Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
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- Figure 1: Total US sales and fan chart forecast of color cosmetics, at current prices, 2014-24
- The issues
- Cosmetic shopping tends to be routine-oriented
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- Figure 2: Attitudes toward color cosmetics, April 2019
- Aging female population presents challenge for color cosmetics
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- Figure 3: Select facial makeup usage, by age, April 2019
- Category engagement improves without bump in spending
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- Figure 4: Color cosmetics engagement compared to year ago, April 2019
- The opportunities
- Added benefits offer sales building opportunity
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- Figure 5: Benefits sought, April 2019
- Clean makeup is more than just a trend
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- Figure 6: Any use or interest in color cosmetics trends – net, April 2019
- Free-from and natural claims communicate health; CBD as an ingredient on deck
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- Figure 7: Share of color cosmetics with free-from and natural claims, 2015-19*
- What it means
The Market – What You Need to Know
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- Mature cosmetics market remains steady
- Current trends give boost to eye cosmetics
- Beauty specialist retailers add value for consumers
- Influencers and CBD give new perspective to cosmetics
- Population shifts pose challenge and opportunity for color cosmetics
Market Size and Forecast
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- Historic and projected sales performance of color cosmetics
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- Figure 8: Total US sales and fan chart forecast of color cosmetics, at current prices, 2014-24
- Figure 9: Total US sales and forecast of color cosmetics, at current prices, 2014-24
Market Breakdown
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- Facial cosmetic sales decline; eye and lip experience lift
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- Figure 10: Sales of color cosmetics, by segment, 2014-19
- Eye cosmetics close gap in market share
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- Figure 11: Share of color cosmetics sales, by segment, 2019 (est)
- Figure 12: Total US retail sales of color cosmetics, by segment, at current prices, 2017 and 2019
- Majority of cosmetics sold through “other” retailers
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- Figure 13: Total US retail sales of color cosmetics, by channel, at current prices, 2017 and 2019
Market Perspective
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- The influence of the influencer
- CBD may have a place in cosmetics
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- Figure 14: Interest in makeup with CBD, April 2019
Market Factors
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- Population shifts by age pose challenge for color cosmetics
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- Figure 15: US female population aged 18 or older, by age, 2014-24
- Fast-growing Hispanic population offers strong category engagement
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- Figure 16: Female US Population, by Hispanic origin, 2014-24
Key Players – What You Need to Know
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- L’Oréal continues to grow and dominate category MULO sales
- On-trend cosmetics: Brows, false lashes and lip gloss
- Facial cosmetic sales struggle as women stick to the basics
- Safer, healthier cosmetics will become expectation
Company and Brand Sales of Color Cosmetics
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- Four companies dominate market share
- L'Oréal gains share supported by growth in all three market segments
- Sales of color cosmetics by company
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- Figure 17: Multi-outlet sales of color cosmetics, by leading companies, rolling 52 weeks 2018 and 2019
What’s Working?
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- Brow and lash trends boost eye cosmetic segment sales
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- Figure 18: Multi-outlet sales of eye cosmetics, by subsegment, rolling 52 weeks 2018 and 2019
- Brows: Maybelline Tattoo Studio and Revlon ColorStay post impressive gains
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- Figure 19: Multi-outlet sales of eyebrow cosmetics, by select brands, rolling 52 weeks 2018 and 2019
- False eyelashes: Ardell and Kiss offer multidimensional lashes
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- Figure 20: Multi-outlet sales of false eyelashes and adhesives cosmetics, by select brands, rolling 52 weeks 2018 and 2019
- Lip gloss benefits from being on-trend
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- Figure 21: Multi-outlet sales of lip cosmetics, by subsegment, rolling 52 weeks 2018 and 2019
- Maybelline exhibits strong success in lip cosmetics
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- Figure 22: Multi-outlet sales of Maybelline lip cosmetics, by select brands, rolling 52 weeks 2018 and 2019
What’s Struggling?
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- Facial cosmetic sales struggle as women stick to the basics
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- Figure 23: Multi-outlet sales of facial cosmetics, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 24: Multi-outlet sales of facial cosmetics, by subsegment, rolling 52 weeks 2018 and 2019
What’s Next?
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- Safer, healthier cosmetics will be an expectation
- Manufacturing processes
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- Figure 25: Share of color cosmetics with vegan/no animal ingredients or ethical-animal claims, 2017-19*
- Ingredient profiles
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- Figure 26: Share of color cosmetics with free-from and natural claims, 2017-19*
- Multi-faceted makeup brings added value
- Multiuse solid makeup
- SPF
The Consumer – What You Need to Know
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- Women stick to the basics in facial makeup
- Eye makeup offers opportunity for experimentation
- Lipstick and lip gloss have strong reach
- Women seek benefits related to clean beauty
- Cosmetics shopping is routine-oriented
- Category engagement improves, doesn’t improve spending
- Abundance of choice overwhelms shoppers
- Clean beauty trend has staying power
Facial Makeup Usage
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- Majority of women stick to basics
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- Figure 27: Facial makeup usage, April 2019
- Younger women use variety of facial makeup products
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- Figure 28: Select facial makeup usage, by age, April 2019
- Black women underindex in use of facial makeup
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- Figure 29: Select facial makeup usage, by race and Hispanic origin, April 2019
Eye Makeup Usage
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- Mascara widely embraced as an essential
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- Figure 30: Eye makeup usage, April 2019
- Young women drive use of eye makeup; mature women offer opportunity
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- Figure 31: Eye makeup usage, by age, April 2019
- High engagement in eye makeup among Hispanic women
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- Figure 32: Eye makeup usage, by Hispanic origin, April 2019
Lip Makeup Usage
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- Regular use of lip products is fairly evenly dispersed
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- Figure 33: Lip makeup usage, April 2019
- New lip products drive acceptance among younger women
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- Figure 34: Lip makeup usage, by age, April 2019
- Multicultural women demonstrate strong use of lip cosmetics
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- Figure 35: Lip makeup usage, by race and Hispanic origin, April 2019
Benefits Sought
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- Women seek benefits related to clean beauty
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- Figure 36: Benefits sought, April 2019
- Clean beauty appeals to all ages, younger women value performance
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- Figure 37: Active and sweatproof makeup examples
- Figure 38: Benefits sought, by age, April 2019
- Focusing on functional benefits appeals to Hispanics
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- Figure 39: Select benefits sought, by Hispanic origin, April 2019
- Women want more than just color in their cosmetics
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- Figure 40: TURF Analysis – Cosmetic benefits, April 2019
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- Figure 41: Table - TURF Analysis – Cosmetic benefits, April 2019
- Methodology
Attitudes toward Color Cosmetics
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- Most women stick to established makeup habits
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- Figure 42: Attitudes toward color cosmetics, April 2019
- Encourage experimentation with age-relevant benefits
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- Figure 43: Attitudes toward color cosmetics, by age, April 2019
- White women tend to use makeup for camouflage rather than expression
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- Figure 44: Select attitudes toward color cosmetics, by race and Hispanic origin, April 2019
Color Cosmetics Engagement
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- Category engagement improving, but offers little impact on spending
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- Figure 45: Color cosmetics engagement compared to year ago, April 2019
- Younger women turning to tutorials
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- Figure 46: Select color cosmetics engagement compared to year ago – more responses, by age, April 2019
- Color cosmetics are increasing engagement among Hispanics
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- Figure 47: Select color cosmetics engagement compared to year ago – more responses, by Hispanic origin, April 2019
Category Frustrations
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- Women overwhelmed by abundance of choice
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- Figure 48: Category frustrations, April 2019
- Younger women indicate greater category frustration
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- Figure 49: Category frustrations, by age, April 2019
- Hispanics need solutions for matching skin tones
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- Figure 50: Category frustrations, by race and Hispanic origin, April 2019
Interest in Color Cosmetics Trends
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- Clean beauty trend garners the most interest
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- Figure 51: Trial and interest in color cosmetics trends, April 2019
- Interest in clean makeup transcends age
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- Figure 52: Any use or interest in select color cosmetics trends - net, by age, April 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 53: Total US sales and forecast of color cosmetics, at inflation-adjusted prices, 2014-24
- Figure 54: Total US retail sales of color cosmetics, by segment, at current prices, 2017 and 2019
- Figure 55: Total US retail sales of color cosmetics, by channel, at current prices, 2014-19
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Appendix – Key Players
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- Figure 56: Multi-outlet sales of eye cosmetics, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 57: Multi-outlet sales of lip cosmetics, by leading companies and brands, rolling 52 weeks 2018 and 2019
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