Consumers to cut back on cosmetics

Executive Summary

According to a survey from global business-advisory firm AlixPartners, Americans will be more frugal in 2010 than in 2009. The cosmetics category is expected to see the biggest spending decrease; women surveyed plan to spend 8.7% less. Survey respondents anticipated spending 3.4% less on personal-care products overall. "Where in the past year consumers had been 'value shoppers,' they have evolved into 'value-hunters' tracking down deals and perceived value," according to Managing Director David Garfield. "In personal care, consumers plan to spend less overall but indicate they will remain loyal to brand names.