Colour Cosmetics in the US · 2011. After years of lacklustre sales, lipstick is back “in”, as...

Euromonitor International

Colour Cosmetics in the US

Category Briefing

22 Jun 2012

HEADLINES

Retail sales of colour cosmetics increase by 7% in current value terms in 2011, to reach US$10.0

billion

Fashion trends and new product innovation lead to strong demand for colour cosmetics in 2011

Nail products is the most dynamic category, with 24% current value growth, to reach US$1 billion

2011

Unit prices of colour cosmetics increase in 2011

L’Oréal USA leads colour cosmetics with a 23% value share in 2011

Colour cosmetics is forecast to increase by 15% in constant value terms over the forecast period

TRENDS

Trends in fashion, combined with new technology, led to strong demand for colour cosmetics in

2011. After years of lacklustre sales, lipstick is back “in”, as fashion editors tout lipstick as providing

glamour. At the same time, advances in lipstick technology have produced lipsticks which are more

comfortable to wear by being lighter in weight and more moisturising. Similarly, fashion bloggers and

magazines are promoting nail art. Nail art is currently popular amongst the fashionable set, as

fashion designers increasingly work with manicurists and nail polish manufacturers to create a

coordinated look. The combined effect of fashion and new product innovation helped to create

excitement in colour cosmetics in 2011. Premium products benefited the most in 2011, with value

sales of premium products growing by 11%, in contrast to lower 4% growth for mass products. In

turn, the 7% overall current value growth in colour cosmetics in 2011 represented an improvement

over the 3% CAGR in the review period.

American women continued their love affair with nail colour in 2011. As in 2010, nail products

outperformed the rest of the categories in colour cosmetics. After growing by 9% in current value

terms in 2009 and by 13% in 2010, sales of nail products increased by 24% in 2011. Fashion,

technology and budgeting boosted sales of nail products in 2011. Advances in nail polish technology

played a major part in boosting sales of nail polish. Coty’s Sally Hansen brand introduced Sally

Hansen nail polish strips, which are actually nail polish applied to a flexible polymer. Despite its price

tag of up to US$9.99 for one package, Sally Hansen nail polish strips found popularity amongst

women who wanted the look of fancy nail art and up to 10 days of wear. At the same time, many

women who had carried out DIY manicures and pedicures during the 2008/2009 recession to

economise became accustomed to doing this at home, and decided to forego salon visits. The

introduction of easier-to-use and longer-lasting nail polishes in recent years also allowed more

women to skip the salon. Within nail products, nail polish saw the best performance, with current

value growth of 31% in 2011. The DIY trend also benefited sales of other nail products, with nail

treatments/strengtheners growing by 8%, and polish remover growing by 4% in 2011.

Average unit prices of colour cosmetics increased in 2011. New products with value-added features,

such as foundation with anti-ageing technology, served to increase unit prices.

Lip products saw the second-best performance in 2011, with a current value increase of 5%. Demand

for lipstick was strong, as women responded positively to product innovation in lipstick, as well as

fashion trends emphasising lipstick. Luxury lipsticks such as Guerlain Rouge D and Tom Ford Private

Blend prompted affluent women to spend a great deal (over US$40 per lipstick) on glamorous

lipsticks which they could enjoy pulling out of their bags. Many of these luxury lipsticks also touted

their high moisturisation qualities through ingredients such as jojoba and murumuru butter. Value

sales of premium lipstick increased by 11% in 2011, whilst sales of mass lipstick increased by 6%. On

the other hand, value sales of lip gloss were static in 2011. An emphasis on lipstick reduced the

demand for lip gloss.

Make-up companies are increasingly introducing multi-functional products so consumers can also

receive the benefits of anti-ageing and/or sun protection in addition to colour. Estée Lauder

introduced Clinique RepairWear Laser Focus All-Smooth Makeup SPF15 in 2011, which incorporates

the technology from its Clinique RepairWear Laser Focus Wrinkle & UV Damage Corrector anti-ageing

serum. The Clinique foundation contains murumuru seed butter, ultrasomes, vitamin E and whey

protein. Clarins launched Clarins Everlasting Foundation Compact SPF15 with a Light Optimizing

Complex (soft focus pigments and mother of pearl to diffuse the look of imperfections) and white tea

extract to provide antioxidant protection against the harmful effects of pollution.

Mineral make-up is popular amongst American women. Whilst mineral make-up was originally sold

as a premium product in spas, salons and doctors’ offices to serve the needs of women with sensitive

and post-surgery skin, sales of mineral make-up have since risen substantially, and such products are

now sold everywhere at multiple price points. Consumers have turned to mineral make-up because

of its healthy, skin-beneficial positioning and weightless feel. There is also more leeway with mineral

make-up (most of which is in powder format) in terms of shade matching, so women find it less

intimidating than many liquid and cream foundations.

Companies are seeking to capitalise on the growing demand for naturally-positioned make-up by

playing up certain ingredients in their advertising. In January 2011 The Procter & Gamble Co

launched Cover Girl NatureLuxe as a more upscale offering. NatureLuxe Silk Foundation contains

jojoba and rosehip extracts, and cucumber water for a lighter feel, whilst Gloss Balm contains shea

and mango butters. The packaging for NatureLuxe also contains a small amount of sugarcane-derived

plastic. Pacific World introduced geoGIRL cosmetics for tweens aged 8-12 years old exclusively in

Wal-Mart stores in February 2012. The geoGIRL line touts natural ingredients such as calendula,

chamomile and lavender, whilst stating it has no parabens, phthalates, sulphates or synthetic colours

Premium products accounted for a 41% share of sales in colour cosmetics in the US in 2011, up from

39% in 2010. The top four brands within the premium segment in 2011 were Estée Lauder’s Clinique,

Estée Lauder, and Mac brands and L’Oréal USA’s Lancôme brand. Clinique maintained its lead in the

premium segment due to its reputation for high quality and innovation, as well as its position as the

leading “introductory” premium brand, which new consumers are most likely to choose. Mac

continued to benefit from its long association with New York Fashion Week and its limited edition

collections, such as Wonder Woman (February 2011) and Cindy Sherman (October 2011).

COMPETITIVE LANDSCAPE

L’Oréal USA remained the leader in colour cosmetics in the US at the end of the review period. The

company’s four brands – Maybelline, L’Oréal Paris, Lancôme, and Essie – held a combined value

share of 23% in 2011, unchanged from 2010. Its mass-market Maybelline brand outperformed The

Procter & Gamble Co’s Cover Girl brand to become the leading colour cosmetics brand in 2011.

Maybelline owes its success to its strength in mascara, extensive advertising and product innovation.

The Maybelline brand was able to build its fashion credibility by becoming the official cosmetic

sponsor for IMG Fashion’s Mercedes-Benz Fashion Week in New York City’s Bryant Park, beginning in

September 2009. In January 2011 the Maybelline brand launched the Fit Me facial make-up

collection (foundation, powder, concealer, blush and bronzer), which uses patented “skin merge

technology” to match skin tones. The print and television advertisements starring Brazilian model

Lisalla Montenegro, Erin Wasson and others stood out because they offered a more documentary

feel, with the models showing lots of movement and intense facial expressions, instead of the typical

demure smile.

L’Oréal USA’s mass-market L’Oréal Paris line was the third largest mass colour cosmetics brand in

2011, and is marketed as a high-quality brand linked with fashion through the sponsorship of the

Lifetime fashion reality show Project Runway. In October 2011 L’Oréal consulting make-up artist

Collier Strong (who also appears on the show) created the limited edition Project Runway Colors

Take Flight line. The L’Oréal Paris brand is also linked with increasing awareness of ovarian cancer

through its fundraising efforts, such as L’Oréal’s annual Colour of Hope cosmetics collection.

The company’s Lancôme brand was second in premium colour cosmetics and seventh in colour

cosmetics as a whole in 2011. Lancôme is well-known for its high-quality mascaras. The company

expanded its mascara franchise by introducing Lancôme Hypnoses Doll Lashes Mascara, which claims

to produce the wide-eyed look of dolls’ lashes.

The Procter & Gamble Co saw the strongest value share decline in 2011, dropping by one percentage

point to a 10% share. Despite new launches such as Cover Girl Intense Shadow Blast, Cover Girl fared

poorly in 2011, as it faced intense competition from mass-market rival Maybelline, which spent a

great deal of money on advertising and new product launches. The brand also experienced a share

decline as some of its consumers moved to premium rivals such as Mac and Lancôme as the US

economy improved.

Noteworthy new product launches in 2011 included bareMinerals’s introduction of the Ready

Eyeshadow Collection in September. Unlike its regular mineral eyeshadow line, the bareMinerals

Ready line uses solid mineral technology, whereby the company is able to turn loose minerals into a

pressed powder form. The print and television advertisements used real customers instead of

models, and touted that the eyeshadows offer softer, smoother skin.

Packaging innovations in 2011 included Coty’s Rimmel London Volume Flash Scandaleyes Mascara

with a new MaxDensity brush, which is 50% larger than Rimmel’s other mascaras. The larger brush is

claimed to create lashes which look up to 12 times fuller. L’Oréal USA’s L’Oréal The One Sweep

eyeshadow features an unusually-shaped flat brush which is designed to be swept over three stripes

of powder to create smoky eyes. In nail polish Coty introduced Sally Hansen nail polish strips,

whereby liquid nail polish has been bonded to a flexible polymer so that the polish can be easily

applied to nails and removed with regular nail polish remover. Revlon introduced Almay Wake-Up

Hydrating Make-up, which is a loose powder containing encapsulated water beads which break on

contact. The powder is sold in a plastic jar with a sifter and a lid which contains the brush.

Premium colour cosmetics brands such as Chanel and Mac are marketed based on an aspirational

image and an association with fashion. Chanel’s heritage as a French couture brand allows the Chanel

beauty consumer to “wear” something from Chanel for a fraction of the cost of a Chanel suit.

Prestige brands such as Guerlain and YSL Beauté also offer more luxurious packaging, with beautiful

metal lipstick cases and compacts which look like jewellery. Guerlain is able to charge US$48.00 for

its Rouge G lipstick by having Paris-based jewellery designer Lorenz Baumer design a beautiful silver

case which opens to reveal a mirror and then a lipstick. Furthermore, the use of luxurious and exotic

ingredients such as ruby powder and tiger grass from India and Madagascar also allows the company

to charge a premium over other lipsticks.

Masstige players such as L’Oréal and Revlon position themselves as offering high-tech ingredients,

and support their image through the use of celebrities such as Penelope Cruz and Jennifer Connelly

respectively. Mass brands such as Wet ‘n’ Wild and NYC New York Color have traditionally focused

more on low prices and product benefits than on celebrity endorsement. In 2011 this changed, as

Wet ‘n’ Wild hired singer Fergie to represent its colour line.

Private label held a value share of only 1% in colour cosmetics in 2011. The aspirational nature of

colour cosmetics makes it difficult for private label products to succeed in this category.

PROSPECTS

Value sales of colour cosmetics are expected to show strong growth over the forecast period, as the

US economy recovers and manufacturers launch new innovations for easier and/or more fun make-

up application. Colour cosmetics is forecast to increase by a total of 15% over the forecast period in

constant value terms, after increasing by only 2% in constant value terms over the forecast period.

Consumers are expected to increase their spending on colour cosmetics, as unemployment falls and

consumer confidence rises. Women enjoy looking good, and manufacturers of colour cosmetics are

expected to continue improving the wearability and fun factor of their products.

Forecast data is being significantly restated compared with last year’s forecast in order to account for

the outstanding performance of colour cosmetics in 2011. The confidence of US consumers has risen

since autumn 2010, when the previous forecasts were estimated. Although the performance of the

US stock market was flat, high-income consumers felt more comfortable about spending in 2011. As

a result, sales of colour cosmetics are expected to increase at higher rates than previously forecast.

Potential threats to growth include a consumer preference for an easy, natural look. The growing

trend towards simplicity in homes and lifestyles may also prompt consumers to pare down their

routines and reduce purchases of colour cosmetics. Many women who do not like the heaviness of

traditional foundation have gravitated to mineral make-up. It will be problematic for colour

cosmetics companies if consumers switch away from colour cosmetics to substitute products such as

tinted moisturisers or self-tanners.

Nail products is expected to see the best performance in colour cosmetics over the forecast period.

Value sales of nail products are projected to see a 26% constant value increase over the forecast

period. Whilst the improving US economy will permit more women to treat themselves to salon

manicures and pedicures, the technological innovations in at-home nail polishes will keep many

women at home. New product launches such as nail polish strips, magnetic nail polishes and long-

wear nail polishes will boost consumers’ interest in retail nail products, enabling them to compete

against nail salons. Products such as Coty’s January 2011 launch of Sally Hansen Salon Effects and its

May 2012 launch of Sally Hansen Magnetic Nail Color represent notable competition to nail salons.

At the same time, many busy and affluent consumers are likely to pursue salon-only gel manicures

which claim 14-day wear. Creative Nail Design and OPI Products recently introduced gel nail polishes

under the Shellac and Axxium Soak-Off Gel Lacquer brands. Beauty companies see major potential in

nail products. Coty purchased OPI Products in November 2010, whilst L’Oréal acquired Essie

Cosmetics in April 2011 and Revlon acquired Sinful Colors in March 2011.

Eye make-up is expected to see the second best performance over the forecast period. Value sales of

eye make-up are forecast to increase by 15% in constant value terms. Fashion trends are expected to

continue highlighting the eye area for the next few years. Smoky eyes are expected to remain

popular. In addition, manufacturers are expected to maintain consumers’ interest through

technological innovations, especially in mascara. As a result, value sales of mascara are expected to

increase by 17% over the forecast period.

Average unit prices are forecast to increase slightly for many products over the forecast period, as

manufacturers offer more value-added benefits, such as anti-ageing functions.

New lightweight foundations such as NatureLuxe Silk Foundation and are expected to do well in the

short term. Consumers are looking for light foundations which offer coverage without feeling heavy

on the face. L’Oréal Colour Riche Balm SPF15 is expected to do well, as it offers a lot of moisture for

dry lips, whilst offering a hint of colour.

Potential company activity is likely to revolve around more skin care benefits, improved product

delivery systems and more natural ingredients. The ageing of baby boomers is expected to boost the

development of products with anti-ageing skin care benefits. Companies are likely to introduce more

unique product applicators, such as L’Oréal’s The One Sweep eyeshadow, in order to stand out from

the competition. More manufacturers are also expected to introduce products with natural and

organic ingredients, as well as to reformulate items to remove chemicals such as parabens and

phthalates, which have received negative publicity.

CATEGORY DATA

Table 1 Sales of Colour Cosmetics by

Category: Value 2006-2011

US$ million 2006 2007 2008 2009 2010 2011

Eye Make-Up 2,658.5 2,775.4 2,873.0 2,889.9 3,010.6 3,145.4

- Eye Liner/Pencil 591.4 639.4 669.8 676.8 721.8 747.9

-- Premium Eye Liner/Pencil 200.0 212.6 215.1 202.4 209.6 223.7

-- Mass Eye Liner/Pencil 391.4 426.9 454.7 474.4 512.3 524.2

- Eye Shadow 572.5 559.4 563.8 528.8 544.1 578.6

-- Premium Eye Shadow 204.0 206.6 196.6 184.4 180.0 202.5

-- Mass Eye Shadow 368.5 352.8 367.2 344.4 364.1 376.2

- Mascara 1,388.4 1,475.1 1,532.6 1,569.9 1,628.1 1,696.2

-- Premium Mascara 589.7 635.5 618.2 589.8 599.9 656.2

-- Mass Mascara 798.7 839.7 914.4 980.1 1,028.2 1,040.0

- Other Eye Make-Up 106.2 101.4 106.8 114.4 116.6 122.7

-- Premium Other Eye Make-Up 33.5 35.6 36.2 37.5 39.1 42.4

-- Mass Other Eye Make-Up 72.6 65.9 70.6 76.9 77.5 80.3

Facial Make-Up 3,348.2 3,494.3 3,586.3 3,552.6 3,658.8 3,842.8

- Blusher/Bronzer/Highlighter 481.0 516.6 504.2 475.9 469.7 482.3

-- Premium Blusher/Bronzer/Highlighter 226.6 233.9 224.6 214.4 219.6 227.1

-- Mass Blusher/Bronzer/Highlighter 254.5 282.7 279.7 261.5 250.0 255.2

- Foundation/Concealer 2,206.6 2,324.3 2,432.8 2,445.4 2,532.3 2,675.5

-- Premium Foundation/Concealer 1,023.3 1,106.3 1,139.3 1,133.0 1,181.8 1,287.9

-- Mass Foundation/Concealer 1,183.4 1,218.0 1,293.4 1,312.4 1,350.5 1,387.6



US$ million 2006 2007 2008 2009 2010 2011

- Powder 633.6 625.4 618.7 598.9 619.0 638.5

-- Premium Powder 252.7 251.6 253.0 242.9 245.1 250.3

-- Mass Powder 380.9 373.7 365.7 356.0 373.9 388.2

- Other Facial Make-Up 26.9 28.0 30.7 32.4 37.8 46.6

-- Premium Other Facial Make-Up 24.0 24.9 25.3 25.2 30.3 38.7

-- Mass Other Facial Make-Up 2.9 3.1 5.3 7.1 7.5 7.9

Lip Products 2,157.3 2,159.2 2,084.5 1,935.9 1,904.3 2,003.4

- Lip Gloss 528.7 518.6 529.0 488.4 471.7 471.6

-- Premium Lip Gloss 205.6 205.1 199.6 183.6 175.3 176.7

-- Mass Lip Gloss 323.2 313.5 329.4 304.8 296.4 294.9

- Lip Liner/Pencil 149.8 138.6 125.9 114.5 110.6 111.0

-- Premium Lip Liner/Pencil 61.7 58.2 53.6 48.6 46.4 45.6

-- Mass Lip Liner/Pencil 88.0 80.4 72.3 65.9 64.2 65.4

- Lipstick 1,328.5 1,336.0 1,271.9 1,184.8 1,181.6 1,282.4

-- Premium Lipstick 604.9 596.3 566.8 529.1 551.2 614.0

-- Mass Lipstick 723.7 739.7 705.1 655.7 630.4 668.4

- Other Lip Products 150.3 166.1 157.7 148.2 140.4 138.5

-- Premium Other Lip Products 81.0 92.5 88.4 83.8 86.7 91.6

-- Mass Other Lip Products 69.3 73.6 69.3 64.4 53.7 46.8

Nail Products 595.4 595.1 658.6 714.7 806.6 1,003.4

- Nail Polish 423.3 405.7 460.2 510.3 594.0 778.0



US$ million 2006 2007 2008 2009 2010 2011

-- Premium Nail Polish 29.1 35.9 58.4 62.2 85.8 190.7

Table 2 Sales of Colour Cosmetics by Category: % Value

Growth 2006-2011

% current value growth 2010/11

2006-11

CAGR

2006/11

Total

Eye Make-Up 4.5 3.4 18.3

- Eye Liner/Pencil 3.6 4.8 26.5

-- Premium Eye Liner/Pencil 6.8 2.3 11.9

-- Mass Eye Liner/Pencil 2.3 6.0 33.9

- Eye Shadow 6.4 0.2 1.1

-- Premium Eye Shadow 12.5 -0.2 -0.8

-- Mass Eye Shadow 3.3 0.4 2.1

- Mascara 4.2 4.1 22.2

-- Premium Mascara 9.4 2.2 11.3

-- Mass Mascara 1.1 5.4 30.2

- Other Eye Make-Up 5.3 2.9 15.6

-- Premium Other Eye Make-Up 8.4 4.8 26.4

-- Mass Other Eye Make-Up 3.7 2.0 10.6

Facial Make-Up 5.0 2.8 14.8

- Blusher/Bronzer/Highlighter 2.7 0.1 0.3

-- Premium Blusher/Bronzer/Highlighter 3.4 0.0 0.2


Growth 2006-2011


2006-11

CAGR

2006/11

Total

-- Mass Blusher/Bronzer/Highlighter 2.1 0.1 0.3

- Foundation/Concealer 5.7 3.9 21.2

-- Premium Foundation/Concealer 9.0 4.7 25.9

-- Mass Foundation/Concealer 2.7 3.2 17.3

- Powder 3.1 0.2 0.8

-- Premium Powder 2.1 -0.2 -1.0

-- Mass Powder 3.8 0.4 1.9

- Other Facial Make-Up 23.2 11.6 73.0

-- Premium Other Facial Make-Up 27.7 10.0 61.3

-- Mass Other Facial Make-Up 4.9 22.0 169.9

Lip Products 5.2 -1.5 -7.1

- Lip Gloss 0.0 -2.3 -10.8

-- Premium Lip Gloss 0.8 -3.0 -14.1

-- Mass Lip Gloss -0.5 -1.8 -8.7

- Lip Liner/Pencil 0.3 -5.8 -25.9

-- Premium Lip Liner/Pencil -1.8 -5.9 -26.2

-- Mass Lip Liner/Pencil 1.8 -5.8 -25.7

- Lipstick 8.5 -0.7 -3.5

-- Premium Lipstick 11.4 0.3 1.5

-- Mass Lipstick 6.0 -1.6 -7.6

- Other Lip Products -1.4 -1.6 -7.9


Growth 2006-2011


2006-11

CAGR

2006/11

Total

-- Premium Other Lip Products 5.7 2.5 13.1

-- Mass Other Lip Products -12.9 -7.5 -32.4

Nail Products 24.4 11.0 68.5

- Nail Polish 31.0 12.9 83.8

-- Premium Nail Polish 122.2 45.6 554.5

-- Mass Nail Polish 15.6 8.3 49.0

- Nail Treatments/Strengthener 7.9 7.2 41.4

-- Premium Nail Treatments/Strengthener 5.8 -1.6 -7.9

-- Mass Nail Treatments/Strengthener 8.0 7.7 44.7

- Polish Remover 3.8 3.0 15.9

-- Premium Polish Remover - - -

-- Mass Polish Remover 3.8 3.0 15.9

- Other Nail Products 5.0 6.2 35.2

-- Premium Other Nail Products 52.4 6.0 33.7

-- Mass Other Nail Products 2.6 6.2 35.3

Colour Cosmetics 6.6 2.7 14.1

Source: Euromonitor International from official statistics, trade associations, trade press, company

research, store checks, trade interviews, trade sources

Table 3 Colour Cosmetics Company Shares 2007-2011

% retail value rsp 2007 2008 2009 2010 2011


% retail value rsp 2007 2008 2009 2010 2011

L'Oréal USA Inc 22.3 22.3 22.2 22.9 23.1

Estée Lauder Cos Inc 21.5 20.8 20.4 21.1 21.2

Procter & Gamble Co, The 8.9 9.5 10.5 10.4 9.6

Revlon Inc 8.8 9.0 9.0 8.6 8.5

Coty Inc 1.4 5.1 5.8 6.4 6.2

Mary Kay Inc 4.6 4.4 4.4 4.3 4.2

Avon Products Inc 3.9 3.9 4.0 3.8 3.6

Chanel USA Inc 2.4 2.3 2.3 2.3 2.4

Bare Escentuals Inc 1.7 1.9 2.1 2.1 2.1

LVMH Perfums & Cosmetics USA Inc 1.6 1.6 1.7 1.7 1.8

Johnson & Johnson Consumer Products Inc 1.6 1.8 1.8 1.9 1.7

Shiseido Cosmetics (America) Ltd 1.5 1.5 1.5 1.6 1.7

Markwins International Corp 1.3 1.3 1.2 1.1 1.3

Mirage Cosmetics Inc 0.1 0.2 0.3 0.6 0.7

Physicians Formula Cosmetics 1.1 1.1 1.0 0.7 0.7

OPI Products Inc 0.2 0.5 0.5 0.6 0.6

Johnson Publishing Co Inc 0.6 0.6 0.5 0.5 0.5

Clarins SA 0.5 0.5 0.5 0.5 0.4

Elizabeth Arden Co 0.5 0.4 0.4 0.4 0.4

Jafra Cosmetics International Inc 0.4 0.4 0.4 0.4 0.4

Limited Brands Inc 0.3 0.3 0.3 0.3 0.3

Amway Corp 0.4 0.3 0.3 0.3 0.2


% retail value rsp 2007 2008 2009 2010 2011

Bonne Bell Inc 0.6 0.5 0.4 0.3 0.2

CCA Industries Inc 0.1 0.2 0.2 0.2 0.2

Burt's Bees Inc 0.3 0.3 0.2 0.2 0.2

Medtech Inc 0.2 0.2 0.2 0.2 0.2

Body Shop Inc 0.2 0.2 0.2 0.1 0.1

Nu Skin Enterprises Inc 0.1 0.1 0.1 0.1 0.1

Beauticontrol Cosmetics Inc 0.1 0.1 0.1 0.1 0.1

Jane & Co LLC 0.4 0.5 0.3 0.2 0.1

Smashbox Cosmetics 0.8 0.9 1.0 - -

Del Pharmaceuticals Inc 3.0 - - - -

AM Cosmetics Inc - - - - -

Private Label 0.7 0.7 0.7 0.7 0.7

Others 7.7 6.7 5.8 5.5 6.4

Total 100.0 100.0 100.0 100.0 100.0



Table 4 Colour Cosmetics Brand Shares

by GBN 2008-2011

% retail value rsp Company 2008 2009 2010 2011

Maybelline L'Oréal USA Inc 8.9 9.0 9.7 9.6

Cover Girl Procter & Gamble Co, The 9.1 10.1 10.3 9.6


by GBN 2008-2011


Clinique Estée Lauder Cos Inc 7.6 7.5 7.6 7.6

L'Oréal Paris L'Oréal USA Inc 7.8 7.8 7.6 7.3

Mac Estée Lauder Cos Inc 5.9 6.0 6.2 6.4

Revlon Revlon Inc 6.4 6.6 6.4 6.3

Lancôme L'Oréal USA Inc 5.6 5.4 5.5 5.7

Estée Lauder Estée Lauder Cos Inc 4.5 4.4 4.3 4.3

Mary Kay Mary Kay Inc 4.4 4.4 4.3 4.2

Sally Hansen Coty Inc 2.9 3.5 3.9 3.8

Avon Avon Products Inc 3.9 4.0 3.8 3.6

Chanel Chanel USA Inc 2.3 2.3 2.3 2.4

Almay Revlon Inc 2.6 2.4 2.2 2.2

bareMinerals Bare Escentuals Inc 1.9 2.1 2.1 2.1

Neutrogena Johnson & Johnson Consumer

Products Inc 1.8 1.8 1.9 1.7

Rimmel Coty Inc 1.5 1.6 1.8 1.7

Bobbi Brown Estée Lauder Cos Inc 1.2 1.3 1.3 1.3

Nars Shiseido Cosmetics (America)

Ltd 0.8 0.8 1.0 1.1

Wet 'n' Wild Markwins International Corp 1.0 0.9 0.9 1.1

Smashbox Estée Lauder Cos Inc - - 1.0 1.0

BeneFit LVMH Perfums & Cosmetics

USA Inc 0.8 0.9 0.9 1.0


by GBN 2008-2011


Sinful Colors Mirage Cosmetics Inc 0.2 0.3 0.6 0.7

Physician's Formula Physicians Formula Cosmetics 1.1 1.0 0.7 0.7

NYC New York Color Coty Inc 0.7 0.7 0.7 0.6

Dior LVMH Perfums & Cosmetics

USA Inc 0.6 0.6 0.6 0.6

OPI OPI Products Inc 0.5 0.5 0.6 0.6

Shiseido Shiseido Cosmetics (America)

Ltd 0.7 0.7 0.7 0.6

Essie L'Oréal USA Inc - - 0.1 0.5

Fashion Fair Johnson Publishing Co Inc 0.6 0.5 0.5 0.5

Clarins Clarins SA 0.5 0.5 0.5 0.4

Origins Estée Lauder Cos Inc 0.5 0.5 0.5 0.4

Elizabeth Arden Elizabeth Arden Co 0.4 0.4 0.4 0.4

Jafra Jafra Cosmetics International

Inc 0.4 0.4 0.4 0.4

Artistry Amway Corp 0.3 0.3 0.3 0.2

Bonne Bell Bonne Bell Inc 0.5 0.4 0.3 0.2

Nutra Nail CCA Industries Inc 0.2 0.2 0.2 0.2

Victoria's Secret Limited Brands Inc 0.2 0.2 0.2 0.2

Burt's Bees Burt's Bees Inc 0.3 0.2 0.2 0.2

Prescriptives Estée Lauder Cos Inc 1.0 0.8 0.2 0.2

Cutex Medtech Inc 0.2 0.2 0.2 0.2


by GBN 2008-2011


Max Factor Procter & Gamble Co, The 0.4 0.3 0.1 -

Table 5 Eye Make-up Brand Shares by

GBN 2008-2011



















GBN 2008-2011



USA Inc 0.8 0.8 0.8 0.8


Products Inc 0.7 1.0 1.0 0.7


USA Inc 0.6 0.6 0.6 0.7


Ltd 0.5 0.5 0.6 0.7




Inc 0.4 0.4 0.4 0.4


Ltd 0.4 0.4 0.4 0.3







The Body Shop Body Shop Inc 0.2 0.2 0.2 0.1


jane Jane & Co LLC 0.7 0.5 0.2 0.1

Nu Skin Nu Skin Enterprises Inc 0.1 0.1 0.1 0.1


GBN 2008-2011


BeautiControl Beauticontrol Cosmetics Inc 0.1 0.1 0.1 0.1


Smashbox Smashbox Cosmetics 0.9 0.9 - -

Naturistics Del Pharmaceuticals Inc - - - -

jane Estée Lauder Cos Inc - - - -

Bath & Body Works Limited Brands Inc - - - -

Private label Private Label 0.1 0.1 0.1 0.1

Others Others 6.5 5.6 5.3 5.7

Total Total 100.0 100.0 100.0 100.0



Table 6 Facial Make-up Brand Shares

by GBN 2008-2011










by GBN 2008-2011






Products Inc 3.5 3.3 3.5 3.7




Physician's Formula Physicians Formula Cosmetics 2.7 2.5 1.8 1.9




Ltd 1.1 1.1 1.3 1.5


USA Inc 1.1 1.1 1.2 1.2


Ltd 1.1 1.1 1.1 1.0





USA Inc 0.5 0.6 0.6 0.6



by GBN 2008-2011




Inc 0.4 0.4 0.4 0.4







jane Jane & Co LLC 0.5 0.4 0.2 0.1

Coty Airspun Coty Inc 0.1 0.1 0.1 0.1




Ultima II Revlon Inc 0.0 - - -




Total Total 100.0 100.0 100.0 100.0



Table 7 Lip Products Brand Shares by

GBN 2008-2011

















Ltd 1.0 1.1 1.2 1.4


USA Inc 0.7 1.1 1.2 1.2

Bonne Bell Bonne Bell Inc 2.0 1.8 1.5 1.2

Burt's Bees Burt's Bees Inc 1.3 1.1 1.0 1.0


Dior LVMH Perfums & Cosmetics 0.7 0.7 0.8 0.8


GBN 2008-2011


USA Inc


Ltd 0.7 0.6 0.6 0.6







Products Inc 0.8 1.0 0.9 0.5

Bath & Body Works Limited Brands Inc 0.4 0.4 0.5 0.5


Inc 0.4 0.4 0.5 0.4









jane Jane & Co LLC 0.3 0.2 0.1 0.1


GBN 2008-2011






Total Total 100.0 100.0 100.0 100.0



Table 8 Nail Products Brand Shares by

GBN 2008-2011




Sinful Colors Mirage Cosmetics Inc 3.0 3.9 6.9 7.2





Nutra Nail CCA Industries Inc 2.3 2.3 2.3 2.3

Cutex Medtech Inc 2.2 2.1 1.9 1.6




GBN 2008-2011





Ltd 0.1 0.1 0.3 0.4




Jonel Markwins International Corp 0.2 0.1 0.1 0.1



USA Inc 0.1 0.0 0.1 0.1



Inc 0.1 0.1 0.1 0.1

Essie Essie Cosmetics 0.7 1.0 - -

Jonel AM Cosmetics Inc - - - -

Wet 'n' Wild AM Cosmetics Inc - - - -

Artistry Amway Corp - - - -

Naturistics Del Pharmaceuticals Inc - - - -

NYC New York Color Del Pharmaceuticals Inc - - - -

Sally Hansen Del Pharmaceuticals Inc - - - -



GBN 2008-2011


Olay Procter & Gamble Co, The - - - -

Almay Revlon Inc - - - -


Others Others 11.6 10.4 9.8 14.0

Total Total 100.0 100.0 100.0 100.0



Table 9 Colour Cosmetics Premium Brand

Shares by GBN 2008-2011









Nars Shiseido Cosmetics

(America) Ltd 2.0 2.1 2.4 2.7


BeneFit LVMH Perfums & 2.1 2.4 2.4 2.4

Table 9 Colour Cosmetics Premium Brand

Shares by GBN 2008-2011


Cosmetics USA Inc

Dior LVMH Perfums &

Cosmetics USA Inc 1.4 1.5 1.6 1.6


Shiseido Shiseido Cosmetics

(America) Ltd 1.8 1.7 1.7 1.6


Fashion Fair Johnson Publishing Co

Inc 1.4 1.4 1.3 1.2






Essie Essie Cosmetics 0.1 0.2 - -


Total Total 100.0 100.0 100.0 100.0



Table 10 Forecast Sales of Colour

Cosmetics by Category: Value 2011-

2016

US$ million 2011 2012 2013 2014 2015 2016

Eye Make-Up 3,145.4 3,243.5 3,332.9 3,416.0 3,515.2 3,626.1

- Eye Liner/Pencil 747.9 762.3 775.5 788.4 807.3 829.5

-- Premium Eye Liner/Pencil 223.7 231.5 237.7 243.1 247.7 254.2

-- Mass Eye Liner/Pencil 524.2 530.9 537.8 545.3 559.5 575.3

- Eye Shadow 578.6 600.4 620.6 640.2 657.7 678.5

-- Premium Eye Shadow 202.5 212.7 221.3 227.1 233.7 239.6

-- Mass Eye Shadow 376.2 387.7 399.3 413.2 424.0 438.9

- Mascara 1,696.2 1,754.8 1,808.7 1,857.0 1,916.8 1,982.2

-- Premium Mascara 656.2 685.4 707.5 727.4 749.3 773.5

-- Mass Mascara 1,040.0 1,069.5 1,101.2 1,129.7 1,167.5 1,208.7

- Other Eye Make-Up 122.7 126.0 128.2 130.4 133.4 135.9

-- Premium Other Eye Make-Up 42.4 44.4 45.6 46.7 47.8 48.9

-- Mass Other Eye Make-Up 80.3 81.6 82.6 83.7 85.6 87.0

Facial Make-Up 3,842.8 3,952.2 4,037.8 4,125.0 4,225.5 4,327.8

- Blusher/Bronzer/Highlighter 482.3 498.2 513.3 527.9 542.2 550.7

-- Premium Blusher/Bronzer/Highlighter 227.1 233.0 239.8 247.8 254.5 260.4

-- Mass Blusher/Bronzer/Highlighter 255.2 265.2 273.5 280.1 287.7 290.3

- Foundation/Concealer 2,675.5 2,765.0 2,834.9 2,901.3 2,977.3 3,067.2

-- Premium Foundation/Concealer 1,287.9 1,345.1 1,394.0 1,450.3 1,501.5 1,548.4

-- Mass Foundation/Concealer 1,387.6 1,419.9 1,440.9 1,451.0 1,475.8 1,518.9

- Powder 638.5 637.8 635.4 639.1 647.0 649.5



2016

US$ million 2011 2012 2013 2014 2015 2016

-- Premium Powder 250.3 250.8 253.0 254.8 257.3 258.3

-- Mass Powder 388.2 387.0 382.4 384.3 389.7 391.2

- Other Facial Make-Up 46.6 51.2 54.2 56.7 59.0 60.4

-- Premium Other Facial Make-Up 38.7 42.9 45.6 47.9 50.0 51.2

-- Mass Other Facial Make-Up 7.9 8.2 8.5 8.8 9.1 9.2

Lip Products 2,003.4 2,058.3 2,110.4 2,161.0 2,203.8 2,232.0

- Lip Gloss 471.6 464.3 461.0 460.5 464.6 473.6

-- Premium Lip Gloss 176.7 177.0 178.2 180.3 184.7 190.1

-- Mass Lip Gloss 294.9 287.3 282.8 280.1 279.9 283.5

- Lip Liner/Pencil 111.0 107.6 103.8 101.6 99.8 99.0

-- Premium Lip Liner/Pencil 45.6 43.6 41.9 40.8 40.0 39.8

-- Mass Lip Liner/Pencil 65.4 64.0 61.9 60.8 59.8 59.2

- Lipstick 1,282.4 1,346.4 1,403.8 1,455.0 1,492.5 1,510.3

-- Premium Lipstick 614.0 651.7 686.0 716.2 740.4 759.7

-- Mass Lipstick 668.4 694.7 717.8 738.8 752.2 750.6

- Other Lip Products 138.5 140.0 141.8 144.0 146.9 149.1

-- Premium Other Lip Products 91.6 95.5 98.9 101.8 104.6 106.3

-- Mass Other Lip Products 46.8 44.5 42.9 42.1 42.3 42.8

Nail Products 1,003.4 1,111.5 1,181.7 1,231.7 1,262.2 1,264.7

- Nail Polish 778.0 878.6 943.6 992.2 1,021.9 1,024.6

-- Premium Nail Polish 190.7 234.0 253.3 266.2 271.8 265.6



2016

US$ million 2011 2012 2013 2014 2015 2016

-- Mass Nail Polish 587.3 644.6 690.3 725.9 750.1 759.0

- Nail Treatments/Strengthener 115.3 121.4 125.9 128.2 129.3 130.1

-- Premium Nail

Treatments/Strengthener 4.8 4.9 5.0 5.1 5.2 5.2

-- Mass Nail Treatments/Strengthener 110.5 116.4 120.9 123.1 124.2 124.9

- Polish Remover 74.1 74.6 74.6 73.6 73.2 72.2

-- Premium Polish Remover - - - - - -

-- Mass Polish Remover 74.1 74.6 74.6 73.6 73.2 72.2

- Other Nail Products 36.0 37.0 37.5 37.8 37.8 37.7

-- Premium Other Nail Products 2.5 2.7 2.8 2.8 2.8 2.8

-- Mass Other Nail Products 33.5 34.3 34.6 34.9 35.0 35.0

Colour Cosmetics 9,995.0 10,365.5 10,662.8 10,933.7 11,206.7 11,450.5

Source: Euromonitor International from trade associations, trade press, company research, trade

interviews, trade sources

Table 11 Forecast Sales of Colour Cosmetics by Category: % Value

Growth 2011-2016

% constant value growth

2011-16

CAGR

2011/16

TOTAL

Eye Make-Up 2.9 15.3

- Eye Liner/Pencil 2.1 10.9

-- Premium Eye Liner/Pencil 2.6 13.6


Growth 2011-2016


2011-16

CAGR

2011/16

TOTAL

-- Mass Eye Liner/Pencil 1.9 9.8

- Eye Shadow 3.2 17.3

-- Premium Eye Shadow 3.4 18.3

-- Mass Eye Shadow 3.1 16.7

- Mascara 3.2 16.9

-- Premium Mascara 3.3 17.9

-- Mass Mascara 3.1 16.2

- Other Eye Make-Up 2.1 10.7

-- Premium Other Eye Make-Up 2.9 15.2

-- Mass Other Eye Make-Up 1.6 8.4

Facial Make-Up 2.4 12.6

- Blusher/Bronzer/Highlighter 2.7 14.2

-- Premium Blusher/Bronzer/Highlighter 2.8 14.7

-- Mass Blusher/Bronzer/Highlighter 2.6 13.8

- Foundation/Concealer 2.8 14.6

-- Premium Foundation/Concealer 3.8 20.2

-- Mass Foundation/Concealer 1.8 9.5

- Powder 0.3 1.7

-- Premium Powder 0.6 3.2

-- Mass Powder 0.2 0.8

- Other Facial Make-Up 5.3 29.8


Growth 2011-2016


2011-16

CAGR

2011/16

TOTAL

-- Premium Other Facial Make-Up 5.8 32.4

-- Mass Other Facial Make-Up 3.2 16.9

Lip Products 2.2 11.4

- Lip Gloss 0.1 0.4

-- Premium Lip Gloss 1.5 7.6

-- Mass Lip Gloss -0.8 -3.9

- Lip Liner/Pencil -2.2 -10.8

-- Premium Lip Liner/Pencil -2.7 -12.7

-- Mass Lip Liner/Pencil -2.0 -9.4

- Lipstick 3.3 17.8

-- Premium Lipstick 4.4 23.7

-- Mass Lipstick 2.3 12.3

- Other Lip Products 1.5 7.7

-- Premium Other Lip Products 3.0 16.0

-- Mass Other Lip Products -1.8 -8.6

Nail Products 4.7 26.0

- Nail Polish 5.7 31.7

-- Premium Nail Polish 6.8 39.3

-- Mass Nail Polish 5.3 29.2

- Nail Treatments/Strengthener 2.4 12.8

-- Premium Nail Treatments/Strengthener 1.5 7.9


Growth 2011-2016


2011-16

CAGR

2011/16

TOTAL

-- Mass Nail Treatments/Strengthener 2.5 13.0

- Polish Remover -0.5 -2.6

-- Premium Polish Remover - -

-- Mass Polish Remover -0.5 -2.6

- Other Nail Products 0.9 4.8

-- Premium Other Nail Products 2.1 11.2

-- Mass Other Nail Products 0.9 4.3

Colour Cosmetics 2.8 14.6

Source: Euromonitor International from trade associations, trade press, company research, trade

interviews, trade sources

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