Global colour cosmetics sales to exceed US$ 48bn, as Mintel identifies 4 growth areas

Global sales of colour cosmetics are expected to reach a beautiful US$ 48.3 bn in 2018, up 6% from US$ 45.5 bn in 2017, according to new research from Mintel. And it seems that looking good is big business, as across the globe the top five colour cosmetics markets in 2018 are forecast to be: the US (US$ 12.1 bn), Japan (US$ 6.4 bn), China (US$ 5.1 bn), the UK (US$ 2.7 bn) and South Korea (US$ 2.2 bn).

This comes as the 28th edition of in-cosmetics Global, the world’s leading exhibition for personal care ingredients, kicks off today (Tuesday 17th April) in Amsterdam. Mintel’s Global Colour Cosmetics Analyst Charlotte Libby will present the very latest trends in colour cosmetics at the conference. Here, she identifies the hottest macro-trends in the category: social media, sustainability, transparency, and hybridisation.

Vlog me beautiful

• 41% of Chinese colour cosmetics users are influenced by celebrity beauty bloggers and vloggers to buy products
• 31% of German make-up users aged 16-24 wear make-up to feel trendy
• 66% of UK women aged 16-24 say it’s easy to learn new beauty techniques from the internet

“The success of influencers has shown that people buy the personality, and not simply the products. It has become more important for brands to have a personality, to showcase their founders, and tell their story to be relatable for consumers. Social media gives brands a way to give customers behind-the-scenes access to their culture.

“As fashions change, new ‘selfie-friendly’ zones of the face are receiving more attention. Eye make-up is moving away from the lids, with the brow bone and inner eye corners growing in popularity as focus points for bright and bold colours. Meanwhile, the Youtube-born ‘boy beat’ complexion trend is catching on, encouraging make-up users to switch to sheer bases and embrace so-called flaws such as freckles, pigmentation or dark circles.” Says Charlotte.

Focus on sustainability

• 66% of UK female beauty buyers aged 16-24 want retailers to give them more information about which beauty products are environmentally-friendly
• 24% of Italian women have bought natural and organic make-up in the past year

“The beauty industry’s shift towards natural and organic products will have a unique impact on colour cosmetics, leading to increased attention on product origin and quality of ingredients. Brands will be expected to demonstrate their ethical policies and consideration of resources and alternatives. For instance, many glitters found in colour cosmetics contain non-biodegradable microplastics. As consumer awareness around the negatives of microplastics grows, glitter in make-up will be subject to more scrutiny.

“Consumers are drawn to brands that act responsibly. Attempting to reduce the carbon footprint by tackling waste is an area in which colour cosmetics brands can innovate. Alternative materials like bamboo, coconut husk and rice bran have been a growing trend in packaging. As well as appealing to consumers looking for environmentally-friendly products, they have the added benefit of standing out on the shelves where plastic and glass is the norm.” Adds Charlotte.

Millennials seek transparency

• 34% of Brazilian Millennials aged 19-35 say they prefer to buy from brands that support social causes
• 39% of US women aged 18-34 think brands that support charities are trying to make themselves look better

“As global politics becomes more divisive, consumers want to be sure the companies and brands they buy from align with their personal views. As a result, an increasing number of brands are making their political views known and embarking on more action-led initiatives, such as charitable donations. This trend is expected to become more prevalent in 2018. Rather than just offering products, brands need to offer a way to support the world.

“While younger audiences are most likely to seek out brands that align with their beliefs and values, they can also be the most cynical, fearing charitable brands are disingenuous. Consumers need confirmation that this is a genuine positioning. Hence, a strategy involving charitable donations needs to be long term and treated appropriately, becoming part of the core business of the company.” Continues Charlotte.

Make-up meets skincare

• 67% of Chinese women want to minimise make-up steps
• 41% of US female beauty buyers would be interested in multi-purpose beauty products
• 41% of French women think that the environment (eg pollution, cold weather) affects the appearance of the skin

“As consumer demand for make-up with skincare benefits increases, there is more opportunity for brands to develop hybridisation between categories. As part of growing concerns around pollution, face make-up can act as another layer of protection. Hence, it is important that colour cosmetics incorporate skincare benefits such as hydration and UV protection. Probiotics also have a chance to grow; a prominent trend in skincare, connecting good bacteria to healthy skin, they are increasingly being used in colour cosmetics too.” Concludes Charlotte.

Mintel is at in-cosmetics Global 17-19th April, conducting daily product demonstrations in the Innovation Zone (stand E65) and presenting on the latest beauty trends at the Marketing Trends Theatre.

Charlotte Libby, Global Colour Cosmetics Analyst, is presenting the seasonal innovation and influences in colour cosmetics on Wednesday 18th April 2018, 10.15 am. She will introduce a run-down of the emerging trends and micro trends you need to know about, as well as the latest technology advancements that are set to change the make-up industry.

On Thursday 19th April at 10.15 am, Global Beauty Analysts Andrew McDougall and Vivienne Rudd will look at European Beauty Trends – specifically how in an ever-changing world, beauty companies must stay ahead of the latest trends in terms of environmental factors, changing consumer demands, and the continually evolving retail landscape to remain relevant.

Click here to discover more details about the presentations and the product demonstration times.