Boston, MA -- (ReleaseWire) -- 07/07/2014 -- Gifting of sets/kits is the main sales avenue for premium brands, which are particularly sold through department stores during festive or special occasions. In the premium segment, consumers typically will not purchase sets/kits for personal use, as they often include products which are not required. However, they become good value when bundled into sets/kits and presented as a gift. The Body Shop, for example, is recognised as a brand which offers great gifts from its gift set range, and also allows customers to customise gift sets.
Estee Lauder led sets/kits with an 11% value share in 2012 through its premium skin care and colour cosmetics brands Estee Lauder, Clinique and Mac. It regularly retails well-designed and attractively-packaged sets/kits at good value. These sets/kits are usually themed to deliver certain benefits; for example Estee Lauder put together a special edition anti-wrinkle set which comes in a travel pouch. It is targeted towards consumers who are discovering Estee Lauder skin care products for the first time, and acts as a trial or introductory pack. Similarly, the Clinique brand established a variety of offerings for the Christmas period based on specific needs such as High Impact Lashes, De-puff & Define Eyes and Happy & Smooth.
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A constant value CAGR of 2% over the forecast period will be supported by strong underlying demand, particularly around seasonal purchase behaviour. In the premium segment, sales of sets/kits will continue to be driven by festive and special occasions, as they are bought primarily for gifting. These initiatives are often accompanied by gifts with purchase, and are done with the primary aim of enabling product trials.
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The Sets/Kits in Australia market research report includes:
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