The makeup is not spared by the reduction of French households’ spending in the health and beauty sector. However, according to Kantar Worldpanel, this category emerges unscathed as far as volumes are concerned, and the number of units purchased should increase this year. Thus, French consumers will purchase an average of 4.5 units of make-up products during the year.

Nail polish has the wind in its sails

Among the categories that have the wind in their sails, nail polish enjoy the benefits of a real "craze", with an increasing number of buyers, 20% of French, and increasing quantities (2.4 units per buyer).

As far as brands are concerned, the strongest contributors to the nail polish market growth are Yves Rocher, Leclerc, Sephora, Carrefour and System U. In terms of retailers, and in terms of brands: Yves Rocher, L’Oreal Paris, Rimmel and Kiko.

Kiko the rising brand

According to Kantar Worldpanel, Kiko is the brand that has the greatest impact on the French make-up market. Created in Italy in 2005, it still has a low notoriety as only 18% of French women who purchase beauty care products declare knowing it. However, Kiko already has the highest purchase frequency in the makeup category, with an average 3.9 units purchased. It is the brand "that generates the most additional volumes in the makeup market this year."

While it develops, of course, to the depends of some of its competitors, it is above all, according to Kantar Worldpanel, "a great growth driver for the market."

In France, Kiko has captured 2% of the whole market, but already 11% of consumers aged between 15 and 24, and now equals the Sephora brand (in volume) in the make-up basket of the 15-24. Furthermore, Kiko has achieved this score mainly in the nail varnishes segment, where are concentrated its breath taking offers. However, its sales of lips and face and makeup, or of facial and body care products could also increase.

Kiko’s first advantage is definitely the attractiveness resulting from its low prices. Indeed, Kiko is one of the cheapest brands in the market, and in a period troubled by lower purchasing power, it could also attract older women.

The brand has another advantage: its distribution network. Its products are available only in its own stores: around 75 outlets in France to date. Kiko thus enjoys the benefit of a huge growth potential linked to the possibility to open new stores.