Color Cosmetics - US - July 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
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
Figure 2: Attitudes toward color cosmetics, April 2019
Aging female population presents challenge for color cosmetics
Figure 3: Select facial makeup usage, by age, April 2019
Category engagement improves without bump in spending
Figure 4: Color cosmetics engagement compared to year ago, April 2019
The opportunities
Added benefits offer sales building opportunity
Figure 5: Benefits sought, April 2019
Clean makeup is more than just a trend
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
Figure 7: Share of color cosmetics with free-from and natural claims, 2015-19*
What it means
THE MARKET – WHAT YOU NEED TO KNOW
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
Historic and projected sales performance of color cosmetics
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
Facial cosmetic sales decline; eye and lip experience lift
Figure 10: Sales of color cosmetics, by segment, 2014-19
Eye cosmetics close gap in market share
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
Figure 13: Total US retail sales of color cosmetics, by channel, at current prices, 2017 and 2019
MARKET PERSPECTIVE
The influence of the influencer
CBD may have a place in cosmetics
Figure 14: Interest in makeup with CBD, April 2019
MARKET FACTORS 
Population shifts by age pose challenge for color cosmetics
Figure 15: US female population aged 18 or older, by age, 2014-24
Fast-growing Hispanic population offers strong category engagement
Figure 16: Female US Population, by Hispanic origin, 2014-24
KEY PLAYERS – WHAT YOU NEED TO KNOW 
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
Four companies dominate market share
L'Oréal gains share supported by growth in all three market segments
Sales of color cosmetics by company
Figure 17: Multi-outlet sales of color cosmetics, by leading companies, rolling 52 weeks 2018 and 2019
WHAT’S WORKING?
Brow and lash trends boost eye cosmetic segment sales
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
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
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
Figure 21: Multi-outlet sales of lip cosmetics, by subsegment, rolling 52 weeks 2018 and 2019
Maybelline exhibits strong success in lip cosmetics
Figure 22: Multi-outlet sales of Maybelline lip cosmetics, by select brands, rolling 52 weeks 2018 and 2019
WHAT’S STRUGGLING?
Facial cosmetic sales struggle as women stick to the basics
Figure 23: Multi-outlet sales of facial cosmetics, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 24: Multi-outlet sales of facial cosmetics, by subsegment, rolling 52 weeks 2018 and 2019
WHAT’S NEXT?
Safer, healthier cosmetics will be an expectation
Manufacturing processes
Figure 25: Share of color cosmetics with vegan/no animal ingredients or ethical-animal claims, 2017-19*
Ingredient profiles
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 
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 
Majority of women stick to basics
Figure 27: Facial makeup usage, April 2019
Younger women use variety of facial makeup products
Figure 28: Select facial makeup usage, by age, April 2019
Black women underindex in use of facial makeup
Figure 29: Select facial makeup usage, by race and Hispanic origin, April 2019
EYE MAKEUP USAGE 
Mascara widely embraced as an essential
Figure 30: Eye makeup usage, April 2019
Young women drive use of eye makeup; mature women offer opportunity
Figure 31: Eye makeup usage, by age, April 2019
High engagement in eye makeup among Hispanic women
Figure 32: Eye makeup usage, by Hispanic origin, April 2019
LIP MAKEUP USAGE 
Regular use of lip products is fairly evenly dispersed
Figure 33: Lip makeup usage, April 2019
New lip products drive acceptance among younger women
Figure 34: Lip makeup usage, by age, April 2019
Multicultural women demonstrate strong use of lip cosmetics
Figure 35: Lip makeup usage, by race and Hispanic origin, April 2019
BENEFITS SOUGHT 
Women seek benefits related to clean beauty
Figure 36: Benefits sought, April 2019
Clean beauty appeals to all ages, younger women value performance
Figure 37: Active and sweatproof makeup examples
Figure 38: Benefits sought, by age, April 2019
Focusing on functional benefits appeals to Hispanics
Figure 39: Select benefits sought, by Hispanic origin, April 2019
Women want more than just color in their cosmetics
Figure 40: TURF Analysis – Cosmetic benefits, April 2019
Figure 41: Table - TURF Analysis – Cosmetic benefits, April 2019
Methodology
ATTITUDES TOWARD COLOR COSMETICS
Most women stick to established makeup habits
Figure 42: Attitudes toward color cosmetics, April 2019
Encourage experimentation with age-relevant benefits
Figure 43: Attitudes toward color cosmetics, by age, April 2019
White women tend to use makeup for camouflage rather than expression
Figure 44: Select attitudes toward color cosmetics, by race and Hispanic origin, April 2019
COLOR COSMETICS ENGAGEMENT
Category engagement improving, but offers little impact on spending
Figure 45: Color cosmetics engagement compared to year ago, April 2019
Younger women turning to tutorials
Figure 46: Select color cosmetics engagement compared to year ago – more responses, by age, April 2019
Color cosmetics are increasing engagement among Hispanics
Figure 47: Select color cosmetics engagement compared to year ago – more responses, by Hispanic origin, April 2019
CATEGORY FRUSTRATIONS
Women overwhelmed by abundance of choice
Figure 48: Category frustrations, April 2019
Younger women indicate greater category frustration
Figure 49: Category frustrations, by age, April 2019
Hispanics need solutions for matching skin tones
Figure 50: Category frustrations, by race and Hispanic origin, April 2019
INTEREST IN COLOR COSMETICS TRENDS 
Clean beauty trend garners the most interest
Figure 51: Trial and interest in color cosmetics trends, April 2019
Interest in clean makeup transcends age
Figure 52: Any use or interest in select color cosmetics trends - net, by age, April 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET 
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
APPENDIX – KEY PLAYERS 
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