The Future of Make-Up: Capitalizing On Emerging Trends and Changing Preferencess

The Future of Make-Up: Capitalizing On Emerging Trends and Changing Preferencess published by Datamonitor in March, 2010. This report consists of Pages: 104 and the price starts from US $ 2995.

Introduction

Abstract

Introduction

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 of this research

• 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

Research and analysis highlights

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 research

• 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

Table of Contents

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

TABLES

• Table: 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: 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: 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: 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: Market value of all make-up products globally (US$m), by country, 2004 - 2014
• Table: Market value of eye make-up products globally (US$m), by country, 2004 - 2014
• Table: Market value of face make-up products globally (US$m), by country, 2004 - 2014
• Table: Market value of lip make-up products globally (US$m), by country, 2004 - 2014
• Table: Market value of nail make-up products globally (US$m), by country, 2004 - 2014
• Table: Per capita daily usage occasions of face make-up globally, by country, 2004 - 2014
• Table: Per capita daily usage occasions of eye make-up globally, by country, 2004 - 2014
• Table: Per capita daily usage occasions of lip make-up globally, by country, 2004 - 2014
• Table: Per capita daily usage occasions of nail make-up globally, by country, 2004 - 2014
• Table: 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: 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: Consumer survey: the statement that consumers believe best reflects their outlook on make-up across Europe, by country and gender, 2009
• Table: Consumer survey: the statement that consumers believe best reflects their outlook on make-up across the Americas, by country and gender, 2009
• Table: Consumer survey: the statement that consumers believe best reflects their outlook on make-up across Asia Pacific, by country and gender, 2009
• Table: Consumer survey: the statement that consumers believe best reflects their outlook on make-up across MENA, by country and gender, 2009
• Table: Leading claims in global make-up launches, 2007-09
• Table: The six sins associated with greenwashing
• Table: Natural/organic and environmentally friendly certifications by region

FIGURES

• Figure: Make-up is becoming an increasingly important part of the personal care market in Europe
• Figure: A high proportion of consumers value both looking their best and taking care of their skin
• Figure: Despite recessionary pressures, consumers are still being influenced to spend good money on make-up products
• Figure: 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: 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: Lauren Luke embodies the ‘everywoman' element of contemporary Visual Culture
• Figure: While most consumers attribute a high importance to looking good, fewer are actually content with how they look themselves
• Figure: Outside of the emerging BRIC markets, Spaniards are the most reliant on beauty products to feel more confident about themselves
• Figure: Brazilian consumers place the most importance on looking their best, while Swedish and Japanese consumers are significantly less enthused than the global average
• Figure: Scent bases products are important in enabling consumers to feel more physically attractive
• Figure: 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: Personal branding is a manifestation of the pervasive influence of the ‘Visual Culture' trend
• Figure: Dutch consumers are the least likely to wear face make-up in the markets covered in this research
• Figure: Chinese consumers are the most likely to frequently wear eye make-up
• Figure: Lip make-up usage is most pronounced, at least in occasion terms, in Russia
• Figure: Saudi consumers are the most likely to wear nail make-up among the countries featured in the analysis
• Figure: Value for money and efficacy are highly valued make-up attributes favored by global consumers
• Figure: 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: US consumers have the lowest opinion in the Americas on product endorsement of cosmetics
• Figure: Chinese consumers place a high importance on many make-up choice attributes
• Figure: UAE consumers place a much lower value on endorsements than other aspects of make-up
• Figure: Nearly half of Russian consumers value efficacy highly in make-up products
• Figure: Americans consider buying their favorite brand and efficacy to be similarly important in make-up products
• Figure: Chinese consumers highly value both buying their favorite brand and efficacy traits in make-up
• Figure: Both buying their favorite make-up brand and efficacy attributes are important to significant proportions of consumers in MENA
• Figure: Swedish consumers are less concerned about make-up quality and brand selection than other European nations
• Figure: Brazilians value make-up quality and branding more than US consumers
• Figure: A high proportion of Chinese consumers are quality conscious about their make-up brands
• Figure: Around a third of consumers in MENA attach importance to make-up quality and branding
• Figure: The value equation consists of more than just the price of a product
• Figure: Value-for-money is an important attribute in make-up products for many consumers
• Figure: Italian and Swedish consumers in particular have shown a reluctance to trade down to private label make-up products
• Figure: Consumers in the Americas fall behind the global average when it comes to switching to private label make-ups
• Figure: 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: 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: Private labels only account for a small percentage of global cosmetic launches
• Figure: Natural and organic claims in cosmetic products have grown strongly over the past few years
• Figure: The US has been the most prolific country for natural/organic cosmetic launches in the 2005-09 period
• Figure: Russians value natural make-up more highly than ethical make-up
• Figure: Brazilians feel more strongly about natural and ethical make-up attributes than US consumers
• Figure: The Chinese have a much higher regard for natural and ethical make-up than Australians
• Figure: Over half of MENA consumers value ethical and natural attributes in make-up
• Figure: A number of organizations currently certify organic and environmentally friendly personal care products across the globe
• Figure: Free from products are a popular area of natural cosmetics
• Figure: The fair trade moniker is becoming popular on lip balm products
• Figure: Zero carbon footprint claims remain scarce in cosmetics and dominant in niche brands
• Figure: 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: UK consumers have become more desirous of customized make-up products over the past two years
• Figure: Customization is highly regarded by Brazilians
• Figure: Japanese consumers are becoming more accustomed to customized make-up
• Figure: The importance of customizable make-up products is significantly greater to Middle Eastern consumers than the average global consumer
• Figure: The BLAC Minerals brand embraces the mainstream trend for mineral make-up
• Figure: Cosmetics such as Avon' s Mark range offer a degree of customization by targeting specific age groups
• Figure: Manufacturers have targeted teenagers with anti-acne cosmetics
• Figure: Manufacturers have targeted mature skin with products that have age specific claims
• Figure: Consumers are given color and thickness customization potential with dialable cosmetic packaging
• Figure: There are companies that offer services to tattoo lips, eyebrows and eye with semi-permanent colors
• Figure: European consumers are more receptive to family recommendations than celebrity endorsements
• Figure: Brazilian consumers have a higher regard for both family and celebrity endorsements than average
• Figure: Chinese consumers are particularly receptive to friend and family endorsements
• Figure: MENA consumers favor friend and family endorsements over celebrity or professional recommendations
• Figure: Chicca Cosmetics targets women in their late 50s
• Figure: Male make-up accounts for a tiny proportion of overall make-up launches
• Figure: Men' s cosmetics encompass mainly neutrally colored products such as concealers, powders and lip balms
• Figure: European brands are marketing whitening products alongside local brands in Asia Pacific
• Figure: Social networking websites provide an ideal opportunity to connect with ‘brand communities'
• Figure: Glamorous styles of Asian make-up make a distinct contrast to the natural look that is prevalent in Asia
• Figure: All fashioned ' retro' brands are gaining favor in Taiwan
• Figure: New face make-up is designed to address consumer demands for natural and flawless looking skin
• Figure: Lip make-up innovations have covered a variety of on-trend specifications
• Figure: Innovations in wand design and thickening formulations have appeared in eye make-up products that claim to improve eyelash coverage
• Figure: Perfumed and anti-aging nail make-up has appeared on the market

Press Release

Make-up application is pivotal part of beauty regime for many global consumers

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