Colour cosmetics has been negatively impacted by the event of COVID-19, due to a plethora of factors. These range from social distancing measures, with more people working from home and not socialising, thus resulting in fewer making-up and grooming occasions, to the closure of non-essential stores – particularly beauty specialist retailers.
The category’s steepest declines were, in order, lips, face and eyes. In addition to the reasons outlined above, two main factors drove lip and facial make-up’s steep decline.
L'Oréal Belgilux SA maintained its strong lead in colour cosmetics in 2020, thanks to its wide array of brands and products in both premium and mass segments. In brand terms, the player also holds the two top places, with Gemey/Maybelline and L'Oréal Paris.
Non-essential categories, including colour cosmetics, are expected to see a slow recovery, remaining in negative figures in the short-term forecast period. Social distancing phases and the wearing of face masks will continue to place downwards pressure on the category, along with the heightened consumer price-sensitivity due to the economic fallout of the pandemic.
Regarding face masks, this also creates opportunities for innovation in areas such as long-lasting lip products and transfer-resistant foundation products. Such products, which do not smudge on masks or change texture when exposed to mask humidity, are expected to witness a higher demand during the phase of mask wearing due to COVID-19.
The naturalness trend of “less is more” was evident in colour cosmetics in the review period, benefitting sub-categories such as BB/CC creams, for example. Moving forwards, it is expected that such trends will return and innovations in this area are expected within multi-use skin care.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Colour Cosmetics research and analysis database.
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