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Color Cosmetics - US - July 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total US sales and fan chart forecast of color cosmetics, at current prices, 2009-19
Market factors
Figure 2: Use of color cosmetics, by household income, April 2014
Segment performance
Figure 3: Total US retail sales of color cosmetics, segmented by type, 2012 and 2014
Key players
Figure 4: MULO sales of the top five mass market color cosmetics companies, rolling 52 weeks 2013 and 2014
The consumer
Lip make-up and mascara are most used products
Figure 5: Use of color cosmetics, April 2014
Women seek long-wearing, lightweight facial cosmetics
Figure 6: Top five benefits sought when selecting facial cosmetics, April 2014
Volumizing ranks as most important mascara benefit
Figure 7: Top five benefits sought when selecting mascara, total respondents and 18-24 age group, April 2014
Women want lip products that moisturize and are long-wearing
Figure 8: Top five benefits sought when selecting lip cosmetics, total respondents and 18-24 age group, April 2014
What we think
ISSUES AND INSIGHTS
Mass market is struggling
The issues
The implications: Leverage technology, creative retailing
Multi-benefit products stealing share from foundation, skincare
The issues
The implications: Offer spectrum of coverage, highlight new usage occasions
Shoppers seek different benefits depending on product, lifestage
The issues
The implications: Implement targeted marketing efforts, customize product offerings
TREND APPLICATION
Trend: Secret, Secret
Trend: Non-Standard society
Trend: Make it Mine
MARKET SIZE AND FORECAST
Key points
Sales and forecast of color cosmetics
Figure 9: Total US sales and forecast of color cosmetics, at current prices, 2009-19
Figure 10: Total US sales and forecast of color cosmetics, at inflation-adjusted prices, 2009-19
Future looks solid for color cosmetics
Figure 11: Total US sales and fan chart forecast of color cosmetics, at current prices, 2009-19
Forecast methodology
MARKET DRIVERS
Key points
Wealth disparity benefits both prestige and budget brands
Figure 12: University of Michigan’s index of consumer sentiment (ICS), 2007-14
Figure 13: Use of color cosmetics, by household income, April 2014
Trend-driven nature of category drives market
Technology impacts how women interact with make-up
COMPETITIVE CONTEXT
Hybridization of color cosmetics
SEGMENT PERFORMANCE
Key points
Facial make-up sales remain strong
Lip cosmetics see uptick in growth
Sales of color cosmetics, by segment
Figure 14: Total US retail sales of color cosmetics, segmented by type, 2012 and 2014
Figure 15: Key purchase measures for color cosmetic products, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
SEGMENT PERFORMANCE – FACIAL COSMETICS
Key points
Sales are solid for facial cosmetics
Sales and forecast of facial cosmetics
Figure 16: Total US sales and forecast of facial cosmetics, at current prices, 2009-19
SEGMENT PERFORMANCE – EYE COSMETICS
Key points
Slow growth expected for eye cosmetics
Sales and forecast of eye cosmetics
Figure 17: Total US sales and forecast of eye cosmetics, at current prices, 2009-19
SEGMENT PERFORMANCE – LIP COSMETICS
Key points
Lip cosmetic sales are on the rise
Sales and forecast of lip cosmetics
Figure 18: Total US sales and forecast of lip cosmetics, at current prices, 2009-19
RETAIL CHANNELS
Key points
Sales growth is steady across all retail channels
Sales of color cosmetics, by channel
Figure 19: Total US retail sales of color cosmetics, by channel, 2012 and 2014
Creative retailing plays bigger role in color cosmetics sales
Figure 20: Total US retail sales of color cosmetics, by channel, at current prices, 2009-14
LEADING COMPANIES
Key points
Leading color cosmetics companies struggle
Coty Beauty, J&J post strongest gains
Manufacturer sales of color cosmetics
Figure 21: Manufacturer sales of mass market color cosmetics, 2013 and 2014
BRAND SHARE – FACIAL COSMETICS
Key points
L’Oréal leads segment, but struggles to grow sales
P&G’s CoverGirl sees mixed results
Neutrogena posts modest gains
Manufacturer sales of facial cosmetics
Figure 22: Manufacturer sales of mass market facial cosmetics, 2013 and 2014
BRAND SHARE – EYE COSMETICS
Key points
L’Oréal dominates sales, but fails to grow
New products boost sales for CoverGirl
Coty Beauty posts strongest growth in eye cosmetics
Manufacturer sales of eye cosmetics
Figure 23: Manufacturer sales of mass market eye cosmetics, 2013 and 2014
BRAND SHARE – LIP COSMETICS
Key points
Sales declining for segment leaders
Budget brands gaining
Manufacturer sales of lip cosmetics
Figure 24: Manufacturer sales of mass market lip cosmetics, 2013 and 2014
INNOVATIONS AND INNOVATORS
New product launch trends
Figure 25: Color cosmetics launches, by share, 2009-14
Figure 26: Top 10 color cosmetic claims, by share, 2009-14
Category innovations
Correctors
Innovative packaging
The eyes have it
Eyebrow products
False eyelashes
Long-lasting liner
Multitasking eye make-up
Ombre eye shadow
MARKETING STRATEGIES
Overview of the brand landscape
Read my lips
Figure 27: Revlon Super Lustrous lipstick TV ad, December 2013
Figure 28: Maybelline Color Elixir TV ad, November 2013
Brands go digital
Figure 29: L’Oréal Makeup Genius tutorial, June 2014
Fashion designers take on make-up
SOCIAL MEDIA
Key points
Market overview
Key social media metrics
Figure 30: Key performance indicators, selected color cosmetics brands, June 2, 2013-June 1, 2014
Brand usage and awareness
Figure 31: Brand usage and awareness of color cosmetics brands, April 2014
Interaction with brands
Figure 32: Interaction with color cosmetics brands, April 2014
Leading online campaigns
Social media-inspired products
Leveraging social media influencers
Generating online buzz without offering any giveaways
Hashtag campaigns for good
What we think
Online conversations
Figure 33: Online mentions, selected color cosmetics brands, June 2, 2013-June 1, 2014
Where are people talking about color cosmetics brands?
Figure 34: Mentions by page type, selected color cosmetics brands, June 2, 2013-June 1, 2014
What are people talking about online?
Figure 35: Mentions by topic of conversation, selected color cosmetics brands, June 2, 2013-June 1, 2014
COLOR COSMETIC USAGE
Key points
Lip cosmetics, mascara are make-up essentials
Figure 36: Use of color cosmetics, April 2014
Facial cosmetic wearers average highest number of products used
Figure 37: Average number of color cosmetic products used, April 2014
Figure 38: Average number of facial cosmetic products used, by age, April 2014
Figure 39: Average number of eye cosmetic products used, by age, April 2014
Figure 40: Average number of lip cosmetic products used, by age, April 2014
USE OF FACIAL COSMETICS
Key points
Foundation and blush are most used facial cosmetics
Figure 41: Any use of facial cosmetics, by age, April 2014
Figure 42: Types of facial cosmetics used, by age, April 2014
Long-wearing and lightweight formulas important to facial cosmetic users
Figure 43: Benefits sought when selecting facial cosmetics, by ranking, April 2014
Figure 44: Benefits sought when selecting facial cosmetics, any rank, by age, April 2014
Majority of foundation users turn to liquid format
Figure 45: Types of foundation/concealer used, by age, November 2012-December 2013
Powder format dominates among blush/bronzer users
Figure 46: Types of blusher/bronzer used, by age, November 2012-December 2013
CoverGirl is most used facial cosmetic brand
Figure 47: Katy Perry #instaGLAM TV ad, April 2014
Figure 48: Brands of foundation/concealer used, November 2008-December 2013
Figure 49: Brands of blusher/bronzer used, November 2008-December 2013
Brand use reveals difference in product usage
Figure 50: Facial cosmetic usage by any awareness of color cosmetic brands, April 2014
USE OF EYE COSMETICS
Key points
Mascara is most used color cosmetic
Figure 51: Any use of eye cosmetics, by age, April 2014
Figure 52: Types of eye cosmetics used, by age, April 2014
Eye make-up users want products to stay put
Figure 53: Benefits sought when selecting eye make-up, such as shadow, by ranking, April 2014
Figure 54: Benefits sought when selecting eye make-up such as shadow, any rank, by age, April 2014
Powders and pencils are most used eye make-up formats
Figure 55: Kinds of eye make-up used, by age, November 2012-December 2013
Mascara users seek volume
Figure 56: Benefits sought when selecting mascara, by ranking, April 2014
Figure 57: Benefits sought when selecting mascara, any rank, by age, April 2014
Occasion likely dictates use of different types of mascara
Figure 58: Kinds of mascara used, by age, November 2012-December 2013
CoverGirl and Maybelline are most used eye cosmetic brands
Figure 59: Brands of eye make-up used, November 2008-December 2013
Figure 60: Brands of mascara used, November 2008-December 2013
USE OF LIP COSMETICS
Key points
Women rely on a variety of lip products
Figure 61: Any use of lip cosmetics, by age, April 2014
Figure 62: Use of lip cosmetics, by age, April 2014
Moisturizing and long-wearing are important to users of lip cosmetics
Figure 63: Benefits sought when selecting lip cosmetics, by ranking, April 2014
Figure 64: Benefits sought when selecting lip cosmetics, any rank, by age, April 2014
Usage remains steady for top three brands, though Burt’s Bees is gaining ground
Figure 65: Burt’s Bees print ad, 2014
Figure 66: Brands of lipstick and lip gloss used, November 2008-December 2013
THE ROLE OF PRESTIGE, MASS, AND BUDGET BRANDS IN PRODUCT SELECTION
Key points
Color cosmetic users rely on mass brands
Figure 67: Type of brand used when selecting color cosmetics, April 2014
Women more inclined to turn to prestige brands of facial cosmetics
Figure 68: Type of brand used when selecting facial cosmetics, by age, April 2014
Mass brands popular choice for mascara users
Figure 69: Type of brand used when selecting eye cosmetics, by age, April 2014
Lip cosmetics are viewed as lower-risk purchase
Figure 70: Type of brand used when selecting lip cosmetics, by age, April 2014
ATTITUDES TOWARD MULTI-BENEFIT MAKE-UP AND KITS
Key points
Kits and palettes appeal to younger women
Users of multifunctional make-up want to simplify routine
Figure 71: Attitudes toward multi-benefit make-up and kits, by age, April 2014
Figure 72: Attitudes toward multi-benefit make-up, among BB/CC cream users, by age, April 2014
RACE AND HISPANIC ORIGIN
Key points
Black women below-average users of facial cosmetics
Figure 73: Types of facial cosmetics used, by race/Hispanic origin, April 2014
Figure 74: Benefits sought when selecting facial cosmetics, any rank, by race/Hispanic origin, April 2014
Eye make-up users look for similar benefits, regardless of race
Figure 75: Types of eye cosmetics used, by race/Hispanic origin, April 2014
Figure 76: Benefits sought when selecting eye shadow/liner/eyebrow definer, any rank, by race/Hispanic origin, April 2014
Figure 77: Benefits sought when selecting mascara, any rank, by race/Hispanic origin, April 2014
Race reveals differences in what benefits are important to lip make-up users
Figure 78: Types of lip cosmetics used, by race/Hispanic origin, April 2014
Figure 79: Benefits sought when selecting lip cosmetics, any rank, by race/Hispanic origin, April 2014
Multicultural women more likely to see benefits to using make-up kits
Figure 80: Attitudes toward multifunctional make-up and kits, by race/Hispanic origin, April 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Use of facial cosmetics
Figure 81: Types of facial cosmetics used, by household income, April 2014
Figure 82: Types of foundation/concealer used, by household income, November 2012-December 2013
Figure 83: Types of blusher/bronzer used, by household income, November 2012-December 2013
Figure 84: Brands of foundation/concealer used, by age, November 2012-December 2013
Figure 85: Brands of blusher/bronzer used, by age, November 2012-December 2013
Figure 86: Benefits sought when selecting facial cosmetics, any rank, by age and household income, April 2014
Use of eye cosmetics
Figure 87: Types of eye cosmetics used, by household income, April 2014
Figure 88: Brands of eye make-up used, by age, November 2012-December 2013
Figure 89: Brands of mascara used, by age, November 2012-December 2013
Figure 90: Benefits sought when selecting eye shadow/liner/eyebrow definer, any rank, by age and household income, April 2014
Figure 91: Benefits sought when selecting mascara, any rank, by age and household income, April 2014
Use of lip cosmetics
Figure 92: Types of lip cosmetics used, by household income, April 2014
Figure 93: Brands of lipstick and lip gloss used, by age, November 2012-December 2013
Figure 94: Benefits sought when selecting lip cosmetics, any rank, by age and household income, April 2014
The role of prestige, mass, and budget brands in product selection
Figure 95: Type of brand used when selecting facial cosmetics, by race/Hispanic origin, April 2014
Figure 96: Type of brand used when selecting facial cosmetics, by age and household income, April 2014
Figure 97: Type of brand used when selecting eye cosmetics, by race/Hispanic origin, April 2014
Figure 98: Type of brand used when selecting eye cosmetics, by age and household income, April 2014
Figure 99: Type of brand used when selecting lip cosmetics, by race/Hispanic origin, April 2014
Figure 100: Type of brand used when selecting lip cosmetics, by age and household income, April 2014
Attitudes toward multifunctional make-up and kits
Figure 101: Attitudes toward multifunctional make-up and kits, by age and household income, April 2014
APPENDIX – SOCIAL MEDIA
Online conversations
Figure 102: Online mentions, selected color cosmetics brands, June 2, 2013-June 1, 2014
Brand analysis
Figure 103: CoverGirl key social media indicators, June 2014
Figure 104: NARS key social media indicators, June 2014
Figure 105: Clinique key social media indicators, June 2014
Figure 106: Rimmel key social media indicators, June 2014
Figure 107: Avon key social media indicators, June 2014
Figure 108: Benefit key social media indicators, June 2014
Brand usage or awareness
Figure 109: Brand usage or awareness, April 2014
Figure 110: Benefit usage or awareness, by demographics, April 2014
Figure 111: NARS usage or awareness, by demographics, April 2014
Figure 112: CoverGirl usage or awareness, by demographics, April 2014
Figure 113: Rimmel usage or awareness, by demographics, April 2014
Figure 114: Clinique usage or awareness, by demographics, April 2014
Figure 115: Avon usage or awareness, by demographics, April 2014
Activities done
Figure 116: Any Brand – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Figure 117: Any Brand – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
Interaction with brands
Figure 118: Activities done, April 2014
Figure 119: Any Brand – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Figure 120: Any Brand – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
APPENDIX – INFORMATION RESOURCES INC. BUILDERS PANEL DATA DEFINITIONS
Information Resources Inc. Consumer Network Metrics
APPENDIX – TRADE ASSOCIATIONS

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