266 JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS rates through mechanisation, thereby giving lowered costs and allowing the product to be marketed at a reduced price level. This results in the c•eation of increased demand through lower price levels opening the way to a wider consumer income group. This increased demand has in itself a tendency for the cycle towards reduced costs to be repeated. A further result of increased production is that a wider gross profit margin is available for advertising and display purposes. One further very great advantage is the willingness of the average American to try something new. They have not the conservative buying habits of the Western European, and this "let's try it" attitude, coupled with the amazing displays featuring cosmetics and toiletties in the drug stores, super-markets and multiple stores, is extremely useful in establishing in a relatively short period of time a sizeable market for a new or improved product. Although the internal factors which influence the trends in American- produced cosmetics can result in products which are acceptable in the majority of Western European markets, there are certain cosmetics which to-day find a lower acceptance outside the States than within. For instance, face cleansing creams and lotions at the moment are used extensively in the States, whilst in the United Kingdom sales are relatively low. Nourishing creams have a higher rate of usage in the States than in tha United Kingdom. With foundation creams and lotions, however, the rate of .usage in both countries is comparable. In the States, hand lotions are the second most widely used foundation, but such lotions are not used in this country for that purpose to any notice- able extent. Tinted liquid make-up sales expressed in dollars per 1,000 families had 28-3 per cent of the make-up foundation market in 1953 and rose to 38.5 per cent in 1956. Pressed powders also enjoyed an increasing share of the American make-up foundation market, rising from 27-8 per cent in 1953 to 35.2 per cent in 1956. By comparison, sales of cake make-up, cream cake and tinted creams dropped over the years 1953-56, cake make-up dropping from 10.1 per cent to 5.7 per cent, cream make-up from 9.1 per cent to 5-7 per cent, and tinted creams from 14.0 per cent to 8.9 per cent, all figures being based on dollars expended per 1,000 families. This fall-off in sales was on a market which has remained fairly ,st'able in sales of make,up foundation over the same years, expenditure during 1953 being $809 and in 1956 $827 per 1,000 families. Face creams and hand lotions are big sellers in the States, but it is inter- esting to note that sales of these two products expressed in dollars expended per 1,000 families dropped from $1,815 in !953 to $1,649 in 1956, in respect of face creams, and from $926 in 1954 to $854 in 1956 for hand lotions.. Indelible and high stain type lipstick sales have been considerably higher

MARKETING TRENDS 267 in the States than in the United Kingdom and the American Good House- keeping readers reported 70 per cent used rouge, compared with only 23 per cent of Woman readers in the 1955 survey. If the Western European markets are to follow the trend on the American market, as I believe they will, then we should shortly expect to see an increase in the sale of cleansing and nourishing creams and lotions, and also in tinted liquid make-up preparations, and possibly in the high stain type of lipstick. Rouge sales will probably not follow the same pattern, as the American complexion demands rouge more than the Western European. Forecasting market trends is always a very dangerous practice, but if the U.S. cosmetic market is the crystal ball for Western European markets, then it is reasonable for us to say that the aerosol package is scheduled to come to the fore in Western Europe. There is little doubt that, from an application point of view, the aerosol package has tremendous advantages with certain cosmetic products and toiletries. Admittedly at the moment the metal canisters used are in the main not as attractive as orthodox containers, but there is no real reason why aerosol packages cannot possess good eye appeal. My point can well be illustrated by observation of the containers which I now have in front of me. Two of the metal containers you will, I think, agree, lack the eye appeal so essential to a cosmetic product, but the other container, although metal, has possibilities. Glass aerosol packages are perhaps an improvement on the metal canisters, but, because of problems of internal pressure, the shape of the container must necessarily be limited. Furthermore, the wall thickness of the glass must be excessive and, to have a reasonable degree of safety, it is wise to coat the outside of the glass with P.V.C. It may well be that, in the very near future, we shall have available aerosol packages made from nylon, and these could be most attractive, as they could be produced in various pastel shades, would be light in weight and possess the required strength in almost any shape. A further development which may well be just round the corner is the aerosol container made from polythene, and the one I have in front of me is, I think you will agree, quite attractive. The use of polythene for aerosol containers does, of course, have the limitation that departure from the spherical shape does raise problems. I hesitate to make any firm forecast on the form which aerosol packages will take in the future but believe that, for the cosmetic industry, the nylon container might •well prove the most useful and attractive. The total sales of aerosols in the United States have risen from 34 million units in 1951, to an estimated sale of 275 million in 1956. Within the total group, insecticides have always topped the market, their sales in 1951 being 17.3 million units, rising through 52/3/4/5 to 35.8, 47-2, 43-2 and 55-9 million units respectively. Hair lacquer sales have during the same period risen from one million