Face Colour Cosmetics - UK - July 2015

"Strong growth continues within the sector, which is expected to be worth £1.44 billion in 2015; a rise of 8% on 2014. Sales of prestige products continue to fare well, boosting the overall market, though the prevalence of budget brands has also helped encourage experimentation and increase product repertoires."

Roshida Khanom, Senior Personal Care Analyst

This report covers the following areas:

Older women are still largely uncatered for
Advertising scepticism is high
Low price drives experimentation, but could polarise the market

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Overview
- What you need to know
- Products covered in this report
Executive Summary
- A market enjoying strong growth
  - Figure 1: Best and worst-case forecast of UK value sales of face colour cosmetics, 2010-20
- Advertising spend sees decline
  - Figure 2: Recorded above-the-line, online display and direct mail total advertising expenditure on colour cosmetics, by category, January 2012-May 2015
- Skincare and colour cosmetics continue to cross-over
  - Figure 3: Top 10 positioning claims for face colour cosmetics, 2013 and 2014
- Mascara and lipstick are essentials
  - Figure 4: Usage of colour cosmetics, April 2015
- Older women show a decline in usage
  - Figure 5: Usage of eye liner, concealer/corrector and lip liner by age, April 2015
- Women want greater transparency from brands
  - Figure 6: Attitudes towards advertising of colour cosmetics, April 2015
- Brand ambassadors should be relatable
  - Figure 7: Desired attributes for colour cosmetics brand ambassadors, April 2015
- What we think
Issues and Insights
- Older women are still largely uncatered for
- The facts
- The implications
- Advertising scepticism is high
- The facts
- The implications
- Low price drives experimentation, but could polarise the market
- The facts
- The implications
The Market – What You Need to Know
- Approaching the £1.5 billion mark
- Eyebrow definer sees strong growth
- Retaining older women is key to ensuring growth
- Working women present opportunities
- Savvy shopping drives budget and own-label brands
- Retailers are innovating in the shopping experience
- Make-up is the most sought after content on social media
Market Size and Forecast
- A flourishing market, with strong growth ahead
  - Figure 8: UK retail value sales of face colour cosmetics, at current and constant prices, 2010-20
  - Figure 9: Best and worst-case forecast of UK value sales of face colour cosmetics, 2010-20
Segment Performance
- ‘No make-up’ trend driving sales of concealer and blusher
  - Figure 10: UK retail value sales of colour cosmetics, by sector, 2013-15
- Eyebrow definer sees strong growth
- Plumped lips drive interest in lip make-up
Channels to Market
- In-store events drives sales in department stores
  - Figure 11: UK retail value sales of colour cosmetics, by outlet type, 2013-14
- Savvy shopping behaviours
- 2015 brings more personalised shopping experiences
Market Drivers
- Rise in older women
  - Figure 12: Trends in the age structure of the UK population, by gender, 2009-19
- Increase in employment driving disposable income
  - Figure 13: Employment and unemployment, 2009-19
- Home working culture could impact the market
- Retailers are innovating in the shopping experience
  - Figure 14: Usual brand preferences of beauty products, December 2014
- Make-up causes skin concerns
  - Figure 15: Attitudes towards facial skincare products, March 2015
- Make-up is the most sought after content on social media
  - Figure 16: Types of information wanted from BPC social media sites, by topic, April 2015
Key Players – What You Need to Know
- Brand image driven by usage
- Advertising spend declines as brands turn to social media
- Line between skincare and colour cosmetics blurs further
- Estée Lauder targets younger women
- Prestige fares well…
- …whilst the category sees a rise in budget brands
Brand Research
- Brand map
  - Figure 17: Attitudes towards and usage of selected brands, May 2015
- Key brand metrics
  - Figure 18: Key metrics for selected brands, May 2015
- Brand attitudes: Estée Lauder and Lancôme most closely associated with quality
  - Figure 19: Attitudes, by brand, May 2015
- Brand personality: bareMinerals encourages natural connotations
  - Figure 20: Brand personality – Macro image, May 2015
- Boots No7’s caring brand image likely to drive usage
  - Figure 21: Brand personality – Micro image, May 2015
- Brand analysis
- Boots No7’s all-round image drives usage and high recommendation
  - Figure 22: User profile of Boots No7, May 2015
- bareMinerals has strong point of difference with natural and ethical image
  - Figure 23: User profile of bareMinerals, May 2015
- Maybelline struggles to truly enthuse customers but still generates high recommendation
  - Figure 24: User profile of Maybelline, May 2015
- Max Factor sits between premium and accessible brands
  - Figure 25: User profile of Max Factor, May 2015
- MUA’s bright colours drive a youthful and quirky brand image
  - Figure 26: User profile of MUA, May 2015
- Rimmel is noted for value but may lack perceived depth of product range
  - Figure 27: User profile of Rimmel, May 2015
- Estée Lauder uses heritage and quality to promote premium proposition
  - Figure 28: User profile of Estée Lauder, May 2015
- Lancôme has similar traits to Estée Lauder, but lacks same strong image
  - Figure 29: User profile of Lancôme, May 2015
Brand Communication and Promotion
- Decline in advertising spend in 2014
  - Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on colour cosmetics, by category, January 2012-May 2015
- TV remains biggest source of advertising spend
  - Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on colour cosmetics, by media type, January 2014-May 2015
- Social media watch-outs
- Maybelline maintains biggest advertising spend
  - Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on colour cosmetics, by top advertisers, Jan 2014-May 2015
- Procter & Gamble invests in new lines and old stars
- L’Oréal Paris attempts to be more accessible
- Coverage/methodology clarification
Launch Activity and Innovation
- Focus on face
  - Figure 33: New product development in the colour cosmetics category, by segment, January 2012-May 2015
- Natural look drives launches
  - Figure 34: New product development in the face colour cosmetic category, by segment, January 2012-May 2015
- From BB/CC creams to Air Cushion Foundation
- Botanical claims see a rise in face products
  - Figure 35: Top 10 positioning claims for face colour cosmetics (based on 2014), 2013 and 2014
- Serum foundations on the rise
  - Figure 36: Examples of serum foundation launches, 2014-15
- Eyebrows are a focus in 2014
  - Figure 37: Examples of eyebrow kit launches, June-Dec 2014
- - Figure 38: New product development in the eye colour cosmetic category, by segment, January 2012-May 2015
- L’Oréal eyes up eyebrow trend
  - Figure 39: Eye brow make-up launches by L’Oréal and its subsidiaries, 2014 and 2015
- Waterproof claims see a rise in eye products
  - Figure 40: Top 10 positioning claims for eye colour cosmetics (based on 2014), 2013 and 2014
- Social media features on-pack for eye products
- Lip launches focus on colour
  - Figure 41: Top 10 positioning claims for lip colour cosmetics (based on 2014), 2013 and 2014
- Kylie Jenner lip effect
  - Figure 42: Examples of lip products featuring collagen increasing claims, June-Dec 2014
- Estée Lauder targets younger women
  - Figure 43: New product launches in the colour cosmetics category, by top ultimate companies, Jan 2013-May 2015
- Beauty on a budget
Market Share
- Prestige shows strong growth
  - Figure 44: Mass versus prestige shares in colour cosmetics, 2013-2014
- Budget brands fare well in 2014
  - Figure 45: Manufacturer shares for UK colour cosmetics market (mass market only), 2013-14
The Consumer – What You Need to Know
- Usage declines with age
- Heavier coverage used for special occasions
- Mascara and lipstick are make-up essentials
- Long-lasting is the most important claim
- Concern drives interest
- Budget brands encourage experimentation
- Women want to relate to brand ambassadors
- Advertising still holds scepticism
Usage of Colour Cosmetics
- Wrinkles and pale skin deterring older women from using make-up
  - Figure 46: Frequency of usage of colour cosmetics, April 2015
- Eye liner could pose dexterity issues
- - Figure 47: Usage of eye liner, concealer/corrector and lip liner by age, April 2015
- Brands target older women
  - Figure 48: Look fabulous forever tutorial
- Working women use make-up frequently
  - Figure 49: Usage of colour cosmetics at least once a day, by age, April 2015
- Women prefer heavier face coverage for special occasions
- - Figure 50: Usage occasions of face colour cosmetics, April 2015
- Lipstick has universal appeal
  - Figure 51: Usage occasions of lip colour cosmetics, April 2015
- Lipstick usage remains high with age
  - Figure 52: Usage of lipstick, BB/CC creams and eyebrow definer by age, April 2015
- False lashes have low usage
  - Figure 53: Usage occasions of eye colour cosmetics, April 2015
Purchase of Colour Cosmetics
- Long-lasting is important to busy women
  - Figure 54: Long-lasting as a factor influencing purchase, by age, April 2015
- Troubled skin causes problems for young women
  - Figure 55: Factors influencing purchase of face colour cosmetics, April 2015
- British weather could lend itself to waterproof claims
  - Figure 56: Factors influencing purchase of eye colour cosmetics, April 2015
- Eye sensitivity is important
- Moisturising is important to lip users
  - Figure 57: Factors influencing purchase of lip colour cosmetics, April 2015
- Budget brands are impacting shopping behaviours
  - Figure 58: Buying behaviours, April 2015
- Colour matching is still an opportunity
- The internet drives inspiration
Attitudes towards Advertising
- Brand ambassadors should be more relatable
- - Figure 59: Desired attributes for colour cosmetics brand ambassador, April 2015
- Believability is low
- - Figure 60: Attitudes towards advertising of colour cosmetics, April 2015
- Women want to see diversity
Appendix – Data Sources, Abbreviations and Supporting Information
- Data sources
- Abbreviations
- Fan chart forecast
- Brand research
- Brand map
- Correspondence analysis