Premiumisation, gender fluidity and active ageing in colour cosmetics Sunny Um Senior Analyst, Beauty & Fashion
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5 Industry snapshot
Asia Pacific North America Western Europe Latin America Middle East/Africa Eastern Europe Australasia US$ Billion CAGR % INDUSTRY SNAPSHOT 6 Asia leads colour cosmetics sales 20 18 16 14 12 10 8 Colour cosmetics value sales by region (constant, US$ fixed 2017) 7 6 5 4 3 2017-2022 value increase Western Europe US $2 billion 6 2 4 2 0 2017 2012 2017-2022 CAGR % 1 0 North America US $3 billion Asia Pacific US $6 billion Source: Euromonitor International; 2017-2022 value increase is an estimate
US$ Billion INDUSTRY SNAPSHOT 7 What are the best-selling products? 10 Colour cosmetics value sales: 2017 (constant, US$ Fixed 2017) 20% 16% 12% 8% 4% 0 0% Source: Euromonitor International 2017 2012-2017 CAGR %
8 Premiumisation
PREMIUMISATION 9 What is premiumisation? Experience more Less brand loyalty Search for personal identity More benefits demand Exclusive Personal Expect to be surprised
2017 Euromonitor Beauty Survey 10 Q: What are desired product benefits when buying colour cosmetics?
PREMIUMISATION 11 Millennials in developing economies seek good for skin benefits Top 5 desired benefits in colour cosmetics: Millennials, 2017 Thailand High quality Matched my skin tone Matched my skin tone Value for money Suits my skin concerns Natural or organic Hypoallergenic Indonesia Natural or organic China Suits my skin concerns Matched my skin tone Liked the colour Liked the colour Liked the colour Appropriate for skin type Value for money Value for money Liked the colour South Korea Low price Matched my skin tone Appropriate for skin type Liked colour Japan Value for money Matched my skin tone Low price Offered good coverage Source: Euromonitor Beauty Survey 2017 Source: Euromonitor International
PREMIUMISATION 12 Premiumisation kicks in in developing economies I prefer premium ingredients or formulation China Thailand Indonesia South Korea Japan Global average 39% 0 10 20 30 40 50 60 70 80 % of Millennials respondents Source: Euromonitor Beauty Survey 2017 Source: Euromonitor International
PREMIUMISATION 13 Skin care-infused cosmetics in Asia ANTI-POLLUTION SENSITIVE SKIN Hera Urban Veil CC Laneige Anti-Pollution Finishing Pact VMV Hypoallergenics Skin Bloom Blush Pim Velvet Kiss Liquid Lip Colour Multi-shielding, a coating tech to block pollutants Dust-block powder; green tea calming Free from paraben, dye, acne-causing ingredients Paraben-free; vegan friendly (natural oils) Source: Hera, Laneige, Pim Cosmetix, Youngblood
14 Gender fluidity: men s make-up
GENDER FLUIDITY: MEN S MAKE-UP 15 Unisex marketing TOM FORD BOYS AND GIRLS LIPSTICKS Source: Tom Ford
GENDER FLUIDITY: MEN S MAKE-UP 16 Men s make-up goes mainstream CHANEL BOY DE CHANEL Sources: Chanel
GENDER FLUIDITY: MEN S MAKE-UP 17 Soaring demand for men-specific cosmetics Obstacles to use: foundation, Asia Not part of my routine Not interested in using 2015 2017 Don't see a need Men-specific version not available 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Euromonitor Beauty Survey 2017 % of male Millennials respondents
18 Active ageing: make-up for mature ladies
ACTIVE AGEING: MAKE-UP FOR MATURE LADIES 19 Active ageing, not anti-ageing Source: sixtyandme.com
2017 Euromonitor Beauty Survey 20 Q: How often do you use colour cosmetics?
% of Baby Boomers respondents ACTIVE AGEING: MAKE-UP FOR MATURE LADIES 21 Baby Boomers in Asia apply less colour cosmetics 100% Usage frequency: at least occasionally 80% 60% 40% 20% 0% Lipstick Foundation Eye make-up Millennals Baby Boomers Source: Euromonitor Beauty Survey 2017
ACTIVE AGEING: MAKE-UP FOR MATURE LADIES 22 because they are indifferent to make-up Top 5 obstacles to use: lipstick, Asia Not interested in using Don't see a need for use Not part of my routine Not appropriate for my age Don't like lipstick 0% 10% 20% 30% 40% 50% % of Baby Boomer respondents Don't see a need for use Don't like foundation Not interested in using Not part of my routine Not appropriate for my age 0% 10% 20% 30% 40% 50% % of Baby Boomer respondents Source: Euromonitor Beauty Survey 2017 Top 5 obstacles to use: foundation, Asia
23 23 L'Oréal: Age Perfect line Source: L'Oréal Paris
Thank you Sunny Um, senior analyst Beauty & Fashion Sunny.Um@Euromonitor.com Facebook.com/euromonitor @Euromonitor Linkedin.com/company/euromonitor-international/