Table of Contents
Executive Summary
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- Impact of COVID-19 on colour cosmetics
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- Figure 1: Short, medium and long-term impact of COVID-19 on colour cosmetics, 2021
- The market
- Market size and forecast
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- Figure 2: Market forecast for the UK colour cosmetics category, 2016-26
- A hopeful return to physical stores
- Companies and brands
- eCommerce helps brands in 2020
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- Figure 3: Manufacturer shares in the UK colour cosmetics market, 2020
- The consumer
- Embracing a natural look
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- Figure 4: Purchase of face makeup, 2020 and 2021
- Going for minimal effort on eyes
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- Figure 5: Purchase of eye colour makeup, 2020 and 2021
- Lipstick index doesn’t hold true for lipstick this time…yet
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- Figure 6: Purchase of lip colour makeup, 2020 and 2021
- Low maintenance favoured for nails
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- Figure 7: Purchase of nail colour, 2020 and 2021
- Department stores lose their appeal
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- Figure 8: Places of purchase of makeup, 2020 and 2021
- Clean makeup sees barriers to purchase
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- Figure 9: Purchase of clean makeup brands, 2021
- Clean for me and clean for the environment
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- Figure 10: Ingredients expected to be included in a ‘clean’ makeup brand, 2021
- Avoiding synthetics
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- Figure 11: Ingredients expected to be excluded in the ‘clean’ makeup brand, 2021
- Align makeup with skincare
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- Figure 12: Makeup usage behaviours, 2021
- Aid colour matching to help consumers get it right
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- Figure 13: Makeup purchase factors, 2021
Issues and Insights
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- COVID-19 wipes motivations in 2020
- Hope for physical stores
- Young women are still following trends
The Market – Key Takeaways
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- COVID-19 accelerated existing trends
- Spend on premium brands proved more resilient
- An optimistic return to physical stores
Market Size and Performance
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- COVID-19 disrupts the colour cosmetics category
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- Figure 14: Short, medium and long-term impact of COVID-19 on colour cosmetics, 2021
- Repertoires in decline even before COVID-19
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- Figure 15: UK retail value sales of colour cosmetics, 2016-26
Market Forecast
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- Recovery expected in the longer term
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- Figure 16: Market forecast for the UK colour cosmetics category, 2016-26
- Market drivers and assumptions
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- Figure 17: Key drivers affecting Mintel’s market forecast, 2016-25
- Forecast methodology
COVID-19 Scenario Performance
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- Mintel’s approach to predicting the impact of COVID-19
- Fundamental differences in how COVID-19 is affecting consumer markets
- Extended disruption will impact usage behaviours
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- Figure 18: COVID-19 scenario forecasts for colour cosmetics, 2016-26
- Rapid recovery will drive spend
- COVID-19 market disruption: risks and outcomes
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- Figure 19: Summary of Mintel scenario expectations and the impact on the colour cosmetics market, 2021
Market Segmentation
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- Value declines across the board
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- Figure 20: UK retail value sales of colour cosmetics, by segment, 2019 and 2020
- Prestige sees smaller decline than mass-market
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- Figure 21: Mass-market and prestige sales of colour cosmetics, 2019 and 2020
Channels to Market
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- Spend declines across all channels
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- Figure 22: UK retail value sales of colour cosmetics, by outlet type, 2019 and 2020
- Hope for physical stores
Market Drivers
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- Consumer confidence has returned
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- Figure 23: Trends in consumer sentiment for the coming year, 2020-21
- Rise in teens makes diversity more important
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- Figure 24: Trends in the age structure of the UK female population, 2015-25
- Focus on skincare
- Online content can drive engagement
- Consumers are buying with a conscience
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- Figure 25: Buying behaviours concerning issues relating to minority groups, 2020
Companies and Brands – Key Takeaways
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- COVID-19 boosts ecommerce for brands
- Makeup sees cleaner formulations
- Ethical credentials are increasingly important
Market Share
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- Losses across the board in 2020
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- Figure 26: Manufacturer shares in the UK colour cosmetics market, 2019 and 2020
- Brands look ahead in 2021
Launch Activity and Innovation
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- ‘Skincare-makeup’ can re-engage consumers in 2021
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- Figure 27: New product development in the colour cosmetics category, by sub-category, 2018-21
- Figure 28: Examples of NPD in face makeup with beauty-enhancing claims, Q1 2021
- Eyeshadow needs a rethink
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- Figure 29: Examples of NPD in mini eyeshadow palettes, 2020-21
- Figure 30: Milk makeup colour chalk, 2021
- New products see NPD in clean makeup
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- Figure 31: Product development in the colour cosmetics category, by launch type, 2018-21
- Figure 32: Nails Inc 73% Plant Power Longwear 21 free vegan polish, 2020
- Figure 33: Zara eye colour in 6 refillable eyeshadow palette, 2021
- Long-lasting remains an essential claim
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- Figure 34: Top claims in the colour cosmetics category, 2019 and 2020
- Figure 35: Examples of NPD in eye products offering an at-home alternative to professional services, 2020-21
- Swipe applications offer multiple benefits
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- Figure 36: Examples of NPD in swipe application products, 2021
- Lips look to hydration to drive engagement
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- Figure 37: Examples of NPD in lip products with hydrating benefits, 2020-21
- Brands attempt to excite with limited editions
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- Figure 38: New product development in the colour cosmetics category, by top ultimate companies and other, 2020
- Figure 39: Examples of NPD limited edition makeup by L’Oréal, 2021
- Ethical claims slowly gain traction
Advertising and Marketing Activity
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- Brands get creative on digital
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- Figure 40: Recorded above-the-line, online display and direct mail advertising expenditure on colour cosmetics, by media type, 2017-21
- Brands focus on online strategy in 2021
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- Figure 41: Recorded above-the-line, online display and direct mail advertising expenditure on colour cosmetics, 2020
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 42: Attitudes towards and usage of selected brands, 2021
- Key brand metrics
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- Figure 43: Key metrics for selected brands, 2021
- Brand attitudes: premium brands are associated with quality
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- Figure 44: Attitudes, by brand, 2021
- Brand personality: mass-market brands are accessible
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- Figure 45: Brand personality – Macro image, 2021
- Makeup brands score well for being glamorous
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- Figure 46: Brand personality – Micro image, 2021
- Brand analysis
- NARS Cosmetics is worth paying more for
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- Figure 47: User profile of NARS Cosmetics, 2021
- Morphe is youthful
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- Figure 48: User profile of Morphe, 2021
- Boots No7 drives accessibility
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- Figure 49: User profile of Boots No7, 2021
- Revolution Beauty scores well for being ethical
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- Figure 50: User profile of Revolution Beauty, 2021
- Benefit Cosmetics drives the fun quotient
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- Figure 51: User profile of Benefit Cosmetics, 2021
- e.l.f. Cosmetics boosts its fun image
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- Figure 52: User profile of e.l.f. Cosmetics, 2021
- KVD Beauty maintains its differentiation
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- Figure 53: User profile of KVD Beauty, 2021
- UOMA Beauty is well differentiated
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- Figure 54: User profile of UOMA Beauty, 2021
- Reading word clouds
The Consumer – Key Takeaways
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- COVID-19 accelerates simple beauty trends
- Aligning makeup with skincare will drive engagement
- Buyers fall…but experimentation remains high
Impact of COVID-19 on the BPC Consumer
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- Vaccine optimism in 2021 will boost spend…
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- Figure 55: Worry and extreme worry about being exposed to COVID-19, 2020-21
- …but in-store trial still impacted
- Beauty routines are getting simpler
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- Figure 56: Beauty/grooming routine changes since the start of the COVID-19/coronavirus outbreak, 2021
- Focus is on skincare
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- Figure 57: Changes in facial skincare routines since COVID-19, 2021
Purchase of Face Makeup
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- Less coverage needed
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- Figure 58: Purchase of face makeup, 2020 and 2021
- Young women focus on areas you can see
Purchase of Colour Makeup
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- Eyes haven’t held up
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- Figure 59: Purchase of eye colour makeup, 2020 and 2021
- Lipstick sees significant disengagement
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- Figure 60: Purchase of lip colour makeup, 2020 and 2021
- Young women are still following trends
- Back to basics with nails
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- Figure 61: Purchase of nail colour, 2020 and 2021
Places of Purchase of Makeup
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- Health and beauty retailers lose the most shoppers in 2021
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- Figure 62: Places of purchase of makeup, 2020 and 2021
- Online retailers see little new engagement
- Death of department stores
Interest in Clean Makeup
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- Target over-45s with clean makeup
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- Figure 63: Purchase of clean makeup brands, 2021
- Sustainability is a must for clean beauty
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- Figure 64: Ingredients expected to be included in a clean makeup brand, 2021
- ‘Natural’ is still considered ‘clean’
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- Figure 65: Expectation of naturally occurring minerals and plant-based ingredients in a clean makeup brand, by age, 2021
- The challenge of proof
- Synthetics are a no-no
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- Figure 66: Ingredients expected to be excluded in the clean makeup brand, 2021
Makeup Usage Behaviours
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- All about skin
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- Figure 67: Makeup usage behaviours, 2021
- Mood-boosting makeup
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- Figure 68: Kiko mood boost luminous foundation, 2021
- Drive responsible disposal
- Offer maximum impact for video calls
- Younger women remain engaged
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- Figure 69: Behaviours relating to experimenting with makeup, by 16-24s vs all, 2021
Makeup Purchase Factors
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- Mix up skin tone and ethnicity to aid shopping
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- Figure 70: Makeup purchase factors, 2021
- Putting skin forward
- Ethical considerations are an expectation
- Interesting packaging is a low consideration
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Central Forecast Methodology
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- Market forecast and prediction intervals
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- Figure 71: Market forecast and prediction intervals for the UK colour cosmetics category, 2016-26
- Market drivers and assumptions
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- Figure 72: Key drivers affecting Mintel’s market forecast, 2021-26
- Forecast methodology
Appendix – COVID Scenario Performance Methodology and Assumptions
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- Scenario performance
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- Figure 73: COVID-19 scenario forecasts for the UK colour cosmetics category, 2016-26
- Rapid COVID recovery, central and extended COVID disruption scenarios outline
- Scenario methodology
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