Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Color Cosmetics - US - July 2015

"Slow growth in the color cosmetics category is reflective of an intensely competitive category landscape. While beauty trends such as bold brows and bright lips are translating to gains for certain segments, overall category growth has been kept in check. Brands are challenged with keeping women engaged in the category through the introduction of new products while simultaneously offering them tools to simplify the shopping experience."
- Shannon Romanowski, Senior Beauty and Personal Care Analyst

This report discusses the following key issues:

  • Competitive landscape keeps sales growth in check
  • Use of make-up declines among women aged 45+
  • Women skeptical about color cosmetics advertising

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Competitive landscape keeps sales growth in check
            • Figure 1: Total US sales and fan chart forecast of color cosmetics, at current prices, 2009-19
          • Use of make-up declines among women aged 45+
            • Figure 2: Regular use of color cosmetics, by age, March 2015
          • Women skeptical about color cosmetics advertising
            • Figure 3: Select attitudes regarding skepticism in color cosmetics advertising, March 2015
          • The opportunities
            • Technology helps women shop the category
              • Figure 4: Select attitudes toward information sources in color cosmetics, by 25-34 age group, March 2015
            • Focus on affluent women, those aged 25-34
              • Figure 5: Regular use of color cosmetics, by household income, March 2015
            • Appeal to women’s desire for authenticity in advertising
              • Figure 6: Qualities sought in brand spokespeople, March 2015
            • What it means
            • The Market - What You Need to Know

              • Growth is stable but slow in competitive landscape
                • Popularity of eyebrow products boosts sales of eye make-up
                  • Income, trends, and technology influence category
                  • Market Size and Forecast

                    • Growth in color cosmetics is stable, but slow
                      • Figure 7: Total US sales and fan chart forecast of color cosmetics, at current prices, 2009-19
                      • Figure 8: Total US sales and forecast of color cosmetics, at current prices, 2010-20
                  • Market Breakdown

                    • Facial make-up dominates sales
                      • Figure 9: Share of color cosmetics sales, by segment, 2015
                    • Growth in eye make-up outpaces other category segments
                      • Figure 10: Total US retail sales of color cosmetics, by segment, at current prices, 2013 and 2015
                  • Market Perspective

                    • Volatility in color cosmetics market begins to slow
                      • Figure 11: Sales growth trends of color cosmetics, percent change, 2008-15 (est)
                  • Market Factors

                    • Higher-income consumers a key target for color cosmetics
                      • Figure 12: Regular use of color cosmetics, by household income, March 2015
                    • Bold eyebrow trends influence market
                      • Figure 13: MULO sales of eyebrow cosmetics, 2010-15
                    • Technology boosts consumer engagement
                    • Key Players – What You Need to Know

                      • Category leaders struggle to grow
                        • Defined brows, bold lips, and barely there make-up inspire growth
                          • Creative retailing, Asian-inspired trends become more mainstream
                          • Manufacturer Sales of Color Cosmetics

                            • Leading companies struggle to grow
                              • Value brands outperforming category leaders
                                • Manufacturer sales of color cosmetics
                                  • Figure 14: MULO sales of color cosmetics, by leading companies, rolling 52 weeks 2014 and 2015
                              • What’s Working?

                                • Bold brows and defined eyes on trend
                                  • Figure 15: MULO sales of L’Oréal and Maybelline eyebrow products, rolling 52 weeks 2015
                                  • Figure 16: Maybelline Brow Precise Shaping Pencil + Grooming Brush Print Ad
                                  • Figure 17: L’Oréal Brow Stylist Plumper Print Ad
                                  • Figure 18: MULO sales of select eye liners, 52 weeks ending March 22, 2015
                                  • Figure 19: Maybelline TV ad for Eye Studio Master Precise Eye Liner
                                • Popularity of defined, bright lips boost lipstick and lip liner sales
                                  • Figure 20: MULO sales of select Lip cosmetics, 52 weeks ending March 22, 2015
                                • Barely there make-up trend spurs new hybrid products
                                  • Figure 21: The no make-up look tutorial with Sona Gasparian, CoverGirl
                              • What’s Struggling?

                                • Products that focus on heavier coverage facial make-up, subtle eyes and lips are struggling
                                  • Figure 22: MULO sales of select color cosmetic subsegments, rolling 52 weeks 2014 and 2015
                                • CoverGirl’s partnership with the NFL
                                • What’s Next?

                                  • Asian-inspired make-up trends spur growth
                                    • Mass retailers aim to make shopping experience more premium
                                      • Brands celebrate diversity
                                        • Figure 23: No Maybes by Maybelline New York, May 2015
                                    • The Consumer – What You Need to Know

                                      • Despite new formats, women rely on familiar products
                                        • Higher-income women, 25-34’s are most engaged in the category
                                          • Make-up wearers prioritize long-wearing benefits, brand
                                            • Skepticism of advertising is key theme in color cosmetics…
                                              • …yet advertising remains important in providing information
                                              • Use of Facial Cosmetics

                                                • Despite growing presence of new formats, women rely on staples
                                                  • Figure 24: Use of facial cosmetics, March 2015
                                                • In their words
                                                  • 25-44’s, higher income drive use of facial make-up
                                                    • Figure 25: Repertoire analysis of facial make-up products used regularly, by age and by income, March 2015
                                                • Benefits of Facial Coverage Make-up Formats

                                                  • Women have positive associations with commonly used formats
                                                    • Figure 27: Types of foundation/concealer used, by age, November 2013-December 2014
                                                    • Figure 28: Benefits of facial coverage make-up formats, March 2015
                                                    • Figure 26: Correspondence Analysis – Benefits of facial coverage make-up formats, March 2015
                                                • Use of Eye Cosmetics

                                                  • Many women view mascara as eye make-up staple
                                                    • Figure 29: Use of eye cosmetics, March 2015
                                                  • In their words
                                                    • 25-34’s, higher income households drive use of eye make-up
                                                      • Figure 30: Repertoire analysis of eye make-up products used regularly, by age and income, March 2015
                                                  • Use of Lip Cosmetics

                                                    • Lipstick commands highest usage, more likely to be used regularly
                                                      • Figure 31: Use of lip cosmetics, March 2015
                                                    • Use of lip make-up skews slightly older, income less of a factor
                                                      • Figure 32: Repertoire analysis of lip make-up products used regularly, by age and income, March 2015
                                                  • Color Cosmetics Purchase Influencers

                                                    • Make-up users prioritize long-wearing benefits, brand
                                                      • Figure 33: Color cosmetic purchase influencers, any rank, march 2015
                                                    • Secondary purchase factors important in promoting differentiation
                                                    • Qualities Sought in Brand Spokespeople

                                                      • Women skeptical of color cosmetics advertising
                                                        • Figure 34: Select attitudes regarding skepticism in color cosmetics advertising, March 2015
                                                      • Women looking for authenticity in brand spokespeople
                                                        • Figure 35: Qualities sought in brand spokespeople, March 2015
                                                      • In their words
                                                      • Attitudes toward Advertising and Information Sources

                                                        • Despite skepticism, women rely on advertising for inspiration
                                                          • Figure 36: Select attitudes toward advertising and information sources in color cosmetics, March 2015
                                                        • Use of technology important in reaching category-involved women
                                                          • In their words
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Sales data
                                                                • Fan chart forecast
                                                                  • Consumer survey data
                                                                    • Consumer qualitative research
                                                                      • Abbreviations and terms
                                                                        • Abbreviations
                                                                          • Terms
                                                                          • Appendix – Market

                                                                            • Sales and forecast
                                                                              • Figure 37: Total US sales and forecast of color cosmetics, at inflation-adjusted prices, 2010-20
                                                                              • Figure 38: Total US retail sales and forecast of color cosmetics, by segment, at current prices, 2010-20
                                                                            • Retail channels
                                                                              • Figure 39: Total US retail sales of color cosmetics, by channel, at current prices, 2010-15
                                                                              • Figure 40: Total US retail sales of color cosmetics, by channel, at current prices, 2013 and 2015
                                                                          • Appendix – Key Players

                                                                            • Eye cosmetics
                                                                              • Figure 41: MULO sales of eye cosmetics, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                            • Facial cosmetics
                                                                              • Figure 42: MULO sales of facial cosmetics, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                            • Lip cosmetics
                                                                              • Figure 43: MULO sales of lip cosmetics, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                          • Appendix – Consumer

                                                                            • Correspondence analysis methodology

                                                                            Companies Covered

                                                                            • Walmart Stores (USA)

                                                                            Color Cosmetics - US - July 2015

                                                                            £3,199.84 (Excl.Tax)