Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- What you need to know
- Black women are relatively disengaged in facial cosmetics
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- Figure 1: Facial makeup usage, by race and Hispanic origin, April 2018
- Diversifying shade ranges can boost engagement
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- Figure 2: Importance of matching skin tone and struggles in finding makeup, by race and Hispanic origin, April 2018
- Interest in the natural look means lower product usage
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- Figure 3: Select interest (any) and attitudes toward natural makeup looks, April 2018
- Hispanic women are willing to go beyond natural
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- Figure 4: Select attitudes toward color cosmetics, by Hispanic origin, April 2018
- Women are interested in trying bold makeup looks but may struggle with execution
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- Figure 5: Select interest in beauty looks, April 2018
- Innovative formats make beauty application easier
- What it means
The Market – What You Need to Know
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- Color cosmetics market still on the rise, but slowing
- Facial makeup remains largest category, followed by eye makeup
- Women are still heavy users of color cosmetics, but are spending less
- Online resources provide insight into beauty ingredients and practices
Market Size and Forecast
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- Historic and projected sales performance of color cosmetics
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- Figure 6: Total US sales and fan chart forecast of color cosmetics market, at current prices, 2013-23
- Figure 7: Total US sales and forecast of color cosmetics market, at current prices, 2013-23
Market Breakdown
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- Facial cosmetics continue to command spend
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- Figure 8: Share of color cosmetics sales, by segment, 2018 (est)
- Segment growth slows as a result of current trends
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- Figure 9: Percent change of total US retail sales of color cosmetics, by segment, 2014-18 (est)
Market Perspective
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- Female spend down slightly from 2017
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- Figure 10: Total makeup spend in the past three months, Winter 2014-18
- Skincare and color cosmetics compete to stand out
Market Factors
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- Women are using multiple websites to learn about beauty
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- Figure 11: Online tools that beauty consumers use to discover products, February 2018
- Cruelty-free claims on the rise in color cosmetics
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- Figure 12: Share of color cosmetics with vegan/no animal ingredients or ethical – animal claims, Jan. 1, 2014-June 15, 2018*
Key Players – What You Need to Know
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- L'Oréal USA continues to post gains as a result of face makeup sales
- Brands that include all skill levels and skin tones see success
- Women seek the perfect glow and personalized products
Company and Brand Sales of Color Cosmetics
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- L’Oreal gains share as other companies see declines
- Sales of color cosmetics by company
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- Figure 13: Multi-outlet sales of color cosmetics, by leading companies, rolling 52 weeks 2017 and 2018
What’s Happening?
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- The number of shades available can make or break sales success
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- Figure 14: MULO sales of select foundation brands, current 52-week period ending Feb. 25, 2018
- Assistant accessories makes ‘flawless face’ more accessible
- False lashes give eyes more than a lift
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- Figure 15: Multi-outlet sales of select false eyelashes and adhesives, by company, rolling 52 weeks 2017 and 2018
What’s Next?
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- The pursuit of perfect, glowing skin influenced by social media
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- Figure 16: Year-over-year growth of face color cosmetic launches using the word “glow” in product name, FY 2013-17
- Cosmetics will be truly customized from the applicator to formula
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- Figure 17: Bite Beauty Lab Custom Lipstick in NYC | Mixed Makeup
The Consumer – What You Need to Know
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- Facial cosmetics experience high usage due to maturity and reach
- Mascara drives the eye makeup segment
- Multicultural women are driving lip makeup usage
- Natural looking makeup is quick, easy, and on-trend
- Interest in innovations impacted by age, but driven by multicultural
Facial Makeup Usage and Benefits
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- Strong usage of facial makeup is a result of established formats
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- Figure 18: Facial makeup usage, April 2018
- 18-24-year-olds want a flawless face, 25-34 want simple and natural
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- Figure 19: Select facial makeup usage, by age, April 2018
- Black women under index for facial makeup, the ‘Fenty effect’ could signal change
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- Figure 20: Facial makeup usage, by race and Hispanic origin, April 2018
- Natural coverage and the right shade are essential
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- Figure 21: Facial makeup benefits, April 2018
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- Figure 22: Facial makeup benefits, TURF analysis, April 2018
- Methodology
- Mature women are concerned with skincare benefits
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- Figure 23: Maye Musk in COVERGIRL + Olay Simply Ageless Foundation | #IAmWhatIMakeUp by COVERGIRL
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- Figure 24: Facial makeup benefits, by age, April 2018
- Finding the right shade is especially important to Black women
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- Figure 25: Facial makeup benefits, by race and Hispanic origin, April 2018
Eye Makeup Usage and Mascara Benefits
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- Mascara commands highest usage
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- Figure 26: Eye makeup usage, April 2018
- As women age, they are less likely to try products deemed difficult
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- Figure 27: Eye makeup usage, by age, April 2018
- Hispanic women report higher usage of eye makeup
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- Figure 28: Eye makeup usage, by Hispanic origin, April 2018
- When it comes to mascara, the bigger the lashes the better
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- Figure 29: Mascara benefits, April 2018
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- Figure 30: Mascara benefits, TURF analysis, April 2018
- Younger women want long, healthy lashes
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- Figure 31: Mascara benefits, by age, April 2018
Lip Makeup Usage and Benefits
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- Lip makeup is established; however there is room for innovation
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- Figure 32: Lip makeup usage, April 2018
- Younger women interested in a variety of lip formats
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- Figure 33: Lip makeup usage, by age, April 2018
- Lip makeup usage is driven by multicultural women
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- Figure 34: Lip makeup usage, by race and Hispanic origin, April 2018
- Gloss is back on-trend as matte becomes niche
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- Figure 35: Lip makeup benefits, April 2018
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- Figure 36: Lip makeup benefits, TURF analysis, April 2018
- Moisturizing and glossy lip makeup resonates with all ages
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- Figure 37: Lip makeup benefits, by age, April 2018
- Interest in benefits is reflective of Black women’s engagement in lip
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- Figure 38: Lip makeup benefits, by race and Hispanic origin, April 2018
Attitudes toward Color Cosmetics
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- Most women prefer natural looks, some women change it up on occasion
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- Figure 39: Attitudes toward color cosmetics, April 2018
- 18-24-year-olds more likely to demand inclusivity
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- Figure 40: Attitudes toward color cosmetics, by age, April 2018
- Black women struggle to find shades, Hispanics go bold
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- Figure 41: Attitudes toward color cosmetics, by race and Hispanic origin, April 2018
Interest in Beauty Looks
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- Customization drives interest, most women have tried natural looks
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- Figure 42: Interest in beauty trends, April 2018
- Contouring, strobing join the ranks of established trends
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- Figure 43: Interest in beauty trends, any interest (net), April 2018
- Women are less experiential with age
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- Figure 44: Any interest (net) in select beauty trends, by age, April 2018
- Hispanics over index for every beauty look
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- Figure 45: Interest in beauty trends, by race and Hispanic origin, April 2018
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
Appendix – The Market
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- Figure 46: Total US sales and forecast of color cosmetics market, at inflation-adjusted prices, 2013-23
- Figure 47: Total US retail sales of color cosmetics, by segment, at current prices, 2013-18 (est)
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Appendix – Key Players
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- Figure 48: Multi-outlet sales of eye cosmetics, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 49: Multi-outlet sales of facial cosmetics by leading companies and brands, rolling 52 weeks 2017 and 2018
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- Figure 50: Multi-outlet sales of lip cosmetics, by leading companies and brands, rolling 52 weeks 2017 and 2018
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