Sales of colour cosmetics saw significant contraction in 2020 as a lack of social interaction due to COVID-19 meant fewer occasions for consumers to wear make-up. In 2021, however, the vast majority of Guatemalans resumed their social activities and returned to work and school, which boosted demand for colour cosmetics.
Social media images and videos are frequently used by consumers of all ages in Guatemala, plus virtual meetings are increasingly common. Despite the appearance-improving filters available in social media, people still want to improve their look with cosmetic products.
Direct sellers continued to dominate colour cosmetics in Guatemala in 2021, offering a wide range of products at affordable price points. As such, colour cosmetics continued to be led by Belcorp Guatemala SA with its Ésika, L'Bel and Cyzone brands, whilst other highly placed direct selling brands include the local LeCleire (Cosmética Global SA), Scientia and Avon.
Ésika, L’Bel, Le Claire and other direct selling brands offer a wide selection of colour cosmetics, including eye, face and lip products, at accessible prices which are aligned with current fashion trends. With a large sales force throughout Guatemala, these brands have adopted an omnichannel strategy to increase their reach and accessibility in the country.
The young female population aged 20 to 49 years represents an important 22% of the current and future population in Guatemala. This group is the key target audience for colour cosmetics and their economic progress will dictate the growth of this market over the forecast period.
Premium brands are expected to continue to develop in colour cosmetics in Guatemala over the forecast period, adding value growth to the category. Brands such as MAC, Urban Decay and luxury cosmetics brands target high-income consumers and enjoy support and loyalty from this group.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Colour Cosmetics industry in Guatemala, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.See All of Our Definitions
This report originates from Passport, our Colour Cosmetics research and analysis database.
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