Colour Cosmetics in India

PROSPECTS

Consumers are increasingly exposed to make-up routines

Consumers in India are gaining exposure to the latest beauty trends and make-up routines, which is also stimulating the desire to experiment across all colour cosmetics categories. Social media platforms including Instagram and Pinterest continue to be important drivers, especially amongst young consumers.

Spur in collaboration between beauty brands and famous personalities

Globally, there have been an increasing number of collaborations between beauty brands and famous personalities such as ColourPop with Shayla, Inglot with Jennifer Lopez and Neutrogena with Kerry Washington, amongst others. Over the last year, this trend became popular in India with beauty brands collaborating with fashion label and Bollywood celebrities.

Companies find innovative ways to target different consumer segments

The collaboration trend is not restricted to famous personalities, as beauty brands are also increasingly leveraging well-established social media influencers across YouTube, Facebook and Instagram to better connect with young consumers and push sales of their product offerings. With growing internet and smartphone penetration, consumers are spending more time online.

COMPETITIVE LANDSCAPE

Hindustan Unilever retains the top position in the category

Hindustan Unilever remains the leading company in colour cosmetics due to strong brand recognition and competitively priced colour cosmetics offerings of its Lakme Brand. The brand continues to associate with celebrities and launch more premium variants of their mass offerings.

L’Oréal India strengthens its position within colour cosmetics

L’Oréal India continued to strengthen its position within colour cosmetics with a strong portfolio of brands including Maybelline and L’Oréal Paris. For its Maybelline brand, the company focussed on smaller pack sizes to provide more convenience for urban consumers and to stimulate demand from smaller cities by offering products at lower prices.

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