Table of Contents
Scope and Themes
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- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations
- Terms
Executive Summary
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- Innovation and inventory control
- Eye makeup continues to shine
- Drug stores and mass retailers dominate
- Economic uncertainty continued to impede spending
- The “Big Three” manufacturers
- Brand positioning
- Multipurpose cosmetics
- Beauty’s big advertisers
- Makeup usage declines
- Brands, ingredients, and retail channels
- Teen cosmetic use
- Ethnic cosmetic use and spending
Insights and Opportunities
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- P&G’s mobile beauty “magazine”
- Stila’s mobile makeover
- L'Oréal finds the perfect lipstick
Inspire Insights
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- Trend: Free From
Market Size and Forecast
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- Key points
- Innovation and aggressive pricing drive growth
- Companies eliminate slow-moving merchandise
- A look ahead
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- Figure 1: Total U.S. FDMx sales and forecast of color cosmetics at current prices, 2006-16
- Figure 2: Total U.S. FDMx sales and forecast of color cosmetics at inflation-adjusted prices, 2006-16
- Walmart sales
- Fan-chart forecast
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- Figure 3: Fan-chart forecast of color cosmetics at current prices, 2006-16
Segment Performance
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- Key points
- An eye toward profit
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- Figure 43: U.S. FDMx sales and forecast of color cosmetics at current prices, by segment, 2006-16
- Figure 54: U.S. FDMx sales of color cosmetics, by segment, 2009 and 2011
Segment Performance—Face Makeup
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- Key points
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- Figure 65: U.S. FDMx sales and forecast of face makeup, 2006-16
Segment Performance—Eye Makeup
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- Key points
- Specialty mascaras drive the market
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- Figure 76: U.S. FDMx sales and forecast of eye makeup, 2006-16
Segment Performance—Lip Makeup
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- Key points
- Innovation is coming
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- Figure 87: U.S. FDMx sales and forecast of lip makeup, 2006-16
Retail Channels
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- Key points
- Mass and drug further their commitment to beauty
- Other channels present competition
- Fashion chains sell cosmetics
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- Figure 98: U.S. sales of color cosmetics, by retail channel, 2006-11
Retail Channels—Drug Stores
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- Key points
- Boosting front end sales
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- Figure 109: CVS’ beauty 360 store
- CVS
- Walgreens
- Rite Aid
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- Figure 1110: U.S. sales of color cosmetics at drug stores, 2006-11
Retail Channels—Other FDMx
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- Key points
- Grocery: more than a little lipstick
- Nontraditional supermarkets
- Walmart
- Target
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- Figure 1211: Target’s beauty department, November 2010
- Figure 1312: U.S. sales of color cosmetics at other FDMx, 2006-11
Market Drivers
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- Key points
- Consumers remain thrifty
- Makeup is no exception
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- Figure 1413: Impact of poor economy on cosmetic purchasing, by household income, April 2011
- Sour economic indicators
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- Figure 1514: Gross domestic products, Q1 2009-Q1 2011
- Unemployment
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- Figure 1615: Percentages of unemployed adults aged 16+, 2001-June 2011
- Gas prices
- Fewer female consumers
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- Figure 1716: Projected U.S. population by age and gender, 2010
- More Hispanic women
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- Figure 1817: U.S. Hispanic population, by age, 2006-16
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- Figure 1918: U.S. Hispanic females, by age, 2006-16
Leading Companies
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- Key points
- Three dominant brands
- Procter & Gamble’s CoverGirl
- L’Oréal USA
- Revlon
- Other brands
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- Figure 2019: Sales of leading color cosmetics companies, 2010 and 2011
Selected Brand Analysis—Face Makeup
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- Key points
- Low-price leaders
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- Figure 2120: Selected FDMx brand sales of face makeup in the U.S., 2010 and 2011 (part one)
- Figure 2221: Selected FDMx brand sales of face makeup in the U.S., 2010 and 2011 (part two)
Selected Brand Analysis—Eye Makeup
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- Key points
- Lashing out
- Not all were winners
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- Figure 2322: Selected FDMx brand sales of eye makeup in the U.S., 2010 and 2011 (part one)
- Figure 2423: Selected FDMx brand sales of eye makeup in the U.S., 2010 and 2011 (part two)
Selected Brand Analysis—Lip Makeup
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- Key points
- Lip syncing
- A healthy smile
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- Figure 2524: Selected FDMx brand sales of lip makeup in the U.S., 2010 and 2011 (part one)
- Figure 2625: Selected FDMx brand sales of lip makeup in the U.S., 2010 and 2011 (part two)
Brand Qualities
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- Key points
- L’Oréal’s lower-priced leadership
- The famous faces of CoverGirl
- Models and magazines
- Revlon emphasizes classics
Innovation and Innovators
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- Two-in-one products enhance value
- Face makeup: flawless complexions and sunless tanning
- Eye makeup: lash-enhancing mascaras and eyeliner kits
- Lip makeup: high-shine, moisturizing glosses
Marketing Strategies
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- Aspirational advertising
- Television commercials
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- Figure 2726: Almay Smart Shade television ad, 2011
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- Figure 2827: CoverGirl LashBlast television ad, 2011
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- Figure 2928: L’Oréal Volumious Million Lashes television ad, 2011
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- Figure 3029: Maybelline SuperStay Lipcolor television ad, 2011
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- Figure 3130: Revlon ColorStay Aqua Mineral Makeup television ad, 2011
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- Figure 3231: Rimmel London Lash Accelerator television ad, 2011
Usage
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- Key points
- Overall makeup use declines
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- Figure 3332: Use of makeup among adult women, by age, April 2011
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- Figure 3433: Use of makeup among adult women, by household income, April 2011
- Types of cosmetic and formulation used
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- Figure 3534: Types of cosmetic used/not used, among adult women by age, October 2009-December 2010
- Figure 3635: Makeup formats used, by cosmetic category, among adult women by age, October 2009-December 2010
- Frequency of use
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- Figure 3736: Average frequency of makeup use by type among adult women, by age, November 2009-December 2010
- Figure 3837: Average frequency of makeup use by type among adult women, by household income, November 2009-December 2010
Popularity of Brands
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- Key points
- Women want brands
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- Figure 3938: Favorite cosmetics brands among adult women, by age, November 2009-December 2010
- Figure 4039: Favorite cosmetics brands among adult women, by household income, November 2009-December 2010
Retail Channels Shopped
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- Key points
- Drug stores take the lead
- Young women dominate all channels
- High- and low-income Neiman Marcus shoppers
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- Figure 4140: Retail channels shopped for color cosmetics among adult women, by age, April 2011
- Figure 4241: Retail channels shopped for color cosmetics among adult women, by household income, April 2011
Attitudes and Motivations
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- Key points
- Attitudes about makeup
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- Figure 4342: Attitudes about makeup usage among adult women, by age, April 2011
- Figure 4443: Attitudes about makeup usage among adult women, by household income, April 2011
- Altruism versus actuality
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- Figure 4544: Importance of product details among adult women, by age, April 2011
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- Figure 4645: Importance of product details among adult women, by household income, April 2011
- Color me perfect
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- Figure 4746: Attitudes about in-store sampling among adult women, by age, April 2011
Reasons for Buying
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- Key points
- Purchasing motivators
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- Figure 4847: Reasons for buying cosmetics among adult women, by age, April 2011
Teens are Big Cosmetics Purchasers
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- Key points
- Types of cosmetic used
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- Figure 4948: Types of cosmetic used/not used among teen girls, by age, October 2009-December 2010
- Frequency of cosmetic use
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- Figure 5049: Cosmetic use over past seven days among teen girls, by age, October 2009-December 2010
- Teens’ favorite brands
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- Figure 5150: Cosmetic brands used among teen girls, by category, October 2009-December 2010
Impact of Race/Hispanic Origin
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- Key points
- Reading between the lines
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- Figure 5251: Use of makeup among adult women, by race/Hispanic origin, April 2011
- Types of cosmetic used
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- Figure 5352: Types of cosmetic used/not used among adult women, by race/Hispanic origin, October 2009-December 2010
- Weekly cosmetic use
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- Figure 5453: Average frequency of makeup use by type among adult women, by race/Hispanic origin, November 2009-December 2010
- Ethnic brand equity
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- Figure 5554: Favorite cosmetics brands among adult women, by race/Hispanic origin, November 2009-December 2010
- Hispanics shop everywhere
- Blacks want to be pampered
- Macy’s ethnic outlook
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- Figure 5655: Retail channels shopped for color cosmetics among adult women, by race/Hispanic origin, April 2011
- Ethnic purchasing drivers
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- Figure 5756: Reasons for buying cosmetics among adult women, by race/Hispanic origin, April 2011
Custom Consumer Groups
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- Key points
- Full-time workers
- Part-time workers
- The self-employed
- The unemployed
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- Figure 5857: Use of makeup among adult women, by employment status, April 2011
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- Figure 5958: Retail channels shopped among adult women, by employment status, April 2011
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- Figure 6059: Impact of poor economy on cosmetic purchasing among adult women, by employment status, April 2011
Cluster Analysis
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- Quality-unimpressed
- Characteristics
- Demographics
- Opportunity
- Economically-impacted
- Characteristics
- Demographics
- Opportunity
- Quality-choosers
- Characteristics
- Demographics
- Opportunity
- Characteristic tables
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- Figure 6160: Color cosmetic clusters among adult women, April 2011
- Figure 6261: Importance of product details among adult women, by color cosmetic clusters, April 2011
- Figure 6362: Reasons for buying cosmetics among adult women, by color cosmetic clusters, April 2011
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- Figure 6463: Impact of poor economy on cosmetic purchasing among adult women, by color cosmetic clusters, April 2011
- Figure 6564: Attitudes about makeup usage among adult women, by color cosmetic clusters, April 2011
- Demographic tables
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- Figure 6665: Color cosmetic clusters among adult women, by age, April 2011
- Figure 6766: Color cosmetic clusters among adult women, by household income, April 2011
- Figure 6867: Color cosmetic clusters among adult women, by race, April 2011
- Figure 6968: Color cosmetic clusters among adult women, by Hispanic origin, April 2011
- Figure 7069: Color cosmetic clusters among adult women, by marital status, April 2011
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- Figure 7170: Color cosmetic clusters among adult women, by employment, April 2011
- Cluster methodology
IRI/Builders Panel Data
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- Eye cosmetics
- Mascara
- Brand map
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- Figure 7271: Brand map, selected brands of mascara buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 7372: Key purchase measures for the top brands of mascara, by household penetration, 2010*
- Lip cosmetics
- Lipstick
- Brand map
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- Figure 7473: Brand map, selected brands of lipstick buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 7574: Key purchase measures for the top brands of lipstick, by household penetration, 2010*
- Lip gloss
- Brand map
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- Figure 7675: Brand map, selected brands of lip gloss buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 7776: Key purchase measures for the top brands of lip gloss, by household penetration, 2010*
- Facial cosmetics
- Foundation
- Brand map
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- Figure 7877: Brand map, selected brands of foundation buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 7978: Key purchase measures for the top brands of foundation, by household penetration, 2010*
Appendix—Other Useful Consumer Tables
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- Drug stores
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- Figure 8079: Cosmetics purchased at drug stores among adult women, by household income, April 2011
- Department stores
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- Figure 8180: Cosmetics purchased at discount department stores among adult women, by household income, April 2011
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- Figure 8281: Cosmetics purchased at mid-tier department stores among adult women, by household income, April 2011
- Consumer direct
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- Figure 8382: Cosmetics purchased direct-to-consumer among adult women, by household income, April 2011
Appendix—Trade Associations
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