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, 2008-18
- Market factors
- Aging female population creates challenges for category
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- Figure 2: U.S. Female population aged 18 or older, by age, 2013-18
- Hispanic women are engaged in the category and represent growth potential
- The consumer
- Mascara is most regularly used cosmetic product
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- Figure 3: Regular* color cosmetic usage, February 2013
- Splurge vs. save mentality influences category behavior
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- Figure 4: Top five behaviors toward cosmetics, by total respondents and 18-24 year olds, February 2013
- Women interested in improved performance, ease of use claims
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- Figure 5: Interest in cosmetic claims/benefits, February 2013
- In-store sampling drives highest levels of interest
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- Figure 6: Interest in cosmetic information sources, February 2013
- Attitudes toward color cosmetics
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- Figure 7: Top five attitudes toward cosmetics, by total respondents and 65+ age group, February 2013
- What we think
Issues and Insights
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- How can the color cosmetics category be easier to navigate, ultimately encouraging increased usage?
- Issues
- Implications: Expand education, sampling, and innovation efforts
- What are the opportunities to increase usage of color cosmetics among older women?
- Issues
- Implications: Focus on more targeted marketing efforts, improved product functionality
- What impact is multifunctional makeup having on the category?
- Issues
- Implications: Highlight daily usage opportunities and product differentiation
- What role will technology play in helping women engage with the color cosmetics category?
- Issues
- Implications: Continue to use technology as a way to engage women in the category
Trend Applications
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- Trend: Return to the Experts
- Trend: Guiding Choice
- Mintel Futures: East Meets West
Market Size and Forecast
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- Key points
- Category growth has been slow
- Color cosmetics forecast to see small gains through 2018
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- Figure 8: Total U.S. retail sales and forecast of color cosmetics, at current prices, 2008-18
- Figure 9: Total U.S. retail sales and forecast of color cosmetics at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 10: Total U.S. sales and fan chart forecast of color cosmetics, at current prices, 2008-18
Market Drivers
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- Aging population poses challenges for color cosmetics
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- Figure 11: U.S. Female population aged 18 or older, by age, 2008-18
- Consumer confidence, wealth disparity driving prestige market
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- Figure 12: Household income distribution, 2011
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- Figure 13: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
- Hispanics represent growth opportunity
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- Figure 14: Hispanic females, aged 18 or older, by age, 2008-18
Competitive Context
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- Facial skincare products with cosmetic benefits
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- Figure 15: BB creams launched by facial skincare brands, by sub-category, 2011-13*
Segment Performance
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- Key points
- Facial cosmetics are strongest performing segment
- Lip and eye cosmetics struggle to grow
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- Figure 16: Total U.S. retail sales of color cosmetics, segmented by type, 2011 and 2013
Segment Performance – Facial Cosmetics
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- Key points
- Facial cosmetics are strongest category performer
- BB creams impact segment performance
- Sales and forecast of facial cosmetics (including BB creams)
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- Figure 17: Sales and forecast of facial cosmetics, at current prices, 2008-18
Segment Performance – Eye Cosmetics
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- Key points
- Eye cosmetics experience little growth
- Sales and forecast of eye cosmetics
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- Figure 18: Sales and forecast of eye cosmetics, at current prices, 2008-18
Segment Performance – Lip Cosmetics
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- Key points
- Lip cosmetics continue to struggle
- Sales and forecast of lip cosmetics
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- Figure 19: Sales and forecast of lip cosmetics, at current prices, 2008-18
Retail Channels
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- Key points
- Other retail channels and supermarkets post modest gains, drug stores decline
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- Figure 20: Total U.S. retail sales of color cosmetics, by channel, 2011 and 2013
- Color cosmetics retail sales dominated by other retail channels
- Drug stores decline while supermarkets gain
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- Figure 21: Total U.S. retail sales of color cosmetics, by channel, at current prices, 2008-13
Leading Companies
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- Key points
- L’Oréal leads color cosmetics category
- P&G, Revlon both struggle
- Coty Beauty and J&J experience growth
- Manufacturer sales of color cosmetics
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- Figure 22: MULO sales of color cosmetics, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Facial Cosmetics
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- Key points
- L’Oréal leads segment thanks to product innovations, marketing efforts
- P&G, Revlon struggling to keep pace with L’Oréal
- Neutrogena seeing moderate growth due to new product launches
- Manufacturer sales of facial cosmetics
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- Figure 23: MULO sales of facial cosmetics, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Eye Cosmetics
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- Key points
- L’Oréal maintains leadership
- P&G, Revlon both losing segment share
- Manufacturer sales of eye cosmetics
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- Figure 24: MULO sales of eye cosmetics, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Lip Cosmetics
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- Key points
- L’Oréal leads declining segment
- Revlon’s heritage in lip makeup along with new products help drive growth
- Rimmel, New York Color help Coty gain in segment
- Manufacturer sales of lip cosmetics
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- Figure 25: MULO sales of lip cosmetics, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- New product launch trends
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- Figure 26: Color cosmetic product launches, by subcategory, 2007-13*
- Figure 27: Top 15 color cosmetics product claims, by share, 2007-13*
- Celebrity collaborations
- Limited edition
- Product innovations
- Creaseless/long-lasting
- Flawless complexion
- False lash effect
- Makeup setting sprays
- Mood boosting
- Vegan/gluten-free
Marketing Strategies
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- Overview of the brand landscape
- Strategy: Customized solutions
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- Figure 28: Almay, “Velvety Magic,” TV ad, 2013
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- Figure 29: L’Oreal, “The Perfect Match,” TV ad, 2013
- Strategy: Emphasis on lashes
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- Figure 30: Maybelline the Rocket print ad, 2013
- Figure 31: L’Oreal, “Worth It,” TV ad, 2013
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- Figure 32: Revlon, “Spellbinding Lashes,” TV ad, 2013
- Strategy: Blurring the line between facial skincare and makeup
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- Figure 33: Smashbox print ad, 2012
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- Figure 34: Maybelline BB cream print ad, 2012
- Figure 35: Clinique Even Better print ad, 2012
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- Figure 36: Neutrogena, “Healthy Skin,” TV ad, 2013
- Strategy: Long-lasting
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- Figure 37: Estée Lauder print ad, 2013
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- Figure 38: CoverGirl Queen Collection print ad, 2013
- Figure 39: Revlon ColorStay TV ad, 2013
- Strategy: Bold makeup
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- Figure 40: Maybelline Vivids print ad, 2013
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- Figure 41: MAC Cosmetics, Print ad, 2013
- Figure 42: Revlon, “No Drama,” TV ad, 2013
- Strategy: Empowerment
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- Figure 43: Bare Escentuals, “All Eyes On Board (Melanie),” TV ad, 2012
Social Media
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- Key points
- Key social media metrics
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- Figure 44: key brand metrics, color cosmetics brands, May 2013
- Market overview
- Brand usage and awareness
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- Figure 45: Usage and awareness of selected color cosmetics brands, February 2013
- Interaction with brands
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- Figure 46: Interaction with selected color cosmetics brands, February 2013
- Online conversations
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- Figure 47: Selected MAC Cosmetics twitter mentions, May 2013
- Figure 48: Percentage of consumer conversation by selected color cosmetics brands, April 20, 2013-May 19, 2013
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- Figure 49: Online mentions, selected color cosmetics brands, percent of daily mentions, by day, April 20, 2013-May 19, 2013
- Where are people talking about color cosmetics brands?
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- Figure 50: Selected MAC Cosmetics Twitter mentions, May 2013
- Figure 51: Mentions by page type, selected color cosmetics brands, April 20, 2013-May 19, 2013
- What are people talking about online?
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- Figure 52: Mentions by type of conversation, selected color cosmetics brands, April 20, 2013-May 19, 2013
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- Figure 53: Major areas of discussion surrounding color cosmetics brands, by day, April 20, 2013-May 19, 2013
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- Figure 54: Major areas of discussion surrounding color cosmetics brands, by page type, April 20, 2013-May 19, 2013
- Brand analysis
- Maybelline
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- Figure 55: Maybelline key social media indicators, May 2013
- Key online campaigns
- What we think
- MAC Cosmetics
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- Figure 56: MAC Cosmetics, May 2013
- Key online campaigns
- What we think
- bareMinerals
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- Figure 57: bareMinerals key social media indicators, May 2013
- Key online campaigns
- What we think
- Revlon
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- Figure 58: Revlon key social media indicators, May 2013
- Key online campaigns
- What we think
- L'Oréal
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- Figure 59: L'Oréal key social media indicators, May 2013
- Key online campaigns
- What we think
- e.l.f. Cosmetics
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- Figure 60: e.l.f. Cosmetics key social media indicators, May 2013
- Key online campaigns
- What we think
Color Cosmetics Usage
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- Key points
- Mascara is a makeup staple for the majority of women
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- Figure 61: Cosmetic usage, February 2013
- Brand use influences product use
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- Figure 62: Regular cosmetic use by each brand used, February 2013
Usage – Eye Cosmetics
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- Key points
- Mascara is most worn eye makeup product
- Regular use of eye makeup decreases with age
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- Figure 63: Eye makeup usage – regular wear*, by age, February 2013
- Household income impacts use of eye makeup
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- Figure 64: Eye makeup usage– regular wear*, by age and household income, February 2013
- CoverGirl and Maybelline are most used eye makeup brands
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- Figure 65: Brands of mascara used, by age, October 2011-November 2012
- Figure 66: Brands of eye makeup used, by age, October 2011-November 2012
Usage – Facial Cosmetics
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- Key points
- Foundation, blusher are most worn facial makeup products
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- Figure 67: Facial makeup usage – regular wear*, by age, February 2013
- Use of BB cream is on the rise
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- Figure 68: BB cream usage, any wear, March 2012 and February 2013
- Facial makeup use increases with income
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- Figure 69: Facial makeup usage – regular wear*, by age and household income, February 2013
- Young women turn to CoverGirl for facial makeup
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- Figure 70: Brands of foundation/concealer used, by age, October 2011-November 2012
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- Figure 71: Brands of blusher/bronzer used, by age, October 2011-November 2012
- Powder blush/bronzer dominates, though older women turning to cream formats
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- Figure 72: Types of blusher/bronzer used, by age, October 2011-November 2012
Usage – Lip Cosmetics
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- Key points
- Age impacts use of lip makeup
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- Figure 73: Lip makeup usage– regular wear*, by age, February 2013
- CoverGirl, Revlon, and Avon are leading lip makeup brands
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- Figure 74: Brands of lipstick and lip gloss used, by age, October 2011-November 2012
Shopping for Color Cosmetics
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- Key points
- Women, 25-34 are most confident category shoppers
- Brand trust is important to both younger and older shoppers, though younger shoppers also seeking added benefits
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- Figure 75: Shopping for cosmetics, by age, February 2013
Color Cosmetics Behavior
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- Key points
- Sampling before buying has broad appeal
- Older women seeking more suitable products for aging skin
- Younger women experiment, but also look for value
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- Figure 76: Color cosmetic behaviors, by age, February 2013
Interest in Multifunctional Color Cosmetics
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- Key points
- Strong interest in multifunctional makeup
- Some skepticism regarding efficacy of multifunctional makeup
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- Figure 77: Interest in multifunctional cosmetics (any agree), by age, February 2013
- Figure 78: Interest in multifunctional cosmetics (any agree), by age and household income, February 2013
Interest in Color Cosmetics – Claims
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- Key points
- Sun protection remains a key benefit for makeup
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- Figure 79: Interest in cosmetic claims/benefits, February 2013
- Ease of use claims appeal to older women
- Product versatility and improved performance are essential category themes
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- Figure 80: Interest in cosmetic claims/benefits (have tried), by age, February 2013
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- Figure 81: Interest in cosmetic claims/benefits (have not tried but would be interested in trying), by age, February 2013
Interest in Color Cosmetics – Information Sources
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- Key points
- Women rely on in-store sampling
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- Figure 82: Interest in cosmetic information sources, February 2013
- Online tutorials represent strong education opportunity
- Young women interested in mobile apps, beauty boxes
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- Figure 83: Interest in cosmetic information sources (have tried), by age, February 2013
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- Figure 84: Interest in cosmetic information sources (have not tried but would be interested in trying), by age, February 2013
Attitudes Toward Color Cosmetics
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- Key points
- Natural looking makeup is important
- Nearly half of respondents don’t wear makeup daily
- Younger makeup wearers like to experiment, follow trends
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- Figure 85: Attitudes toward cosmetics, by age, February 2013
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- Figure 86: Attitudes toward cosmetics, by age and household income, February 2013
Race and Hispanic Origin
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- Key points
- Hispanic women are highly engaged in the category
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- Figure 87: Cosmetic Usage – daily/frequently, by race/Hispanic origin, February 2013
- Black women seeking more customized makeup options
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- Figure 88: Shopping for cosmetics, by race/Hispanic origin, February 2013
- Hispanic women experiment and follow trends but also seek value
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- Figure 89: Behaviors toward cosmetics, by race/Hispanic origin, February 2013
- Figure 90: Interest in cosmetic claims/benefits (have tried), by race/Hispanic origin, February 2013
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- Figure 91: Interest in cosmetic claims/benefits (have not tried but would be interested in trying), by race/Hispanic origin, February 2013
- Figure 92: Attitudes toward cosmetics, by race/Hispanic origin, February 2013
Cluster Analysis
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- Figure 93: Color cosmetics clusters, February 2013
- Cluster 1: Involved
- Opportunities
- Cluster 2: Habituals
- Opportunities
- Cluster 3: Basic
- Opportunities
- Cluster characteristic tables
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- Figure 94: Cosmetic Usage – daily/frequently, by target clusters, February 2013
- Figure 95: Shopping for cosmetics, by target clusters, February 2013
- Figure 96: Behaviors toward cosmetics, by target clusters, February 2013
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- Figure 97: Interest in multifunctional cosmetics (any agree), by target clusters, February 2013
- Figure 98: Interest in cosmetic claims/benefits (have tried), by target clusters, February 2013
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- Figure 99: Interest in cosmetic claims/benefits (have not tried but would be interested in trying), by target clusters, February 2013
- Figure 100: Attitudes toward cosmetics, by target clusters, February 2013
- Cluster demographics
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- Figure 101: Target clusters, by demographic, February 2013
- Cluster methodology
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Key Household Purchase Measures – Information Resources Inc./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 102: Brand map, selected brands of mascara buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 103: Key purchase measures for the top brands of mascara, by household penetration, 52 weeks ending June 24, 2012
- Overview of facial cosmetics
- Foundation
- Consumer insights on key purchase measures
- Brand map
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- Figure 104: Brand map, selected brands of foundation buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 105: Key purchase measures for the top brands of foundation, by household penetration, 52 weeks ending June 24, 2012
- Overview of lip cosmetics
- Lipstick
- Consumer insights on key purchase measures
- Brand map
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- Figure 106: Brand map, selected brands of lipstick buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 107: Key purchase measures for the top brands of lipstick, by household penetration, 52 weeks ending June 24, 2012
- Lip gloss
- Consumer insights on key purchase measures
- Brand map
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- Figure 108: Brand map, selected brands of lip gloss buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 109: Key purchase measures for the top brands of lip gloss, by household penetration, 52 weeks ending June 24, 2012
Appendix – Other Useful Consumer Tables
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- Color cosmetic usage
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- Figure 110: Cosmetic Usage – regular use, by age, February 2013
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- Figure 111: Cosmetic Usage – regular use, by household income, February 2013
- Shopping for color cosmetics
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- Figure 112: Shopping for cosmetics, by age and household income, February 2013
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- Figure 113: Shopping for cosmetics by cosmetic product usage, February 2013
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- Figure 114: Shopping for cosmetics by cosmetic product usage, February 2013
- Color cosmetic behavior
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- Figure 115: Color cosmetic behaviors, by age and household income, February 2013
- Interest in multifunctional cosmetics
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- Figure 116: Interest in multifunctional cosmetics, February 2013
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- Figure 117: Interest in multifunctional cosmetics (any agree), by race/Hispanic origin, February 2013
- Interest in color cosmetics—information/claims
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- Figure 118: Interest in cosmetic claims/benefits (have tried), by age and household income, February 2013
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- Figure 119: Interest in cosmetic claims/benefits (have not tried but would be interested in trying), by age and household income, February 2013
Appendix – Social Media
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- Usage and awareness
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- Figure 120: Brand usage or awareness, February 2013
- Figure 121: Maybelline usage or awareness, by demographics, February 2013
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- Figure 122: Revlon usage or awareness, by demographics, February 2013
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- Figure 123: L'Oréal usage or awareness, by demographics, February 2013
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- Figure 124: MAC Cosmetics usage or awareness, by demographics, February 2013
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- Figure 125: bareMinerals usage or awareness, by demographics, February 2013
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- Figure 126: e.l.f. Cosmetics usage or awareness, by demographics, February 2013
- Interactions with brands
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- Figure 127: Activities done, February 2013
- Figure 128: Maybelline – Activities done, by demographics, February 2013
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- Figure 129: Revlon – Activities done, by demographics, February 2013
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- Figure 130: L'Oréal – Activities done, by demographics, February 2013
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- Figure 131: MAC Cosmetics – Activities done, by demographics, February 2013
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- Figure 132: bareMinerals – Activities done, by demographics, February 2013
- Online conversations
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- Figure 133: Percentage of consumer conversation by selected color cosmetics brands, April 20, 2013-May 19, 2013
- Figure 134: Online mentions, selected color cosmetics brands, percent of daily mentions, by day, April 20, 2013-May 19, 2013
- Figure 135: Mentions by page type, selected color cosmetics brands, April 20, 2013-May 19, 2013
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- Figure 136: Mentions by type of conversation, selected color cosmetics brands, April 20, 2013-May 19, 2013
- Figure 137: Major areas of discussion surrounding color cosmetics brands, by page type, April 20, 2013-May 19, 2013
Appendix – Information Resources Inc./Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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