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        Personal Care Products Manufacturing Industry Profile

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        Excerpt from Personal Care Products Manufacturing Industry Profile

        Companies in this industry manufacture toiletries and grooming products, including perfumes, shampoos, skin lotions, and shaving cream, as well as lipstick, mascara, and other cosmetics. Major companies include Estée Lauder, Johnson & Johnson, and Procter & Gamble (all based in the US), as well as L'Oréal (France), Shiseido (Japan), and Unilever (the Netherlands and the UK).

        The global personal care products industry will have a market value of some $750 billion by 2026, according to GlobeNewswire. China and India are among the fastest-growing markets for personal care products.

        The US personal care products manufacturing industry includes about 990 establishments (single-location companies and units of multi-location companies) with combined annual revenue of about $43 billion.

        COMPETITIVE LANDSCAPE

        Makers of beauty products must build awareness of their brands. Competition is fierce in advertising and promotions, and companies often enlist celebrities to help elevate brands. Establishing an online presence in both marketing and e-commerce is also essential. Digital ads are quickly replacing television ads, making consumer viewing rates less predictable. An upstart brand's promotion may go viral, while an established player's ad falls flat. Impulse buys are less frequent as more consumers shop online.

        Keeping up with consumer preferences can help companies gain a competitive edge. Trends such as demand for cruelty-free or sustainable ingredients can dictate entire product lines. The profitability of individual companies depends on product innovation, product quality and effectiveness, and efficient operations. Large ...

         
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