“As trends and behaviours continue to evolve in the colour cosmetics market, opportunities arise for brands to appeal to new consumers including older women, as well as inspiring a higher spend per product with technological advancements such as 3D printing and individually tailored products.”
– Charlotte Libby, Senior Beauty Analyst
This report looks at the following issues:
- Technological innovations boost customised and tailored products
- The mature beauty consumer presents new areas of opportunity
- Savvy shopping restricting further sales growth
Retail value sales of colour cosmetic products increased by an estimated 3.9% in 2014, representing a deceleration in growth rate when compared to 2013. However, rather than shoppers abandoning the category, the rise in product usage underlines how today’s women are displaying more savvy shopping behaviours, such as switching to online or discount retailers, stocking up during times of promotional offer or conducting price comparisons online.
Prestige brands have seen particular sales strength in recent years, driven by strong NPD in product areas such as foundation. However, the rise of the online retailer channels, as well as the media reporting how designer items can be found at bargain prices in discount stores such as Poundland, has prevented prestige products from continuing to gain share of the colour cosmetics market.
As fashion trends continue to shape the beauty markets, eyebrow, nail and primer products have seen particular sales strength. The trend towards a more minimalist make-up look, teamed with high-profile product launches, has seen consumers place increasing focus on face cosmetics, with primers seeing the most sales growth. The explosion of BB creams caused women to pay further attention to how colour cosmetics can also have skincare benefits and, as a result, there is a great deal of interest in skin-friendly claims.
Harnessing this interest presents an opportunity to target the valued mature beauty consumer with anti-ageing or pro-age formulations for face make-up, as well as hyaluronic and plumping products for cheeks or lips.