩妆产品。

    在彩妆化妆品市场，紧跟时尚潮流起着重大作用。因此，时装表演和彩妆化妆品专柜的联盟，今后还会继续加强；Calvin Klein, Tommy Hilfiger, 以及Versace公司 ，也纷纷加入象Dior和Chanel这样个人服装设计品牌的行列。最近几年，化妆品市场的新品种蜂拥而至。从酬金到品牌，已经明显贯穿着化妆品市场的各个部份。

    紫外过滤剂和维生素成分的使用，已经扩大了彩妆品和护肤品之间的差异。随着奇异的指甲新设计图案，头发彩妆品，以及非永久文身的发展，尽管趣味给我们留下了一些印象，但经济疲软对此，几乎没有作用。长效化妆品配方出现在许多产品中，比如Revlon"s ColourStay 和MoistureStay等品牌。

    新产品的开发，也集中在增厚的睫毛，而不是"块的组合"，例如Maybelline Great Lash Mascara和Max Factor"s 2000 Calories。这些产品尤其在亚太地区受欢迎，在该地区销售额的稍微好转，几乎得益于1998年后新产品的上市。
与护肤品市场地区相比较，婴儿降生达到了地区最高点，彩妆化妆品市场把他们新品牌活力的大部分，都聚焦在了年轻消费者身上。这些消费者很大程度上，说明了关注时尚的合适品牌的快速发展，比如Bloom, Tony & Tina, Naj-Oleari, MAC和Nars，他们的规模相对较小，具备了对外部环境和发展趋势，作出快速反应的优势。

个人卫生保健
    自1996年以来，个人卫生保健市场已增长了1.7%，不可小看。现在这个市场销售额，估计高达228亿美元。由于浴室人群较淋浴更多，英国引领着人均消费市场。能够提供功效和芳香疗法的浴室产品，会获得更大的影响力。洗浴市场在英国和美国继续扮演着重要的角色，而且开始影响全球的其他市场。

    俄罗斯继续引领着东欧市场，它是该地区唯一引人注目保持稳定增长的国家。这是因为产品数量的不断增加和更有竞争的价格策略。俄罗斯大多数消费者都认为，个人卫生保健产品是必需品，而不是奢侈品，这样，就驱动着一个销售稳定的大市场。

    最近一些国家增长率在1999全年下降超过了50%，比如英国和意大利增长急剧放慢，从1996年到2000年期间的增长率分别为3.1%和3.3%可以反映出来。
变化的生活模式正影响着消费者在浴室所使用的产品类型。大多数人都过着繁忙而压力与日俱增的生活，他们期望产品能够放松和缓解压力，而且还能效果快速并使用简便的。这样就导致了淋浴凝胶、沐浴液和液体肥皂等产品销售的增加，而原先的硬肥皂和沐浴添加物已经不再流行。随着那些反映先进的皮肤护理技术的发展，包装创新和关注市场自身的产品不断开发，这个重要的市场也在持续发展。沐浴产品被倾向于作为奢侈品来认识，因为忙碌的生活模式，几乎没有时间来享受悠闲的沐浴。制造商应该满足：让消费者紧张的身体浸泡于松弛的矿物，或缓解压力的芳香治疗盐和雾状泡沫澡的要求。

    在西欧，身体喷雾剂控制着男性除臭市场。Unilever子公司-Elida Faberge第一个在十年前提出了创建Lynx/Axe品牌的概念。

    在男性除臭产品和沐浴液发展之后，男性香水是一个新亮点。而且从20世纪80年代味重的香水，转向有着强大户外吸引力的更清鲜的运动型香水。

    令人吃惊的是，男性个人卫生保健品已经成为最缺乏活力类别中的一种，在美国和欧洲的CAGR是3.2%，仅稍高于欧盟整体2.3%的CAGR。这可能是这类产品，在这些地区的市场已经饱和。较前些年，2000年特殊男性卫生保健品已经不再时兴，男性正转而重新使用其它重要产品。

前景展望
    展望未来五年，全球个人护理品行业，预期将继续在平均年度增长率为1.8%的速度发展。受护肤品市场和化妆品市场的驱动，销售额将从2000年的1222亿美元上升到2005年的1336亿美元。其中最高增长率将出现在北美洲和南美洲，尤其是在美国，因为那里的消费者，一直都喜欢买高附加价值的产品。但是在日本将出现最低的增长率，因为疲软的经济市场，限制了人们的消费。

    展望今后的五到十年，几个驱动因素将改变产品创新的焦点，包括对美丽概念的诠释，因为产品类别，市场和行业的界限，将逐渐变的毫无意义。美丽将会在更广义和更宽松的范围内被重新定义，因为现代消费者，已经在追寻全方位的身心健康。

    美容的定义正在从一个审美角度，转向更广的情感化状态。消费者将期望的是：对待美丽和产品，不仅仅需要快速和确切的效果，而且还乐意使用和应用。这些已经驱动了沙龙渠道的发展，包括家庭Spa 产品。此外，治疗方法比如芳香疗法的影响，将精神健康的概念推上历史的舞台。据说，长期停留在二选一治疗方法的影响仍然可见。芳香疗法很大程度上，已经从支流转变为主流，但是，如何定义以及近来健康的担心，还是会隐藏在未来发展之中。

    最近消费商品行业的变化表明：制造商和零售商的目光，逐渐从产品转移投向新商机的服务。有着个人护理品品牌的制造商，在服务范围内，正在尝试将他们的核心品牌，从具体的物理产品和有影响力的标志中分离出来。

    产品定位正变得更加个性化，因为我们看到了趣味和治疗化的趋势，零售商也正在尝试，通过制造互动和愉悦的购物经历，来调整消费者内在的情绪。
在个人护理之中，沙龙渠道的快速发展，也能从上述休闲经济的发展中被发现。纵观欧洲和美国，沙龙和美容院的数量，已经大幅度上升。

    人口老龄化将是二十一世纪社会人口统计学最重要的趋势之一。然而，由于缺乏调查研究和理解，并受盛行的旧框框的负面影响，年长的消费者，仍然是最容易被遗忘的人群之一，他们在人口统计学和经济学意义上的增长，几乎完全被制造商和零售商所忽视。各种各样的老年消费群体之间，也有较大的差异，而且他们的喜好和需求，也将继续有所改变。

    功能化妆品的增长率，预期将超过2000年到2005年零售额增长速度。当全球护发品，护肤品和化妆品的零售额，将以4.6%的CAGR速度发展的时候，而功能化妆品的销售额，将以8.7%的CAGR速度发展；该速度很大程度上受到了美国和日本市场的驱动。由于消费者对这类护肤品，彩妆品和护发品的接受程度的不断增加，所有的功能化妆品品种，都可望在2000年到2005年期间里，有出色的表现空间，包括在超市渠道中日益流行普及。但是，Datamonitor认为：在未来的几年里，彩妆品和护发品等功能化妆品的发展将会放慢，因为人们开始意识到，包含活性成分的功能化妆品和护发品，在很大意义上，是一种市场战略。当这种意识出现，公司将开辟新途径，来营销其化妆品和护发品。

    全球护发品市场反映出当前零售和其他休闲因素，溶为一体的趋势。例如在专业美容线，现在许多理发美容师，提供了更广范围的一条龙服务，服务范围从基础美容比如美化指甲到更先端的服务，比如芳香按摩。实际上，有些沙龙将附加的服务，视为他们头发护理所必需的扩展，比如Aveda沙龙提供免费缓解压力的问候和化装对话等人性化服务。这些沙龙的有益收获是：把偶尔的来访客，变成了有规律的回头客。无论如何，这样一来，廉价的沙龙就有所增加，更可以从时间紧的消费者身上获利。

    在护发品市场中，染发产品将代表最大类别的消费，并得到最快的发展速度。随着对永久性、半永久性，和短期染发新产品的深度开发，已经使染发产品更安全，使用更简便。

    随着护肤品市场更宽范围的产品选择，消费者开始热衷于：探求性价比最佳，零售最便利的制造商。产品一旦被认为是名牌厂家生产，就会在超市，连锁店里出售。争夺市场的竞争将日趋激烈，而美容市场领先者背后的推动力，就是创新。

    由于南朝鲜，香港和新加坡的护肤品市场已经发展成熟，亚太地区的护肤品市场的发展最具有潜力。当消费者被三个甚至更多产品的护肤品所说服的时候，发展中的市场比如中国，越南和菲律宾，也开始繁荣起来。这主要是受到那些首先是激起消费者兴趣，继而成为主流的产品的影响。

    彩妆品市场将保持持续增长的态势，因为消费者对防晒继续保持兴趣，以及开发更多护肤功能的化妆品，刺激了销售收入的新资源。附加值高的产品是今后主要发展趋势，在大众化市场，主要增长领域将是那些使用简便，功效和化装一体化的化妆品。消费者将继续使用那些应用成熟的技术，来获得渴望的美容效果，而包装技术的发展，将提高使用的简便，便于更多的户外消费。附加价值不再是一种奢侈，更象是消费者作为标准的一种期待。为了保持领先的地位，美容公司需要进一步提高他们产品的功能，外观和特点。同样，这将确保这种成功，能够较好地持续到21世纪。

    专柜彩妆品市场的未来发展将十分强劲，以5.4%的CAGR将持续到2005年。各个国家的这种增长将基本一致，意大利6%的CAGR被认为最高，最低的英国CAGR也达到3.6%。

    在2000年到2005年期间，个人卫生保健品市场的CAGR，也将达到1.9%，从2000年的228亿美元，上升到2005年的251亿美元。法国将主导这一发展趋势，而意大利，西班牙和日本的发展前景，将比较有限。相比较沐浴液和淋浴产品的缓慢销售额，将继续下去，所以，许多公司有必要投资于新产品的开发，尤其是今天的消费者希望个人清洗产品，不再被认为仅仅是为了保持人们的清洁。

    香水市场新产品的开发，已注重人体外在健康气质。开发香水的技术，也被证明是关键。提高皮肤护理能力，有效的预防身体不良气味，和抗菌能力的新成分，有待于进一步开发。方便性也是新产品开发背后一个重要的驱动因素，而芳香疗法及其疗效护理，在将来也变得更加重要。

    围绕专柜香水的分销问题也相当重要。自我服务和自选服务的模式，将鼓励购买更多香水的消费群体的出现，特别是年轻人和男性。在产品中加入活性成分也将使香水，为消费者提供更多的益处。但是最关键的课题依旧是维护香水产品的信誉形象。
3. global personal-care market (including cosmeceuticals)trends and prospect 全球个人护肤品（包括功能化妆品）市场趋势与前景
3.1 Overview of global personal-care market
In 2000, the global personal care market&--defined as the total skin-care, hair-care, fragrance, makeup, and personal hygiene markets&--was valued at $122.2 billion, representing a compounded annual growth rate (CAGR) of 1.6 percent from 1996. The highest rate of growth in the period 1996 to 2000 among continental markets remained in North and South America, which experienced a CAGR of 3.4 percent during that time and was valued at $44 billion in 2000 (the largest continental market in sales value). Eastern Europe also experienced relatively significant growth with a CAGR of 3.2 percent from 1996 to 2000, despite representing less than 5 percent of the global market. The UK and U.S. have led growth, but other market prospects are becoming increasingly limited due to price pressures, rising competition, and saturation. This is forcing marketers and retailers to look for new product, consumer, and retailing opportunities to drive growth. The global personal-care industry has been driven by a widening and more complex array of influences. Consumers are leading increasingly diverse and demanding lifestyles. Marketers and retailers must keep up with consumers if they are to successfully meet changing expectations. Today"s customers are progressively looking toward internal as well as external well being, hence the growth of the natural and therapeutic trend. Aromatherapy has been a key area of growth. However, the debate continues over what constitutes a "natural" product due to the lack of a legal definition, which risks confusing many consumers. Time pressure also is driving the growth of convenient "time solutions" that fit into modern lifestyles, while marketers are using fun and interactivity to add stimulation and interest to certain occasions and to target children.
Additionally, product and ingredient innovation somewhat has blurred the boundaries between categories. Traditional methods of market segmentation appear outdated, and it has become more relevant to analyze on the basis of trend and occasion. Beauty has been, and is likely to remain, the most important influence in new product development, as manufacturers constantly strive to develop products that improve consumers" cosmetic appearance and are linked to prevailing fashion trends. How the importance of each of the four key consumer trends&--beauty, therapeutic, fun and interactivity, and convenience&--varies by country. They were rated almost the same in Europe and Asia/Pacific, but the key difference was the level of importance attached to the therapeutic trend in North and South America, now and especially in five years" time. It is expected to have the greatest influence over future innovation, more so than beauty.
The speed at which respective countries emerged from recession in the "90s was a major issue in the progression of national markets, but this was by no means the only determining factor. Personal-care product usage levels varied from market to market, particularly in the area of skin care, with penetration of such products high in Japan and continental Europe, but low in comparison to developed English-speaking markets such as the UK and U.S. As such, it is no surprise the latter recorded faster rates of growth. In addition, despite overall static Japanese and Chinese markets, penetration levels for products such as fragrances, which continue to lag those in Western markets, have picked up and are continuing to grow. In short, consumer habits across the globe are beginning to converge.
Emerging Segments
There have been many bright spots in the personal-care market, especially among prestige products, which are growing at an overall CAGR of 4.7 percent globally. Although the U.S. accounted for 42 percent of the $24.5 billion prestige market in 2000, Spain and Italy led growth in this category with growth rates of 7.1 percent and 6.4 percent, respectively, from 1996 to 2000. In recent years, there has been an explosion of interest in marketing to younger consumers, driven primarily by trends in the U.S. The number of products aimed at children has increased dramatically, while child "pester power" is being exploited to encourage parents to spend more. Why is youth marketing on the rise?
· Manufacturers are keen to establish brand loyalty at an early age.
· Child spending power is rising.
· Children are becoming more sophisticated consumers.
· Ethical barriers to targeting children gradually are being eroded.
Another emerging segment is the male toiletries market, which is growing at an average annual rate of 3.1 percent in Europe and the U.S. In 2000, the market was valued at $7.9 billion, compared to $6.5 billion in 1996, although there were major differences by category.
Skin Care
Continuing as the fastest-growing personal-care segment globally, the skin-care market&--comprising facial care, hand and body care, sun care, lip care, medicated skin care, depilatories, and petroleum jelly&--was valued at $34.1 billion in 2000. The U.S. will lead future skin-care market growth, with the "cosmeceutical" phenomenon representing 27 percent of the total U.S. skin-care market, and 16 percent globally. U.S.-led innovation will impact Europe, with the German market experiencing the highest rates of growth at 2.3 percent annually, accounting for one-quarter of new Western European revenues with an additional $190 million since 1999. Japan has seen moderate growth, driving a surging Asian/Pacific skin-care market and accounting for 55 percent of the total regional market. Valued at $7.5 billion, it will continue to be a key source of innovation inspiration for new products.
The impact of active ingredients has been most noticeable within the skin-care market with the development of alpha hydroxy acids, vitamins, sunscreens and UV filters, and anti-cellulite creams and gels. The development of cosmeceuticals has made skin care one of the most dynamic markets, although growth has been limited in several European countries. Cosmeceutical facial-care penetration in the U.S. grew from 32.7 percent in 1996 to 37.8 percent in 2000 with a CAGR of 7.4 percent compared to total retail facial-care sales growth of 5 percent. This growth is attributed to new active ingredients and technologically advanced facial-care products. While this category comprised the bulk of cosmeceutical skin-care sales, the real growth occurred in the hand and body category in the U.S., which showed a CAGR of 8.3 percent from 1996 to 2000.
Over the next five years, the global prestige skin-care market will see an upturn in growth from the 1996 to 2000 period, which produced an annual CAGR of 3.9 percent. Despite strong market drivers, the value equation offered in mid-market skin care has limited the growth in skin care. Spain and the U.S. in particular have enjoyed above-average growth rates of 5.9 percent and 7.1 percent, respectively. Interestingly, the UK has seen a slowdown from its 1996 to 2000 levels to growth similar to that of France and Germany, but all have enjoyed strong returns in 2000.
In the facial-care segment, there has been good growth in moisturizers and facemasks, but growth in toners was poor, with an estimated annual average CAGR of 1.9 percent globally.
Driven by brands such as Nivea For Men, the male skin-care market is growing at an average annual rate of 12 percent. The Italian male skin-care market, in particular, shows a 21 percent gain from 1999 to $115 million, primarily due to changing attitudes among males toward improving personal appearance.
Hair Care
The global hair-care category currently is valued at $26 billion, but future market prospects have been limited in recent years. Interestingly, Eastern Europe, led by a surge of $40 million in sales in the Polish hair-care market since 1999 alone, has shown a CAGR of 4.3 percent from 1996 to 2000 and trails only North and South America in continental growth. Despite the sluggish Asian/Pacific market, Japan leads per-head hair-care expenditure, at $32.60, closely followed by Germany ($27.20), France ($25.60), and the UK ($20.40). In general, the world market for hair-care products has been driven by the emerging economies of Latin America and Eastern Europe as major multinationals secured a strong presence across the globe. The seeds of recovery were also evident in Eastern Europe as the new rich of Russia accounted for a massive increase in cosmetic shipments to the country.
A significant force in new product development, which has introduced new promise to the stagnant global hair-care market, has been marketers" ability to educate consumers on the importance of their new products. The best example in this area is the trend among marketers to add vitamin and mineral supplements, such as keratin, glucose, and vitamin B5, to a range of products, stressing the hair health benefits to consumers. Hair colorants, styling agents, and hair sprays all now incorporate additional conditioning agents. Products are presented as beneficial for maintaining healthy hair, as well as leaving hair glossy, tangle-free, and smoother. Although concern over hair"s appearance and condition has been the key driver of new product development, consumers also are looking for products that protect against pollution and the weather.
South America is proving to be a strong source of new revenue for hair-care products. This is due mainly to the impressive economic recovery in the region, particularly in Mexico and Venezuela, which generated a combined $182 million in sales revenues for the hair-care market. The market in Venezuela grew at a CAGR of 23.6 percent over the period 1996 to 2000.
The ethnic hair-care market in the UK currently is showing significant growth of 8.9 percent since 1996, with an expanding consumer base, increasing product availability, and increased awareness of these products driving the expansion. The core consumers are Afro-Caribbean women, who spend up to four times as much as the average woman on their hair.
Globally, the male hair-care market is growing at a CAGR of 14.2 percent, driven by hair colorants targeted at fashion-conscious young men. Recent pushes in Eastern European markets are spurring the significance of this expanding segment.
Fragrance
The global fragrance market is experiencing continued price pressures, partly due to discounting, which will limit future growth prospects. Over the last five years, the market&--comprising male, female, unisex, and baby fragrances&--has grown at an average annual rate of 2.3 percent, and was valued at $23.3 billion in 2000. This growth is not expected to continue as projections forecast the market to drop to a CAGR of 0.7 percent by 2005. Growth rates will be restricted in all countries, especially Japan, where the market will decline at a CAGR of 3.6 percent, in contrast to its current CAGR of 3.8 percent over the period 1996 to 2000.
Manufacturers have promoted change in mainstream fragrance styles. This was particularly pronounced in male fragrance, where there was a trend away from heady, woody, and musky smells and toward lighter scents. Although France leads per capita spending on fragrances ($30.10), these figures have dropped by 4.4 percent per year since 1996. Germany has experienced the most severe decline in per capita spending, having shrunk at a CAGR of 6.9 percent in the same period.
Fragrance category sales in South America alone&--which total more than $2.8 billion &--are led by Brazil, which accounts for more than 38 percent, or $1.1 billion. Mexico is next, representing 21 percent of category sales. Despite being slowed by a recent recession, Mexico is showing an impressive CAGR of 7.8 percent since 1996, while countries such as Venezuela, Peru, Argentina, and Chile are recording similar growth.
The global prestige fragrance category has experience with a CAGR of 4.9 percent. This growth is driven by new brand platforms, such as duos and the use of limited editions. This trend, however, has come at the expense of unisex products, which dropped $220 million in sales in Asia/Pacific.
Makeup/Color Cosmetics
The global makeup market has experienced sustained growth over the last five years, with an average annual growth rate of 2.2 percent. This has been driven most recently by the growth of cosmeceuticals, as well as convenience products that deliver improved results quicker. Although Eastern Europe"s CAGR from 1996 to 2000 has spiraled downward at -8.8 percent for the period, makeup revenues actually grew by 8 percent from 1999. The market is expected to drive growth going forward to 2005 since per capita spending has increased by an average of $9 throughout the region.
Of the four makeup segments&--eye, lip, nail, and face&--the eye makeup market has enjoyed the greatest growth of all. However, nail makeup, which has benefited from a wider shade palette, special textural effects, and fast-dry technology, has shown exceptional performance in the last year. Growth has varied strongly between countries: Italy recorded an annual average growth rate of 4.6 percent, but there has been a large decline in the Spanish market since 1999. France and Germany are responsible for Western Europe"s increase in revenues, accounting for two-thirds of the $279 million in new revenues since 1999. Each of these countries had a large influx of new product introductions from multinational companies, and a shift to natural products that has generated renewed interest in the makeup market.
The intense pace of fashion has played a key role in the makeup market. The alliance between the catwalk and the cosmetics counter has continued to strengthen, with Calvin Klein, Tommy Hilfiger, and Versace all joining fellow couture brands such as Dior and Chanel. The cosmetic market also has seen a rush of new product development in recent years. Launches have been evident across all sectors of the market, from premium to budget brands.
The increasing use of ingredients such as UV filters and vitamins has blurred the distinction between makeup and skin care. Relaxation has had little impact, although fun has made some impression with the development of exotic new nail designs, hair makeup, increasing color segmentation, and non-permanent body tattoos. Long-lasting formulations also can be found in many ranges, usually as a sub-range, such as Revlon"s ColourStay and MoistureStay brands.
New product development also has concentrated on thickening lashes without "clumping," such as Maybelline Great Lash Mascara and Max Factor"s 2000 Calories. These products have been especially well received in the Asia/Pacific region, where the slight upturn in revenues has been almost exclusively attributable to products introduced after 1998.
In contrast to the skin-care sector, where Baby Boomers reign supreme, the color cosmetic market focuses most of its new brand activity on the younger consumer. These consumers largely account for the rapid rise of fashion-focused niche brands such as Bloom, Tony & Tina, Naj-Oleari, MAC, and Nars, whose relatively small size has given them the advantage when it comes to reacting to, and setting, trends.
Personal Hygiene
The personal hygiene market has seen negligible growth of 1.7 percent since 1996, and the market now is valued at $22.8 billion. The UK leads per capita spending, due to the popularity of baths rather than showers. Bath products that offer therapeutic and aromatherapy benefits are gaining influence. The body wash market continues to play an important role in the UK and U.S., and is beginning to impact other global markets.
Russia continues to lead Eastern Europe, as it remains the only region to show notable sustained growth. It has benefited from an increasing number of products and more competitive pricing strategies. The majority of the Russian population considers personal hygiene products a necessity, not a luxury, thus driving a solid mass-market approach to marketing and sales.
Recent gains posted in countries such as the UK and Italy have slowed dramatically, reflected by growth rates from 1996 to 2000 of 3.1 percent and 3.3 percent, respectively, a drop of more than 50 percent from growth rates through 1999.
Changing lifestyles are influencing the type of products consumers use in the bathroom. Most people lead busy and stressful lives and look for products that offer relaxation and a respite from stress, but are also quick and convenient to use. This has led to an increase in sales of shower gels, body washes, and liquid soaps, while bar soaps and bath additives have become less popular. This important market sector continues to grow with the development of affordable new products, which reflect advanced skin-care technology, innovative packaging, and focused marketing themes. Bath products tend to be perceived almost as luxury items, as busy lifestyles leave little time for leisurely baths. Manufacturers have responded to the demand for body pampering with relaxing mineral soaks, de-stressing aromatherapy salts, and moisturizing foam baths.
Body sprays dominate the male deodorant market in Western Europe. Unilever subsidiary Elida Fabergé was the first to launch the concept 10 years ago with the Lynx/Axe brand.
Advances in fragrances have been a major driver behind the growth of male deodorants and shower gel. There has been a distinct move away from the heavy fragrances of the 1980s toward fresher, sportive fragrances with a strong "outdoors" appeal.
Surprisingly, male personal hygiene has been one of the less dynamic categories, growing at a CAGR of 3.2 percent in the U.S. and Europe, only slightly above Europe"s combined overall CAGR of 2.3 percent. This may be because the markets in these regions have become saturated with products. It appears that specialty male hygiene products have become less in vogue in 2000 than the year before, and men are turning back to core products instead.
Looking Forward
Over the next five years, the global personal-care industry is expected to continue to grow at a relatively flat average annual rate of 1.8 percent. Sales will rise from $122.2 billion in 2000 to $133.6 billion in 2005, driven by the skin-care and makeup markets. The highest rates of growth will be found in North and South America, particularly in the U.S., where consumers are continuing to trade up to added-value products. Japan will see the lowest rate of growth, as economic issues restrict consumer spending. Over the next five to 10 years, several drivers will change the focus of product innovation&--and the concept of beauty&--as category, market, and industry boundaries become increasingly meaningless. Beauty will be redefined in a wider and looser sense, as consumers seek "total well-being."
The definition of beauty is moving away from an aesthetic to a more emotional footing. Consumers will be looking for beauty treatments and products that not only give quick, tangible results, but also are also enjoyable to use and apply. This has driven the growth of the salon channel, as well as at-home spa products. In addition, the influence of therapeutic treatments such as aromatherapy has brought mental well-being into the arena. That said, the long-term staying power of alternative treatments remains to be seen. Aromatherapy largely has made the transition from niche to mainstream, but the issue of how it is defined and recent health scares could yet hinder future growth. Recent moves across the consumer goods industry suggest manufacturers and retailers increasingly are looking away from products and toward services for new revenue opportunities. Manufacturers of branded personal-care products are seeking to disassociate their core brands from specific physical products and leverage these powerful symbols in a range of services.
Products are getting more of an emotional positioning, as seen with the fun and therapeutic trends, and retailers are seeking to leverage consumer emotion in-store by making the shopping experience more interactive and pleasurable.
Within personal care, the rapid growth of the salon channel can be seen in the context of the growth of the leisure economy. Across Europe and the U.S., the number of salons and beauty therapists has risen sharply. The aging population will be one of the most significant socio-demographic trends of the 21st century. However, due to lack of research, understanding, and the negative impact of prevailing stereotypes, senior consumers remain one of the most neglected groups. They are growing in demographic and economic importance and have been almost totally neglected by manufacturers and retailers. There are major differences between the various senior consumer groups, and their characteristics and needs will continue to change. The rate of growth for cosmeceuticals is expected to outpace that of retail sales from 2000 to 2005. While global retail sales will grow at a 4.6 percent CAGR for hair-care, skin-care, and makeup products, cosmeceutical sales of the same will grow at a CAGR of 8.7 percent, driven largely by the U.S. and Japanese markets. All cosmeceutical categories are expected to outperform the sector from 2000 to 2005 due to increasing consumer acceptance of these products in skin care, makeup, and hair care, as well as increasing prevalence in the mass channel. However, Datamonitor believes that in the next few years, growth in makeup and hair-care cosmeceuticals will slow as people begin to realize that formulating makeup and hair-care products with active ingredients is largely a marketing strategy. When this realization occurs, companies will devise new ways to market their makeup and hair-care products. Global hair care reflects the current trend for retail and leisure elements to blend into one environment. In the professional sector, for example, this can be seen by the fact that many hairdressers now offer a wider holistic experience&--services range from basic beauty treatments, such as nail polishing, to more advanced treatments, such as aromatherapy massages. Indeed, some salons regard additional services as an essential augmentation to their hair treatments, with Aveda salons, for example, offering complimentary stress-relieving and makeup sessions. This benefits the salon in terms of transforming occasional visits into regular repeat business. Nevertheless, budget salons also are increasing in popularity, and are benefiting from time-constrained customers.
Hair colorants will represent the largest category within the hair-care market and enjoy the best growth rate. New product development in permanent, semi-permanent, and temporary coloring products has made coloring both safer and easier to apply. With a wider array of products to choose from in the skin-care arena, consumers are turning up the heat for manufacturers by hunting for the best price value at the most convenient retail outlets. Products once considered prestige items now are sold in mass-market retail chains. Competition for market share continues to be fierce, with innovation being the driving force behind the leaders in the beauty market.
The Asian/Pacific skin-care market has the greatest potential for growth as South Korea, Hong Kong, and Singapore have developed sophisticated skin-care markets. And now, developing markets such as China, Vietnam, and the Philippines are beginning to catch up as their consumers are won over by skin-care routines comprising three or more products. This is reinforced by the emergence of more niche products that first intrigue the consumer and then join the mainstream.
The makeup market will enjoy sustained growth as continuing interest by consumers in protection from incidental sun exposure and the development of more skin-care functions in cosmetics spur new sources of sales revenues. The key trend is value-added products; a key growth area in the foundation market will be product that offers treatment and makeup benefits combined with easy application. Consumers will continue to use sophisticated application techniques to achieve desired aesthetic effects, and packaging developments will improve convenience of use, facilitating greater consumption outside the home. Added value is no longer a luxury but rather something consumers expect as standard. To stay ahead, beauty companies will continue to improve the performance, image, and benefits of their products. This, in turn, will help ensure that recent success continues well into the 21st century. Future growth in the prestige makeup market will be strong, with an annual CAGR of 5.4 percent to 2005. This growth will be consistent across countries, with Italy seeing the greatest annual growth, with 6 percent, and the UK the least, with 3.6 percent.
Between 2000 and 2005, the personal hygiene market will grow at a CAGR of 1.9 percent, rising from $22.8 billion in 2000 to $25.1 billion in 2005. France will lead growth, while the prospects in Italy, Spain, and Japan will be more limited. Relatively sluggish sales of bath and shower products appear set to continue, so companies will need to invest in new product development, particularly since today"s consumers expect personal wash products to do considerably more than just keep people clean. New product development in the fragrance market has centered on concern over external well-being. Developments in fragrance technology also have proved critical. New ingredients that promote skin care, are antibacterial, and effectively prevent body odor are being developed. Convenience also will be a key driver behind new product development, while aromatherapy and therapeutic concerns are likely to become more important in the future. Considerable issues surround the distribution of prestige fragrances. Self-service and assisted self-service formats will encourage emerging consumer groups, especially young people and men, to purchase more fragrances. Including active ingredients in products also will allow fragrances to offer more benefits to consumers. But the most critical issue will be maintenance of the prestige image of fragrance products.
3.2 世界10大护肤品公司概述（Overview top 10 global personal care companies）
谈到全球个人护理市场，不能不提到世界前10名护肤品公司，同时，也是世界500强的公司：
(1).世界一百强之一的Uniilever集团是一个食品、家庭和个人护理品消费市场的供应商。英国的Unilever Plc 和荷兰公司 Unilever NV 各拥有Unilever集团一半的股份。两个公司虽然在各自在股票上市独立的，但拥有统一的经理层，如一个公司一样，实行统一运作。截至2002年12月底， Unilever 的销售额为526亿美元，比上年下降了7%。
该公司分为食品和家庭及个人护理品两个部门管理。在这些部门中，Unilever拥有一系列著名品牌，包括Ben and Jerry"s, Q-Tips, Lipton, Dove, Vaseline 和 Slim Fast。即使两个母公司分而管理的相当平衡，Unilever Plc仅拥有美国市场操纵权的25%。Unilever Plc将总部设在英国伦敦，而Unilever NV把总部设在了荷兰的鹿特丹。
(2). Procter & Gamble制造业和市场处于国际化水平，经销范围很广的日用家庭消费品。该公司财富全球排名在前50名。截止到2002年6月30号，该公司财务报告的收入高达402亿美元，比前一年增长了2.5%。
Procter & Gamble在北美洲、欧洲、中东、非洲、亚洲和拉丁美洲都设有分部。该公司的著名品牌产品远销140个国家，范围遍及清洗剂、宠物食品等。他的销售额大约有一半来自他的10个领先品牌。Procter & Gamble的总部设在俄亥俄州的Cincinnati。
(3). Johnson & Johnson是世界第三大医药公司，他们的主要目光放在健康护理产品的生产。在2002年，世界范围内的销售上升了12.3%，高达363亿美元。
Johnson & Johnson由190个子公司组成，健康护理产品的市场超过了175个国家。它制造的产品类型涉及医用需求的广阔领域。该公司的商品范围从婴儿护理，急救和医院产品到处方药学，诊断和与家庭计划相关，以及皮肤病学、妇科卫生保健等一系列产品。Johnson & Johnson的总部设在美国新泽西州的New Brunswick。
(4). Henkel是德国最大的化工公司之一，下属约340个分公司遍及75个国家。该公司全球的雇员大约6万人。据该公司报道2000年他们的税收达128亿欧元。
Henkel 包含有五大部门：清洁剂和清洗品，化学药品，化妆品和身体卫生保健品，黏附剂，以及表面活性剂。他还是欧洲先进化妆用具和化妆品制造商，欧洲清洁剂和清洗品的顶级制造商之一。该公司的著名品牌名包括Persil, Somat, Pril, Pritt, Schwarzkopf 和Polykur。Henkel的总部设在德国的Dusseldorf。
(5). L"Oreal是世界顶尖化妆品公司。他主要是一个制造生产性质的公司，但是也投资于研究领域。在2001年12月结束的财政年中，该公司创造了122亿美元的收入，比前一年增长了2%。
L"Oreal当前员工超过了49000人，65%的员工不在法国本土，全球共有工厂47家。在过去的十年中，该公司在化妆品和dermatological方面研究的投资超过了20亿美元。L"Oreal的总部设在法国的Clichy。
(6). Colgate-Palmolive是一家全球化的消费品公司，他的注意力主要集中在口腔护理，个人护理，家庭表面护理，织品护理和宠物营养学方面。他是世界个人护理品五大制造商之一。在2001年12月结束的财政年中，销售额上升了0.7%，高达到94亿美元。
高露洁在世界200多个国家和地区经销商品，他的国际知名品牌包括高露洁, Palmolive, Mennen Speed Stick, Irish Spring, Kolynos, Ajax, Soupline, Suavitel 和 Fab，还有Hill"s科学减肥食品和Hill"s宠物减肥食品出方。年度销售有超过75%的来自北美洲以外的国家。Colgate-Palmolive的总部设在纽约城。
(7). 在金融时报公布的全球500强中排名294位的Kao Corporation，在日本生产个人护理品，化妆品，洗衣剂和洗涤产品，以及卫生保健品。该公司也生产化学产品。在2002年3月结束的财政年中，该公司创造了62亿美元的收入。
Kao公司在亚洲、北美洲、欧洲和世界其他地方都有营业。在2002年8月，公司在最近的一系列海外交易中，同意购买美国护发品制造商的John Frieda Professional护发研究所。Kao公司的总部设在日本首都东京。
(8). Reckitt Benckiser plc专攻洗涤品，比如消毒剂，洗碗机清洁剂和其他类似产品。在2000年底的财政年中，全部净收入高达48亿美元。
Reckitt Benckiser附属机构包括Reckitt & Colman 药理研究所和 Reckitt Benckiser Professional。该公司的总部设在英国的Slough。
(9). Estée Lauder公司是高档护肤品，彩妆，香水和护发品的世界先进制造商和市场主之一。在2002财政年中，销售了47亿美元，比前一年增加了2.9%。
公司产品远销120多个国家和地区，他的国际知名品牌包括Estée Lauder, Aramis, Clinique, Prescriptives, Origins, MAC, La Mer, Bobbi Brown essentials, Tommy Hilfiger, jane, Donna Karan, Aveda, Stila, Jo Malone and Bumble and bumble。Estée Lauder的总部也设在美国纽约城。
(10). Shiseido是日本最大的化妆品公司之一，生产男性和女性的化妆品和护肤品。在2002财政年，全部净税收达到了45.3亿美元。
公司特别重视品牌价值，将其视为提升公司价值的生死攸关的经营资产。他们正在通过全身心地追求全球多品牌的策略来促进国际化发展，该策略包含了广义价值需求的多样化品牌。Shiseido的总部也设在日本首都东京。
3.2 Overview top 10 global personal care companies (世界10大护肤品公司概述)
Speak of the global personal care products and market, Cannot but mention skin care products companies of the top 10 of world, At the same time, is 500 strong companies in world too:
(1).Unilever Group, ranked in the top 100 global companies, is a supplier of consumer goods in food, home and personal care markets. UK-based Unilever Plc owns half of the Unilever Group, with the other half owned by Dutch firm Unilever NV. The two companies list their stock separately but share a single board of directors and operate as a single entity. For the year ended December 31, 2002 Unilever had sales of $52.6 billion, down 7% on the previous year.
The company operates through two divisions: foods, and home and personal care products. Within these divisions Unilever owns a host of famous brands including Ben and Jerry"s, Q-Tips, Lipton, Dove, Vaseline and Slim Fast. Even though operations are split fairly evenly between the two parent companies, Unilever Plc only owns 25% of operations in the US markets. Unilever Plc is headquartered in London, UK, while Unilever NV is headquartered in Rotterdam, the Netherlands.
(2). Procter & Gamble manufactures and markets a broad range of household consumer products on an international basis. The company is ranked by Fortune in the top 50 global companies. For the year ended 30 June 2002, the company reported revenues of $40.2 billion, an increase of 2.5% on the previous year.
Procter & Gamble has operations in North America, Europe, Middle East, Africa, Asia and Latin America. The company"s well-known branded products are sold in over 140 countries and range from detergents to pet food. Around half of its sales come from its ten leading brands. Procter & Gamble is headquartered in Cincinnati, Ohio.
(3). Johnson & Johnson is the third largest pharmaceutical company in the world, concentrating on the manufacture of health care products. In 2002, worldwide sales rose 12.3% to $36.3 billion.
Johnson & Johnson consists of 190 companies, marketing health care products in more than 175 countries. It produces products that serve a broad segment of medical needs. The company"s products range from baby care, first aid and hospital products to prescription pharmaceuticals, diagnostics and products relating to family planning, dermatology and feminine hygiene. Johnson & Johnson is headquartered in New Brunswick, New Jersey.
(4). One of Germany"s largest industrial chemical companies, Henkel operates about 340 companies in over 75 countries. The company employs around 60,000 people worldwide. The company reported revenues of euro12.8 billion in 2000.
Henkel comprises of five divisions: detergents and cleaning products; chemicals; cosmetics and body hygiene; adhesives and surface technology products. The company is a global leader in the production of oleochemicals, adhesives, and surface technologies, it is also a leading European maker of toiletries and cosmetics and one of Europe"s top makers of detergents and cleansers. The company"s brand names include Persil, Somat, Pril, Pritt, Schwarzkopf and Polykur. Henkel is headquartered in Dusseldorf, Germany.
(5). L"Oreal is the world"s leading cosmetics company. Mainly a production company, L"Oreal also invests capital into research. For the fiscal year ended December 2001, the company generated revenues of $12.2 billion, an increase of 2% on the previous year.
L"Oreal currently employs more than 49,000 people, with over 65% outside France, in 47 factories around the globe. In the past ten years, the company has invested more than $2 billion in cosmetic and dermatological research. L"Oreal is headquartered in Clichy, France.
(6). Colgate-Palmolive is a global consumer products company, focused on Oral Care, Personal Care, Household Surface Care, Fabric Care and Pet Nutrition. It is one of the top five producers of personal care products in the world. For the fiscal year ended December 2001, sales rose 0.7% to $9.4 billion.
Colgate sells its products in over 200 countries and territories around the world under such internationally recognized brand names as Colgate, Palmolive, Mennen Speed Stick, Irish Spring, Kolynos, Ajax, Soupline, Suavitel and Fab, as well as Hill"s Science Diet and Hill"s Prescription Diet pet foods. Over 75% of annual sales come form countries outside of North America. Colgate-Palmolive is headquartered in New York City.
(7). Ranked number 294 in the FT Global 500, Kao Corporation produces personal care products, cosmetics, laundry and cleaning products, hygiene products in Japan. The company also manufactures chemical products. For the fiscal year ended March 2002 the company generated revenues of $6.2 billion.
Kao has operations in Asia, North America, Europe and other parts of the world. In August 2002, it agreed to buy US haircare products maker John Frieda Professional Hair Care Inc, in the latest of a series of overseas deals. Kao is headquartered in Tokyo, Japan.
(8). Reckitt Benckiser plc specializes in cleaning products such as disinfectants, dishwasher detergent, and other similar products. For the fiscal year ending December 2000, net revenue totaled $4.8 billion.
Reckitt Benckiser"s subsidiaries include Reckitt & Colman Pharmaceuticals, Inc., and Reckitt Benckiser Professional. The company is headquartered in Slough, UK.
(9). The Estée Lauder Companies is one of the world"s leading manufacturers and marketers of quality skin care, makeup, fragrance and hair care products. For fiscal year 2002, sales were $4.7 billion, an increase of 2.9% on the previous year.
The company"s products are sold in over 120 countries and territories under well-recognized brand names, including Estée Lauder, Aramis, Clinique, Prescriptives, Origins, MAC, La Mer, Bobbi Brown essentials, Tommy Hilfiger, jane, Donna Karan, Aveda, Stila, Jo Malone and Bumble and bumble. Estée Lauder is headquartered in New York City.
(10). Shiseido is one of Japan"s largest cosmetics company, produces makeup and skin care products for men and women. For the fiscal year 2002, net sales totaled $4.53 billion. The company specializes in brand value as a vital management asset for improving corporate value. It is promoting international growth by intently pursuing its global multibrand strategy, which comprises diverse brands reflecting a wide range of values and needs. Shiseido is headquartered in Tokyo, Japan.

3.3 世界人口老年化驱动功能化妆品需求
在刚刚过去的几年中，功能化妆品市场已经成为个人护理行业中最具改革性和挑战性的市场之一，受适销产品市场发展增长的刺激还进行了相当数量的研究和开发。
随着世界老龄化