According to the market research firm, consumer desire for more simplified makeup routines is resulting in stalled growth across the individual colour cosmetics segments in the USA. Mintel forecasts colour cosmetics sales to increase by two percent in 2017 to reach US$11.0 billion, with lip cosmetics, facial cosmetics and eye cosmetics each growing around two percentage points slower this year compared to 2016 .
Anti-aging and moisturizing claims
Despite this drop in sales growth, Mintel research indicates skincare-inspired benefits are in high demand among colour cosmetics users as the lines between facial makeup and facial skincare continue to blur. Anti-aging and moisturizing claims (44 percent respectively) top the list of benefits female facial cosmetics users are interested in seeing from their facial makeup.
Of course, age plays a significant role in the benefits consumers look for. Not surprising, female consumers aged 55+ are most likely to be interested in products with anti-aging claims (68 percent vs 18 percent of women aged 18-34), while those aged 18-34 are most likely to seek products that treat acne (24 percent vs 2 percent of women 55+), are for sensitive skin (23 percent vs 9 percent) or minimize pores (23 percent vs 11 percent).
Flawless skin appearance
However, it appears that women of all ages show the same enthusiasm for makeup that creates the appearance of flawless skin as more than one quarter (28 percent) of facial cosmetics users say they’re interested in facial makeup that evens skin tone, including 28 percent of women 18-34 and 29 percent of women 55+.
Interest in products that improve the skin’s appearance extends to new product innovation as well, as pore-minimizing products (29 percent) and colour-correcting palettes (24 percent) garner the strongest appeal from female colour cosmetics users.
"Overall, the colour cosmetics market experienced moderate growth in 2017. However, products which do not align with the current ‘natural look’ trend, such as lip gloss, bronzer and eye shadow, resulted in slower gains across the category segments. While the market is saturated and some women are turning to value brands to cut costs, facial makeup products that offer relevant skincare benefits present a bright spot that could reinvigorate sales,” said Shannon Romanowski, Director, Mintel Reports, Health, Household, Beauty and Personal Care. “As consumers increasingly express interest in facial makeup that incorporates skincare-related claims, it’s likely these claims will continue expanding into the cosmetics category. Anti-aging and moisturizing claims are appealing to older women, and can be particularly successful in light of an aging population that is typically less engaged in the category.”