Colour Cosmetics in Costa Rica

PROSPECTS

Local women continue to adopt more natural looks whilst opting for longer-lasting effects

As a broader base of younger Costa Rican women continue adopting the global empowerment movement that prioritises their natural beauty and wellbeing, they continue to move away from more artificial-looking make-up and towards committing to more natural, hypoallergenic, balanced and subtle effects. At the same time, the further promotion of more natural looks is generally combined with longer-lasting effects, which sometimes include both matte and bright finishes according to use occasions.

Specialised products increasingly popular

Specialised options such as those offered by MAC Cosmetics (Estée Lauder) have been increasingly popular with higher-income consumers, as they are successfully positioned as major aspirational references amongst younger millennials. This group of buyers is especially interested in moving away from brands offered at modern grocery retailers, as it allows them to improve their social status whilst feeling more confident amongst their peers.

Players to focus on producing products with lifestyle claims, whilst using several means to develop relationships with consumers

Local millennials and especially young, mature women will remain interested in boosting their self-image and personal appearance over the forecast period, relying on a combination of multiple types of dietary supplements and lifestyle strategies such as healthy eating and exercising. This scenario will promote a more complex interaction between colour cosmetics, skin care, nutrition and physical activity, and most leading colour cosmetics’ brands will be adopting such types of lifestyle claims as part of their main selling points.

COMPETITIVE LANDSCAPE

Major international competitors remain ahead in sales

Major international direct selling brands such as those distributed by Corporación Belcorp de Costa Rica (Cyzone, Esika and L’Bel) along with major local distributors focused on modern grocery retailers and pharmacies such as Mercorrica (Revlon, Cover Girl and Max Factor) and Cefa Corporación (L’Oréal and Maybelline) continued to lead sales of colour cosmetics sales in Costa Rica in 2018. International players continued to take advantage of their strong brand awareness and the vast market coverage they have developed throughout the years.

New value proposals and innovative natural-based developments anticipated

As a wider base of middle- and upper-income Costa Ricans continue to adopt fast-paced modern lifestyles, they are anticipated to continue facing multiple types of personal appearance and self-image challenges based on aging and lifestyle practices. This scenario will keep guaranteeing positive sales prospects for a recognised and emerging base of more holistic and integrated natural-based make-up proposals over the forecast period.

New opportunities for retailing and experience-based concepts

Finally, the forecast period will offer development opportunities for new retailing and experienced-based concepts to boost this category’s performance, such as the case of the leading beauty retailer player Super Salon and its new Salon brand Beauty Hair and Nails (BHN). Extended opening hours as well as collaborative online platforms, capable of connecting users with hair/nails’ stylists, will provide additional opportunities to beauty salons over the forecast period, where innovative proposals will emerge in order to capitalise on colour cosmetics consumption with complementary beauty services.

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