New Consumer Survey Reveals Top Priorities in Make-Up

The beauty industry is fast-moving and highly saturated. Understanding changing consumer opinions and the behavioural indicators behind global trends is integral to securing the success of any company or brand within the space. The insights gathered by Euromonitor International's Voice of the Consumer: Beauty Survey 2022 give a comprehensive view of how consumer preference has changed, based on different variables. The following themes have been highlighted through the latest edition of the survey, and indicate key opportunities for innovation, growth, and consumer engagement within colour cosmetics.

Simplified routines help to restart growth in colour cosmetics

In 2022, consumer spending on colour cosmetics is starting to increase, regaining the value lost during the COVID-19 pandemic. During lockdowns, beauty consumers reduced their usage of colour cosmetics, with 52% of consumers claiming to not use colour cosmetics in 2020. There was a reduction in non-users in 2021 and 2022, with 49% of global respondents choosing not to use colour cosmetics in both years, as they have started to return to in-person activities. Despite this, colour cosmetics is unlikely to see frequency of usage return to pre-pandemic levels, as consumers have become accustomed to a low maintenance approach when at home, and generally prefer lighter make-up styles. 56% of consumers say they prefer a natural or light make-up look for their daily style, an increase of 2% on those who said the same in 2021. The number of respondents saying they wear no make-up daily has reduced by 5%, indicating a gradual return to the use of colour cosmetics, especially among gen Z, with the number of non-users dropping by 7%. While we are seeing a return to usage, changes in behaviour and preference have resulted in consumers reaching for and valuing multi-purpose, benefit-focused cosmetics, as opposed to reverting to the time-consuming multi-step processes they would previously have undertaken.

Increasing concern for skin health leads to the skinification of colour cosmetics

In 2022, 53% of global consumers claim to prefer a natural or no make-up style, seeking to achieve a clean, fresh, and healthy look with the make-up products they use every day. Originating in K-beauty, dewy and glassy skin has been a key trend, prompting the adoption of “your skin but better” products. As attitudes change, the definition of beauty is becoming more blended with wellness, and as such, beauty brands are under increasing pressure to promote skin health.

Euromonitor International's Voice of the Consumer: Beauty Survey 2022 found that there has been an increase in the number of users of make-up wanting moisturisation/hydration (to 39%), SPF/sun protection (to 22%) and products suitable for sensitive skin (to 23%). This has led to the increased popularity of products claiming to have skin health benefits, with the number of product SKUs globally tagged as offering skin health increasing by 11% between March 2021 and 2022. This increase illustrates brands are responding to this change in consumers’ attitudes towards beauty, as they move from preferring a quick fix for their skin and beauty concerns (which was favourable to colour cosmetics), to achieving and maintaining healthy skin (which is favourable to skin care). It is increasingly common for ingredients previously used in premium skin care products, such as vitamin C, SPF, and hyaluronic acid, to feature as added ingredients in mass and budget products, with brands including MUA, L’Oréal and Maybelline launching foundations and primers boasting skin care benefits through the inclusion of these ingredients.

Clean and green beauty is becoming an expectation rather than a preference

Sustainability credentials are a core focus for brands and consumers alike, with expectations around sourcing and ingredient transparency becoming more embedded in the colour cosmetics path to purchase. Savvy consumers are better educated on the issue of “greenwashing” and “fauxthenticity”, resulting in the expectation of and requirement for sustainability, as opposed to it being a value-added feature.

The impacts this expectation has had on the industry is showcased by the number of colour cosmetics SKUs with associated “green” features. Between September 2019 and March 2022, the number of SKUs with at least one environmentally- or ethically-friendly attribute has increased by 55% (VIA Megatrends: Sustainable Living Claims Tracker), demonstrating the rapid adoption of these qualities in colour cosmetics as a response to consumers’ needs.

The value of these product features to consumers over other claims is also increasing. In 2022, a quarter of respondents expect brands to be transparent about their ingredients, a 5% increase on those who said the same in 2021. The demand for recycled packaging and sustainably sourced ingredients is also on the rise. The significance of this shift in priorities is further supported by 38% of consumers saying they prefer natural or botanical ingredients to a lower price, indicating an opportunity for brands to justify higher price points while meeting the expectation of green and “clean” attributes in make-up.

The Voice of the Consumer Beauty Survey illustrates the continuing shifts in consumer behaviour and preferences post-pandemic. “Skinifying” make-up, eco- and ethically-friendly credentials, simplified routines and natural “no make-up make-up” are all key consumer trends presenting opportunities for the growth and recovery of colour cosmetics.

For the results of Euromonitor International’s 2022 Voice of the Consumer: Beauty Survey, read our report, here.