New research from Mintel reveals that mass market colour cosmetic sales are set to hit £1 billion in 2014, with prestige sales additionally predicted to reach £552 million.
“The prestige colour cosmetic market performed strongly in 2013 as consumers traded up to prestige brands and took advantage of continued innovation in the category,” Charlotte Libby, Senior Beauty Analyst at Mintel, said:
“However, as savvy shopping behaviours continue in the beauty market - and innovation is matched by mass-market brands - the prestige share of the market is unlikely to see continued increases by the end of 2014.”
Libby says that prestige brands can encourage consumers to trade up with smaller size products, offering a more purse-friendly method of trialling products.
She adds that mass brands can also focus marketing communications on their product formulations, dissuading consumers that more expensive products are the only choice for advanced formulations.
The latest figures show that 93% of UK women use colour cosmetics and that total sales grew to £1.5 billion in 2013, an impressive 6% increase on 2012 sales.
Prestige growth
Prestige sales have seen the biggest growth, holding a 35% share of the market in 2013, while the mass market’s share has fallen from 66% in 2012 to 65% in 2013.
Eyebrow definers appear to be the standout performer in the prestige category with sales predicted to reach £31 million in 2014, gaining a 7% proportion of the eye colour cosmetics market.
Brand loyalty also seems to be helping the prestige cause too as Mintel states that two in five of those who buy prestige brands of foundation agreeing they rarely change the brand of face make-up they use.
There has also been the developing awareness of consumers for natural beauty, according to analyst Libby, as nearly half of face cosmetics users have a negative opinion of adverts with photoshopped models, while a quarter of face cosmetics users look for products that are camera-ready or skin-perfecting.
“In 2013 fashion began to move towards a more natural look with ‘no-make-up-make-up’ becoming a popular trend,” she says. “This has continued into 2014 with the #NoMakeupSelfie nominations on Facebook and products to enhance natural skin instead of covering it.”
“Furthermore, as our research shows, the level of awareness of Photoshop in face colour cosmetics advertising is high, this indicates the positive effect of real beauty campaigns from brands such as Dove, and retailers taking a stand against digitally altered images.”