The color cosmetics category grew by 5.1% in 2010 and is forecast to increase another 5.9% in 2011. Growth has been driven largely by aggressive promotions, development of products that met key price points and the elimination of poorly performing lines. The food, drug and mass segment (not including Walmart) also benefited from an influx of cash-strapped customers who had formerly shopped prestige channels.

Eye makeup continued to be the strongest segment in color cosmetics. Growth in the segment was driven by the continued popularity of lash lengthening, thickening and other specialty mascaras. The year 2010 also saw the introduction of cosmetics with multiple uses and benefits, such as face makeup with SPF and moisturizers. These products are a good value for thrifty women who can now buy one beauty product instead of two. This is very important in the prestige market, which has been particularly hurt by poor economic conditions.

This report examines these factors and explores the motivating forces behind women’s purchase of color cosmetics. It also takes a close look at the market share, branding and promotional activities of the three top brands: L’Oréal, CoverGirl and Revlon. These labels command 80% of the market share at food, drug and mass retail channels.

Retail analysis discusses the continued dominance of the chain drug channel along with how the category is evolving in drug stores as well as in supermarkets. Online shopping and emerging retailers are also covered. On the consumer end, Mintel’s exclusive research reveals details about cosmetic use and purchasing habits among teens and the burgeoning Hispanic population.