Consisting of face, lip and eye makeup, purchases in the market for makeup are largely driven by Baby Boomers’ desire to maintain a youthful appearance, as well as by teens and tweens seeking to enhance their personal appearance. The market consists of products across a wide range of price points, from prestige lines sold exclusively through department stores, to private label products with upscale appeal.

This report offers in-depth analysis and discussion of the following topics:

How manufacturers and retailers have reached out to ethnic consumers to broaden the consumer base. Mintel’s research unveils which kinds of positioning claims best attract the attention of these consumers.

How sales of anti-aging products are driving makeup sales with consumers over 45, but may also be able to capture attention from younger consumers with modified positioning.

How drug stores are vying to become the retailer of choice for brand name products as well as private label prestige products. This is especially important as department store consolidation has taken its toll on sales of upscale brands like Estée Lauder and Elizabeth Arden.

How manufacturers are meeting consumers’ desire for natural products through a number of methods, such as incorporating botanical, herbal, and mineral-based formulas.

Through proprietary surveys of adult and teen women, Mintel analyzes what women buy and the attributes that female consumers look for in makeup products, as well as their attitudes towards the category.

Additionally, this report explores the direction in which the makeup market is heading.

The retail makeup market is defined as incorporating all color cosmetics for women. This represents three main categories:

Face makeup (foundation, face powder, and blushers/rouge)

Eye makeup (eye shadows, eyeliners, eyebrow pencils, and mascara)

Lip makeup (lipstick, lip glosses, lip pencils, pots and palettes)

Cosmeceuticals are also discussed. This is an industry term referring to any crossover product that combines cosmetics with a pharmaceutical ingredient, such as facial makeup that contains a moisturizing agent as well as a sunscreen.

Excluded from this report are nail-care products and accessories (e.g. cuticle cream, buffers, French manicure, false nails and nail implements). Body-glitter products are also outside the scope of this report, and duty-free sales are not included.