Colour Cosmetics in Colombia

PROSPECTS

Influencers on social media provide inspiration

The rise of influencers due to the increasing proliferation of social media in every aspect of consumers’ daily lives has been impressive. According to Relatable, an index of influential creatives on Instagram, there are currently a total of 896 beauty and make-up influencers in Colombia compared to 135,000 tracked in the US.

Rising demand for professional cosmetics

Colour cosmetics is perhaps the fastest moving category in beauty and personal care due to beauty awareness in fashion and appearance trends and increased access to branded goods. Cosmetics are no longer simply products, they need to provide a new experience, and enhancing the sensory aspects is relevant to female users as it often the last stage of any beauty routine before leaving home.

Cosmetics and skin care industries develop together

The trend for consumers to be fitter and healthier is one of the biggest influences helping professional skin care, with manufacturers addressing key concerns such as anti-pollution and sun damage by providing active ingredients. Consumers increasingly express interest in colour cosmetics that offer relevant skin care benefits and are customisable to suit them, matching their lifestyles, their skin tone and their appearance, with mass brands such as Smart, Nailen and Vitu including solar filters in their compact powder references.

COMPETITIVE LANDSCAPE

Freestanding stores expected to grow

L’Oréal owns a wide range of brands across mass and premium, including mass brands Maybelline and L’Oréal Paris, and premium brands Lancôme, Yves Saint Laurent and Giorgio Armani. L’Oréal also introduced the new brands NYX Cosmetics during the review period, offering high-quality, on-trend colour cosmetics at affordable prices.

Mary Kay drives category as new player

Direct selling enjoys high relevance in colour cosmetics in Colombia. Consumers are drawn to mass brands due to their lower price points and constant product launches, as well as their new technologies, ingredients and formulations.

Strong advertising though all channels motivates consumer purchases

Companies in this category have been responding to demand by constantly launching new products, making them more specific in terms of quality and segmenting them by age; however, colour cosmetics rely on the similar marketing strategies to communicate product innovation, promotional marketing campaigns, and in the case of direct selling maintaining a motivated and engaged sales force. Women's empowerment and the promotion of inner beauty are at the centre of every brand campaign in direct marketing, digital and traditional media; for example, Avon Cosmetics’ “Beauty for a Purpose” campaign communicated how Avon not only sells beauty products, but also provides many women with the opportunity of providing incomes for their families.

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