For the first time in 2012, the value of the UK nail colour cosmetics market equalled that of lip colour cosmetics. According to a new research from Mintel [1], both segments posted a market value of £229 million respectively (about 271 euros at current rate).

“While in 2011, the nail colour cosmetic market value stood at £221 million, compared to £224 million for lip colour cosmetics - continued growth in both categories has boosted the sector - but an increased passion for nail colour in the UK has ensured the nail market has clawed its way to level pegging,” explains the market research firm.

What is more, the nail colour cosmetics sector is expected to carry on growing in 2013! It should therefore overtake the lip segment by the end of this year to reach an estimated £233 million (vs £232 million for the lip colour cosmetics market).

Record number of new launches

This surge is also reflected in product innovation, with a record number of new nail colour products entering the market in 2012, up 400% compared to 2008. And the trend looks set to continue in 2013.

“While new nail colour product launches accounted for 10% out of total new launches in the colour cosmetics category in 2008, the percentage shot up to 26% in 2012. This year (January to August 2013) they accounted for 27%, leading new development in the colour cosmetics category (this compares to 26% of lip colour cosmetics and with 23% of eye colour cosmetics),” says Mintel.

The fact that the nail colour cosmetics market has equalled that of the lip colour market for the first time in the UK highlights the growing popularity of nail polish in most advanced cosmetic markets. In France, for instance, the “nail polish mania” is affecting an increasing number of buyers (20% of French women), and with increasing quantities (2.4 units per buyer).

Budget friendly

“Nail art continues to be a driving factor in sales. An explosion of new textures and effects is emerging which allows young women in particular to easily personalise their nail look. Nail make-up is also relatively purse-friendly, offering a range of affordable options and results that do not need daily application, cementing its position as a go-to sector for all consumer budgets,” says Charlotte Libby, Household and Personal Care Analyst at Mintel.

Figures are self-explanatory. According to Mintel, nail polish is used by 59% of women in the UK, with usage peaking among young women, standing at 72% of 16-24-year-olds - compared to less than half (48%) of over-65s. In contrast, just 7% of British women use false nails.

Makeup sales on the rise

Concerning the overall colour cosmetics market in the UK, Mintel estimates sales to reach nearly £1.5 billion in 2013, an annual growth of 2% from 2012. The outlook for the next five years is positive too, with a growth expected at a more rapid pace, to reach £1.9 billion in 2018 (about 2.25 billion euros, at current rate).

In terms of trends, the most popular new product claims in 2013 are colour cosmetics with long-lasting features (45% of total new product introductions in the colour cosmetics category to date in the UK). According to Mintel, the claim is most prominent in face (55%) and eye (52%) make-up, with 55% of products launched in the face make-up category and 52%. Brightening and illuminating claims (41%) follow.

Mintel’s research also highlights that senior consumers are becoming a key demographic and a commercial opportunity for the makeup sector. Up to 36% of 55-64 year-old British women and almost two in ten (17%) of women aged over 65 say that wearing make-up makes them feel more professional. Furthermore, 69% of 55-64 year-olds and 54% of women aged over 65 agree that it makes them feel more confident.

But it seems that while some British women are committed to make up, the same cannot be said for their cleansing routine. Today, some 21% of women don’t always take off their make-up before going to sleep, with up to 27% of those aged 25-34 doing so.