Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: Canadian context
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on colour cosmetics
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- Figure 1: Short-, medium- and longer-term impact of COVID-19 on colour cosmetics, 2021
- Opportunities and challenges
- Canadians are seeking sustainable options
- Ingredient transparency will be expected
- Mental wellness benefits of makeup will be emphasized
- The distinction (or lack thereof) between mainstream and premium brands will cause a reassessment in value
- Skincare claims and benefits will extend to cosmetics
The Market – Key Takeaways
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- Impact of COVID-19 on colour cosmetics
- Immigration rates will push the beauty industry to diversify their offerings
- Canada’s aging population will put pressure on the industry but may also spur innovation opportunities
Market Factors
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- Impact of COVID-19 on colour cosmetics
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- Figure 2: Canada’s unemployment rate, by age, January 2020-April 2021
- Immigration rates will push the beauty industry to diversify their offerings
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- Figure 3: Distribution of foreign-born population, by region, 1996-2036
- Figure 4: Glamnetic Instagram post, May 2021
- Canada’s aging population will put pressure on the industry but may also spur innovation opportunities
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- Figure 5: Population aged 0-14 and 65+, 1988-2068*
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- Figure 6: Introducing GUIDE BEAUTY: Artistry Made Easy, 2020
Companies and Brands – Key Takeaways
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- Waste reduction strategies align with sustainability ambitions
- Updated sampling options aim to encourage trial and discovery
- Inward and outward – beauty brands focus on more than physical appearance
- Shoppers are seeking personalized options and advice
- Brands are seeking to connect with consumers by establishing new, less traditional beauty communities
Competitive Strategies
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- Waste reduction strategies align with sustainability ambitions
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- Figure 7: Mintel Trend Driver: Surroundings
- Spotlight on Elate Cosmetics
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- Figure 8: Elate Cosmetics Instagram post, 2021
- Figure 9: Elate Cosmetics Instagram post, 2021
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- Figure 10: River Organics Beauty Instagram post, 2021
- Figure 11: Elate Cosmetics Instagram post, 2021
- Updated sampling options aim to encourage trial and discovery
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- Figure 12: ‘Trying on makeup in-store is unhygienic’ (% agree), by COVID-19 exposure worry levels, 2021
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- Figure 13: Il Makiage Instagram post, 2021
- Figure 14: Kosas Instagram post, 2021
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- Figure 15: Usage of virtual product preview tools, by age, 2021
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- Figure 16: Maybelline Instagram post, 2020
Market Opportunities
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- Inward and outward – beauty brands focus on more than physical appearance
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- Figure 17: Mintel Trend Driver: Wellbeing
- Figure 18: Rare Beauty Instagram post, 2021
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- Figure 19: Itsall.fluff Instagram post, 2021
- Shoppers are seeking personalized options and advice
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- Figure 20: Cover FX Instagram post, 2021
- Figure 21: Bite Beauty Instagram post, 2021
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- Figure 22: Introducing Perso, a 3-in-1 at-home personalized beauty device by L'Oréal, 2020
- Brands are seeking to connect with consumers by establishing new, less traditional beauty communities
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- Figure 23: e.l.f. Cosmetics Instagram post, 2021
The Consumer – Key Takeaways
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- Makeup for men is becoming more mainstream
- A variety of motivators drive Canadian cosmetic use
- Makeup users need encouragement to toss expired products
- Colour and skincare combine
- The distinction between mainstream and premium is blurry for many
- Most Canadians expect to return to their typical routines post-pandemic
Overall Makeup Usage
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- Figure 24: Makeup products normally used (any net), men vs women, 2021
- Makeup for men is becoming more mainstream
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- Figure 25: ARod Instagram post, 2020
- Figure 26: Clockface Beauty Instagram post, 2021
- Younger Canadians are more involved with colour cosmetics
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- Figure 27: Makeup products normally used (any net), by age, 2021
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- Figure 28: Makeup products normally used (any net), non-Chinese Asian women vs women overall, 2021
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Facial Makeup Usage
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- Almost half of Canadians use facial cosmetics
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- Figure 29: Facial makeup products normally used, 2021
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- Figure 30: Facial makeup products normally used, men vs women, 2021
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- Figure 31: Facial makeup products normally used, men who wear makeup vs men overall, 2021
- Face makeup usage declines with age
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- Figure 32: Facial makeup products normally used – Women, by age, 2021
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- Figure 33: Facial makeup products normally used – Men, by age, 2021
- Facial makeup usage is elevated for some Asian communities
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- Figure 34: Facial makeup products normally used, non-Chinese Asian women vs women overall, 2021
Eye Makeup Usage
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- Mascara is the most common eye makeup format
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- Figure 35: Eye makeup products normally used, 2021
- Male and female eye makeup users favour different formats
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- Figure 36: Eye makeup products normally used, men vs women, 2021
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- Figure 37: Eye makeup products normally used, men who wear makeup vs men overall, 2021
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- Figure 38: Eye makeup products normally used – Women, by age, 2021
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- Figure 39: Eye makeup products normally used – Men, by age, 2021
- Cultural factors drive South Asian eye liner users
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- Figure 40: Eye makeup products normally used, non-Chinese Asian women vs women overall, 2021
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- Figure 41: Kulfi.Beauty Instagram post, 2020
Lip Makeup Usage
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- Half of Canadians use cosmetics on their lips
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- Figure 42: Lip makeup products normally used, 2021
- Lipstick and lip gloss are the most common formats for both men and women
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- Figure 43: Lip makeup products normally used, men vs women, 2021
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- Figure 44: Lip makeup products normally used, men who wear makeup vs men overall, 2021
- Lip gloss does not resonate as well as lipstick among older women
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- Figure 45: Lip Maximizer Hyaluronic Lip Plumper (US), 2021
- Figure 46: Lip makeup products normally used – Women, by age, 2021
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- Figure 47: Lip makeup products normally used, mothers vs women with no children under 18 at home, 2021
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- Figure 48: Those who use lip makeup products (net any format) – Men, by age, 2021
- Non-Chinese Asian women report strong usage of lip products
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- Figure 49: Lip makeup products normally used, non-Chinese Asian women vs women overall, 2021
Frequency of Makeup Behaviours
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- A variety of motivators drive Canadian cosmetic use
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- Figure 50: Makeup routine and behaviour frequency, 2021
- Makeup users need encouragement to toss expired products
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- Figure 51: Naked Poppy Instagram post, 2021
- Figure 52: “I avoid touching my face when applying makeup” (% ever doing), by age, 2021
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- Figure 53: Beautyblender Instagram post, 2021
- Famous founders drive interest
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- Figure 54: “I purchase from makeup brands because I like the founder” (% ever doing), by age and gender, 2021
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- Figure 55: The Modern Artista Instagram post, 2021
- Figure 56: Ofra Cosmetics Instagram post, 2021
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- Figure 57: Il Makiage Instagram post, 2019
- Cosmetic treatments can be a threat and an opportunity
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- Figure 58: Faux laminated eyebrow tutorial / the best brow gel, 2020
- Figure 59: “I consider cosmetic treatments to replace makeup” (% ever doing), by age, 2021
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- Figure 60: Kosas Beauty Instagram post, 2021
- Figure 61: Fenty Beauty Instagram post, 2021
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- Figure 62: Huda Beauty #FauxFilter Luminous Matte Foundation (US), 2021
- Men and women have different makeup motivators
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- Figure 63: Makeup routine and behaviour (% ever doing), men vs women, 2021
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- Figure 64: ‘I share my makeup routine/products on social media’ (% ever doing), by age and gender, 2021
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- Figure 65: e.l.f. Cosmetics Instagram post, 2021
- Figure 66: ‘I follow along with video tutorials as I try a new makeup technique’ (% ever doing), by age, 2021
- Asian shoppers rely more heavily on digital touchpoints
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- Figure 67: Frequency of select makeup-related behaviours (% ever doing), Asians vs overall, 2021
Attitudes about Routines and Products
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- Half of Canadians think mainstream brands are equal to premium ones
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- Figure 68: Makeup routine attitudes (% agree), 2021
- Colour and skincare combine
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- Figure 69: Ciaté Superfruit Burst Citrus AHA Primer (US), 2021
- Figure 70: Milani Glow Hydrating Skin Tint (Canada), 2021
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- Figure 71: Duo Line It Lash It 2in1 Eyeliner & Lash Adhesive (US), 2021
- Consumers want clean products, but need help finding them
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- Figure 72: Sephora Canada Instagram post, 2020
- Figure 73: Cover FX Instagram post, 2020
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- Figure 74: 100 Percent Pure Instagram post, 2020
- Hygiene concerns hamper traditional sampling
- The distinction between mainstream and premium is narrower for women
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- Figure 75: Makeup routine attitudes (% agree), men vs women, 2021
- Younger shoppers are seeking skincare benefits
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- Figure 76: Makeup routine attitudes (% agree), 18-44s vs over-45s, 2021
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- Figure 77: ‘I’m worried the ingredients in makeup products are bad for my health” (% agree), by age and household income level, 2021
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- Figure 78: Men's Natural Makeup | EASY Beginners Tutorial, 2018
- Satisfaction with length of makeup routine varies between groups
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- Figure 79: ‘My “usual” makeup routine is too time consuming’ (% agree), by parental status, 2021
- Highly engaged makeup users would prefer speedier routines
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- Figure 80: ‘My “usual” makeup routine is too time consuming’ (% agree), by beauty spending priority level, 2021
Purchase Influencers
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- Canadians are open to a wide range of purchase supports
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- Figure 81: Makeup purchase influencers, 2021
- Cultural barriers prevent some men from getting in-person purchase supports
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- Figure 82: Makeup purchase influencers, men vs women, 2021
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- Figure 83: Makeup purchase influencers, 18-44s vs over-45s, 2021
Pandemic-related Makeup Routine Changes
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- Most Canadians expect to return to their typical routines post-pandemic
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- Figure 84: Makeup routine changes as a result of COVID-19, 2021
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- Figure 85: Makeup routine changes as a result of COVID-19, by the number of formats typically used, 2021
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- Figure 86: Frequency of makeup behaviours compared to prior to the COVID-19 pandemic, 2021
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- Figure 87: Change in makeup behaviours compared to prior to the COVID-19 pandemic, men vs women, 2021
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- Figure 88: Change in makeup behaviours compared to prior to the COVID-19 pandemic, by age, 2021
- Asian shoppers were more likely to shop online for cosmetics during the pandemic
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- Figure 89: Change in online makeup shopping compared to prior to the COVID-19 pandemic, Asians vs overall, 2021
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Mintel Trend Drivers
- Abbreviations
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