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NPD assesses beauty channels

This article was originally published in The Rose Sheet

Executive Summary

Mass channel is cited as most popular channel for beauty buying by over half -- 53 percent -- of women, according to market researcher The NPD Group. Drug stores were second at 41 percent and specialty stores third at 27 percent, while department stores brought up the rear, at 15 percent, according to market researcher. NPD says specialty store channel attracts some women -- about two out of every 10 -- who are "trading up," spending more this year than last year on different brands and types of products. However, the number of specialty store shoppers who say they have spent less on beauty this year than in prior years increased by 11 percent. "Capitalizing on [the] group who will spend more becomes quite important for specialty stores in light of the fact that compared to mass and drug stores, the specialty channel shopper is the most likely to say that she plans to spend less for beauty in this channel over the coming year," says Karen Grant, senior global industry analyst and VP, beauty. NPD survey was conducted in November 2008; market researcher asked a nationally-representative sample of women ages 18 to 64 about their beauty shopping habits

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