Colour Cosmetics in France

PRE-COVID-19 PERFORMANCE

The desire for a more natural look hampers growth, although specific categories perform well

Colour cosmetics saw a second year of current value decline in 2019. The penetration rate of colour cosmetics is decreasing amongst the French population, along with strong trend of no make-up, nude make-up, minimalism and deconsumption, with women using fewer products because of the simplification of routines and reasoned consumption.

Mass products see a stronger decline due to innovation in the premium segment

Mass, premium and dermocosmetic colour cosmetics all saw current value declines in 2019, although mass saw by far the strongest decline, whilst the decline in the premium segment was negligible. Premium facial make-up saw continued growth.

The leaders lose share to dynamic smaller brands

In 2019, the two leaders in colour cosmetics in value terms, Gemey Maybelline Garnier and L'Oréal, continued to lose ground. This was due to the entry of new products and players and revamped product lines.

2020 AND BEYOND

COVID-19 impact

Colour cosmetics is now expected to see a 5% decline in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is a stronger fall than the 2% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

Although overall colour cosmetics is expected to see a hit to demand due to COVID-19 in 2020, the impact is expected to be different across categories. Nail products is expected to see growth, as these products are perceived as a small indulgence, and painting nails is something to do when stuck at home during lockdown.

Recovery and opportunities

The decline expected in colour cosmetics in 2020 is set to continue in 2021, although at a much slower rate; similar to that seen at the end of the review period. However, from 2022 growth is expected to resume.

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