Colour Cosmetics in France

PROSPECTS

Mass-market retailers welcome new brands

The mainstream colour cosmetics brands sold in hypermarkets are in trouble. Despite efforts in terms of staging, nude make-up and testers, impulse buying in mass-market retailers remains insufficient.

Pre-teens – a rising target

To stimulate sales of colour cosmetics, brands are tackling pre-teen girls aged 11-13. These young girls are digital natives and represent the Instagram generation, so are very keen to maintain their image.

The offer for darker skin takes off

Black women represent a large share of the population in France. Faced with a virtually non-existent offer of beauty products in traditional distribution channels, it is usually specialised stores that offer products adapted to their skin.

COMPETITIVE LANDSCAPE

The dynamism of brands from abroad

The most dynamic brands that have renewed the offer in colour cosmetics come from abroad; often from the US. These new brands are a tidal wave for the traditional French luxury brands that have reigned for years in France, such as Chanel, Yves Saint Laurent and Dior.

Colour cosmetics is supported by a proliferation of innovations and new players

Colour cosmetics remains very dynamic. Product innovations continue to fuel sales, and new products are launched on the market every day.

New muses and the continued launch of products for darker skin

In the footsteps of Estée Lauder, the precursor in multi-ethnic campaigns, Lancôme and L'Oréal Paris have both signed black muses: actress Lupita Nyong'o for Lancôme and Angolan Maria Borges for L'Oréal Paris. A wide range of brands, such as Two Faced, Nars and Armani, now incorporate shades in their palettes which suit darker skin.

Files are delivered directly into your account within a few minutes of purchase.