Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. sales and fan chart forecast of color cosmetics, at current prices, 2007-17
- Market factors
- More women, but women growing older
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- Figure 2: Female population, by age, 2011-16
- Hispanic growth could fill in the gap
- Unemployment and disposable personal income cut into sales
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- Figure 3: Unemployment and Underemployment, January 2007–March 2012
- Retail channels
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- Figure 4: Sales of color cosmetics, by retail channel, 2012 (est.)
- Leading companies
- The consumer
- Mascara/eyeliner/foundation is the essential combo
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- Figure 5: Frequency of cosmetic usage—any, always or sometimes wear, March 2012
- Sampling and price are the leading incentives for purchase
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- Figure 6: Top 10 Influencers on trying new makeup product or brand, by age groups 18-34, March 2012
- Targeting Baby Boomers with multifunctional products
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- Figure 7: Top nine claims influencing cosmetic selection—very important, by age groups 45-65+, March 2012
- What we think
Issues in the Market
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- How can marketers best appeal to an aging population less likely to use cosmetics?
- With an expanding array of products available, are consumers faced with too much of a good thing?
- How will technology impact the market?
Insights and Opportunities
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- Try it before you buy it: real time and virtual
- Sampling gets it in their hands (and on their face)
- Multifunctional products have potential widespread appeal
Inspire Insights
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- Trend: Perfecting the Details
- Trend: Experience is All
Market Size and Forecast
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- Key points
- Market stabilization expected with category streamlining
- Sales and forecast of color cosmetics
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- Figure 8: Total U.S. retail sales and forecast of color cosmetics, at current prices, 2007-17
- Figure 9: Total U.S. retail sales and forecast of color cosmetics, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 10: Total U.S. sales and fan chart forecast of color cosmetics, at current prices, 2007-17
- Walmart sales
Market Drivers
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- Key points
- Population shifts impact types of cosmetics most in demand
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- Figure 11: Female population, by age, 2006-16
- The changing face of the American cosmetics consumer
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- Figure 12: Total U.S. color cosmetic product introductions with an ethnic claim, 2007-12
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- Figure 13: Population,, by race and Hispanic origin, 2006-16
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- Figure 14: U.S. Hispanic population, by age, 2006-16
- Sluggish economic recovery impacts cosmetic sales
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- Figure 15: Unemployment and underemployment, January 2007–March 2012
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- Figure 16: Real Disposable Personal Income, January 2007–January 2012
Competitive Context
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- Blurring of product lines causes aisle confusion
- Science and technology threaten need for cosmetics
- False eyelashes trend could threaten mascara use
Segment Performance
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- Key points
- Lip makeup shines, yet eye makeup continues to lead
- Sales of color cosmetics, by segment
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- Figure 17: Total U.S. retail sales of color cosmetics, segmented by type, 2011 and 2012
Segment Performance—Eye Makeup
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- Key points
- Sales of eye makeup boosted by product development advances
- Sales and forecast of eye makeup
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- Figure 18: Total U.S. retail sales and forecast of eye makeup, at current prices, 2007-17
Segment Performance—Face Makeup
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- Key points
- Face makeup stands to benefit from multifunctional products
- Sales and forecast of face makeup
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- Figure 19: Total U.S. retail sales and forecast of face makeup, at current prices, 2007-17
Segment Performance—Lip Makeup
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- Key points
- Sheer tints with added functionality could bolster use
- Sales and forecast of lip makeup
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- Figure 20: Total U.S. retail sales and forecast of lip makeup, at current prices, 2006-16
Retail Channels
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- Key points
- “Other” retailers collectively dominate
- Sales of color cosmetics, by channel
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- Figure 21: Total U.S. retail sales of color cosmetics, by channel, 2011 and 2012 (est.)
- Shoppers prefer drug stores, mass merchandisers, and Walmart
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- Figure 22: Purchase locations—lip and eye makeup, March 2012
- Figure 23: Purchase locations—face makeup, March 2012
Retail Channels—Drug Stores
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- Key points
- Drug stores struggle to find their footing with cosmetics
- Drug store sales of color cosmetics
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- Figure 24: Drug store sales of color cosmetics, at current prices, 2007-12
Retail Channels—Supermarkets
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- Key points
- Supermarkets are showing promise
- Supermarket sales of color cosmetics
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- Figure 25: Supermarket sales of color cosmetics, at current prices, 2007-12
Retail Channels—Other
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- Key points
- Other retailers find success in product variety and “try before you buy”
- Cosmetics/beauty specialty stores
- Department stores
- Online
- Other sales of color cosmetics
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- Figure 26: Other sales of color cosmetics, at current prices, 2007-12
Leading Companies
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- Key points
- Four companies dominate; L’Oréal the leader
- Keeping an eye on the little guy
- Manufacturer sales of color cosmetics
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- Figure 27: Select manufacturer sales of color cosmetics at FDMx, 2011 and 2012
Brand Share—Eye Makeup
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- Key points
- L’Oréal the eye makeup success story
- Select products from other market leaders fare well
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- Figure 28: Select manufacturer sales of eye makeup at FDMx, 2011 and 2012
Brand Share—Face Makeup
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- Key points
- Select lines propel L’Oréal…
- …and bolster other segment leaders
- Manufacturer sales of face makeup
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- Figure 29: Select manufacturer sales of face makeup at FDMx, 2011 and 2012
Brand Share—Lip Makeup
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- Key points
- L’Oréal has a third share of the market
- Lightweight lip makeup the winner
- Manufacturer sales of lip makeup
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- Figure 30: Manufacturer sales of lip makeup at FDMx, 2011 and 2012
Innovations and Innovators
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- New product introductions
- Lip products lead introductions
- Face makeup dominated by foundation/fluid illuminators
- Long-lasting eye makeup the top claim
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- Figure 31: U.S. new product introductions, 2006-May 18, 2012
- Figure 32: Global new product introduction claims, 2006-May 18, 2012*
- Maybelline embraces gel technology
- Cosmetics that last all day. Or all night.
- Natural products and products associated with nature
- Fashion designers influence cosmetics
- Mad Men inspired
- Bold eyebrows a current trend
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- Figure 33: Eye Makeup product introductions, 2010-12
- Cosmetics for men?
- Age-defying cosmetics ready for Baby Boomer population
- Many needs in one bottle: Multifunctional
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: L’Oréal
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- Figure 34: Brand analysis of L’Oréal Infallible Lip Gloss, 2012
- TV presence
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- Figure 35: L’Oréal, television ad, 2012
- Magazine pages
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- Figure 36: L’Oréal magazine ad, Infallible Lip Gloss with Gwen Stefani, April 2012
- Online initiatives
- Brand analysis: Revlon
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- Figure 37: Brand analysis of Revlon use of Olivia Wilde, 2012
- Figure 38: Brand analysis of Revlon use of Emma Stone, 2012
- TV presence
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- Figure 39: Revlon, television ad, 2012
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- Figure 40: Revlon, television ad, 2012
- Figure 41: Revlon, television ad, 2012
- Magazine pages
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- Figure 42: Revlon magazine ad, Lip Butter featuring Emma Stone, April 2012
- Figure 43: Revlon magazine ad, Colorstay 16 Hour Eye shadow featuring Olivia Wilde, April 2012
- Online initiatives
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- Figure 44: Revlon website, June 2012
- Brand analysis: CoverGirl
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- Figure 45: Brand analysis of Covergirl LashBlast 24 Hour Mascara, 2012
- TV presence
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- Figure 46: Covergirl, television ad, 2012
- Magazine ads
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- Figure 47: Covergirl magazine ad, Lashblast 24 Hour Mascara, April 2012
- Online initiatives
- Brand analysis: Rimmel
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- Figure 48: Rimmel analysis of brand, 2012
- TV presence
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- Figure 49: Rimmel, television ad, 2012
- Magazine pages
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- Figure 50: Rimmell magazine ad, Scandal’Eyes Mascara, May 2012
- Online initiatives
Cosmetic Usage
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- Key points
- Mascara, foundation, and eyeliner are the essential three
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- Figure 51: Frequency of cosmetic usage, March 2012
- Targeting with age-appropriate messaging
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- Figure 52: Makeup behaviors, by age, March 2012
- Skin concerns and “face feel” leading detractors
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- Figure 53: Makeup detractors, March 2012
Eye Makeup
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- Key points
- Mascara worn the most, and most often by those aged 18-34
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- Figure 54: Eye makeup usage, by age, March 2012
- Nearly equal use of regular and waterproof mascara
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- Figure 55: Types of mascara worn, October 2010-November 2011
- Affluence has little impact on mascara brands used
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- Figure 56: Top 10 brands of mascara used, by household income, October 2010-November 2011
- Powder and crayon/pencil dominate for eye shadow/eyeliner/brow pencil
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- Figure 57: Kinds of eye shadow/eyeliner/brow pencil used, October 2010-November 2011
- Eye makeup most often applied with included tools
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- Figure 58: Eye makeup application tools, March 2012
- CoverGirl reaches a broad demographic for eye shadow/eyeliner/brow pencil use
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- Figure 59: Top 10 brands of eye shadow/eyeliner/brow pencil used, October 2010-November 2011
Face Makeup
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- Key points
- Greatest growth opportunity seen for bronzer, primer, and BB cream
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- Figure 60: Face makeup usage, by age, March 2012
- Liquid foundation dominates, but younger women experiment
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- Figure 61: Types of foundation used, by age, October 2010-November 2011
- Finger application most frequent for foundation use
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- Figure 62: Application of foundation, by age, March 2012
- CoverGirl and Neutrogena have a hold on young women
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- Figure 63: Top 10 brands of foundation used, by age, October 2010-November 2011
Lip Makeup
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- Key points
- Lipstick and lip gloss have the most use
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- Figure 64: Use of lip makeup, by age, March 2012
- L’Oréal, CoverGirl, and Revlon shine for lip makeup
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- Figure 65: Top 10 brands of lipstick/lip gloss used, by age, October 2010-November 2011
Influence on Product Selection
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- Key points
- Sampling efforts a top consideration, and young women most readily influenced
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- Figure 66: Influence on trying new makeup product or brand, by age, March 2012
- New types of makeup benefit most from incentives
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- Figure 67: Influence on trying new makeup product or brand, by face makeup usage, March 2012
Importance of Product Qualities
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- Key points
- Multifunctional products will likely appeal to older women
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- Figure 68: Influence on cosmetic selection—very important, by age, March 2012
- Users of specific ingredients and formulations rely on a range of influences
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- Figure 69: Influence on trying new makeup product or brand, by important product qualities, March 2012
- Using partnerships and product packaging to tout manufacturer initiatives
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- Figure 70: Influence on trying new makeup product or brand, by important product qualities, March 2012
Attitudes toward Wearing Makeup
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- Key points
- Makeup as an image booster
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- Figure 71: Makeup attitudes, by age, March 2012
- Users of expensive and designer makeup have stronger attitudes about wearing cosmetics
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- Figure 72: Makeup attitudes, by makeup attitudes, March 2012
Race and Hispanic Origin
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- Key points
- Black women use makeup significantly less; Hispanics hold promise on many levels
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- Figure 73: Always wear any of the following cosmetic products, by race/Hispanic origin, March 2012
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- Figure 74: Influence on cosmetic selection—very important, by race/Hispanic origin, March 2012
- Figure 75: Influence on trying new makeup product or brand, by race/Hispanic origin, March 2012
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- Figure 76: Makeup attitudes, by race/Hispanic origin, March 2012
Custom Consumer Groups: Moms
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- Key points
- Moms wear more makeup
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- Figure 77: Always wear any of the following cosmetic products, by parent status, March 2012
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- Figure 78: Influence on cosmetic selection—very important, by parent status, March 2012
- Moms more likely to be influenced by a wide range of factors
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- Figure 79: Influence on trying new makeup product or brand, by parent status, March 2012
- Moms treat themselves with makeup
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- Figure 80: Makeup behaviors, by parent status, March 2012
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- Figure 81: Makeup attitudes, by parent status, March 2012
Teen Makeup Usage
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- Key points
- Opportunity to use mother/daughter connection for makeup
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- Figure 82: Types of foundation used, among teens, by age, October 2010-November 2011
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- Figure 83: Top 10 Brands of foundation used, among teens, by age, October 2010-November 2011
- Figure 84: Top 10 Brands of blusher used, among teens, by age, October 2010-November 2011
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- Figure 85: Top 10 Brands of mascara used, among teens, by age, October 2010-November 2011
- Figure 86: Types of lipstick/lip gloss used, among teens, by age, October 2010-November 2011
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- Figure 87: Top 10 Brands of lipstick/lip gloss used, among teens, by age, October 2010-November 2011
SymphonyIRI Group Builders Panel Data
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- Overview of eye cosmetics
- Mascara
- Consumer insights on key purchase measures
- Brand map
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- Figure 88: Brand map, selected brands of mascara buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 89: Key purchase measures for the top brands of mascara, by household penetration, 52 weeks ending June 26, 2011
- Overview of facial cosmetics
- Foundation
- Consumer insights on key purchase measures
- Brand map
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- Figure 90: Brand map, selected brands of foundation buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 91: Key purchase measures for the top brands of foundation, by household penetration, 52 weeks ending June 26, 2011
- Overview of lip cosmetics
- Lipstick
- Consumer insights on key purchase measures
- Brand map
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- Figure 92: Brand map, selected brands of lipstick buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 93: Key purchase measures for the top brands of lipstick, by household penetration, 52 weeks ending June 26, 2011
- Lip gloss
- Consumer insights on key purchase measures
- Brand map
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- Figure 94: Brand map, selected brands of lip gloss buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 95: Key purchase measures for the top brands of lip gloss, by household penetration, 52 weeks ending June 26, 2011
Appendix—Additional Consumer Tables
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- Figure 96: Always wear any of the following cosmetic products, by age, March 2012
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- Figure 97: Wear any of the following cosmetic products, by age, March 2012
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- Figure 98: Makeup behaviors, by household income, March 2012
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- Figure 99: Eye shadow purchase locations, by age, March 2012
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- Figure 100: Eye shadow purchase locations, by household income, March 2012
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- Figure 101: Wear any of the following cosmetic products, by household income, March 2012
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- Figure 102: Influence on trying new makeup product or brand, by important product qualities, March 2012
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Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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