American consumers are going “back to basics” when it comes to their personal care, planning to spend more on shampoo, toothpaste, deodorant and shaving cream, while cutting back on items like perfume, makeup and lipstick, according to a survey conducted by AlixPartners LLP, New York. Though the bulk of the 1,000 consumers surveyed by the company said they plan on spending roughly the same on personal care in 2011 as they did in 2010, nearly one in five plan to spend less on fragrances, half ...