Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The market
- Market growth estimated to slow for each segment in 2017
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- Figure 1: Percent change of total US retail sales of color cosmetics, by segment, 2013-17 (est)
- The issues
- Many make-up consumers lack engagement with the beauty category
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- Figure 2: Beauty clusters, May 2017
- Leading brands challenged as value brands encourage experimentation
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- Figure 3: MULO sales of select value brand products, 52-week review period ending March 19, 2017
- The opportunities
- Facial make-up offering skincare benefits is in high demand
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- Figure 4: Skincare benefits in facial make-up, May 2017
- Multipurpose products, athletic make-up reach busy, active women
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- Figure 5: Interest in select innovations, by age, May 2017
- Shift users from the Frustrated but Engaged segment to the Beauty Enthusiasts segment
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- Figure 6: Make-up routine – More responses, by beauty segment, May 2017
- What it means
The Market – What You Need to Know
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- Color cosmetics experiences mild growth
- Facial make-up commands highest spend, trends determine segment gains
- Women allocate more spend to make-up, while natural looks bode well
- Mintel identifies four make-up consumer segments
- Aging population, multicultural population alter product landscape
Market Size and Forecast
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- Historic and projected sales performance of color cosmetics
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- Figure 7: Total US sales and fan chart forecast of color cosmetics, at current prices, 2012-22
- Figure 8: Total US retail sales and forecast of color cosmetics, at current prices, 2012-22
Market Breakdown
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- Facial cosmetics command highest spend
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- Figure 9: Share of color cosmetics sales, by segment, 2017(est)
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- Figure 10: Percent change of total US retail sales of color cosmetics, by segment, 2013-17 (est)
Color Cosmetics Consumer Snapshot
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- Color cosmetics consumers divided into four segments
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- Figure 11: Color cosmetics clusters, May 2017
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- Figure 12: Beauty Content segment, May 2017
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- Figure 13: Beauty Enthusiasts segment, May 2017
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- Figure 14: Frustrated but Engaged segment, May 2017
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- Figure 15: Basic Beauties segment, May 2017
Market Perspective
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- Women allocating more spend to make-up
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- Figure 16: Mean ($) make-up expenditures for the past three months, November 2012-November 2016
- Lines between facial skincare and cosmetics continue to blur
- Preferences for natural-looks bode well for make-up
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- Figure 17: Beauty attitudes and behaviors, May 2017
Market Factors
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- Growing female population signals future category growth
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- Figure 18: Female population by age, 2012-22
- Multicultural population alters product landscape
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- Figure 19: Population growth of women by race and Hispanic origin, 2017-22
Key Players – What You Need to Know
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- Middle players lose share to smaller players and value brands
- On-trend products, value brands, new facial make-up formats show growth
- Leading companies, off-trend formats face challenges
- Athletic, hybrid, skincare claims resonate; natural claims break through
Company and Brand Sales of Color Cosmetics
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- L’Oréal USA is the strongest player and growing
- Sales of color cosmetics by company
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- Figure 20: MULO sales of color cosmetics, by company, 2016 and 2017
What’s Working?
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- Eyebrow makeup, concealer sales benefit from current trends
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- Figure 21: My all-time favorite drug store makeup products by Jaclyn Hill, April 2017
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- Figure 22: MULO sales of select eyebrow products and concealers, 52-week review period ending March 19, 2017
- Value brands minimize the risk of experimentation
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- Figure 23: MULO sales of select value brand products, 52-week review period ending March 19, 2017
- Figure 24: Sales of select private label color cosmetics products, 52-week review period ending March 19, 2017
- New facial make-up formats improve the appearance of skin
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- Figure 25: Select facial make-up product launches, 2017
What’s Struggling?
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- Increased competition challenges larger players
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- Figure 26: Select struggling make-up products from leading MULO brands, 2014-17
- Off-trend products see stagnant sales
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- Figure 27: Select struggling MULO make-up segments, 2014-17
What’s Next?
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- Natural products rising in popularity
- Athletic make-up, hybrid products fit in with active lifestyles
- Skincare-related benefits continue to expand
The Consumer – What You Need to Know
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- Broad variety of formats support widespread product usage
- Most women report consistent routines, some allocating more time and spend
- Mass merchandisers, drug stores highly visited, specialty retailers make impact
- Anti-aging, moisturizing claims in demand, age dictates benefits sought
- Product innovations appeal to engaged segments
Facial Make-up Usage
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- Broad variety of formats supports widespread facial make-up usage
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- Figure 28: Facial make-up usage, May 2017
- Age and income drive usage of facial make-up staples
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- Figure 29: Usage of select facial make-up, by age and income, May 2017
- Younger women core users of newer facial make-up formats
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- Figure 30: Usage of select facial make-up, by age, May 2017
- Hispanics use a variety of facial make-up, Black women lag behind
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- Figure 31: Facial make-up usage, by race/Hispanic origin, May 2017
- Frustrated but Engaged users open to new facial make-up formats
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- Figure 32: Select facial make-up usage, by beauty segment, May 2017
Skincare Benefits in Facial Make-up
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- Anti-aging, moisturizing claims in high demand
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- Figure 33: Skincare benefits in facial make-up, May 2017
- Age dictates skincare benefits sought
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- Figure 34: Select skincare benefits in facial make-up, by age, May 2017
- Opportunities to reach Black women with skincare benefits
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- Figure 35: Select skincare benefits in facial make-up, by race/Hispanic origin, May 2017
- Beauty segments seek differing make-up benefits
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- Figure 36: Select skincare benefits in facial make-up, by beauty segment, May 2017
Eye Make-up Usage
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- Mascara is a staple, use of eyebrow make-up growing
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- Figure 37: Eye make-up usage, May 2017
- Women across age groups use some type of eye make-up
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- Figure 38: Eye make-up usage, by age, May 2017
- Hispanics use a range of products, Black women over index for eyebrow make-up
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- Figure 39: Eye make-up usage, by all, Hispanic, and Black women, May 2017
- Beauty Content, Beauty Enthusiasts are core users of eye make-up
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- Figure 40: Select eye make-up usage, by beauty segment, May 2017
Lip Make-up Usage
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- Lipstick remains a make-up staple
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- Figure 41: Lip make-up usage, May 2017
- Older women stick with traditional lipstick, younger women experiment
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- Figure 42: Lip make-up usage, by age, May 2017
- Multicultural women use a broader variety of lip make-up
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- Figure 43: Lip make-up usage, by race/Hispanic origin, May 2017
- Beauty Enthusiasts use several lip formats
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- Figure 44: Lip make-up usage, by beauty segment, May 2017
Repertoire of Products Used
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- Women incorporate a range of products into their routine
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- Figure 45: Repertoire of make-up products used, May 2017
- Younger women use a broader variety of products
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- Figure 46: Repertoire of make-up products used, by age, May 2017
- Hispanics most likely to use 11+ products
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- Figure 47: Repertoire of make-up products used, by race/Hispanic origin, May 2017
Make-up Routines
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- Most women investing the same time, money on make-up as in the past
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- Figure 48: Make-up routine, May 2017
- Younger women report higher engagement in routines compared to last year
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- Figure 49: Make-up routine – More responses, by age, May 2017
- Multicultural women increasing their engagement with make-up
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- Figure 50: Make-up routine – More responses, by all, Hispanic, and Black women, May 2017
- Frustrated but Engaged segment spending more time and money
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- Figure 51: Make-up routine – More responses, by beauty segment, May 2017
Retailers Shopped
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- Women primarily rely on convenience and price when choosing retailer
- Online retailers posing a threat to brick and mortar
- Ulta and Sephora drive more traffic than department stores, other specialty
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- Figure 52: Retailers shopped, May 2017
- Younger women willing to shop around
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- Figure 53: Select retailers shopped, by age, May 2017
- Hispanics visit a broader variety of retailers
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- Figure 54: Select retailers shopped, by race/Hispanic origin, May 2017
- Beauty Enthusiasts more likely to shop around
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- Figure 55: Select retailers shopped, by beauty segment, May 2017
Interest in Innovations
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- Innovations that improve appearance of skin garner interest
- Multipurpose offerings, athletic products fit women’s lifestyles
- Many women lack enthusiasm for innovations
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- Figure 56: Interest in innovations, May 2017
- Innovations appeal to engaged younger women
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- Figure 57: Interest in select innovations, by age, May 2017
- Hispanic women seek innovative offerings
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- Figure 58: Interest in select innovations, by all, Hispanic, and Black women, May 2017
- Product innovations appeal to Beauty Enthusiasts
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- Figure 59: Interest in select innovations, by beauty segment, May 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 60: Total US retail sales and forecast of color cosmetics, at inflation-adjusted prices, 2012-22
- Figure 61: Total US retail sales and forecast of color cosmetics, by segment, at current prices, 2012-22
- Figure 62: Total US retail sales of color cosmetics, by channel, at current prices, 2012-2017
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Appendix – Key Players
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- Figure 63: MULO sales of eye cosmetics, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 64: MULO sales of facial cosmetics, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 65: MULO sales of lip cosmetics, by leading companies and brands, rolling 52 weeks 2016 and 2017
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Appendix – The Consumer
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- Figure 66: Usage of blusher/bronzer brands, October 2011-November 2016
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- Figure 67: Usage of eye make-up brands (net)*, October 2011-November 2016
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- Figure 68: Usage of foundation/concealer brands, October 2011-November 2016
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- Figure 69: Usage of lipstick and lip gloss brands, October 2011-November 2016
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- Figure 70: Usage of mascara brands, October 2011-November 2016
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- Figure 71: Usage of lipstick and lip gloss formats, October 2011-November 2016
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- Figure 72: Make-up usage, October 2011-November 2016
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