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The Face of Skin Care

By: Carrie Lennard
Posted: September 29, 2011, from the October 2011 issue of Skin Inc. magazine.
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In terms of individual markets, premium cosmetics in the United States, the United Kingdom and Germany grew faster than mass cosmetics, contrary to many other developed markets. In China, this was even more notable, with growth of premium cosmetics standing at 16% in 2010 compared to 9% for mass during the same year.

It was the year of premium beauty for the United States market. Premium skin care grew by 7% after a decline in 2009, heavily boosted by premium anti-aging products that posted remarkable growth of 13%, the highest on record during the last five years. This reflects the continued consumer demand for high-quality products, and the loyalty of upmarket shoppers to luxury brands and channels.

Color cosmetics driven by Latin America

Globally, color cosmetics grew by 5% in 2010, up from 3% the previous year. Nail products were the runaway star category within color cosmetics, as consumers opted to paint their own nails at home. Brazil was a major growth-driver in global color cosmetics, achieving 28% value growth in the overall category in 2010, and 46% in nail products. According to industry sources, women in Brazil change the color of their nail polish up to three times a week, which helped to fuel the very strong growth.

Eye makeup saw the second strongest growth of 6% in 2010, thanks primarily to continued innovation in mascara. The growing trend for false lashes, lash extensions and eyelash-growth products among young women has shaped many recent mascara launches, which are now overtly marketed as alternatives to such products.

Natural color cosmetics reach the mainstream

The naturally positioned color cosmetics niche is in its infancy but has strong potential for growth, thanks to the general resilience of natural beauty products to consumer trade down. Traditionally, the sphere of natural color cosmetics has been dominated by smaller players. In 2010 and 2011, however, major beauty players have been tapping into the growing consumer demand for naturally positioned products with new makeup ranges, demonstrating the continual transition of natural beauty into the mainstream.