Consumer desire to have more simplified makeup routines has resulted in stalled development in the US colour cosmetics market, based on Mintel.
The marketing intelligence company's 'Color Cosmetics US 2022' report reveals that the market is continuing to grow just two percent this season to achieve $11 billion – around half the 4 percent growth recorded last year.
Lip cosmetics sales grew 4.7 percent this year when compared with 7 percent in 2022, facial cosmetics grew 3.2 percent (5.2 percent in 2022) and eye cosmetics grew just 0.1 % (1.9 percent in 2022).
Nonetheless regardless of the stop by sales growth “skincare-inspired benefits have been in high demand among colour cosmetics users because the lines between facial makeup and facial skincare continue to blur”.
Anti-ageing and moisturising claims (44 percent respectively) top their email list of advantages female facial cosmetics users are curious about seeing using their facial makeup,” the report says.
“Female consumers aged 55+ are likely to be interested in products with anti-ageing claims (68 percent vs 18 percent of ladies aged 18-34) while those aged 18-34 are most likely to find items that treat acne (24 percent vs 2 percent of women 55+), are for sensitive skin (23 percent vs 9 percent) or minimise pores (23 percent vs 11 percent).”
However, Mintel notes that “it appears that women of every age group show exactly the same enthusiasm for makeup that creates the look of flawless skin” weight loss than a single quarter (28 percent) of facial cosmetics users say they're thinking about facial makeup that evens skin tone, including 28 percent of women 18-34 and 29 percent of women 55+.
Shannon Romanowski, director of Mintel Beauty and private Care reports, concludes that overall the color cosmetics market experienced moderate development in 2022 but “products which do not align with the current 'natural look' trend, for example lip gloss, bronzer and eye shadow, led to slower gains over the category segments”.
“While the marketplace is saturated and some women are turning to value brands to cut costs, facial makeup products that provide relevant skincare benefits present a bright spot that could reinvigorate sales,” he states.
“As consumers increasingly express curiosity about facial makeup that includes skincare-related claims, it's likely these claims will continue expanding into the cosmetics category.
“Anti-ageing and moisturising claims are attractive to older women, and could be particularly successful considering an aging population that is typically less involved in the course.”
