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Color Cosmetics - US - July 2011

For the purposes of this report, the following definitions have been used: The retail makeup or color cosmetics market includes all color cosmetics for women. This represents three main categories:

face makeup—foundation, face powder, and blushers/rouge
eye makeup—eye shadows, eyeliners, eyebrow pencils, and mascara
lip makeup—lipstick, lip glosses, lip pencils, pots, and palettes.

Cosmeceuticals are also discussed. This is an industry term referring to any crossover product that combines cosmetics with a pharmaceutical ingredient, such as face makeup that contains a moisturizing agent as well as a sunscreen.

M-commerce: the sale of products or services via a web-enabled mobile phone.

Excluded from the scope of this report:

Nail-care products (e.g., cuticle cream, polish, buffers, French manicure) are excluded, as are nail accessories (e.g., false nails and nail implements)
Body-glitter products are also outside the scope of this report
Duty-free sales are excluded from this report.

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Table of contents

  1. Scope and Themes

      • Definition
        • Data sources and methodology
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Innovation and inventory control
                        • Eye makeup continues to shine
                          • Drug stores and mass retailers dominate
                            • Economic uncertainty continued to impede spending
                              • The “Big Three” manufacturers
                                • Brand positioning
                                  • Multipurpose cosmetics
                                    • Beauty’s big advertisers
                                      • Makeup usage declines
                                        • Brands, ingredients, and retail channels
                                          • Teen cosmetic use
                                            • Ethnic cosmetic use and spending
                                            • Insights and Opportunities

                                                • P&G’s mobile beauty “magazine”
                                                  • Stila’s mobile makeover
                                                    • L'Oréal finds the perfect lipstick
                                                    • Inspire Insights

                                                        • Trend: Free From
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Innovation and aggressive pricing drive growth
                                                              • Companies eliminate slow-moving merchandise
                                                                • A look ahead
                                                                  • Figure 1: Total U.S. FDMx sales and forecast of color cosmetics at current prices, 2006-16
                                                                  • Figure 2: Total U.S. FDMx sales and forecast of color cosmetics at inflation-adjusted prices, 2006-16
                                                                • Walmart sales
                                                                  • Fan-chart forecast
                                                                      • Figure 3: Fan-chart forecast of color cosmetics at current prices, 2006-16
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • An eye toward profit
                                                                        • Figure 43: U.S. FDMx sales and forecast of color cosmetics at current prices, by segment, 2006-16
                                                                        • Figure 54: U.S. FDMx sales of color cosmetics, by segment, 2009 and 2011
                                                                    • Segment Performance—Face Makeup

                                                                      • Key points
                                                                          • Figure 65: U.S. FDMx sales and forecast of face makeup, 2006-16
                                                                      • Segment Performance—Eye Makeup

                                                                        • Key points
                                                                          • Specialty mascaras drive the market
                                                                            • Figure 76: U.S. FDMx sales and forecast of eye makeup, 2006-16
                                                                        • Segment Performance—Lip Makeup

                                                                          • Key points
                                                                            • Innovation is coming
                                                                              • Figure 87: U.S. FDMx sales and forecast of lip makeup, 2006-16
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Mass and drug further their commitment to beauty
                                                                                • Other channels present competition
                                                                                  • Fashion chains sell cosmetics
                                                                                      • Figure 98: U.S. sales of color cosmetics, by retail channel, 2006-11
                                                                                  • Retail Channels—Drug Stores

                                                                                    • Key points
                                                                                      • Boosting front end sales
                                                                                        • Figure 109: CVS’ beauty 360 store
                                                                                      • CVS
                                                                                        • Walgreens
                                                                                          • Rite Aid
                                                                                            • Figure 1110: U.S. sales of color cosmetics at drug stores, 2006-11
                                                                                        • Retail Channels—Other FDMx

                                                                                          • Key points
                                                                                            • Grocery: more than a little lipstick
                                                                                              • Nontraditional supermarkets
                                                                                                • Walmart
                                                                                                  • Target
                                                                                                      • Figure 1211: Target’s beauty department, November 2010
                                                                                                      • Figure 1312: U.S. sales of color cosmetics at other FDMx, 2006-11
                                                                                                  • Market Drivers

                                                                                                    • Key points
                                                                                                      • Consumers remain thrifty
                                                                                                        • Makeup is no exception
                                                                                                          • Figure 1413: Impact of poor economy on cosmetic purchasing, by household income, April 2011
                                                                                                        • Sour economic indicators
                                                                                                          • Figure 1514: Gross domestic products, Q1 2009-Q1 2011
                                                                                                        • Unemployment
                                                                                                          • Figure 1615: Percentages of unemployed adults aged 16+, 2001-June 2011
                                                                                                        • Gas prices
                                                                                                          • Fewer female consumers
                                                                                                            • Figure 1716: Projected U.S. population by age and gender, 2010
                                                                                                          • More Hispanic women
                                                                                                            • Figure 1817: U.S. Hispanic population, by age, 2006-16
                                                                                                            • Figure 1918: U.S. Hispanic females, by age, 2006-16
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • Three dominant brands
                                                                                                              • Procter & Gamble’s CoverGirl
                                                                                                                • L’Oréal USA
                                                                                                                  • Revlon
                                                                                                                    • Other brands
                                                                                                                      • Figure 2019: Sales of leading color cosmetics companies, 2010 and 2011
                                                                                                                  • Selected Brand Analysis—Face Makeup

                                                                                                                    • Key points
                                                                                                                      • Low-price leaders
                                                                                                                          • Figure 2120: Selected FDMx brand sales of face makeup in the U.S., 2010 and 2011 (part one)
                                                                                                                          • Figure 2221: Selected FDMx brand sales of face makeup in the U.S., 2010 and 2011 (part two)
                                                                                                                      • Selected Brand Analysis—Eye Makeup

                                                                                                                        • Key points
                                                                                                                          • Lashing out
                                                                                                                            • Not all were winners
                                                                                                                              • Figure 2322: Selected FDMx brand sales of eye makeup in the U.S., 2010 and 2011 (part one)
                                                                                                                              • Figure 2423: Selected FDMx brand sales of eye makeup in the U.S., 2010 and 2011 (part two)
                                                                                                                          • Selected Brand Analysis—Lip Makeup

                                                                                                                            • Key points
                                                                                                                              • Lip syncing
                                                                                                                                • A healthy smile
                                                                                                                                  • Figure 2524: Selected FDMx brand sales of lip makeup in the U.S., 2010 and 2011 (part one)
                                                                                                                                  • Figure 2625: Selected FDMx brand sales of lip makeup in the U.S., 2010 and 2011 (part two)
                                                                                                                              • Brand Qualities

                                                                                                                                • Key points
                                                                                                                                  • L’Oréal’s lower-priced leadership
                                                                                                                                    • The famous faces of CoverGirl
                                                                                                                                      • Models and magazines
                                                                                                                                        • Revlon emphasizes classics
                                                                                                                                        • Innovation and Innovators

                                                                                                                                          • Two-in-one products enhance value
                                                                                                                                            • Face makeup: flawless complexions and sunless tanning
                                                                                                                                              • Eye makeup: lash-enhancing mascaras and eyeliner kits
                                                                                                                                                • Lip makeup: high-shine, moisturizing glosses
                                                                                                                                                • Marketing Strategies

                                                                                                                                                  • Aspirational advertising
                                                                                                                                                    • Television commercials
                                                                                                                                                      • Figure 2726: Almay Smart Shade television ad, 2011
                                                                                                                                                      • Figure 2827: CoverGirl LashBlast television ad, 2011
                                                                                                                                                      • Figure 2928: L’Oréal Volumious Million Lashes television ad, 2011
                                                                                                                                                      • Figure 3029: Maybelline SuperStay Lipcolor television ad, 2011
                                                                                                                                                      • Figure 3130: Revlon ColorStay Aqua Mineral Makeup television ad, 2011
                                                                                                                                                      • Figure 3231: Rimmel London Lash Accelerator television ad, 2011
                                                                                                                                                  • Usage

                                                                                                                                                    • Key points
                                                                                                                                                      • Overall makeup use declines
                                                                                                                                                        • Figure 3332: Use of makeup among adult women, by age, April 2011
                                                                                                                                                        • Figure 3433: Use of makeup among adult women, by household income, April 2011
                                                                                                                                                      • Types of cosmetic and formulation used
                                                                                                                                                          • Figure 3534: Types of cosmetic used/not used, among adult women by age, October 2009-December 2010
                                                                                                                                                          • Figure 3635: Makeup formats used, by cosmetic category, among adult women by age, October 2009-December 2010
                                                                                                                                                        • Frequency of use
                                                                                                                                                          • Figure 3736: Average frequency of makeup use by type among adult women, by age, November 2009-December 2010
                                                                                                                                                          • Figure 3837: Average frequency of makeup use by type among adult women, by household income, November 2009-December 2010
                                                                                                                                                      • Popularity of Brands

                                                                                                                                                        • Key points
                                                                                                                                                          • Women want brands
                                                                                                                                                              • Figure 3938: Favorite cosmetics brands among adult women, by age, November 2009-December 2010
                                                                                                                                                              • Figure 4039: Favorite cosmetics brands among adult women, by household income, November 2009-December 2010
                                                                                                                                                          • Retail Channels Shopped

                                                                                                                                                            • Key points
                                                                                                                                                              • Drug stores take the lead
                                                                                                                                                                • Young women dominate all channels
                                                                                                                                                                  • High- and low-income Neiman Marcus shoppers
                                                                                                                                                                    • Figure 4140: Retail channels shopped for color cosmetics among adult women, by age, April 2011
                                                                                                                                                                    • Figure 4241: Retail channels shopped for color cosmetics among adult women, by household income, April 2011
                                                                                                                                                                • Attitudes and Motivations

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Attitudes about makeup
                                                                                                                                                                        • Figure 4342: Attitudes about makeup usage among adult women, by age, April 2011
                                                                                                                                                                        • Figure 4443: Attitudes about makeup usage among adult women, by household income, April 2011
                                                                                                                                                                      • Altruism versus actuality
                                                                                                                                                                        • Figure 4544: Importance of product details among adult women, by age, April 2011
                                                                                                                                                                        • Figure 4645: Importance of product details among adult women, by household income, April 2011
                                                                                                                                                                      • Color me perfect
                                                                                                                                                                        • Figure 4746: Attitudes about in-store sampling among adult women, by age, April 2011
                                                                                                                                                                    • Reasons for Buying

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Purchasing motivators
                                                                                                                                                                          • Figure 4847: Reasons for buying cosmetics among adult women, by age, April 2011
                                                                                                                                                                      • Teens are Big Cosmetics Purchasers

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Types of cosmetic used
                                                                                                                                                                              • Figure 4948: Types of cosmetic used/not used among teen girls, by age, October 2009-December 2010
                                                                                                                                                                            • Frequency of cosmetic use
                                                                                                                                                                                • Figure 5049: Cosmetic use over past seven days among teen girls, by age, October 2009-December 2010
                                                                                                                                                                              • Teens’ favorite brands
                                                                                                                                                                                  • Figure 5150: Cosmetic brands used among teen girls, by category, October 2009-December 2010
                                                                                                                                                                              • Impact of Race/Hispanic Origin

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Reading between the lines
                                                                                                                                                                                    • Figure 5251: Use of makeup among adult women, by race/Hispanic origin, April 2011
                                                                                                                                                                                  • Types of cosmetic used
                                                                                                                                                                                    • Figure 5352: Types of cosmetic used/not used among adult women, by race/Hispanic origin, October 2009-December 2010
                                                                                                                                                                                  • Weekly cosmetic use
                                                                                                                                                                                    • Figure 5453: Average frequency of makeup use by type among adult women, by race/Hispanic origin, November 2009-December 2010
                                                                                                                                                                                  • Ethnic brand equity
                                                                                                                                                                                      • Figure 5554: Favorite cosmetics brands among adult women, by race/Hispanic origin, November 2009-December 2010
                                                                                                                                                                                    • Hispanics shop everywhere
                                                                                                                                                                                      • Blacks want to be pampered
                                                                                                                                                                                        • Macy’s ethnic outlook
                                                                                                                                                                                          • Figure 5655: Retail channels shopped for color cosmetics among adult women, by race/Hispanic origin, April 2011
                                                                                                                                                                                        • Ethnic purchasing drivers
                                                                                                                                                                                          • Figure 5756: Reasons for buying cosmetics among adult women, by race/Hispanic origin, April 2011
                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Full-time workers
                                                                                                                                                                                            • Part-time workers
                                                                                                                                                                                              • The self-employed
                                                                                                                                                                                                • The unemployed
                                                                                                                                                                                                    • Figure 5857: Use of makeup among adult women, by employment status, April 2011
                                                                                                                                                                                                    • Figure 5958: Retail channels shopped among adult women, by employment status, April 2011
                                                                                                                                                                                                    • Figure 6059: Impact of poor economy on cosmetic purchasing among adult women, by employment status, April 2011
                                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                                    • Quality-unimpressed
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                            • Economically-impacted
                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                    • Quality-choosers
                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                            • Characteristic tables
                                                                                                                                                                                                                              • Figure 6160: Color cosmetic clusters among adult women, April 2011
                                                                                                                                                                                                                              • Figure 6261: Importance of product details among adult women, by color cosmetic clusters, April 2011
                                                                                                                                                                                                                              • Figure 6362: Reasons for buying cosmetics among adult women, by color cosmetic clusters, April 2011
                                                                                                                                                                                                                              • Figure 6463: Impact of poor economy on cosmetic purchasing among adult women, by color cosmetic clusters, April 2011
                                                                                                                                                                                                                              • Figure 6564: Attitudes about makeup usage among adult women, by color cosmetic clusters, April 2011
                                                                                                                                                                                                                            • Demographic tables
                                                                                                                                                                                                                              • Figure 6665: Color cosmetic clusters among adult women, by age, April 2011
                                                                                                                                                                                                                              • Figure 6766: Color cosmetic clusters among adult women, by household income, April 2011
                                                                                                                                                                                                                              • Figure 6867: Color cosmetic clusters among adult women, by race, April 2011
                                                                                                                                                                                                                              • Figure 6968: Color cosmetic clusters among adult women, by Hispanic origin, April 2011
                                                                                                                                                                                                                              • Figure 7069: Color cosmetic clusters among adult women, by marital status, April 2011
                                                                                                                                                                                                                              • Figure 7170: Color cosmetic clusters among adult women, by employment, April 2011
                                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                                            • IRI/Builders Panel Data

                                                                                                                                                                                                                              • Eye cosmetics
                                                                                                                                                                                                                                • Mascara
                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                    • Figure 7271: Brand map, selected brands of mascara buying rate by household penetration, 2010*
                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                      • Figure 7372: Key purchase measures for the top brands of mascara, by household penetration, 2010*
                                                                                                                                                                                                                                    • Lip cosmetics
                                                                                                                                                                                                                                      • Lipstick
                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                          • Figure 7473: Brand map, selected brands of lipstick buying rate by household penetration, 2010*
                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                            • Figure 7574: Key purchase measures for the top brands of lipstick, by household penetration, 2010*
                                                                                                                                                                                                                                          • Lip gloss
                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                              • Figure 7675: Brand map, selected brands of lip gloss buying rate by household penetration, 2010*
                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                • Figure 7776: Key purchase measures for the top brands of lip gloss, by household penetration, 2010*
                                                                                                                                                                                                                                              • Facial cosmetics
                                                                                                                                                                                                                                                • Foundation
                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                    • Figure 7877: Brand map, selected brands of foundation buying rate by household penetration, 2010*
                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                      • Figure 7978: Key purchase measures for the top brands of foundation, by household penetration, 2010*
                                                                                                                                                                                                                                                  • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                                    • Drug stores
                                                                                                                                                                                                                                                      • Figure 8079: Cosmetics purchased at drug stores among adult women, by household income, April 2011
                                                                                                                                                                                                                                                    • Department stores
                                                                                                                                                                                                                                                      • Figure 8180: Cosmetics purchased at discount department stores among adult women, by household income, April 2011
                                                                                                                                                                                                                                                      • Figure 8281: Cosmetics purchased at mid-tier department stores among adult women, by household income, April 2011
                                                                                                                                                                                                                                                    • Consumer direct
                                                                                                                                                                                                                                                      • Figure 8382: Cosmetics purchased direct-to-consumer among adult women, by household income, April 2011
                                                                                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                    • Bureau of Economic Analysis
                                                                                                                                                                                                                                                    • Burt's Bees Inc.
                                                                                                                                                                                                                                                    • Calvin Klein, Inc.
                                                                                                                                                                                                                                                    • Donna Karan International Inc.
                                                                                                                                                                                                                                                    • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                                                                                    • Food and Drug Administration
                                                                                                                                                                                                                                                    • Giant Eagle
                                                                                                                                                                                                                                                    • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                                                                                                                                                                    • Johnson & Johnson
                                                                                                                                                                                                                                                    • L'Oréal USA
                                                                                                                                                                                                                                                    • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                                                                                                                                                    • Macy's, Inc.
                                                                                                                                                                                                                                                    • Make-up Art Cosmetics, Inc
                                                                                                                                                                                                                                                    • National Cosmetology Association (NCA)
                                                                                                                                                                                                                                                    • Nivea
                                                                                                                                                                                                                                                    • Personal Care Products Council
                                                                                                                                                                                                                                                    • Physicians Formula Inc
                                                                                                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                                                                                                    • Revlon USA
                                                                                                                                                                                                                                                    • Sephora
                                                                                                                                                                                                                                                    • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                                                                                                    • The Body Shop - Retail Sales
                                                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                    • Victoria's Secret
                                                                                                                                                                                                                                                    • Walgreen Co
                                                                                                                                                                                                                                                    • Whole Foods Market Inc
                                                                                                                                                                                                                                                    • Yves Rocher Groupe

                                                                                                                                                                                                                                                    Color Cosmetics - US - July 2011

                                                                                                                                                                                                                                                    £3,199.84 (Excl.Tax)