Colour Cosmetics in Belgium

PRE-COVID-19 PERFORMANCE

Naturalness and “no make-up” trends boost sales of key colour cosmetics categories

Colour cosmetics posted slight value sales growth in 2019. Performances of product categories within colour cosmetics, however, varied.

New products drive sales in 2019

The performance of colour cosmetics is in general driven by new products in the market. The several new launches of 2019 include Ici Paris XL’s BE Creative Make Up Scandalous Lash mascara, a volumising mascara for full lashes, Estée Lauder Belgium’s Estée Lauder Pure Colour Envy liquid lipstick and Anastasia Beverly Hills Lip gloss.

L'Oréal remains the clear leader in 2019 despite share loss

L'Oréal remained the clear leader in colour cosmetics in 2019, significantly ahead of its nearest rival Yves Rocher Benelux. It offers a wide array of brands, positioned in both the premium and mass segments.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to decline by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 0% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

As a result of the COVID-19 pandemic, most categories will record both volume and value decline in 2020. Lip products are set to see the strongest decline as many consumers only wear these products when away-from-home.

Recovery and opportunities

After a difficult 2020, sales of colour cosmetics are expected to recover slightly over the forecast period, although overall the category will record further decline going forward. Lip products will see the most decline, potentially impacted by the more frequent wearing of face masks.

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