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Colour Cosmetics - Eye and Eyebrow - China - June 2018

“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

This Report looks at the following areas:

  • Prestige brands need to make a push
  • How can make-up removers go hand in hand with colour cosmetics?
  • Mature women hold more potential

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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

                                                                  Colour Cosmetics - Eye and Eyebrow - China - June 2018

                                                                  US $4,460.00 (Excl.Tax)