Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of market value of eye and eyebrow colour cosmetics, China, 2013-23
- Companies and brands
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- Figure 2: Market share of top 10 eye and eyebrow colour cosmetics companies, China, 2016 and 2017
- The consumer
- Desire for long and thick eyelashes/brows
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- Figure 3: Eye and eyebrow concerns, February 2018
- Strong usage across segments
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- Figure 4: Eye and eyebrow colour cosmetics used in the last six months, February 2018
- Maybelline is the most used eye and eyebrow make-up brand
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- Figure 5: Top brands of eye and eyebrow colour cosmetics using now, February 2018
- Women over 25 tend to wear eye make-up as an essential
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- Figure 6: Eye make-up habits, by age, February 2018
- Not experimental in make-up remover formats
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- Figure 7: Most often used make-up remover format, February 2018
- Listen to family/friends
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- Figure 8: Influencer of buying colour cosmetics, February 2018
- What we think
Issues and Insights
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- Prestige brands need to make a push
- The facts
- The implications
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- Figure 9: Giorgio Armani Beauty ‘feel confident’ campaign, global, 2018
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- Figure 10: Pat McGrath Mothership IV: Decadence Eyeshadow Palette, US, 2018
- How can make-up removers go hand in hand with colour cosmetics?
- The facts
- The implications
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- Figure 11: Examples of eyebrow make-up remover, US, 2017-18
- Figure 12: RevitaLash Micellar Water Lash Water, US, 2018
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- Figure 13: Examples of micellar make-up-removing wipes, Canada and Germany, 2017-18
- Figure 14: Urban Decay Meltdown Makeup Remover Stick, Us, 2017
- Mature women hold more potential
- The facts
- The implications
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- Figure 15: Examples of eyebrow colour cosmetics with fibres to fill brow-sparse areas, UK and France, 2017-18
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- Figure 16: Examples of eyelash/eyebrow colour cosmetics that stimulate eyelashes/brow hair growth, China and Japan, 2017
- Figure 17: CoverGirl ‘I am what I make up’ campaign featuring Maye Musk, US, 2017
The Market – What You Need to Know
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- Strong growth achieved and expected
- Eyebrow acquires the biggest share, eyeshadow leading the growth
Market Size and Forecast
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- Growth speeding up
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- Figure 18: Retail value sales of eye and eyebrow colour cosmetics, China, 2014-18
- Strong future growth expected
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- Figure 19: Best- and worst-case forecast of market value of eye and eyebrow colour cosmetics, China, 2013-23
Market Drivers
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- Increasingly invest in point make-up
- Beauty bloggers drive new trends
Market Segmentation
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- Eyebrow products remain strong
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- Figure 20: Examples of popular eyebrow shapes, China, 2018
- Eyeshadow positioned for growth spurt
- Eyeliner and mascara underperform
Key Players – What You Need to Know
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- L’Oréal continues to lead, but domestic players gaining market share
- Focus on easy application to keep consumers engaged
Market Share
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- L’Oréal still dominates, but fails to grow
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- Figure 21: Market share of top 10 eye and eyebrow colour cosmetics companies, China, 2016 and 2017
- Domestic companies gaining market share
Competitive Strategies
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- New product launches focus on easy and convenient application
- Innovative applicator/wand
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- Figure 22: Examples of eyeliner and mascara with innovative applicator/wand, China, 2017-18
- Two shades in one application
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- Figure 23: Examples of eyeshadow duos/quartets, China, 2017-18
- Versatility/multi-use benefits
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- Figure 24: Examples of dual-ended/trio eyebrow pencil, China, 2017-18
- Figure 25: Examples of dual-ended eyeliner pencil, China, 2018
- Help consumers find not just the right shade, but also the right look
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- Figure 26: Example of Benefit Wow Your Brows, global, 2018
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- Figure 27: Example of Maybelline New York Brow Play Studio
Who’s Innovating?
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- Eyeshadow is a growing focus of NPD
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- Figure 28: New product launches of eye and eyebrow colour cosmetics, by sub-category, China, 2015-17
- Figure 29: New eyeshadow launches, by launch type, China, 2015-17
- Long-lasting remains top claim, while ease of use and time/speed see a rise
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- Figure 30: Top claims of new eye and eyebrow colour cosmetics launches, China, 2015-17
- Figure 31: Maybelline Tattoo Brow Gel Tint, China, 2018
- Noteworthy innovations in overseas market
- Duo mascaras evolving
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- Figure 32: The Face Shop 2 in 1 Volume Mascara, South Korea, 2018
- Figure 33: M.A.C Bold & Bad Lash, global, 2017
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- Figure 34: Jung Saem Mool Refining Liner & Mascara, South Korea, 2017
- New applicator designs for superior results
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- Figure 35: L'Oréal Brow Artist Micro Tattoo and VDL Expert Brow Cube Cara, UK and South Korea, 2018
- Rollerwheel liquid liner emphasises fast and effortless application
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- Figure 36: M.A.C Rollerwheel Liquid Liner and other products with wheel applicator, US and Germany, 2017
- Pack innovations offer visual appeal and added value
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- Figure 37: Petite Lael Eyebrow, Vietnam, 2018
- Figure 38: Examples of mascara in squeezable tubes, global, 2017-18
- Tap into ‘no make-up’ trend
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- Figure 39: Examples of clear mascara, Japan and South Korea, 2017
- Figure 40: Examples of Chicca products, Japan, 2018
The Consumer – What You Need to Know
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- About a third concerned about sparse eyebrows and short lashes
- Seven in 10 use some type of eyebrow colour cosmetics
- Maybelline has the largest amount of current users in this category
- Half of respondents say eye make-up is essential
- Make-up remover liquid, oil and milk used by over 80% of respondents
- Family/friends remain most influential in colour cosmetics category
Eye and Eyebrow Concerns
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- Eyebrow and eyelash enhancement as the primary need
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- Figure 41: Eye and eyebrow concerns, February 2018
- Young women struggle to find the right eyebrow shape…
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- Figure 42: Eyebrow concerns, by age, February 2018
- …and are less concerned about eyelashes
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- Figure 43: Eye concerns, by age, February 2018
Product Usage
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- Eyebrow make-up is a staple
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- Figure 44: Eye and eyebrow colour cosmetics used in the last six months, February 2018
- 20-29-year-olds are core users
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- Figure 45: Eye and eyebrow colour cosmetics used in the last six months, by age, February 2018
Brands Using
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- Maybelline wins every category
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- Figure 46: Top brands of eye and eyebrow colour cosmetics using now, February 2018
- A low priority of trading up?
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- Figure 47: Top brands of pencil eyeliner using now, by age, February 2018
Make-up Habits
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- Eye make-up is essential for older women
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- Figure 48: Eye make-up habits, by age, February 2018
- Young women show low confidence in eye make-up skills
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- Figure 49: Confidence in eye make-up skills, by age, February 2018
- 25-39-year-olds more likely to change their eye and eyebrow make-up styles
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- Figure 50: Eye and eyebrow make-up habits, by age, February 2018
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- Figure 51: Eye make-up habits, by confidence in eye make-up skills, February 2018
- Penetration of eyelash extensions stays flat
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- Figure 52: Usage of eyelash extensions, 2017 vs 2018
Make-up Remover Usage Habits and Preferences
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- Young women take make-up removal more seriously
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- Figure 53: Products used to remove make-up in the last six months, February 2018
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- Figure 54: Products used to remove make-up in the last six months, by age, February 2018
- Over 80% of respondents opt for liquid, oil and milk make-up remover
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- Figure 55: Most often used make-up remover format, February 2018
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- Figure 56: Most often used make-up remover format, by age, February 2018
- Mild and deep cleansing most important regardless of format
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- Figure 57: Most important attributes of make-up remover, February 2018
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- Figure 58: Most important attributes of make-up remover, by most often used make-up remover format, February 2018
Influencer
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- Doctor/dermatologist an increasing influence
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- Figure 59: Influencer of buying colour cosmetics, February 2018
- Celebrities/online celebrities leading make-up trends
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- Figure 60: Influencer, by eye make-up habits, February 2018
Meet the Mintropolitans
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- Older Mintropolitans express more eyebrow concerns
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- Figure 61: Eyebrow concerns, by consumer classification and age, February 2018
- Mintropolitans pay more attention to eyeliner and eyelashes
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- Figure 62: Gaps between Mintropolitans and non-Mintropolitans (as benchmark) in terms of eye and eyebrow colour cosmetics used in the last six months, February 2018
- Mintropolitans less experimental about make-up remover format
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- Figure 63: Most often used make-up remover format, by consumer classification, February 2018
Appendix – Market Size and Forecast
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- Figure 64: Retail value sales of eye and eyebrow colour cosmetics, China, 2013-23
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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