Table of Contents
Executive Summary
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- A market enjoying strong growth
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- Figure 1: Best and worst-case forecast of UK value sales of face colour cosmetics, 2010-20
- Advertising spend sees decline
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- Figure 2: Recorded above-the-line, online display and direct mail total advertising expenditure on colour cosmetics, by category, January 2012-May 2015
- Skincare and colour cosmetics continue to cross-over
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- Figure 3: Top 10 positioning claims for face colour cosmetics, 2013 and 2014
- Mascara and lipstick are essentials
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- Figure 4: Usage of colour cosmetics, April 2015
- Older women show a decline in usage
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- Figure 5: Usage of eye liner, concealer/corrector and lip liner by age, April 2015
- Women want greater transparency from brands
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- Figure 6: Attitudes towards advertising of colour cosmetics, April 2015
- Brand ambassadors should be relatable
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- Figure 7: Desired attributes for colour cosmetics brand ambassadors, April 2015
- What we think
Issues and Insights
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- Older women are still largely uncatered for
- The facts
- The implications
- Advertising scepticism is high
- The facts
- The implications
- Low price drives experimentation, but could polarise the market
- The facts
- The implications
The Market – What You Need to Know
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- Approaching the £1.5 billion mark
- Eyebrow definer sees strong growth
- Retaining older women is key to ensuring growth
- Working women present opportunities
- Savvy shopping drives budget and own-label brands
- Retailers are innovating in the shopping experience
- Make-up is the most sought after content on social media
Market Size and Forecast
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- A flourishing market, with strong growth ahead
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- Figure 8: UK retail value sales of face colour cosmetics, at current and constant prices, 2010-20
- Figure 9: Best and worst-case forecast of UK value sales of face colour cosmetics, 2010-20
Segment Performance
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- ‘No make-up’ trend driving sales of concealer and blusher
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- Figure 10: UK retail value sales of colour cosmetics, by sector, 2013-15
- Eyebrow definer sees strong growth
- Plumped lips drive interest in lip make-up
Channels to Market
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- In-store events drives sales in department stores
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- Figure 11: UK retail value sales of colour cosmetics, by outlet type, 2013-14
- Savvy shopping behaviours
- 2015 brings more personalised shopping experiences
Market Drivers
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- Rise in older women
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- Figure 12: Trends in the age structure of the UK population, by gender, 2009-19
- Increase in employment driving disposable income
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- Figure 13: Employment and unemployment, 2009-19
- Home working culture could impact the market
- Retailers are innovating in the shopping experience
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- Figure 14: Usual brand preferences of beauty products, December 2014
- Make-up causes skin concerns
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- Figure 15: Attitudes towards facial skincare products, March 2015
- Make-up is the most sought after content on social media
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- Figure 16: Types of information wanted from BPC social media sites, by topic, April 2015
Key Players – What You Need to Know
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- Brand image driven by usage
- Advertising spend declines as brands turn to social media
- Line between skincare and colour cosmetics blurs further
- Estée Lauder targets younger women
- Prestige fares well…
- …whilst the category sees a rise in budget brands
Brand Research
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- Brand map
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- Figure 17: Attitudes towards and usage of selected brands, May 2015
- Key brand metrics
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- Figure 18: Key metrics for selected brands, May 2015
- Brand attitudes: Estée Lauder and Lancôme most closely associated with quality
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- Figure 19: Attitudes, by brand, May 2015
- Brand personality: bareMinerals encourages natural connotations
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- Figure 20: Brand personality – Macro image, May 2015
- Boots No7’s caring brand image likely to drive usage
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- Figure 21: Brand personality – Micro image, May 2015
- Brand analysis
- Boots No7’s all-round image drives usage and high recommendation
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- Figure 22: User profile of Boots No7, May 2015
- bareMinerals has strong point of difference with natural and ethical image
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- Figure 23: User profile of bareMinerals, May 2015
- Maybelline struggles to truly enthuse customers but still generates high recommendation
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- Figure 24: User profile of Maybelline, May 2015
- Max Factor sits between premium and accessible brands
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- Figure 25: User profile of Max Factor, May 2015
- MUA’s bright colours drive a youthful and quirky brand image
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- Figure 26: User profile of MUA, May 2015
- Rimmel is noted for value but may lack perceived depth of product range
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- Figure 27: User profile of Rimmel, May 2015
- Estée Lauder uses heritage and quality to promote premium proposition
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- Figure 28: User profile of Estée Lauder, May 2015
- Lancôme has similar traits to Estée Lauder, but lacks same strong image
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- Figure 29: User profile of Lancôme, May 2015
Brand Communication and Promotion
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- Decline in advertising spend in 2014
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- Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on colour cosmetics, by category, January 2012-May 2015
- TV remains biggest source of advertising spend
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- Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on colour cosmetics, by media type, January 2014-May 2015
- Social media watch-outs
- Maybelline maintains biggest advertising spend
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- Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on colour cosmetics, by top advertisers, Jan 2014-May 2015
- Procter & Gamble invests in new lines and old stars
- L’Oréal Paris attempts to be more accessible
- Coverage/methodology clarification
Launch Activity and Innovation
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- Focus on face
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- Figure 33: New product development in the colour cosmetics category, by segment, January 2012-May 2015
- Natural look drives launches
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- Figure 34: New product development in the face colour cosmetic category, by segment, January 2012-May 2015
- From BB/CC creams to Air Cushion Foundation
- Botanical claims see a rise in face products
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- Figure 35: Top 10 positioning claims for face colour cosmetics (based on 2014), 2013 and 2014
- Serum foundations on the rise
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- Figure 36: Examples of serum foundation launches, 2014-15
- Eyebrows are a focus in 2014
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- Figure 37: Examples of eyebrow kit launches, June-Dec 2014
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- Figure 38: New product development in the eye colour cosmetic category, by segment, January 2012-May 2015
- L’Oréal eyes up eyebrow trend
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- Figure 39: Eye brow make-up launches by L’Oréal and its subsidiaries, 2014 and 2015
- Waterproof claims see a rise in eye products
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- Figure 40: Top 10 positioning claims for eye colour cosmetics (based on 2014), 2013 and 2014
- Social media features on-pack for eye products
- Lip launches focus on colour
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- Figure 41: Top 10 positioning claims for lip colour cosmetics (based on 2014), 2013 and 2014
- Kylie Jenner lip effect
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- Figure 42: Examples of lip products featuring collagen increasing claims, June-Dec 2014
- Estée Lauder targets younger women
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- Figure 43: New product launches in the colour cosmetics category, by top ultimate companies, Jan 2013-May 2015
- Beauty on a budget
Market Share
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- Prestige shows strong growth
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- Figure 44: Mass versus prestige shares in colour cosmetics, 2013-2014
- Budget brands fare well in 2014
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- Figure 45: Manufacturer shares for UK colour cosmetics market (mass market only), 2013-14
The Consumer – What You Need to Know
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- Usage declines with age
- Heavier coverage used for special occasions
- Mascara and lipstick are make-up essentials
- Long-lasting is the most important claim
- Concern drives interest
- Budget brands encourage experimentation
- Women want to relate to brand ambassadors
- Advertising still holds scepticism
Usage of Colour Cosmetics
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- Wrinkles and pale skin deterring older women from using make-up
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- Figure 46: Frequency of usage of colour cosmetics, April 2015
- Eye liner could pose dexterity issues
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- Figure 47: Usage of eye liner, concealer/corrector and lip liner by age, April 2015
- Brands target older women
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- Figure 48: Look fabulous forever tutorial
- Working women use make-up frequently
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- Figure 49: Usage of colour cosmetics at least once a day, by age, April 2015
- Women prefer heavier face coverage for special occasions
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- Figure 50: Usage occasions of face colour cosmetics, April 2015
- Lipstick has universal appeal
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- Figure 51: Usage occasions of lip colour cosmetics, April 2015
- Lipstick usage remains high with age
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- Figure 52: Usage of lipstick, BB/CC creams and eyebrow definer by age, April 2015
- False lashes have low usage
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- Figure 53: Usage occasions of eye colour cosmetics, April 2015
Purchase of Colour Cosmetics
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- Long-lasting is important to busy women
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- Figure 54: Long-lasting as a factor influencing purchase, by age, April 2015
- Troubled skin causes problems for young women
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- Figure 55: Factors influencing purchase of face colour cosmetics, April 2015
- British weather could lend itself to waterproof claims
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- Figure 56: Factors influencing purchase of eye colour cosmetics, April 2015
- Eye sensitivity is important
- Moisturising is important to lip users
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- Figure 57: Factors influencing purchase of lip colour cosmetics, April 2015
- Budget brands are impacting shopping behaviours
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- Figure 58: Buying behaviours, April 2015
- Colour matching is still an opportunity
- The internet drives inspiration
Attitudes towards Advertising
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- Brand ambassadors should be more relatable
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- Figure 59: Desired attributes for colour cosmetics brand ambassador, April 2015
- Believability is low
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- Figure 60: Attitudes towards advertising of colour cosmetics, April 2015
- Women want to see diversity
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Fan chart forecast
- Brand research
- Brand map
- Correspondence analysis
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