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Face Colour Cosmetics - UK - July 2015

OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
A market enjoying strong growth
Figure 1: Best and worst-case forecast of UK value sales of face colour cosmetics, 2010-20
Advertising spend sees decline
Figure 2: Recorded above-the-line, online display and direct mail total advertising expenditure on colour cosmetics, by category, January 2012-May 2015
Skincare and colour cosmetics continue to cross-over
Figure 3: Top 10 positioning claims for face colour cosmetics, 2013 and 2014
Mascara and lipstick are essentials
Figure 4: Usage of colour cosmetics, April 2015
Older women show a decline in usage
Figure 5: Usage of eye liner, concealer/corrector and lip liner by age, April 2015
Women want greater transparency from brands
Figure 6: Attitudes towards advertising of colour cosmetics, April 2015
Brand ambassadors should be relatable
Figure 7: Desired attributes for colour cosmetics brand ambassadors, April 2015
What we think
ISSUES AND INSIGHTS
Older women are still largely uncatered for
The facts
The implications
Advertising scepticism is high
The facts
The implications
Low price drives experimentation, but could polarise the market
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Approaching the £1.5 billion mark
Eyebrow definer sees strong growth
Retaining older women is key to ensuring growth
Working women present opportunities
Savvy shopping drives budget and own-label brands
Retailers are innovating in the shopping experience
Make-up is the most sought after content on social media
MARKET SIZE AND FORECAST
A flourishing market, with strong growth ahead
Figure 8: UK retail value sales of face colour cosmetics, at current and constant prices, 2010-20
Figure 9: Best and worst-case forecast of UK value sales of face colour cosmetics, 2010-20
SEGMENT PERFORMANCE
‘No make-up’ trend driving sales of concealer and blusher
Figure 10: UK retail value sales of colour cosmetics, by sector, 2013-15
Eyebrow definer sees strong growth
Plumped lips drive interest in lip make-up
CHANNELS TO MARKET
In-store events drives sales in department stores
Figure 11: UK retail value sales of colour cosmetics, by outlet type, 2013-14
Savvy shopping behaviours
2015 brings more personalised shopping experiences
MARKET DRIVERS
Rise in older women
Figure 12: Trends in the age structure of the UK population, by gender, 2009-19
Increase in employment driving disposable income
Figure 13: Employment and unemployment, 2009-19
Home working culture could impact the market
Retailers are innovating in the shopping experience
Figure 14: Usual brand preferences of beauty products, December 2014
Make-up causes skin concerns
Figure 15: Attitudes towards facial skincare products, March 2015
Make-up is the most sought after content on social media
Figure 16: Types of information wanted from BPC social media sites, by topic, April 2015
KEY PLAYERS – WHAT YOU NEED TO KNOW
Brand image driven by usage
Advertising spend declines as brands turn to social media
Line between skincare and colour cosmetics blurs further
Estée Lauder targets younger women
Prestige fares well…
…whilst the category sees a rise in budget brands
BRAND RESEARCH
Brand map
Figure 17: Attitudes towards and usage of selected brands, May 2015
Key brand metrics
Figure 18: Key metrics for selected brands, May 2015
Brand attitudes: Estée Lauder and Lancôme most closely associated with quality
Figure 19: Attitudes, by brand, May 2015
Brand personality: bareMinerals encourages natural connotations
Figure 20: Brand personality – Macro image, May 2015
Boots No7’s caring brand image likely to drive usage
Figure 21: Brand personality – Micro image, May 2015
Brand analysis
Boots No7’s all-round image drives usage and high recommendation
Figure 22: User profile of Boots No7, May 2015
bareMinerals has strong point of difference with natural and ethical image
Figure 23: User profile of bareMinerals, May 2015
Maybelline struggles to truly enthuse customers but still generates high recommendation
Figure 24: User profile of Maybelline, May 2015
Max Factor sits between premium and accessible brands
Figure 25: User profile of Max Factor, May 2015
MUA’s bright colours drive a youthful and quirky brand image
Figure 26: User profile of MUA, May 2015
Rimmel is noted for value but may lack perceived depth of product range
Figure 27: User profile of Rimmel, May 2015
Estée Lauder uses heritage and quality to promote premium proposition
Figure 28: User profile of Estée Lauder, May 2015
Lancôme has similar traits to Estée Lauder, but lacks same strong image
Figure 29: User profile of Lancôme, May 2015
BRAND COMMUNICATION AND PROMOTION
Decline in advertising spend in 2014
Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on colour cosmetics, by category, January 2012-May 2015
TV remains biggest source of advertising spend
Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on colour cosmetics, by media type, January  2014-May 2015
Social media watch-outs
Maybelline maintains biggest advertising spend
Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on colour cosmetics, by top advertisers, Jan  2014-May 2015
Procter & Gamble invests in new lines and old stars
L’Oréal Paris attempts to be more accessible
Coverage/methodology clarification
LAUNCH ACTIVITY AND INNOVATION
Focus on face
Figure 33: New product development in the colour cosmetics category, by segment, January 2012-May 2015
Natural look drives launches
Figure 34: New product development in the face colour cosmetic category, by segment, January 2012-May 2015
From BB/CC creams to Air Cushion Foundation
Botanical claims see a rise in face products
Figure 35: Top 10 positioning claims for face colour cosmetics (based on 2014), 2013 and 2014
Serum foundations on the rise
Figure 36: Examples of serum foundation launches, 2014-15
Eyebrows are a focus in 2014
Figure 37: Examples of eyebrow kit launches, June-Dec 2014
Figure 38: New product development in the eye colour cosmetic category, by segment, January 2012-May 2015
L’Oréal eyes up eyebrow trend
Figure 39: Eye brow make-up launches by L’Oréal and its subsidiaries, 2014 and 2015
Waterproof claims see a rise in eye products
Figure 40: Top 10 positioning claims for eye colour cosmetics (based on 2014), 2013 and 2014
Social media features on-pack for eye products
Lip launches focus on colour
Figure 41: Top 10 positioning claims for lip colour cosmetics (based on 2014), 2013 and 2014
Kylie Jenner lip effect
Figure 42: Examples of lip products featuring collagen increasing claims, June-Dec 2014
Estée Lauder targets younger women
Figure 43: New product launches in the colour cosmetics category, by top ultimate companies, Jan 2013-May 2015
Beauty on a budget
MARKET SHARE
Prestige shows strong growth
Figure 44: Mass versus prestige shares in colour cosmetics, 2013-2014
Budget brands fare well in 2014
Figure 45: Manufacturer shares for UK colour cosmetics market (mass market only), 2013-14
THE CONSUMER – WHAT YOU NEED TO KNOW
Usage declines with age
Heavier coverage used for special occasions
Mascara and lipstick are make-up essentials
Long-lasting is the most important claim
Concern drives interest
Budget brands encourage experimentation
Women want to relate to brand ambassadors
Advertising still holds scepticism
USAGE OF COLOUR COSMETICS
Wrinkles and pale skin deterring older women from using make-up
Figure 46: Frequency of usage of colour cosmetics, April 2015
Eye liner could pose dexterity issues
Figure 47: Usage of eye liner, concealer/corrector and lip liner by age, April 2015
Brands target older women
Figure 48: Look fabulous forever tutorial
Working women use make-up frequently
Figure 49: Usage of colour cosmetics at least once a day, by age, April 2015
Women prefer heavier face coverage for special occasions
Figure 50: Usage occasions of face colour cosmetics, April 2015
Lipstick has universal appeal
Figure 51: Usage occasions of lip colour cosmetics, April 2015
Lipstick usage remains high with age
Figure 52: Usage of lipstick, BB/CC creams and eyebrow definer by age, April 2015
False lashes have low usage
Figure 53: Usage occasions of eye colour cosmetics, April 2015
PURCHASE OF COLOUR COSMETICS
Long-lasting is important to busy women
Figure 54: Long-lasting as a factor influencing purchase, by age, April 2015
Troubled skin causes problems for young women
Figure 55: Factors influencing purchase of face colour cosmetics, April 2015
British weather could lend itself to waterproof claims
Figure 56: Factors influencing purchase of eye colour cosmetics, April 2015
Eye sensitivity is important
Moisturising is important to lip users
Figure 57: Factors influencing purchase of lip colour cosmetics, April 2015
Budget brands are impacting shopping behaviours
Figure 58: Buying behaviours, April 2015
Colour matching is still an opportunity
The internet drives inspiration
ATTITUDES TOWARDS ADVERTISING
Brand ambassadors should be more relatable
Figure 59: Desired attributes for colour cosmetics brand ambassador, April 2015
Believability is low
Figure 60: Attitudes towards advertising of colour cosmetics, April 2015
Women want to see diversity
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Abbreviations
Fan chart forecast
Brand research
Brand map
Correspondence analysis

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