Although mass market share fell from 66% in 2012 (£939 million) to 65% in 2013 (£986 million), Charlotte Libby, senior beauty analyst at Mintel says innovation is still matching that of prestige.
“While prestige brands can encourage consumers to trade up with smaller size products, offering a more purse-friendly method of trialing - mass brands are focusing their marketing communications on product formulations, dissuading consumers that more expensive products are the only choice for advanced formulations,” Libby explains.
The market researcher reports sales of mass-market colour cosmetics in the United Kingdom to hit £1 billion in 2014, with prestige sales additionally predicted to reach £552 million.
Segments dominating mass
Despite its low penetration in the prestige sector, the nail polish segment continues to go from strength to strength in mass, as creativity becomes increasingly fashionable and accessible.
Sales surpassed lip colour for the first time in 2013, reaching sales of £244 million.
Whilst this marked a 6.6% increase for nail polish sales, Libby says it is predicted to reach £284 million by 2014, with the lip sector expected to see just £244 million.
Segments dominating prestige
Within the prestige sector, eyebrow definers are top choice with one in five (22%) users choosing a prestige branded product over a mass-market or budget brand.
Sales of eyebrow products reached £28 million in 2013, an impressive 42% increase on 2012 sales which were valued at £20 million and with a quarter (25%) of UK women now using eyebrow definer, this growth looks set to continue with sales predicted to reach £31 million in 2014.
Further to this, Mintel’s analysis shows that brand loyalty amongst prestige colour cosmetic users is strong, particularly with foundations and base products.
“In 2013, fashion began to move towards a more natural look with ‘no-make-up-make-up’ becoming a popular trend. This has continued into 2014 with the #NoMakeupSelfie nominations on Facebook and products to enhance natural skin instead of covering it,” Libby concludes.