Lip Care - Europe - December 2010
The lip care category shares many characteristics of two other beauty categories – lip make-up and sun care.
Like sun care products, lip care items have a seasonal aspect and sales tend to spike in the winter, when consumers feel the need to protect their lips from harsh conditions and to repair the chaps that can result from the weather and from colds and flu. However, sales are growing of lip care products developed as an adjunct to the sun care regime. More products carry SPF ratings and claims of UV protection and anti-oxidant activity.
From lip make-up, lip care products take the characteristics of portability and frequent touch-ups. It is no coincidence that the lip care category is at its strongest where usage of lip make-up is at its highest. Take the UK and French markets, for example. Three quarters of UK women regularly wear lipstick or lipgloss and the country enjoys the second largest of the ‘Big 5’ lip product markets. In contrast, only six in ten French women use lip make-up, and the French lip care market languishes last among the ‘Big 5’.
However, lip care is firmly entrenched in the skincare category, and has absorbed many of its characteristics – segmentation, anti-ageing claims and a drive towards measurable results.
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