Colour Cosmetics in Germany

PROSPECTS

Stronger emphasis on appearance benefits colour cosmetics

Colour cosmetics has been the main beneficiary of consumers’ growing focus on appearance. While other categories in beauty and personal care have also benefited, colour cosmetics allow consumers to instantly change their look.

Eye make-up and contouring to drive value growth

Despite the wide selection of products in colour cosmetics, for many Germans mascara is the most important because accentuation of the eyes makes the most significant difference in terms of appearance. Therefore, consumers who are just starting to use colour cosmetics or those who only want to use a few products tend to start with mascara.

COMPETITIVE LANDSCAPE

L’Oréal remains the leading player

In 2017, L’Oréal maintained its leading position in colour cosmetics thanks to a very successful brand portfolio which includes Maybelline, L’Oréal Paris, Lancôme, Yves Saint Laurent, Urban Decay, Vichy and Giorgio Armani. The 2014 acquisition of NYX Cosmetics has also proved successful, thereby underlining L’Oréal’s ability to anticipate consumer trends and position itself accordingly.

Smaller brands and private label benefit from ongoing category growth

The competitive landscape in colour cosmetics remained dynamic in 2017 thanks to the number of new players trying to gain shelf space and consumer attention. In addition, due to the popularity of social media and YouTube channels focusing on colour cosmetics, smaller players were able to reach a global audience and become successful, for example brands such as Too Faced and Becca, which then become candidates for a takeover by established companies.

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