Color Cosmetics - US - July 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
What you need to know
Black women are relatively disengaged in facial cosmetics
Figure 1: Facial makeup usage, by race and Hispanic origin, April 2018
Diversifying shade ranges can boost engagement
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
Figure 3: Select interest (any) and attitudes toward natural makeup looks, April 2018
Hispanic women are willing to go beyond natural
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
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
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
Historic and projected sales performance of color cosmetics
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
Facial cosmetics continue to command spend
Figure 8: Share of color cosmetics sales, by segment, 2018 (est)
Segment growth slows as a result of current trends
Figure 9: Percent change of total US retail sales of color cosmetics, by segment, 2014-18 (est)
MARKET PERSPECTIVE
Female spend down slightly from 2017
Figure 10: Total makeup spend in the past three months, Winter 2014-18
Skincare and color cosmetics compete to stand out
MARKET FACTORS 
Women are using multiple websites to learn about beauty
Figure 11: Online tools that beauty consumers use to discover products, February 2018
Cruelty-free claims on the rise in color cosmetics
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 
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
L’Oreal gains share as other companies see declines
Sales of color cosmetics by company
Figure 13: Multi-outlet sales of color cosmetics, by leading companies, rolling 52 weeks 2017 and 2018
WHAT’S HAPPENING?
The number of shades available can make or break sales success
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
Figure 15: Multi-outlet sales of select false eyelashes and adhesives, by company, rolling 52 weeks 2017 and 2018
WHAT’S NEXT?
The pursuit of perfect, glowing skin influenced by social media
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
Figure 17: Bite Beauty Lab Custom Lipstick in NYC | Mixed Makeup
THE CONSUMER – WHAT YOU NEED TO KNOW 
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
Strong usage of facial makeup is a result of established formats
Figure 18: Facial makeup usage, April 2018
18-24-year-olds want a flawless face, 25-34 want simple and natural
Figure 19: Select facial makeup usage, by age, April 2018
Black women under index for facial makeup, the ‘Fenty effect’ could signal change
Figure 20: Facial makeup usage, by race and Hispanic origin, April 2018
Natural coverage and the right shade are essential
Figure 21: Facial makeup benefits, April 2018
Figure 22: Facial makeup benefits, TURF analysis, April 2018
Methodology
Mature women are concerned with skincare benefits
Figure 23: Maye Musk in COVERGIRL + Olay Simply Ageless Foundation | #IAmWhatIMakeUp by COVERGIRL
Figure 24: Facial makeup benefits, by age, April 2018
Finding the right shade is especially important to Black women
Figure 25: Facial makeup benefits, by race and Hispanic origin, April 2018
EYE MAKEUP USAGE AND MASCARA BENEFITS 
Mascara commands highest usage
Figure 26: Eye makeup usage, April 2018
As women age, they are less likely to try products deemed difficult
Figure 27: Eye makeup usage, by age, April 2018
Hispanic women report higher usage of eye makeup
Figure 28: Eye makeup usage, by Hispanic origin, April 2018
When it comes to mascara, the bigger the lashes the better
Figure 29: Mascara benefits, April 2018
Figure 30: Mascara benefits, TURF analysis, April 2018
Younger women want long, healthy lashes
Figure 31: Mascara benefits, by age, April 2018
LIP MAKEUP USAGE AND BENEFITS
Lip makeup is established; however there is room for innovation
Figure 32: Lip makeup usage, April 2018
Younger women interested in a variety of lip formats
Figure 33: Lip makeup usage, by age, April 2018
Lip makeup usage is driven by multicultural women
Figure 34: Lip makeup usage, by race and Hispanic origin, April 2018
Gloss is back on-trend as matte becomes niche
Figure 35: Lip makeup benefits, April 2018
Figure 36: Lip makeup benefits, TURF analysis, April 2018
Moisturizing and glossy lip makeup resonates with all ages
Figure 37: Lip makeup benefits, by age, April 2018
Interest in benefits is reflective of Black women’s engagement in lip
Figure 38: Lip makeup benefits, by race and Hispanic origin, April 2018
ATTITUDES TOWARD COLOR COSMETICS
Most women prefer natural looks, some women change it up on occasion
Figure 39: Attitudes toward color cosmetics, April 2018
18-24-year-olds more likely to demand inclusivity
Figure 40: Attitudes toward color cosmetics, by age, April 2018
Black women struggle to find shades, Hispanics go bold
Figure 41: Attitudes toward color cosmetics, by race and Hispanic origin, April 2018
INTEREST IN BEAUTY LOOKS
Customization drives interest, most women have tried natural looks
Figure 42: Interest in beauty trends, April 2018
Contouring, strobing join the ranks of established trends
Figure 43: Interest in beauty trends, any interest (net), April 2018
Women are less experiential with age
Figure 44: Any interest (net) in select beauty trends, by age, April 2018
Hispanics over index for every beauty look
Figure 45: Interest in beauty trends, by race and Hispanic origin, April 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
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)
APPENDIX – KEY PLAYERS 
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
Figure 50: Multi-outlet sales of lip cosmetics, by leading companies and brands, rolling 52 weeks 2017 and 2018