Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US sales and fan chart forecast of color cosmetics, at current prices, 2009-19
- Market factors
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- Figure 2: Use of color cosmetics, by household income, April 2014
- Segment performance
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- Figure 3: Total US retail sales of color cosmetics, segmented by type, 2012 and 2014
- Key players
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- Figure 4: MULO sales of the top five mass market color cosmetics companies, rolling 52 weeks 2013 and 2014
- The consumer
- Lip make-up and mascara are most used products
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- Figure 5: Use of color cosmetics, April 2014
- Women seek long-wearing, lightweight facial cosmetics
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- Figure 6: Top five benefits sought when selecting facial cosmetics, April 2014
- Volumizing ranks as most important mascara benefit
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- Figure 7: Top five benefits sought when selecting mascara, total respondents and 18-24 age group, April 2014
- Women want lip products that moisturize and are long-wearing
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- Figure 8: Top five benefits sought when selecting lip cosmetics, total respondents and 18-24 age group, April 2014
- What we think
Issues and Insights
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- Mass market is struggling
- The issues
- The implications: Leverage technology, creative retailing
- Multi-benefit products stealing share from foundation, skincare
- The issues
- The implications: Offer spectrum of coverage, highlight new usage occasions
- Shoppers seek different benefits depending on product, lifestage
- The issues
- The implications: Implement targeted marketing efforts, customize product offerings
Trend Application
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- Trend: Secret, Secret
- Trend: Non-Standard society
- Trend: Make it Mine
Market Size and Forecast
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- Key points
- Sales and forecast of color cosmetics
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- Figure 9: Total US sales and forecast of color cosmetics, at current prices, 2009-19
- Figure 10: Total US sales and forecast of color cosmetics, at inflation-adjusted prices, 2009-19
- Future looks solid for color cosmetics
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- Figure 11: Total US sales and fan chart forecast of color cosmetics, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Wealth disparity benefits both prestige and budget brands
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- Figure 12: University of Michigan’s index of consumer sentiment (ICS), 2007-14
- Figure 13: Use of color cosmetics, by household income, April 2014
- Trend-driven nature of category drives market
- Technology impacts how women interact with make-up
Competitive Context
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- Hybridization of color cosmetics
Segment Performance
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- Key points
- Facial make-up sales remain strong
- Lip cosmetics see uptick in growth
- Sales of color cosmetics, by segment
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- Figure 14: Total US retail sales of color cosmetics, segmented by type, 2012 and 2014
- Figure 15: Key purchase measures for color cosmetic products, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
Segment Performance – Facial Cosmetics
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- Key points
- Sales are solid for facial cosmetics
- Sales and forecast of facial cosmetics
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- Figure 16: Total US sales and forecast of facial cosmetics, at current prices, 2009-19
Segment Performance – Eye Cosmetics
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- Key points
- Slow growth expected for eye cosmetics
- Sales and forecast of eye cosmetics
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- Figure 17: Total US sales and forecast of eye cosmetics, at current prices, 2009-19
Segment Performance – Lip Cosmetics
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- Key points
- Lip cosmetic sales are on the rise
- Sales and forecast of lip cosmetics
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- Figure 18: Total US sales and forecast of lip cosmetics, at current prices, 2009-19
Retail Channels
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- Key points
- Sales growth is steady across all retail channels
- Sales of color cosmetics, by channel
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- Figure 19: Total US retail sales of color cosmetics, by channel, 2012 and 2014
- Creative retailing plays bigger role in color cosmetics sales
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- Figure 20: Total US retail sales of color cosmetics, by channel, at current prices, 2009-14
Leading Companies
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- Key points
- Leading color cosmetics companies struggle
- Coty Beauty, J&J post strongest gains
- Manufacturer sales of color cosmetics
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- Figure 21: Manufacturer sales of mass market color cosmetics, 2013 and 2014
Brand Share – Facial Cosmetics
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- Key points
- L’Oréal leads segment, but struggles to grow sales
- P&G’s CoverGirl sees mixed results
- Neutrogena posts modest gains
- Manufacturer sales of facial cosmetics
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- Figure 22: Manufacturer sales of mass market facial cosmetics, 2013 and 2014
Brand Share – Eye Cosmetics
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- Key points
- L’Oréal dominates sales, but fails to grow
- New products boost sales for CoverGirl
- Coty Beauty posts strongest growth in eye cosmetics
- Manufacturer sales of eye cosmetics
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- Figure 23: Manufacturer sales of mass market eye cosmetics, 2013 and 2014
Brand Share – Lip Cosmetics
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- Key points
- Sales declining for segment leaders
- Budget brands gaining
- Manufacturer sales of lip cosmetics
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- Figure 24: Manufacturer sales of mass market lip cosmetics, 2013 and 2014
Innovations and Innovators
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- New product launch trends
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- Figure 25: Color cosmetics launches, by share, 2009-14
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- Figure 26: Top 10 color cosmetic claims, by share, 2009-14
- Category innovations
- Correctors
- Innovative packaging
- The eyes have it
- Eyebrow products
- False eyelashes
- Long-lasting liner
- Multitasking eye make-up
- Ombre eye shadow
Marketing Strategies
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- Overview of the brand landscape
- Read my lips
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- Figure 27: Revlon Super Lustrous lipstick TV ad, December 2013
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- Figure 28: Maybelline Color Elixir TV ad, November 2013
- Brands go digital
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- Figure 29: L’Oréal Makeup Genius tutorial, June 2014
- Fashion designers take on make-up
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 30: Key performance indicators, selected color cosmetics brands, June 2, 2013-June 1, 2014
- Brand usage and awareness
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- Figure 31: Brand usage and awareness of color cosmetics brands, April 2014
- Interaction with brands
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- Figure 32: Interaction with color cosmetics brands, April 2014
- Leading online campaigns
- Social media-inspired products
- Leveraging social media influencers
- Generating online buzz without offering any giveaways
- Hashtag campaigns for good
- What we think
- Online conversations
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- Figure 33: Online mentions, selected color cosmetics brands, June 2, 2013-June 1, 2014
- Where are people talking about color cosmetics brands?
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- Figure 34: Mentions by page type, selected color cosmetics brands, June 2, 2013-June 1, 2014
- What are people talking about online?
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- Figure 35: Mentions by topic of conversation, selected color cosmetics brands, June 2, 2013-June 1, 2014
Color Cosmetic Usage
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- Key points
- Lip cosmetics, mascara are make-up essentials
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- Figure 36: Use of color cosmetics, April 2014
- Facial cosmetic wearers average highest number of products used
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- Figure 37: Average number of color cosmetic products used, April 2014
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- Figure 38: Average number of facial cosmetic products used, by age, April 2014
- Figure 39: Average number of eye cosmetic products used, by age, April 2014
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- Figure 40: Average number of lip cosmetic products used, by age, April 2014
Use of Facial Cosmetics
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- Key points
- Foundation and blush are most used facial cosmetics
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- Figure 41: Any use of facial cosmetics, by age, April 2014
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- Figure 42: Types of facial cosmetics used, by age, April 2014
- Long-wearing and lightweight formulas important to facial cosmetic users
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- Figure 43: Benefits sought when selecting facial cosmetics, by ranking, April 2014
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- Figure 44: Benefits sought when selecting facial cosmetics, any rank, by age, April 2014
- Majority of foundation users turn to liquid format
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- Figure 45: Types of foundation/concealer used, by age, November 2012-December 2013
- Powder format dominates among blush/bronzer users
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- Figure 46: Types of blusher/bronzer used, by age, November 2012-December 2013
- CoverGirl is most used facial cosmetic brand
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- Figure 47: Katy Perry #instaGLAM TV ad, April 2014
- Figure 48: Brands of foundation/concealer used, November 2008-December 2013
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- Figure 49: Brands of blusher/bronzer used, November 2008-December 2013
- Brand use reveals difference in product usage
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- Figure 50: Facial cosmetic usage by any awareness of color cosmetic brands, April 2014
Use of Eye Cosmetics
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- Key points
- Mascara is most used color cosmetic
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- Figure 51: Any use of eye cosmetics, by age, April 2014
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- Figure 52: Types of eye cosmetics used, by age, April 2014
- Eye make-up users want products to stay put
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- Figure 53: Benefits sought when selecting eye make-up, such as shadow, by ranking, April 2014
- Figure 54: Benefits sought when selecting eye make-up such as shadow, any rank, by age, April 2014
- Powders and pencils are most used eye make-up formats
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- Figure 55: Kinds of eye make-up used, by age, November 2012-December 2013
- Mascara users seek volume
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- Figure 56: Benefits sought when selecting mascara, by ranking, April 2014
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- Figure 57: Benefits sought when selecting mascara, any rank, by age, April 2014
- Occasion likely dictates use of different types of mascara
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- Figure 58: Kinds of mascara used, by age, November 2012-December 2013
- CoverGirl and Maybelline are most used eye cosmetic brands
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- Figure 59: Brands of eye make-up used, November 2008-December 2013
- Figure 60: Brands of mascara used, November 2008-December 2013
Use of Lip Cosmetics
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- Key points
- Women rely on a variety of lip products
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- Figure 61: Any use of lip cosmetics, by age, April 2014
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- Figure 62: Use of lip cosmetics, by age, April 2014
- Moisturizing and long-wearing are important to users of lip cosmetics
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- Figure 63: Benefits sought when selecting lip cosmetics, by ranking, April 2014
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- Figure 64: Benefits sought when selecting lip cosmetics, any rank, by age, April 2014
- Usage remains steady for top three brands, though Burt’s Bees is gaining ground
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- Figure 65: Burt’s Bees print ad, 2014
- Figure 66: Brands of lipstick and lip gloss used, November 2008-December 2013
The Role of Prestige, Mass, and Budget Brands in Product Selection
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- Key points
- Color cosmetic users rely on mass brands
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- Figure 67: Type of brand used when selecting color cosmetics, April 2014
- Women more inclined to turn to prestige brands of facial cosmetics
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- Figure 68: Type of brand used when selecting facial cosmetics, by age, April 2014
- Mass brands popular choice for mascara users
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- Figure 69: Type of brand used when selecting eye cosmetics, by age, April 2014
- Lip cosmetics are viewed as lower-risk purchase
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- Figure 70: Type of brand used when selecting lip cosmetics, by age, April 2014
Attitudes Toward Multi-benefit Make-up and Kits
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- Key points
- Kits and palettes appeal to younger women
- Users of multifunctional make-up want to simplify routine
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- Figure 71: Attitudes toward multi-benefit make-up and kits, by age, April 2014
- Figure 72: Attitudes toward multi-benefit make-up, among BB/CC cream users, by age, April 2014
Race and Hispanic Origin
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- Key points
- Black women below-average users of facial cosmetics
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- Figure 73: Types of facial cosmetics used, by race/Hispanic origin, April 2014
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- Figure 74: Benefits sought when selecting facial cosmetics, any rank, by race/Hispanic origin, April 2014
- Eye make-up users look for similar benefits, regardless of race
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- Figure 75: Types of eye cosmetics used, by race/Hispanic origin, April 2014
- Figure 76: Benefits sought when selecting eye shadow/liner/eyebrow definer, any rank, by race/Hispanic origin, April 2014
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- Figure 77: Benefits sought when selecting mascara, any rank, by race/Hispanic origin, April 2014
- Race reveals differences in what benefits are important to lip make-up users
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- Figure 78: Types of lip cosmetics used, by race/Hispanic origin, April 2014
- Figure 79: Benefits sought when selecting lip cosmetics, any rank, by race/Hispanic origin, April 2014
- Multicultural women more likely to see benefits to using make-up kits
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- Figure 80: Attitudes toward multifunctional make-up and kits, by race/Hispanic origin, April 2014
Appendix – Other Useful Consumer Tables
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- Use of facial cosmetics
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- Figure 81: Types of facial cosmetics used, by household income, April 2014
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- Figure 82: Types of foundation/concealer used, by household income, November 2012-December 2013
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- Figure 83: Types of blusher/bronzer used, by household income, November 2012-December 2013
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- Figure 84: Brands of foundation/concealer used, by age, November 2012-December 2013
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- Figure 85: Brands of blusher/bronzer used, by age, November 2012-December 2013
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- Figure 86: Benefits sought when selecting facial cosmetics, any rank, by age and household income, April 2014
- Use of eye cosmetics
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- Figure 87: Types of eye cosmetics used, by household income, April 2014
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- Figure 88: Brands of eye make-up used, by age, November 2012-December 2013
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- Figure 89: Brands of mascara used, by age, November 2012-December 2013
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- Figure 90: Benefits sought when selecting eye shadow/liner/eyebrow definer, any rank, by age and household income, April 2014
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- Figure 91: Benefits sought when selecting mascara, any rank, by age and household income, April 2014
- Use of lip cosmetics
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- Figure 92: Types of lip cosmetics used, by household income, April 2014
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- Figure 93: Brands of lipstick and lip gloss used, by age, November 2012-December 2013
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- Figure 94: Benefits sought when selecting lip cosmetics, any rank, by age and household income, April 2014
- The role of prestige, mass, and budget brands in product selection
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- Figure 95: Type of brand used when selecting facial cosmetics, by race/Hispanic origin, April 2014
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- Figure 96: Type of brand used when selecting facial cosmetics, by age and household income, April 2014
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- Figure 97: Type of brand used when selecting eye cosmetics, by race/Hispanic origin, April 2014
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- Figure 98: Type of brand used when selecting eye cosmetics, by age and household income, April 2014
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- Figure 99: Type of brand used when selecting lip cosmetics, by race/Hispanic origin, April 2014
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- Figure 100: Type of brand used when selecting lip cosmetics, by age and household income, April 2014
- Attitudes toward multifunctional make-up and kits
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- Figure 101: Attitudes toward multifunctional make-up and kits, by age and household income, April 2014
Appendix – Social Media
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- Online conversations
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- Figure 102: Online mentions, selected color cosmetics brands, June 2, 2013-June 1, 2014
- Brand analysis
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- Figure 103: CoverGirl key social media indicators, June 2014
- Figure 104: NARS key social media indicators, June 2014
- Figure 105: Clinique key social media indicators, June 2014
- Figure 106: Rimmel key social media indicators, June 2014
- Figure 107: Avon key social media indicators, June 2014
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- Figure 108: Benefit key social media indicators, June 2014
- Brand usage or awareness
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- Figure 109: Brand usage or awareness, April 2014
- Figure 110: Benefit usage or awareness, by demographics, April 2014
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- Figure 111: NARS usage or awareness, by demographics, April 2014
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- Figure 112: CoverGirl usage or awareness, by demographics, April 2014
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- Figure 113: Rimmel usage or awareness, by demographics, April 2014
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- Figure 114: Clinique usage or awareness, by demographics, April 2014
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- Figure 115: Avon usage or awareness, by demographics, April 2014
- Activities done
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- Figure 116: Any Brand – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
- Figure 117: Any Brand – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
- Interaction with brands
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- Figure 118: Activities done, April 2014
- Figure 119: Any Brand – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 120: Any Brand – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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