Colour Cosmetics in Costa Rica

PRE-COVID-19 PERFORMANCE

Point-of-sale displays and functional innovations set the pace

Colour cosmetics maintained strong current value growth in Costa Rica in 2019, with all categories also recording retail volume growth. Eye make-up remained the largest category within colour cosmetics in 2019, closely followed by facial make-up and lip products.

Premium products gain traction but mass products remain most popular

Costa Rican consumers are gaining awareness of the relevance of prioritising proper rest, improving the diet to improve the complexion and investing in facial care, instead of only focusing on corrective make-up strategies. In this context, a broader base of international brands are making claims of higher quality based on offering a more holistic approach to skin care, with higher-priced options gaining momentum as a result.

Recognised global and regional players maintain their competitive edge

Regional direct seller Corporación Belcorp de Costa Rica continued to lead colour cosmetics in value terms in 2019, with its Cyzone, Ésika and L’Bel brands. It maintained a similar pace of growth as traditional local distributors for international brands, such as Mercorica (Revlon, Cover Girl and Max Factor) and Cefa Corporación (L’Oréal and Maybelline), which remained focused on modern grocery retailers and chemists/pharmacies.

2020 AND BEYOND

COVID-19 impact

Colour cosmetics is now expected to see a 9% decline in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is a significantly fall in demand compared with the 2% growth forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

All colour cosmetics categories are expected to see current value and retail volume declines due to COVID-19 in 2020, after seeing strong growth in 2019. As consumers have fewer opportunities to socialise, they are wearing make-up less regularly, leading to fewer replacement purchases.

Recovery and opportunities

Colour cosmetics is expected to see a lasting impact from COVID-19 after the strong decline forecast for 2020. Although the restrictions on going out to socialise are expected to ease, this process is expected to be gradual, and social venues are not likely to be able to host as many customers as before to start with.

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