Table of Contents
Executive Summary
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- The market
- Makeup fatigue sets in before COVID-19
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- Figure 1: UK central forecast value sales of the colour cosmetics market (prepared 30 June 2020), 2015-25
- Impact of COVID-19 on Colour Cosmetics
- Significant impact to value in the short term
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- Figure 2: Expected impact of COVID-19 on the colour cosmetics market, short, medium and long-term, 30th June 2020
- Time for mindful consumption
- The retail experience will be transformed
- Companies and brands
- Colour with care sees more focus in 2019
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- Figure 3: New product development in the colour cosmetics category, by sub-category, January 2017-May 2020
- Leading manufacturers struggle
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- Figure 4: Manufacturer shares in the UK colour cosmetics market, 2019
- The consumer
- COVID-19 drives a decline in spend
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- Figure 5: Planned spend on BPC products in the coming month, 21 May-24 June 2020
- Purchase of face makeup declines
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- Figure 6: Purchase of base makeup for self in last 12 months, April 2020
- Young women focus on their eyes in 2020
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- Figure 7: Purchase of face colour makeup for self in last 12 months, April 2020
- Nail makeup will see more engagement in 2020
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- Figure 8: Purchase of nail colour for self in last 12 months, April 2020
- Health & beauty retailers attract shoppers
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- Figure 9: Places of purchase for makeup in last 12 months, April 2020
- Makeup fatigue sets in
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- Figure 10: Makeup buying behaviours in last 12 months, April 2020
- Physical trial is essential
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- Figure 11: Interest in makeup services to aid purchasing process, April 2020
- Price is the biggest purchase driver
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- Figure 12: Makeup purchase influencers, April 2020
- Healthy skin is the ideal
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- Figure 13: Motivations for using face makeup, April 2020
- Long-lasting claims will become more important in 2020
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- Figure 14: Important factors for lip and eye makeup, April 2020
- What we think
Impact of COVID-19 on Colour Cosmetics
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- The market
- The pandemic drives a decline in value
- Makeup fatigue was setting in even before COVID-19
- A shift in makeup priorities
- The Consumer
- Worry remains high as stores reopen
- Financial worries are high and spend is declining
- Brands shouldn’t forget the over-65s
- Purchase moves online
- Companies and Brands
- Promote mindful consumption in the long term
- Adjust NPD to meet evolving needs
- Brands reach consumers in new ways
- Department stores will struggle to recover
- Brands need to re-think trial
Issues and Insights
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- COVID-19 will drive conscious consumerism
- The facts
- The implications
- Getting more for less in colour cosmetics
- The facts
- The implications
- Retailers need to integrate technology to drive trial
- The facts
- The implications
The Market – What You Need to Know
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- Significant market disruptions in 2020
- Lips and nails see significant decline in 2019
- Department stores face competition from other channels
- Age representation remains essential
- Makeup purchase shifts online
- Diversity is not just a trend
- Ethical credentials are more important than ever
Market Size and Forecast
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- Colour cosmetics will see significant disruption in the short term
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- Figure 15: Expected impact of COVID-19 on the colour cosmetics market, short, medium and long-term, 30th June 2020
- Short term
- Medium term
- Long term
- Makeup fatigue sets in before COVID-19
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- Figure 16: UK retail value sales of colour cosmetics (prepared 30 June 2020), 2015-25
- COVID-19 will accelerate a decline in 2020
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- Figure 17: UK central forecast value sales of the colour cosmetics market (prepared 30 June 2020), 2015-25
- Recovery will be slow
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- Figure 18: UK retail value sales of colour cosmetics, 2007-17
- COVID-19: Market context
Market Segmentation
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- Lips and nails see significant decline in 2019
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- Figure 19: UK retail value sales of colour cosmetics, by segment, 2018 and 2019
- COVID-19 will drive a shift in priorities
- Prestige fares better than mass-market in 2019
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- Figure 20: Mass-market and prestige sales of colour cosmetics, 2018 and 2019
Channels to Market
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- Department stores suffer the biggest losses
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- Figure 21: UK retail value sales of colour cosmetics, by outlet type, 2018 and 2019
- The future of department stores is in question
- Online will see more engagement
Market Drivers
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- Age representation remains important
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- Figure 22: Trends in the age structure of the UK female population, 2014-24
- Makeup purchasing is shifting online
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- Figure 23: Participation in online beauty/grooming activities amongst women, August 2019
- Diversity matters
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- Figure 24: Diversity issues that discourage usage of BPC brands amongst women, August 2019
- Usage of prestige brands is on the rise
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- Figure 25: Prestige vs regular brands, October 2019
- Women are turning to eco-friendly makeup
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- Figure 26: Purchase of eco-friendly and regular makeup, November 2019
- Purchase of natural/organic makeup is low
Companies and Brands – What You Need to Know
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- Leading manufacturers struggle
- The category continues to see high year-on-year NPD
- NPD sees lips with care
- Increase in long-lasting claims
- TV sees more spend in 2019
- Cult brands have strong differentiation
Market Share
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- Leading manufacturers struggle
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- Figure 27: Manufacturer shares in the UK colour cosmetics market, 2018 and 2019
- Manufacturers target new shoppers
Launch Activity and Innovation
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- Innovation overload
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- Figure 28: New product development in the colour cosmetics category, by sub-category, January 2017-May 2020
- Lips with care sees NPD in 2019
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- Figure 29: Examples of NPD in lip colour products with caring benefits, 2019 and 2020
- Nail products offer sensorial benefits in 2020
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- Figure 30: Examples of NPD in scented nail colour, 2020
- Primers that feel like skincare in 2020
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- Figure 31: Examples of NPD in primers with skincare benefits, 2020
- Increase in range extensions
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- Figure 32: Product development in the colour cosmetics category, by launch type, January 2017-May 2020
- Figure 33: Example of By.Me launch, 2019
- Long-lasting claims will become more important in 2020
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- Figure 34: Top claims in the colour cosmetics category, 2018 and 2019
- Figure 35: Examples of products featuring time-stamp claims, 2019
- Moving the shine
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- Figure 36: Examples of oil-free face colour cosmetics launched in 2019
- Figure 37: Examples of eyeshadow stick launches in 2020
- Ethical and botanical claims see a rise in 2019
- Leading brands expand their ranges
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- Figure 38: New product development in the colour cosmetics category by top ultimate companies and other, 2019
Advertising and Marketing Activity
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- TV sees investment in 2019
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- Figure 39: Recorded above-the-line, online display and direct mail advertising expenditure on colour cosmetics, by media type, January 2017-May 2020
- TV ratings grow amidst COVID-19…
- … but digital tools remain important
- Advertising highlights ‘real’ beauty in 2019
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- Figure 40: Total recorded above-the-line, online display and direct mail advertising expenditure on colour cosmetics, by top manufacturers in 2019
- L’Oréal highlights success of its digital transformation
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 41: Attitudes towards and usage of selected brands, May 2020
- Key brand metrics
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- Figure 42: Key metrics for selected brands, May 2020
- Brand attitudes: Premium brands have high quality perceptions
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- Figure 43: Attitudes, by brand, May 2020
- Brand personality: Mass-market brands are accessible
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- Figure 44: Brand personality – macro image, May 2020
- New brands are considered youthful and innovative
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- Figure 45: Brand personality – micro image, May 2020
- Brand analysis
- Huda Beauty has high differentiation
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- Figure 46: User profile of Huda Beauty, May 2020
- Fenty Beauty appeals to young women
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- Figure 47: User profile of Fenty Beauty, May 2020
- Dior appeals to older women
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- Figure 48: User profile of Dior, May 2020
- Maybelline is accessible
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- Figure 49: User profile of Maybelline, May 2020
- Max Factor has broad appeal
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- Figure 50: User profile of Max Factor, May 2020
- Topshop Beauty lacks differentiation
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- Figure 51: User profile of Topshop Beauty, May 2020
- Glossier is fun
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- Figure 52: User profile of Glossier, May 2020
- Milk Makeup has low usage
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- Figure 53: User profile of Milk Makeup, May 2020
The Consumer – What You Need to Know
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- COVID-19 impacts beauty priorities in 2020
- Makeup fatigue sets in before COVID-19
- Young women engage with eye makeup
- Women shop for makeup at health & beauty retailers
- Spend is down
- Personalisation remains sought after
- Healthy skin is the ideal
Impact of COVID-19 on the Beauty Consumer
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- Worry remains high
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- Figure 54: Extremely worried about exposure to COVID-19/coronavirus, 21 May-24 June 2020
- BPC sees decline in spend
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- Figure 55: Planned spend on BPC products in the coming month, 21 May-24 June 2020
- Brands and retailers drive new occasions
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- Figure 56: Revlon #ButItHelps campaign, May 2020
- The shift to online shopping
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- Figure 57: Changes to selected shopping behaviours since the COVID-19/coronavirus outbreak amongst women, 18-24 June 2020
- Shopping in-store will be a challenge
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- Figure 58: Superdrug virtual makeup app, June 2020
- Financial concerns are high …
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- Figure 59: Trends in consumer sentiment for the coming year, February-May 2020
- … but women aren’t trading down yet
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- Figure 60: Beauty/grooming shopping habits amongst women, March 2020 and June 2020
Purchase of Face Makeup
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- Purchase of face makeup is in decline
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- Figure 61: Purchase of base makeup for self in last 12 months, February 2018 and April 2020
- Young women switch from foundation to concealer
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- Figure 62: Purchase of liquid/cream foundation, concealer and colour correcting products for self in last 12 months amongst 16-24s, March 2019 and April 2020
- On-trend products lose their lustre
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- Figure 63: Purchase of highlighter, bronzer and contouring products for self in last 12 months amongst 25-34s, March 2019 and April 2020
- Base makeup needs a rethink post-COVID-19
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- Figure 64: 1980s-inspired makeup
Purchase of Colour Makeup
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- Eye makeup sees little change
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- Figure 65: Purchase of eye makeup for self in last 12 months, 2018-20
- 16-24s focus on their eyes
- Lipstick is in decline
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- Figure 66: Purchase of lip colour, 2018-20
- Young women favour lip gloss and lip balm
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- Figure 67: Purchase of lipstick, lip gloss and tinted lip balm for self in last 12 months amongst 16-24s, March 2019 and April 2020
- Nail polish will see revived interest in 2020
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- Figure 68: Purchase of nail colour, 2018-20
Places of Purchase of Makeup
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- Health & beauty retailers have upped their game
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- Figure 69: Places of purchase for makeup in the last 12 months, April 2020
- Supermarkets have universal appeal
- COVID-19 impacts shopping experiences
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- Figure 70: Purchase of makeup at department stores, online-only retailers, brand stores and brand websites in the last 12 months, by age, April 2020
- Online shopping becomes more important
Makeup Buying Behaviours
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- Makeup fatigue sets in
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- Figure 71: Makeup buying behaviours in the last 12 months, April 2020
- Sustainability concerns are high
- Young women remain experimental
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- Figure 72: Makeup buying behaviours related to experimentation in the last 12 months, by age, April 2020
- Older women value quality
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- Figure 73: Makeup purchase influencers, April 2020
- Ethical considerations are important
Interest in Makeup Services
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- Physical try-on is essential
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- Figure 74: Interest in makeup services to aid purchasing process, April 2020
- COVID-19 will drive the need for tech
- Personalisation is still in demand
- Access to reviews is important
- More flexibility can drive experimentation
Makeup Usage Behaviours
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- Going for glow
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- Figure 75: Motivations for using face makeup, April 2020
- Older women want to enhance their natural skin
- Young women want to keep it real
- Long-lasting claims are important for lips and eyes
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- Figure 76: Important factors for lip and eye makeup, April 2020
- Easy application, but make it professional
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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