The Future of Make-Up: Capitalizing On Emerging Trends and Changing Preferences
Datamonitor, March 2010, Pages: 104
Approaching two-thirds (61%) of consumers across 17 countries attach importance to looking their best in day-to-day life. Many see applying make-up as a pivotal part of their beauty regime, especially when only 43% of consumers are satisfied with their attractiveness
Scope
- Detailed insights and analysis documenting consumers' attitudes towards make-up and the drivers and inhibitors of consumption habits
- Data highlighting the importance consumers place on different make-up product features/benefits and the frequency of using these products
- Strategic conclusions combined with actionable recommendations for all industry players looking to fully capitalize on this category
- Covers: France, Germany, Italy, Neths, Spain, Sweden, UK, US, Australia, Japan, S. Korea, China, India, Brazil, Russia, UAE and Saudi Arabia
Highlights of this title
Consumers of both genders feel increasingly under pressure as a result of today's Visual Culture. These consumers believe that appearance can positively or negatively affect their social standing, their ability to form relationships and even their career success
Understanding demographics is pivotal to growth. Increasingly, products are targeting specific age-ranges. Make-up is popular with a lot of females but is struggling to make headway into the male market. There are some signs of growth but industry players must do more to remove the feminine image that stigmatizes the category for males
More than anything, consumers want their make-up products to represent good value-for-money. This is about exceeding expectations more than it is about cheap prices. Products customized to certain demographics and the inclusion of natural ingredients are both ways in which manufacturers are attempting to provide value
Key reasons to purchase this title
- Consumer understanding: obtain a detailed understanding of consumer attitudes and behaviors towards make-up products by accessing unique data
- Market understanding: identify the key markets and product innovation trends in 17 countries across five geographic territories
- Ideation: find inspiration for innovative oral care formulations and product positioning which cater to the overwhelming consumer emphasis on value
Overview
Catalyst
Summary
THE FUTURE DECODED
INTRODUCTION: Make-up is a major component of the overall personal care market
This module is one in a series of five reports detailing the future of personal care products
Make-up is viewed as an extremely important aspect of consumers' beauty regimes
Today's make-up market is subject to a number of drivers and inhibitors
TREND: 'Visual Culture' and an associated pre-occupation with appearance is the defining trend in the personal care space across product categories
Image is important to consumers even if they do not significantly feel societal pressure to look good (at least consciously that is)
There is scope for consumers to feel happier about their appearance, given the pressure to conform to demanding beauty ideals associated with contemporary society
Consumers actively attempt to portray a polished image of themselves and make-up is a key way for them to achieve this
Consumers generally feel it is important to look their best, which is fueling the cosmetics market
Key takeouts and implications: Visual Culture is the core macro-trend influencing personal care habits
TREND: Emerging markets offer strong growth potential for make-up products
The UK and Russia are the strongest regions for make-up sales in Europe
While the US has the largest make-up market, Brazil offers the better potential for growth
China is catching up with the domination of Japan in the Asia Pacific make-up market
The make-up market in MENA in fairly small, reflecting cultural constraints
Key takeouts and implications: emerging markets offer significant growth potential as more affluent consumers purchase make-up products
INSIGHT: Make-up usage varies significantly by country, as do the product features and benefits that consumers desire
Value-for-money and product efficacy are the main attributes desired by consumers in make-up products
Key takeouts and implications: applying make-up is part of the daily beauty ritual for many but consumers' hierarchy of purchase influences do vary by country
INSIGHT: Make-up brands must continuously justify efficacy in a compelling, believable manner
Consumers commonly regard buying their favorite brand and the product's effectiveness as being of equal importance
Covering blemishes are important concern, especially for females, driving make-up usage
The positioning of a product, from private and niche to high end brand, can impact consumer perception of its efficacy
Key takeouts and implications: proven product efficacy can boost the sales of both high and low end brands
INSIGHT: Consumers are seeking out ways to gain better value-for-money in make-up products
Value-for-money considerations heavily influence make-up choice
While private labels still struggle behind branded cosmetics, the recession and a propensity to seek value for money are fuelling demand
Asia Pacific consumers are actively seeking value for money cosmetics through non-traditional channels
Key takeouts and implications: consumers need a convincing argument to persuade them to change their brands to better value for money alternatives
INSIGHT: Natural and ethical make-up is gaining traction as consumers demand products that are better for themselves and the environment
Consumer interest in natural/organic and ethical/environmental make-up is fairly high
Safety concerns over conventional cosmetics have boosted the appeal of natural and green variants
Consumers demand efficacy and product transparency to prove that natural and 'green' make-up is as claimed
Ethical and environmentally friendly claims gaining appeal include Fairtrade and low carbon footprint
Key takeouts and implications: better certification should encourage more consumers to embrace natural and ethical make-up
INSIGHT: Consumers value superior customization potential in make-up to enable them to achieve flawless and natural results
Of key appeal to consumers is the ability to customize both make-up colors and products by skin type
Ethnic populations and distinct consumer life stages have their own unique customization demands
The make-up sector has promoted new styles of application to enable more professional looking results
There has even been a growth in interest in male make-up products
Key takeouts and implications: consumers demand customizable products to provide flawless and natural coverage
INSIGHT: Consumers have a natural tendency to adhere to the opinions of their peers, which impacts their make-up choices and where they choose to shop
Friends and family endorsement are more highly favored by consumers than professional or celebrity backed products
The internet is a growing channel for consumers in terms of influencing others as well as taking other people's advice on make-up products
Key takeouts and implications: acknowledge the fact that consumers are naturally skeptical about any recommendations from unknown parties, especially if they may have a vested interest
ACTION POINTS
ACTION: Offer more bespoke customization options
Consumers will be willing to pay more for products that they perceive are targeted towards their specific needs
The men's make up sector could potentially grow, but marketers need to be realistic
ACTION: Explore new regions and channels in which to market make-up
ACTION: Offer consumers products that offer value-for-money with on-trend benefits
Offer innovative features that help a product stand out from its competitors while addressing consumer needs
APPENDIX
Methodology
Further reading and references
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: Consumer survey: the importance attributed by consumers to looking one's best and taking care of one's skin, in 17 countries across Europe, Asia Pacific, South America, North America and the Middle East, by country, 2009
Table 2: Consumer survey: the extent to which consumers feel under pressure to look good, in 15 countries across Europe, Asia Pacific, South America and North America, by country, 2008
Table 3: Consumer survey: the importance that consumers attribute to looking their best in day-to-day life, in 17 countries across Europe, Asia Pacific, South America, North America and the Middle East, by country, 2009
Table 4: Consumer survey: the self-reported propensity to make sure beauty products are used up before replacing in order to save money, in 17 countries across Europe, Asia Pacific, South America, North America and the Middle East, by country and product category, 2009
Table 5: Market value of all make-up products globally (US$m), by country, 2004-2014
Table 6: Market value of eye make-up products globally (US$m), by country, 2004-2014
Table 7: Market value of face make-up products globally (US$m), by country, 2004-2014
Table 8: Market value of lip make-up products globally (US$m), by country, 2004-2014
Table 9: Market value of nail make-up products globally (US$m), by country, 2004-2014
Table 10: Per capita daily usage occasions of face make-up globally, by country, 2004-2014
Table 11: Per capita daily usage occasions of eye make-up globally, by country, 2004-2014
Table 12: Per capita daily usage occasions of lip make-up globally, by country, 2004-2014
Table 13: Per capita daily usage occasions of nail make-up globally, by country, 2004-2014
Table 14: Consumer survey: concern about covering or minimizing or skin blemishes, in 15 countries across Europe, Asia Pacific, South America, and North America, by country and gender, 2008
Table 15: Consumer survey: concern about covering or minimizing or skin blemishes, in 15 countries across Europe, Asia Pacific, South America, and North America, by country and gender, 2008
Table 16: Consumer survey: the statement that consumers believe best reflects their outlook on make-up across Europe, by country and gender, 2009
Table 17: Consumer survey: the statement that consumers believe best reflects their outlook on make-up across the Americas, by country and gender, 2009
Table 18: Consumer survey: the statement that consumers believe best reflects their outlook on make-up across Asia Pacific, by country and gender, 2009
Table 19: Consumer survey: the statement that consumers believe best reflects their outlook on make-up across MENA, by country and gender, 2009
Table 20: Leading claims in global make-up launches, 2007-09
Table 21: The six sins associated with greenwashing
Table 22: Natural/organic and environmentally friendly certifications by region
List of Figures
Figure 1: Make-up is becoming an increasingly important part of the personal care market in Europe
Figure 2: A high proportion of consumers value both looking their best and taking care of their skin
Figure 3: Despite recessionary pressures, consumers are still being influenced to spend good money on make-up products
Figure 4: Visual Culture is a term describing consumers' intense appearance consciousness and the widespread desire to project a more confident and favorable image to the wider world
Figure 5: Appearance is important to consumers across geographic territories, regardless of whether they feel pressure to conform to the pervasive presence of Visual Culture in modern society
Figure 6: Lauren Luke embodies the 'everywoman' element of contemporary Visual Culture
Figure 7: While most consumers attribute a high importance to looking good, fewer are actually content with how they look themselves
Figure 8: Outside of the emerging BRIC markets, Spaniards are the most reliant on beauty products to feel more confident about themselves
Figure 9: Brazilian consumers place the most importance on looking their best, while Swedish and Japanese consumers are significantly less enthused than the global average
Figure 10: Scent bases products are important in enabling consumers to feel more physically attractive
Figure 11: Beauty is associated with success and opportunity, but workplace professionalism is deemed comparably less influential on the general personal care choices that consumers make
Figure 12: Personal branding is a manifestation of the pervasive influence of the 'Visual Culture' trend
Figure 13: Dutch consumers are the least likely to wear face make-up in the markets covered in this research
Figure 14: Chinese consumers are the most likely to frequently wear eye make-up
Figure 15: Lip make-up usage is most pronounced, at least in occasion terms, in Russia
Figure 16: Saudi consumers are the most likely to wear nail make-up among the countries featured in the analysis
Figure 17: Value for money and efficacy are highly valued make-up attributes favored by global consumers
Figure 18: In Europe, value for money is considered the most important aspect of cosmetics in all countries bar Russia where sensory benefits are more valued
Figure 19: US consumers have the lowest opinion in the Americas on product endorsement of cosmetics
Figure 20: Chinese consumers place a high importance on many make-up choice attributes
Figure 21: UAE consumers place a much lower value on endorsements than other aspects of make-up
Figure 22: Nearly half of Russian consumers value efficacy highly in make-up products
Figure 23: Americans consider buying their favorite brand and efficacy to be similarly important in make-up products
Figure 24: Chinese consumers highly value both buying their favorite brand and efficacy traits in make-up
Figure 25: Both buying their favorite make-up brand and efficacy attributes are important to significant proportions of consumers in MENA
Figure 26: Swedish consumers are less concerned about make-up quality and brand selection than other European nations
Figure 27: Brazilians value make-up quality and branding more than US consumers
Figure 28: A high proportion of Chinese consumers are quality conscious about their make-up brands
Figure 29: Around a third of consumers in MENA attach importance to make-up quality and branding
Figure 30: The value equation consists of more than just the price of a product
Figure 31: Value-for-money is an important attribute in make-up products for many consumers
Figure 32: Italian and Swedish consumers in particular have shown a reluctance to trade down to private label make-up products
Figure 33: Consumers in the Americas fall behind the global average when it comes to switching to private label make-ups
Figure 34: Chinese and Indian consumers are more likely than most to try private label make-up products but Japanese and Australian consumers are totally unwilling to
Figure 35: Slightly more than one in 20 gulf consumers has traded down to private label make-up, which is higher than the global average but still minimal overall
Figure 36: Private labels only account for a small percentage of global cosmetic launches
Figure 37: Natural and organic claims in cosmetic products have grown strongly over the past few years
Figure 38: The US has been the most prolific country for natural/organic cosmetic launches in the 2005-09 period
Figure 39: Russians value natural make-up more highly than ethical make-up
Figure 40: Brazilians feel more strongly about natural and ethical make-up attributes than US consumers
Figure 41: The Chinese have a much higher regard for natural and ethical make-up than Australians
Figure 42: Over half of MENA consumers value ethical and natural attributes in make-up
Figure 43: A number of organizations currently certify organic and environmentally friendly personal care products across the globe
Figure 44: Free from products are a popular area of natural cosmetics
Figure 45: The fair trade moniker is becoming popular on lip balm products
Figure 46: Zero carbon footprint claims remain scarce in cosmetics and dominant in niche brands
Figure 47: Customization benefits are likely to appeal to the high proportion of individualistic global consumers who value the opportunity to be personally expressive and have products that better meet specific needs
Figure 48: UK consumers have become more desirous of customized make-up products over the past two years
Figure 49: Customization is highly regarded by Brazilians
Figure 50: Japanese consumers are becoming more accustomed to customized make-up
Figure 51: The importance of customizable make-up products is significantly greater to Middle Eastern consumers than the average global consumer
Figure 52: The BLAC Minerals brand embraces the mainstream trend for mineral make-up
Figure 53: Cosmetics such as Avon's Mark range offer a degree of customization by targeting specific age groups
Figure 54: Manufacturers have targeted teenagers with anti-acne cosmetics
Figure 55: Manufacturers have targeted mature skin with products that have age specific claims
Figure 56: Consumers are given color and thickness customization potential with dialable cosmetic packaging
Figure 57: There are companies that offer services to tattoo lips, eyebrows and eye with semi-permanent colors
Figure 58: European consumers are more receptive to family recommendations than celebrity endorsements
Figure 59: Brazilian consumers have a higher regard for both family and celebrity endorsements than average
Figure 60: Chinese consumers are particularly receptive to friend and family endorsements
Figure 61: MENA consumers favor friend and family endorsements over celebrity or professional recommendations
Figure 62: Chicca Cosmetics targets women in their late 50s
Figure 63: Male make-up accounts for a tiny proportion of overall make-up launches
Figure 64: Men's cosmetics encompass mainly neutrally colored products such as concealers, powders and lip balms
Figure 65: European brands are marketing whitening products alongside local brands in Asia Pacific
Figure 66: Social networking websites provide an ideal opportunity to connect with 'brand communities'
Figure 67: Glamorous styles of Asian make-up make a distinct contrast to the natural look that is prevalent in Asia
Figure 68: All fashioned 'retro' brands are gaining favor in Taiwan
Figure 69: New face make-up is designed to address consumer demands for natural and flawless looking skin
Figure 70: Lip make-up innovations have covered a variety of on-trend specifications
Figure 71: Innovations in wand design and thickening formulations have appeared in eye make-up products that claim to improve eyelash coverage
Figure 72: Perfumed and anti-aging nail make-up has appeared on the market
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