Table of Contents
Scope and Themes
-
- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations
- Terms
Executive Summary
-
- Kitsch, packaging and exotic ingredients aim to capture women
- The market is still growing, but ever so slightly
- The internet offers much, alternatives to makeup are few, and sustainability is becoming important
- It is all in the eyes
- Drug stores continue to lead FDMx sales
- Cosmetics are ubiquitous, yet the recession has taken its toll
- The top three companies own 80% of the market
- There is a brand, and brand position, for everyone
- Turn back time, intensify the lashes, and prime before you gloss
- Social media is becoming important, but television commercials are still entertaining us
- Makeup use spans ages, and even teens are significant consumers of cosmetics
Insights and Opportunities
-
- Hooray for Hollywood
- It’s in the packaging
- Do Gooders Get Ahead
- Edible cosmetics
- Edible ingredients
- Peptides
- Airbrush me
- Beauty, redefined
Inspire Insights
-
- Faux genomics
- What’s it all about?
- Halo effect creates nutri-cosmetics and nutraceuticals
Market Size and Forecast
-
- Key points
- Less demand being tempered by an interest in eyes
-
- Figure 1: Total U.S. FDMx sales and forecast of color cosmetics at current prices, 2004-14
- Figure 2: Total U.S. FDMx sales and forecast of color cosmetics at inflation adjusted prices, 2004-14
- Walmart sales
Competitive Context
-
- The internet
- More permanent fixes
- Technology and innovation
- Sustainability
- Women and work
-
- Figure 3: Women’s labor force participation, 1975-2008
- Where did you get that tan?
- Nutri-cosmetics
-
- Figure 4: Top beauty enhancing claims among food, drinks and supplements, Jan 07-Dec 09
- Additional outlets
Segment Performance
-
- Key points
- It is all in the eyes
-
- Figure 5: U.S. FDMx sales and forecast of color cosmetics at current prices, by segment, 2004-14
- Figure 6: U.S. FDMx sales of color cosmetics, by segment, 2008 and 2009
Segment Performance—Eye Makeup
-
- Key points
- Just look at her eyes
-
- Figure 7: U.S. FDMx sales and forecast of eye makeup, 2004-14
Segment Performance—Face Makeup
-
- Key points
- Using a little less
-
- Figure 8: U.S. FDMx sales and forecast of face makeup, 2004-14
Segment Performance—Lip Makeup
-
- Key points
- They are not paying for lips
-
- Figure 9: U.S. FDMx sales and forecast of lip makeup, 2004-14
Retail Channels
-
- Key points
- Drug stores have it
- Other fashion retailers want in
-
- Figure 10: U.S. FDMx sales of color cosmetics, by retail channel, 2008 and 2009
Retail Channels—Drug Stores
-
- Key points
- Goodbye department store, hello drug store
- Focus on ethnicity
-
- Figure 11: U.S. sales of color cosmetics at drug stores, 2004-09
Retail Channels—Other
-
- Key points
- Still shopping
- Department stores have to regroup
-
- Figure 12: U.S. sales of color cosmetics at other stores, 2004-09
Market Drivers
-
- It is ubiquitous
- Dressing down in a down economy
-
- Figure 13: Changes made as a result of economy in last six months, by age, March 2010
- A shrinking (and aging) market
-
- Figure 14: U.S. female population, by age, 2005-15
- Everyone wants to be a bombshell
- Where have all the teenagers gone?
-
- Figure 15: U.S. teen population aged 12-17, projected growth trends in five-year intervals from 2000-30
- The promise of the Hispanic teenager
-
- Figure 16: U.S. teenage female population aged 12-17, by Hispanic origin, 2005-15
- Black teenagers using less cosmetics
-
- Figure 17: U.S. teenage female population aged 12-17, by race, 2005-15
Leading Companies
-
- Key points
- Three companies—80% of the sales
- Luxury shifts
- Young companies
-
- Figure 18: Sales of leading color cosmetics companies, 2009 and 2010
Selected Brand Analysis—Eye Makeup
-
- Key points
- Seeing is believing
- L’Oréal/Maybelline moving toward half of the market
- Mascaras save the day
-
- Figure 19: Selected FDMx brand sales of eye makeup in the U.S., 2009 and 2010
Selected Brand Analysis—Face Makeup
-
- Key points
- Foundation is a foundation for many women
- One, two and three = 75+%
- Trading spaces
-
- Figure 20: Selected FDMx brand sales of face makeup in the U.S., 2009 and 2010
Selected Brand Analysis—Lip Makeup
-
- Key points
- Less color and shine
- The top three
- Trying to mix it up
- Luxury Brands still stirring it up
-
- Figure 21: Selected FDMx brand sales of lip makeup in the U.S., 2009 and 2010
Brand Qualities
-
- L’Oréal USA
- L’Oréal Paris
- Maybelline
- Procter & Gamble—CoverGirl
- Revlon
- Coty (Del Labs – Rimmel, New York Color)
- Rimmel
- New York Color
- Johnson & Johnson Neutrogena
- Teen website
- Women’s website
- Physicians Formula
- Milani—Give us your poor
- Latina Bella
Innovation and Innovators
-
- Face
- Spray it on
- Ageless
- Cover It Up
- More or less color
- Luxury face
- Eyes
- Bigger, stronger lashes
- Creamy, sweet and shiny
- Edgy
- Luxury eyes
- Lips
Themes
-
- Packaging
- High quality value
- Flowers and such
Advertising and Promotion
-
- Overview
- Key points
- Spokespeople
- Traditional media
- Social media
- Top spenders
-
- Figure 22: Top color cosmetic advertisers, 2007-08
- Commercials
- Can’t go wrong with Ellen
-
- Figure 23: CoverGirl & Olay, television ad, 2010
- The Queen
-
- Figure 24: CoverGirl Makeup, television ad, 2010
- Luxury serum
-
- Figure 25: L’Oréal, television ad, 2010
- Lipstick marks
-
- Figure 26: Maybelline Red, television ad, 2010
- How do they walk in those?
-
- Figure 27: Maybelline Lash Stiletto, television ad, 2010
- Art
-
- Figure 28: Neutrogena, television ad, 2010
Usage
-
- Key points
- Not only for the young
-
- Figure 29: Use of makeup among adult women, by age, March 2010
- Use of face makeup
-
- Figure 30: Use of foundation among adult women, by age, November 2008-December 2009
-
- Figure 31: Use of blusher among adult women, by age, November 2008-December 2009
- Use of eye makeup
-
- Figure 32: Use of mascara among adult women, by age, November 2008-December 2009
-
- Figure 33: Use of eye shadow/eye liner/brow pencil among adult women, by age, November 2008-December 2009
- Use of lip makeup
-
- Figure 34: Use of lip makeup among adult women, by age, November 2008-December 2009
Frequency of Use
-
- Key points
- Lips more often
-
- Figure 35: Frequency of makeup use among adult women, by age, November 2008-December 2009
Brands
-
- Key points
- Face makeup
-
- Figure 36: Brands of foundation used, by age, November 2008-December 2009
-
- Figure 37: Brands of blusher used, by age, November 2008-December 2009
- Eye makeup
-
- Figure 38: Brands of mascara used, by age, November 2008-December 2009
-
- Figure 39: Brands of eye shadow used, by age, November 2008-December 2009
- Lip makeup
-
- Figure 40: Brands lipstick used, by age, November 2008-December 2009
Purchase Behavior
-
- Key points
- Different ages, different places
-
- Figure 41: Retail purchase venue, by age, November 2008-December 2009
- Shopping where one can afford
-
- Figure 42: Retail purchase venue, by HH income, November 2008-December 2009
Attitudes and Motivations
-
- Key points
- How to choose
-
- Figure 43: Important factors when choosing cosmetics, by age, March 2010
- Give it a try
-
- Figure 44: Factors that affect trial when choosing cosmetics, by age, March 2010
- What has the economy done to you?
-
- Figure 45: Changes made as a result of economy in last six months, by age, March 2010
- Attitudes towards wearing makeup
-
- Figure 46: Attitudes and behaviors related to wearing makeup, by age, March 2010
- Mineral-based makeup
-
- Figure 47: Intentions related to use of mineral makeup products, by age, March 2010
Teens
-
- Key points
- Use of face makeup
-
- Figure 48: Use of foundation among girls, by age, November 2008-December 2009
-
- Figure 49: Use of blusher among girls, by age, November 2008-December 2009
- Use of eye makeup
-
- Figure 50: Use of mascara among girls, by age, November 2008-December 2009
-
- Figure 51: Use of eye shadow among girls, by age, November 2008-December 2009
-
- Figure 52: Use of eye liner and eyebrow pencil among girls, by age, November 2008-December 2009
- Use of lip makeup
-
- Figure 53: Use of lipstick and lip gloss among girls, by age, November 2008-December 2009
- Brand preferences—Lip makeup
-
- Figure 54: Brands of lipstick/lip gloss used among girls, by age, November 2008-December 2009
Race/Hispanic Origin
-
- Key points
- Use of face makeup
-
- Figure 55: Use of foundation among adult women, by race/Hispanic origin, November 2008-December 2009
-
- Figure 56: Use of blusher among adult women, by race/Hispanic origin, November 2008-December 2009
- Use of eye makeup
-
- Figure 57: Use of mascara among adult women, by race/Hispanic origin, November 2008-December 2009
-
- Figure 58: Use of eye shadow among adult women, by race/Hispanic origin, November 2008-December 2009
- Attitudes
-
- Figure 59: Important factors when choosing cosmetics, by race/Hispanic origin, March 2010
Cluster Analysis
-
- Consistents
- Demographics
- Characteristics
- Opportunity
- Generalizers
- Demographics
- Characteristics
- Opportunity
- Quality-thrifts
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
-
- Figure 60: Color cosmetic clusters, March 2010
- Figure 61: Important factors when choosing cosmetics, by color cosmetic clusters, March 2010
-
- Figure 62: Factors that affect trial when choosing cosmetics, by color cosmetic clusters, March 2010
- Figure 63: Changes made as a result of economy in last six months, by color cosmetic clusters, March 2010
-
- Figure 64: Attitudes and behaviors related to wearing makeup, by color cosmetic clusters, March 2010
- Cluster demographics
-
- Figure 65: Color cosmetic clusters, by age group, March 2010
- Figure 66: Color cosmetic clusters, by household income group, March 2010
- Figure 67: Color cosmetic clusters, by race, March 2010
-
- Figure 68: Color cosmetic clusters by Hispanic origin, March 2010
- Cluster methodology
Custom Consumer Groups
-
- Key points
- Married with children and makeup
-
- Figure 69: Use of makeup among adult women, by marital status and presence of children in HH, March 2010
- Still shopping in many places
-
- Figure 70: Retail purchase venue, by marital status and presence of children in HH, November 2008-December 2009
- Married and not changing
-
- Figure 71: Changes made as a result of economy in last six months, by marital status and presence of children in HH, March 2010
- Ingredients become important when married with children
-
- Figure 72: Attitudes and behaviors related to wearing makeup, by marital status and presence of children in HH, March 2010
Symphony IRI/Builders Panel Data
-
- Eye cosmetics
- Mascara
- Consumer insights on key purchase measures – mascara
- Brand map
-
- Figure 73: Brand map, selected brands of mascara, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
-
- Figure 74: Key purchase measures for the top brands of mascara, by household penetration, 2009*
- Facial cosmetics
- Foundation
- Consumer insights on key purchase measures – foundation
- Brand map
-
- Figure 75: Brand map, selected brands of foundation, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
-
- Figure 76: Key purchase measures for the top brands of foundation, by household penetration, 2009*
- Lip cosmetics
- Lipstick
- Consumer insights on key purchase measures – lipstick
- Brand map
-
- Figure 77: Brand map, selected brands of lipstick, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
-
- Figure 78: Key purchase measures for the top brands of lipstick, by household penetration, 2009*
- Lip gloss
- Consumer insights on key purchase measures – lip gloss
- Brand map
-
- Figure 79: Brand map, selected brands of lip gloss, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
-
- Figure 80: Key purchase measures for the top brands of lip gloss, by household penetration, 2009*
Appendix: SymphonyIRI/Builders Panel Data Definitions
-
- SymphonyIRI Consumer Network Metrics
Appendix: Other Useful Consumer Tables
-
- Eye makeup
-
- Figure 81: Brands of mascara used among girls, by age, November 2008-December 2009
-
- Figure 82: Brands of eye shadow, eye liner, eyebrow pencil used among girls, by age, November 2008-December 2009
Appendix: Trade Associations
Back to top