Make-up dynamism

In every country, every retail channel, the segment is growing at least in value where sales volumes are already high. Of course, the famous "lipstick effect" according to which women would have a tendency to buy as much or even more lipstick in times of crisis has had a contrasting influence according to countries and segments. Variations are mainly due to maturity reasons and lack of genuine novelties on some marketplaces.

Make-up for the eyes, which is the largest segment of the market and the one that has offered the most innovations, has performed very well, thanks in particular to its champion, mascara. With its brand new brushes (with spikes, motorized, adjustable or retractable…) and new formulae (super lengthening, curving, protective or volume…), the 2009 vintage was simply outstanding. So mascara has been widely acclaimed by women who welcome those launches that brands described as major, or even revolutionary.

Women also acclaimed the second segment in make-up, foundation creams, attracted by the latest formulae and the latest packaging advances in mineral powders on the one hand, and assertions for care, ranging from moisturizing to the sacrosanct anti-aging offered by foundation creams, on the other hand. Because if consumers believe the product is worth it, if they perceive the value added, they will still and always go wild over it.

New competitors

The dynamism of make-up sales probably explains why the arrival of new players is announced in a market that still has a reputation for being complicated due to the high number of references it requires. Dolce & Gabbana with Procter & Gamble, Michael Kors with Estée Lauder (Very Hollywood), Ungaro with Avon (U by Ungaro) and even Burberry are moving to the starting line to offer women a key giving them access to their universe.

These new comers will thus increase pressure on a market that is bcoming increasingly complex. Besides the French company, Couleur Caramel and the Australian company, Nvey Eco, among others, operators in conventional beauty have also set off for the big adventure of the so called "ethnic" skins or the one of natural makeup: L’Oréal and its Bare Naturale line, Yves Rocher with Couleurs Nature, Revlon with Almay Pure Blends, and Bourjois with its new brand, Une, displaying natural shades and packaging inspired from new technologies…

A number of initiatives that should allow the market to continue to attract even more women –in France, they are only 2 out of 3 to use make-up - and thus guarantee its prosperity for tomorrow.

MakeUp in Paris, the new appointment of the make-up industry, will take place on June 24th and 25th, 2010 at l’Espace Pierre Cardin.