2021
9
US Colour Cosmetics Market Report 2021
2021-08-06T04:08:02+01:00
OX1044787
3695
141183
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Report
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“After a steep hit in 2020, the category is beginning to pick back up as interactions outside the home increase and usage of protective face coverings subside. Pent-up demand and…

US Colour Cosmetics Market Report 2021

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the US Color Cosmetics market, including the behaviors, preferences, and habits of the consumer.
As the US emerges from the pandemic, consumers are returning to their cosmetic routines, helping the cosmetics category recover after its steep hit in 2020.

However, some lifestyle shifts that emerged over the past year are expected to stick, such as continued remote working/schooling and a larger focus on mental health. Changes to lifestyle create room for innovation. With more time at home and on-camera expected to continue in some capacity, there are opportunities to bring cosmetics into the wellness space by further merging into skincare, and opportunities for cosmetic products geared for online use.

Read on to discover more details, read our The Future of Colour Cosmetics: 2021 report, or take a look at all of our Beauty And Cosmetic Industry, Market Research & Trends reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the color cosmetics market.
  • How brands are renovating offerings in response to new lifestyle needs.
  • How the desire for convenience will shape the category moving forward.
  • Social media and digital lifestyles impact on the color cosmetics market.

Covered in this report

Brands: Maybelline, KVD Beauty, Kiss, Treslúce Beauty, Uoma Beauty, Uoma by Sharon C, Hims & Hers, Chanel, Perricone MD, Merit Beauty, Saie, Urban Decay, Future Lash, Ilia Beauty, L’Oreal USA, Coty Inc, Revlon Inc, American International Industries.

Expert analysis from a specialist in the field

Written by Clare Hennigan, a leading analyst in the Beauty, Personal Goods, and Toiletries sector. Her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

After a steep hit in 2020, the category is beginning to pick back up as interactions outside the home increase and usage of protective face coverings subside. Pent-up demand and a desire for fun is helping to speed recovery.

As we reemerge from the pandemic, expect a larger focus on convenience as busier lifestyles will increase the demand for products that expedite routines. Since online lifestyles and remote working are expected to continue in some capacity long term, brands can renovate offerings to appeal to shifting lifestyle needs.
Clare Hennigan, Research Analyst
Clare Hennigan
Senior Beauty Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Renovate offerings in response to shifting lifestyles
    • Use remote living culture to drive innovation
    • Life online increases reliance on influencers for recommendations
    • Allow consumer desire for playfulness to guide NPD
    • Target innovation to support desire for convenience
    • Long-lasting cosmetics satisfy need for convenience and performance
    • Develop multipurpose products that cut down on time and waste
    • The desire for convenience extends into the removal process
    • Inclusivity will shape the future of the cosmetics landscape
    • Shifting demographic landscape benefits market and increases need for inclusive cosmetics
    • Bring inclusivity into packaging design
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of color cosmetics, at current prices, 2016-26
    • Impact of COVID-19 on color cosmetics
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on color cosmetics, 2021
  3. The Market – Key Takeaways

    • Wane of the pandemic lifts market sales
    • Eye segment overtakes facial cosmetics in market share
    • Bring cosmetic sampling into the digital era
  4. Market Size and Forecast

    • Wane of the pandemic lifts market sales
      • Figure 3: Total US sales and fan chart forecast of color cosmetics, at current prices, 2016-26
      • Figure 4: Total US retail sales and forecast of color cosmetics, at current prices, 2016-26
    • Impact of COVID-19 on color cosmetics
    • Learnings from the Great Recession
  5. Segment Performance

    • As masks come off, lip and face products go on
      • Figure 5: Percent change of total US retail sales of color cosmetics, by segment, 2017-21 (est)
    • Eye segment overtakes facial cosmetics in market share
      • Figure 6: KISS Falscara Lengthening Starter Kit
    • Build on eye cosmetics momentum by increasing accessibility
      • Figure 7: Total US retail sales of color cosmetics, by segment, at current prices, 2019 and 2021
  6. Market Factors

    • Bring cosmetic sampling into the digital era
      • Figure 8: Purchase channel, 2021
    • Shifting demographic landscape benefits market and increases need for inclusive cosmetics
      • Figure 9: Repertoire analysis of makeup product usage, by race and Hispanic origin, 2021
    • Luxury players are putting refillable cosmetics into motion
  7. Companies and Brands – Key Takeaways

    • Most leading players see declines, digitally savvy brands stand out
    • Renovation is necessary to compete with professional services
    • Allow consumer desire for playfulness to guide NPD
  8. Market Share

    • Most leading players see declines, digitally savvy brands stand out
    • Sales of color cosmetics by company
      • Figure 10: Multi-outlet sales of color cosmetics, by leading companies, rolling 52 weeks 2020 and 2021
  9. Competitive Strategies

    • Enhance cosmetics “play-ability” by tapping into the gamer space
      • Figure 11: Mintel GNPD – NYX Tetris
    • Renovation is necessary to compete with professional services
      • Figure 12: Receive cosmetic treatments, by adults aged 18-24, 2020 and 2021
    • Highlight convenience to increase customer acquisition 
    • Focus on skin health to bring cosmetics into the wellness halo
    • Life online increases reliance on influencers for recommendations
      • Figure 13: TikTok – Maybelline Lash Sensational Sky High Mascara
  10. Market Opportunities

    • Bring inclusivity into packaging design
    • Allow consumer desire for playfulness to guide NPD
      • Figure 14: Chanel Les Beiges Water-Fresh Tint
    • Use WFH culture to drive innovation
      • Figure 15: Select behaviors toward color cosmetics – I do this, 2020 and 2021
  11. The Consumer – Key Takeaways

    • Consumer segments defined by attitudes toward color cosmetics
    • Limited in-store try on drove repeat purchases
    • Align with lifestyle needs through convenient product formats
    • Lip gloss surpasses lipstick in usage
    • Consumers redefine value through the lens of the pandemic
    • Encourage repeat purchases with customizable products
    • The desire for convenience extends into the removal process
    • Customizable products continue to gain traction
  12. Consumer Segmentation

      • Figure 16: Consumer segmentation, 2021
    • Group 1 – Pragmatists
      • Figure 17: Consumer segmentation – Any agree, by Pragmatists, 2021
    • Group 2 – Loyalists
      • Figure 18: Consumer segmentation – Any agree, by loyalists, 2021
    • Group 3 – Beauty Experimenters
      • Figure 19: Consumer segmentation – Any agree, by Beauty Experimenters, 2021
    • Group 4 – Holistic Beauties
      • Figure 20: Consumer segmentation – Any agree, by Holistic Beauties, 2021
    • Group 5 – Engaged Enthusiasts
      • Figure 21: Consumer segmentation – Any agree, by Engaged Enthusiasts, 2021
  13. Facial Cosmetic Usage

    • Limited in-store try on drove repeat purchases
      • Figure 22: Instagram post – Kosas
      • Figure 23: Facial cosmetic usage, 2021
    • Renovate traditional product formats to entice Gen Z
      • Figure 24: Madison Beer’s Guide to Soap Brows and Easy Blush | Beauty Secrets | Vogue
      • Figure 25: Facial cosmetic usage, by age, 2021
    • Appeal to Hispanic shoppers by engaging their sense of adventure
      • Figure 26: Facial cosmetic usage, by race and Hispanic origin, 2021
  14. Eye Cosmetic Usage

    • Target innovation to support eye health and convenience
      • Figure 27: Instagram post – Eyes Are The Story
      • Figure 28: Eye cosmetic usage, 2021
    • Infuse eye cosmetics with skincare benefits to boost participation
      • Figure 29: Perricone MD No Makeup Skincare Eyeshadow
      • Figure 30: Eye cosmetic usage, by age, 2021
    • Engage Hispanic shoppers with long-lasting cosmetic claims
      • Figure 31: Eye cosmetic usage, by race and Hispanic origin, 2021
  15. Lip Cosmetic Usage

    • Lip gloss surpasses lipstick in usage
      • Figure 32: Innovations in lip cosmetics
      • Figure 33: Lip cosmetic usage, 2021
    • Y2K trends poised to further grow glosses
      • Figure 34: TikTok – Y2K makeup look
      • Figure 35: Urban Decay Decades Collection
      • Figure 36: Lip cosmetic usage, by age, 2021
    • Boost Black women’s engagement with moisturizing formulas
      • Figure 37: Lip cosmetic usage, by race and Hispanic origin, 2021
  16. Changes in Behavior

    • Consumers redefine value through the lens of the pandemic
      • Figure 38: Changes in behavior, 2021
    • Age-inclusive marketing and products have potential to transform routines into rituals
      • Figure 39: Changes in behavior, by age, 2021
    • Pair “fun” with results to reach Beauty Experimenters
      • Figure 40: Changes in behavior, by consumer segmentation, 2021
  17. Behaviors toward Color Cosmetics

    • The push for streamlined routines will further blur category lines
      • Figure 41: Behaviors toward color cosmetics, 2021
    • Key audiences prone to makeup “substitutes”
      • Figure 42: Behaviors toward color cosmetics – I do this, by age, 2021
    • Encourage repeat purchases with customizable products
      • Figure 43: Select behaviors toward color cosmetics – I do this, by consumer segmentation, 2021
  18. Product Claims

    • The desire for convenience extends into the removal process
      • Figure 44: Future Lash Smudge-Free Lifting Mascara, GNPD
      • Figure 45: Product claims, 2021
    • CSR initiatives resonate with young adults
      • Figure 46: Product claims, by age, 2021
    • Holistic Beauties prioritize skin health and clean ingredients
      • Figure 47: Instagram post – Ilia Beauty x @Whitehairwisdom
      • Figure 48: Product claims, by consumer segmentation, 2021
  19. Interest in Innovation

    • Customizable products continue to gain traction
    • Customization at mass
      • Figure 49: Interest in innovation, 2021
    • Create space for inclusive cosmetic packaging
      • Figure 50: Interest in innovation, by age, 2021
  20. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations
  21. Appendix – The Market

      • Figure 51: Total US retail sales and forecast of color cosmetics, at inflation-adjusted prices, 2016-26
      • Figure 52: Total US retail sales of color cosmetics, by segment, at current prices, 2019 and 2021
      • Figure 53: Total US retail sales of color cosmetics, by channel, at current prices, 2016-21
  22. Appendix – Companies and Brands

      • Figure 54: Multi-outlet sales of eye cosmetics, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 55: Multi-outlet sales of facial cosmetics, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 56: Multi-outlet sales of lip cosmetics, by leading companies and brands, rolling 52 weeks 2020 and 2021
  23. Appendix – The Consumer

    • Consumer segmentation factors
      • Figure 57: Attitudes toward color cosmetics, 2021
  24. Appendix – GNPD

      • Figure 58: Formats and textures, percent change – Growth, 2016-20

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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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