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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Colour Cosmetics - Eye and Eyebrow market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this Report

This market covers eye and eyebrow colour cosmetics for women. Market value is based on sales through all retail channels including direct to consumer and selective outlets.

The Report includes:

  • Eyebrow products
  • (eg eyebrow pencil, eyebrow gel, eyebrow powder, etc)
  • Eyelash/Mascara
  • Eyeliner
  • Eyeshadow

Excluded

  • Lash growth serums and treatment
  • eye and lash primers
  • eye concealers
  • eyelash curlers
  • false eyelashes.

What you need to know

The eye and eyebrow colour cosmetics market continues to show strong performance with an estimated 16% rise in value in 2018, taking the market value from RMB 6,370 million in 2017 to RMB 7,389 million in 2018.The prospect of the next five years is likely to be bright, as Chinese women are developing more sophisticated make-up habits and beauty bloggers spare no effort to create makeup trends and introduce new products, which keeps enticing consumers to make new purchases.

Expert analysis from a specialist in the field

Written by Alice Li, a leading analyst in the Beauty sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Eye and eyebrow colour cosmetics are usually harder to apply and require more make-up techniques to create a delicate look, highlighting the importance of NPD (New product development) in easy-to-use products in this category. Eyeshadow holds the greatest growth potential in the next few years, supported by consumers’ growing interests, make-up trends led by beauty bloggers and strong launch activities. Alice Li
Senior Research Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of market value of eye and eyebrow colour cosmetics, China, 2013-23
            • Companies and brands
              • Figure 2: Market share of top 10 eye and eyebrow colour cosmetics companies, China, 2016 and 2017
            • The consumer
              • Desire for long and thick eyelashes/brows
                • Figure 3: Eye and eyebrow concerns, February 2018
              • Strong usage across segments
                • Figure 4: Eye and eyebrow colour cosmetics used in the last six months, February 2018
              • Maybelline is the most used eye and eyebrow make-up brand
                • Figure 5: Top brands of eye and eyebrow colour cosmetics using now, February 2018
              • Women over 25 tend to wear eye make-up as an essential
                • Figure 6: Eye make-up habits, by age, February 2018
              • Not experimental in make-up remover formats
                • Figure 7: Most often used make-up remover format, February 2018
              • Listen to family/friends
                • Figure 8: Influencer of buying colour cosmetics, February 2018
              • What we think
              • Issues and Insights

                • Prestige brands need to make a push
                  • The facts
                    • The implications
                      • Figure 9: Giorgio Armani Beauty ‘feel confident’ campaign, global, 2018
                      • Figure 10: Pat McGrath Mothership IV: Decadence Eyeshadow Palette, US, 2018
                    • How can make-up removers go hand in hand with colour cosmetics?
                      • The facts
                        • The implications
                          • Figure 11: Examples of eyebrow make-up remover, US, 2017-18
                          • Figure 12: RevitaLash Micellar Water Lash Water, US, 2018
                          • Figure 13: Examples of micellar make-up-removing wipes, Canada and Germany, 2017-18
                          • Figure 14: Urban Decay Meltdown Makeup Remover Stick, Us, 2017
                        • Mature women hold more potential
                          • The facts
                            • The implications
                              • Figure 15: Examples of eyebrow colour cosmetics with fibres to fill brow-sparse areas, UK and France, 2017-18
                              • Figure 16: Examples of eyelash/eyebrow colour cosmetics that stimulate eyelashes/brow hair growth, China and Japan, 2017
                              • Figure 17: CoverGirl ‘I am what I make up’ campaign featuring Maye Musk, US, 2017
                          • The Market – What You Need to Know

                            • Strong growth achieved and expected
                              • Eyebrow acquires the biggest share, eyeshadow leading the growth
                              • Market Size and Forecast

                                • Growth speeding up
                                  • Figure 18: Retail value sales of eye and eyebrow colour cosmetics, China, 2014-18
                                • Strong future growth expected
                                  • Figure 19: Best- and worst-case forecast of market value of eye and eyebrow colour cosmetics, China, 2013-23
                              • Market Drivers

                                • Increasingly invest in point make-up
                                  • Beauty bloggers drive new trends
                                  • Market Segmentation

                                    • Eyebrow products remain strong
                                      • Figure 20: Examples of popular eyebrow shapes, China, 2018
                                    • Eyeshadow positioned for growth spurt
                                      • Eyeliner and mascara underperform
                                      • Key Players – What You Need to Know

                                        • L’Oréal continues to lead, but domestic players gaining market share
                                          • Focus on easy application to keep consumers engaged
                                          • Market Share

                                            • L’Oréal still dominates, but fails to grow
                                              • Figure 21: Market share of top 10 eye and eyebrow colour cosmetics companies, China, 2016 and 2017
                                            • Domestic companies gaining market share
                                            • Competitive Strategies

                                              • New product launches focus on easy and convenient application
                                                • Innovative applicator/wand
                                                  • Figure 22: Examples of eyeliner and mascara with innovative applicator/wand, China, 2017-18
                                                • Two shades in one application
                                                  • Figure 23: Examples of eyeshadow duos/quartets, China, 2017-18
                                                • Versatility/multi-use benefits
                                                  • Figure 24: Examples of dual-ended/trio eyebrow pencil, China, 2017-18
                                                  • Figure 25: Examples of dual-ended eyeliner pencil, China, 2018
                                                • Help consumers find not just the right shade, but also the right look
                                                  • Figure 26: Example of Benefit Wow Your Brows, global, 2018
                                                  • Figure 27: Example of Maybelline New York Brow Play Studio
                                              • Who’s Innovating?

                                                • Eyeshadow is a growing focus of NPD
                                                  • Figure 28: New product launches of eye and eyebrow colour cosmetics, by sub-category, China, 2015-17
                                                  • Figure 29: New eyeshadow launches, by launch type, China, 2015-17
                                                • Long-lasting remains top claim, while ease of use and time/speed see a rise
                                                  • Figure 30: Top claims of new eye and eyebrow colour cosmetics launches, China, 2015-17
                                                  • Figure 31: Maybelline Tattoo Brow Gel Tint, China, 2018
                                                • Noteworthy innovations in overseas market
                                                  • Duo mascaras evolving
                                                    • Figure 32: The Face Shop 2 in 1 Volume Mascara, South Korea, 2018
                                                    • Figure 33: M.A.C Bold & Bad Lash, global, 2017
                                                    • Figure 34: Jung Saem Mool Refining Liner & Mascara, South Korea, 2017
                                                  • New applicator designs for superior results
                                                    • Figure 35: L'Oréal Brow Artist Micro Tattoo and VDL Expert Brow Cube Cara, UK and South Korea, 2018
                                                  • Rollerwheel liquid liner emphasises fast and effortless application
                                                    • Figure 36: M.A.C Rollerwheel Liquid Liner and other products with wheel applicator, US and Germany, 2017
                                                  • Pack innovations offer visual appeal and added value
                                                    • Figure 37: Petite Lael Eyebrow, Vietnam, 2018
                                                    • Figure 38: Examples of mascara in squeezable tubes, global, 2017-18
                                                  • Tap into ‘no make-up’ trend
                                                    • Figure 39: Examples of clear mascara, Japan and South Korea, 2017
                                                    • Figure 40: Examples of Chicca products, Japan, 2018
                                                • The Consumer – What You Need to Know

                                                  • About a third concerned about sparse eyebrows and short lashes
                                                    • Seven in 10 use some type of eyebrow colour cosmetics
                                                      • Maybelline has the largest amount of current users in this category
                                                        • Half of respondents say eye make-up is essential
                                                          • Make-up remover liquid, oil and milk used by over 80% of respondents
                                                            • Family/friends remain most influential in colour cosmetics category
                                                            • Eye and Eyebrow Concerns

                                                              • Eyebrow and eyelash enhancement as the primary need
                                                                • Figure 41: Eye and eyebrow concerns, February 2018
                                                              • Young women struggle to find the right eyebrow shape…
                                                                • Figure 42: Eyebrow concerns, by age, February 2018
                                                              • …and are less concerned about eyelashes
                                                                • Figure 43: Eye concerns, by age, February 2018
                                                            • Product Usage

                                                              • Eyebrow make-up is a staple
                                                                • Figure 44: Eye and eyebrow colour cosmetics used in the last six months, February 2018
                                                              • 20-29-year-olds are core users
                                                                • Figure 45: Eye and eyebrow colour cosmetics used in the last six months, by age, February 2018
                                                            • Brands Using

                                                              • Maybelline wins every category
                                                                • Figure 46: Top brands of eye and eyebrow colour cosmetics using now, February 2018
                                                              • A low priority of trading up?
                                                                • Figure 47: Top brands of pencil eyeliner using now, by age, February 2018
                                                            • Make-up Habits

                                                              • Eye make-up is essential for older women
                                                                • Figure 48: Eye make-up habits, by age, February 2018
                                                              • Young women show low confidence in eye make-up skills
                                                                • Figure 49: Confidence in eye make-up skills, by age, February 2018
                                                              • 25-39-year-olds more likely to change their eye and eyebrow make-up styles
                                                                • Figure 50: Eye and eyebrow make-up habits, by age, February 2018
                                                                • Figure 51: Eye make-up habits, by confidence in eye make-up skills, February 2018
                                                              • Penetration of eyelash extensions stays flat
                                                                • Figure 52: Usage of eyelash extensions, 2017 vs 2018
                                                            • Make-up Remover Usage Habits and Preferences

                                                              • Young women take make-up removal more seriously
                                                                • Figure 53: Products used to remove make-up in the last six months, February 2018
                                                                • Figure 54: Products used to remove make-up in the last six months, by age, February 2018
                                                              • Over 80% of respondents opt for liquid, oil and milk make-up remover
                                                                • Figure 55: Most often used make-up remover format, February 2018
                                                                • Figure 56: Most often used make-up remover format, by age, February 2018
                                                              • Mild and deep cleansing most important regardless of format
                                                                • Figure 57: Most important attributes of make-up remover, February 2018
                                                                • Figure 58: Most important attributes of make-up remover, by most often used make-up remover format, February 2018
                                                            • Influencer

                                                              • Doctor/dermatologist an increasing influence
                                                                • Figure 59: Influencer of buying colour cosmetics, February 2018
                                                              • Celebrities/online celebrities leading make-up trends
                                                                • Figure 60: Influencer, by eye make-up habits, February 2018
                                                            • Meet the Mintropolitans

                                                              • Older Mintropolitans express more eyebrow concerns
                                                                • Figure 61: Eyebrow concerns, by consumer classification and age, February 2018
                                                              • Mintropolitans pay more attention to eyeliner and eyelashes
                                                                • Figure 62: Gaps between Mintropolitans and non-Mintropolitans (as benchmark) in terms of eye and eyebrow colour cosmetics used in the last six months, February 2018
                                                              • Mintropolitans less experimental about make-up remover format
                                                                • Figure 63: Most often used make-up remover format, by consumer classification, February 2018
                                                            • Appendix – Market Size and Forecast

                                                                • Figure 64: Retail value sales of eye and eyebrow colour cosmetics, China, 2013-23
                                                            • Appendix – Methodology and Abbreviations

                                                              • Methodology
                                                                • Fan chart forecast
                                                                  • Abbreviations

                                                                  About the report

                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                  • The Consumer

                                                                    What They Want. Why They Want It.

                                                                  • The Competitors

                                                                    Who’s Winning. How To Stay Ahead.

                                                                  • The Market

                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                  • The Innovations

                                                                    New Ideas. New Products. New Potential.

                                                                  • The Opportunities

                                                                    Where The White Space Is. How To Make It Yours.

                                                                  • The Trends

                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                  Description