Description

“COVID-19 threw a wrench into the established makeup routines of many Canadians since traditional triggers for makeup use like work and social events essentially stalled during lockdown. Even as some businesses slowly reopen, ongoing mask mandates will challenge the recovery of facial and lip product sales. However, the majority of Canadians are looking forward to returning to their pre-pandemic routines once restrictions lift, offering some light at the end of a very dark tunnel for the industry.”
– Meghan Ross, Senior Home & Beauty Analyst

This Report looks at the following areas:

  • The impact of COVID-19 on the colour cosmetics market.
  • Market factors impacting the cosmetics landscape in Canada.
  • Makeup routines, including expected post-pandemic behaviours.
  • Influences on makeup purchases.
  • Consumer attitudes related to makeup routines and behaviours.

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: Canadian context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on colour cosmetics
      • Figure 1: Short-, medium- and longer-term impact of COVID-19 on colour cosmetics, 2021
    • Opportunities and challenges
    • Canadians are seeking sustainable options
    • Ingredient transparency will be expected
    • Mental wellness benefits of makeup will be emphasized
    • The distinction (or lack thereof) between mainstream and premium brands will cause a reassessment in value
    • Skincare claims and benefits will extend to cosmetics
  3. The Market – Key Takeaways

    • Impact of COVID-19 on colour cosmetics
    • Immigration rates will push the beauty industry to diversify their offerings
    • Canada’s aging population will put pressure on the industry but may also spur innovation opportunities
  4. Market Factors

    • Impact of COVID-19 on colour cosmetics
      • Figure 2: Canada’s unemployment rate, by age, January 2020-April 2021
    • Immigration rates will push the beauty industry to diversify their offerings
      • Figure 3: Distribution of foreign-born population, by region, 1996-2036
      • Figure 4: Glamnetic Instagram post, May 2021
    • Canada’s aging population will put pressure on the industry but may also spur innovation opportunities
      • Figure 5: Population aged 0-14 and 65+, 1988-2068*
      • Figure 6: Introducing GUIDE BEAUTY: Artistry Made Easy, 2020
  5. Companies and Brands – Key Takeaways

    • Waste reduction strategies align with sustainability ambitions
    • Updated sampling options aim to encourage trial and discovery
    • Inward and outward – beauty brands focus on more than physical appearance
    • Shoppers are seeking personalized options and advice
    • Brands are seeking to connect with consumers by establishing new, less traditional beauty communities
  6. Competitive Strategies

    • Waste reduction strategies align with sustainability ambitions
      • Figure 7: Mintel Trend Driver: Surroundings
    • Spotlight on Elate Cosmetics
      • Figure 8: Elate Cosmetics Instagram post, 2021
      • Figure 9: Elate Cosmetics Instagram post, 2021
      • Figure 10: River Organics Beauty Instagram post, 2021
      • Figure 11: Elate Cosmetics Instagram post, 2021
    • Updated sampling options aim to encourage trial and discovery
      • Figure 12: ‘Trying on makeup in-store is unhygienic’ (% agree), by COVID-19 exposure worry levels, 2021
      • Figure 13: Il Makiage Instagram post, 2021
      • Figure 14: Kosas Instagram post, 2021
      • Figure 15: Usage of virtual product preview tools, by age, 2021
      • Figure 16: Maybelline Instagram post, 2020
  7. Market Opportunities

    • Inward and outward – beauty brands focus on more than physical appearance
      • Figure 17: Mintel Trend Driver: Wellbeing
      • Figure 18: Rare Beauty Instagram post, 2021
      • Figure 19: Itsall.fluff Instagram post, 2021
    • Shoppers are seeking personalized options and advice
      • Figure 20: Cover FX Instagram post, 2021
      • Figure 21: Bite Beauty Instagram post, 2021
      • Figure 22: Introducing Perso, a 3-in-1 at-home personalized beauty device by L’Oréal, 2020
    • Brands are seeking to connect with consumers by establishing new, less traditional beauty communities
      • Figure 23: e.l.f. Cosmetics Instagram post, 2021
  8. The Consumer – Key Takeaways

    • Makeup for men is becoming more mainstream
    • A variety of motivators drive Canadian cosmetic use
    • Makeup users need encouragement to toss expired products
    • Colour and skincare combine
    • The distinction between mainstream and premium is blurry for many
    • Most Canadians expect to return to their typical routines post-pandemic
  9. Overall Makeup Usage

      • Figure 24: Makeup products normally used (any net), men vs women, 2021
    • Makeup for men is becoming more mainstream
      • Figure 25: ARod Instagram post, 2020
      • Figure 26: Clockface Beauty Instagram post, 2021
    • Younger Canadians are more involved with colour cosmetics
      • Figure 27: Makeup products normally used (any net), by age, 2021
      • Figure 28: Makeup products normally used (any net), non-Chinese Asian women vs women overall, 2021
  10. Facial Makeup Usage

    • Almost half of Canadians use facial cosmetics
      • Figure 29: Facial makeup products normally used, 2021
      • Figure 30: Facial makeup products normally used, men vs women, 2021
      • Figure 31: Facial makeup products normally used, men who wear makeup vs men overall, 2021
    • Face makeup usage declines with age
      • Figure 32: Facial makeup products normally used – Women, by age, 2021
      • Figure 33: Facial makeup products normally used – Men, by age, 2021
    • Facial makeup usage is elevated for some Asian communities
      • Figure 34: Facial makeup products normally used, non-Chinese Asian women vs women overall, 2021
  11. Eye Makeup Usage

    • Mascara is the most common eye makeup format
      • Figure 35: Eye makeup products normally used, 2021
    • Male and female eye makeup users favour different formats
      • Figure 36: Eye makeup products normally used, men vs women, 2021
      • Figure 37: Eye makeup products normally used, men who wear makeup vs men overall, 2021
      • Figure 38: Eye makeup products normally used – Women, by age, 2021
      • Figure 39: Eye makeup products normally used – Men, by age, 2021
    • Cultural factors drive South Asian eye liner users
      • Figure 40: Eye makeup products normally used, non-Chinese Asian women vs women overall, 2021
      • Figure 41: Kulfi.Beauty Instagram post, 2020
  12. Lip Makeup Usage

    • Half of Canadians use cosmetics on their lips
      • Figure 42: Lip makeup products normally used, 2021
    • Lipstick and lip gloss are the most common formats for both men and women
      • Figure 43: Lip makeup products normally used, men vs women, 2021
      • Figure 44: Lip makeup products normally used, men who wear makeup vs men overall, 2021
    • Lip gloss does not resonate as well as lipstick among older women
      • Figure 45: Lip Maximizer Hyaluronic Lip Plumper (US), 2021
      • Figure 46: Lip makeup products normally used – Women, by age, 2021
      • Figure 47: Lip makeup products normally used, mothers vs women with no children under 18 at home, 2021
      • Figure 48: Those who use lip makeup products (net any format) – Men, by age, 2021
    • Non-Chinese Asian women report strong usage of lip products
      • Figure 49: Lip makeup products normally used, non-Chinese Asian women vs women overall, 2021
  13. Frequency of Makeup Behaviours

    • A variety of motivators drive Canadian cosmetic use
      • Figure 50: Makeup routine and behaviour frequency, 2021
    • Makeup users need encouragement to toss expired products
      • Figure 51: Naked Poppy Instagram post, 2021
      • Figure 52: “I avoid touching my face when applying makeup” (% ever doing), by age, 2021
      • Figure 53: Beautyblender Instagram post, 2021
    • Famous founders drive interest
      • Figure 54: “I purchase from makeup brands because I like the founder” (% ever doing), by age and gender, 2021
      • Figure 55: The Modern Artista Instagram post, 2021
      • Figure 56: Ofra Cosmetics Instagram post, 2021
      • Figure 57: Il Makiage Instagram post, 2019
    • Cosmetic treatments can be a threat and an opportunity
      • Figure 58: Faux laminated eyebrow tutorial / the best brow gel, 2020
      • Figure 59: “I consider cosmetic treatments to replace makeup” (% ever doing), by age, 2021
      • Figure 60: Kosas Beauty Instagram post, 2021
      • Figure 61: Fenty Beauty Instagram post, 2021
      • Figure 62: Huda Beauty #FauxFilter Luminous Matte Foundation (US), 2021
    • Men and women have different makeup motivators
      • Figure 63: Makeup routine and behaviour (% ever doing), men vs women, 2021
      • Figure 64: ‘I share my makeup routine/products on social media’ (% ever doing), by age and gender, 2021
      • Figure 65: e.l.f. Cosmetics Instagram post, 2021
      • Figure 66: ‘I follow along with video tutorials as I try a new makeup technique’ (% ever doing), by age, 2021
    • Asian shoppers rely more heavily on digital touchpoints
      • Figure 67: Frequency of select makeup-related behaviours (% ever doing), Asians vs overall, 2021
  14. Attitudes about Routines and Products

    • Half of Canadians think mainstream brands are equal to premium ones
      • Figure 68: Makeup routine attitudes (% agree), 2021
    • Colour and skincare combine
      • Figure 69: Ciaté Superfruit Burst Citrus AHA Primer (US), 2021
      • Figure 70: Milani Glow Hydrating Skin Tint (Canada), 2021
      • Figure 71: Duo Line It Lash It 2in1 Eyeliner & Lash Adhesive (US), 2021
    • Consumers want clean products, but need help finding them
      • Figure 72: Sephora Canada Instagram post, 2020
      • Figure 73: Cover FX Instagram post, 2020
      • Figure 74: 100 Percent Pure Instagram post, 2020
    • Hygiene concerns hamper traditional sampling
    • The distinction between mainstream and premium is narrower for women
      • Figure 75: Makeup routine attitudes (% agree), men vs women, 2021
    • Younger shoppers are seeking skincare benefits
      • Figure 76: Makeup routine attitudes (% agree), 18-44s vs over-45s, 2021
      • Figure 77: ‘I’m worried the ingredients in makeup products are bad for my health” (% agree), by age and household income level, 2021
      • Figure 78: Men’s Natural Makeup | EASY Beginners Tutorial, 2018
    • Satisfaction with length of makeup routine varies between groups
      • Figure 79: ‘My “usual” makeup routine is too time consuming’ (% agree), by parental status, 2021
    • Highly engaged makeup users would prefer speedier routines
      • Figure 80: ‘My “usual” makeup routine is too time consuming’ (% agree), by beauty spending priority level, 2021
  15. Purchase Influencers

    • Canadians are open to a wide range of purchase supports
      • Figure 81: Makeup purchase influencers, 2021
    • Cultural barriers prevent some men from getting in-person purchase supports
      • Figure 82: Makeup purchase influencers, men vs women, 2021
      • Figure 83: Makeup purchase influencers, 18-44s vs over-45s, 2021
  16. Pandemic-related Makeup Routine Changes

    • Most Canadians expect to return to their typical routines post-pandemic
      • Figure 84: Makeup routine changes as a result of COVID-19, 2021
      • Figure 85: Makeup routine changes as a result of COVID-19, by the number of formats typically used, 2021
      • Figure 86: Frequency of makeup behaviours compared to prior to the COVID-19 pandemic, 2021
      • Figure 87: Change in makeup behaviours compared to prior to the COVID-19 pandemic, men vs women, 2021
      • Figure 88: Change in makeup behaviours compared to prior to the COVID-19 pandemic, by age, 2021
    • Asian shoppers were more likely to shop online for cosmetics during the pandemic
      • Figure 89: Change in online makeup shopping compared to prior to the COVID-19 pandemic, Asians vs overall, 2021
  17. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Mintel Trend Drivers
    • Abbreviations

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