Table of Contents
Executive Summary
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- The issues
- Competitive landscape keeps sales growth in check
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- Figure 1: Total US sales and fan chart forecast of color cosmetics, at current prices, 2009-19
- Use of make-up declines among women aged 45+
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- Figure 2: Regular use of color cosmetics, by age, March 2015
- Women skeptical about color cosmetics advertising
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- Figure 3: Select attitudes regarding skepticism in color cosmetics advertising, March 2015
- The opportunities
- Technology helps women shop the category
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- Figure 4: Select attitudes toward information sources in color cosmetics, by 25-34 age group, March 2015
- Focus on affluent women, those aged 25-34
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- Figure 5: Regular use of color cosmetics, by household income, March 2015
- Appeal to women’s desire for authenticity in advertising
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- Figure 6: Qualities sought in brand spokespeople, March 2015
- What it means
The Market - What You Need to Know
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- Growth is stable but slow in competitive landscape
- Popularity of eyebrow products boosts sales of eye make-up
- Income, trends, and technology influence category
Market Size and Forecast
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- Growth in color cosmetics is stable, but slow
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- Figure 7: Total US sales and fan chart forecast of color cosmetics, at current prices, 2009-19
- Figure 8: Total US sales and forecast of color cosmetics, at current prices, 2010-20
Market Breakdown
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- Facial make-up dominates sales
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- Figure 9: Share of color cosmetics sales, by segment, 2015
- Growth in eye make-up outpaces other category segments
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- Figure 10: Total US retail sales of color cosmetics, by segment, at current prices, 2013 and 2015
Market Perspective
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- Volatility in color cosmetics market begins to slow
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- Figure 11: Sales growth trends of color cosmetics, percent change, 2008-15 (est)
Market Factors
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- Higher-income consumers a key target for color cosmetics
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- Figure 12: Regular use of color cosmetics, by household income, March 2015
- Bold eyebrow trends influence market
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- Figure 13: MULO sales of eyebrow cosmetics, 2010-15
- Technology boosts consumer engagement
Key Players – What You Need to Know
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- Category leaders struggle to grow
- Defined brows, bold lips, and barely there make-up inspire growth
- Creative retailing, Asian-inspired trends become more mainstream
Manufacturer Sales of Color Cosmetics
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- Leading companies struggle to grow
- Value brands outperforming category leaders
- Manufacturer sales of color cosmetics
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- Figure 14: MULO sales of color cosmetics, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
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- Bold brows and defined eyes on trend
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- Figure 15: MULO sales of L’Oréal and Maybelline eyebrow products, rolling 52 weeks 2015
- Figure 16: Maybelline Brow Precise Shaping Pencil + Grooming Brush Print Ad
- Figure 17: L’Oréal Brow Stylist Plumper Print Ad
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- Figure 18: MULO sales of select eye liners, 52 weeks ending March 22, 2015
- Figure 19: Maybelline TV ad for Eye Studio Master Precise Eye Liner
- Popularity of defined, bright lips boost lipstick and lip liner sales
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- Figure 20: MULO sales of select Lip cosmetics, 52 weeks ending March 22, 2015
- Barely there make-up trend spurs new hybrid products
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- Figure 21: The no make-up look tutorial with Sona Gasparian, CoverGirl
What’s Struggling?
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- Products that focus on heavier coverage facial make-up, subtle eyes and lips are struggling
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- Figure 22: MULO sales of select color cosmetic subsegments, rolling 52 weeks 2014 and 2015
- CoverGirl’s partnership with the NFL
What’s Next?
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- Asian-inspired make-up trends spur growth
- Mass retailers aim to make shopping experience more premium
- Brands celebrate diversity
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- Figure 23: No Maybes by Maybelline New York, May 2015
The Consumer – What You Need to Know
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- Despite new formats, women rely on familiar products
- Higher-income women, 25-34’s are most engaged in the category
- Make-up wearers prioritize long-wearing benefits, brand
- Skepticism of advertising is key theme in color cosmetics…
- …yet advertising remains important in providing information
Use of Facial Cosmetics
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- Despite growing presence of new formats, women rely on staples
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- Figure 24: Use of facial cosmetics, March 2015
- In their words
- 25-44’s, higher income drive use of facial make-up
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- Figure 25: Repertoire analysis of facial make-up products used regularly, by age and by income, March 2015
Benefits of Facial Coverage Make-up Formats
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- Women have positive associations with commonly used formats
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- Figure 27: Types of foundation/concealer used, by age, November 2013-December 2014
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- Figure 28: Benefits of facial coverage make-up formats, March 2015
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- Figure 26: Correspondence Analysis – Benefits of facial coverage make-up formats, March 2015
Use of Eye Cosmetics
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- Many women view mascara as eye make-up staple
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- Figure 29: Use of eye cosmetics, March 2015
- In their words
- 25-34’s, higher income households drive use of eye make-up
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- Figure 30: Repertoire analysis of eye make-up products used regularly, by age and income, March 2015
Use of Lip Cosmetics
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- Lipstick commands highest usage, more likely to be used regularly
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- Figure 31: Use of lip cosmetics, March 2015
- Use of lip make-up skews slightly older, income less of a factor
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- Figure 32: Repertoire analysis of lip make-up products used regularly, by age and income, March 2015
Color Cosmetics Purchase Influencers
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- Make-up users prioritize long-wearing benefits, brand
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- Figure 33: Color cosmetic purchase influencers, any rank, march 2015
- Secondary purchase factors important in promoting differentiation
Qualities Sought in Brand Spokespeople
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- Women skeptical of color cosmetics advertising
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- Figure 34: Select attitudes regarding skepticism in color cosmetics advertising, March 2015
- Women looking for authenticity in brand spokespeople
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- Figure 35: Qualities sought in brand spokespeople, March 2015
- In their words
Attitudes toward Advertising and Information Sources
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- Despite skepticism, women rely on advertising for inspiration
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- Figure 36: Select attitudes toward advertising and information sources in color cosmetics, March 2015
- Use of technology important in reaching category-involved women
- In their words
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Sales and forecast
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- Figure 37: Total US sales and forecast of color cosmetics, at inflation-adjusted prices, 2010-20
- Figure 38: Total US retail sales and forecast of color cosmetics, by segment, at current prices, 2010-20
- Retail channels
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- Figure 39: Total US retail sales of color cosmetics, by channel, at current prices, 2010-15
- Figure 40: Total US retail sales of color cosmetics, by channel, at current prices, 2013 and 2015
Appendix – Key Players
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- Eye cosmetics
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- Figure 41: MULO sales of eye cosmetics, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Facial cosmetics
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- Figure 42: MULO sales of facial cosmetics, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Lip cosmetics
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- Figure 43: MULO sales of lip cosmetics, by leading companies and brands, rolling 52 weeks 2014 and 2015
Appendix – Consumer
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- Correspondence analysis methodology
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