Colour Cosmetics in India

PRE-COVID-19 PERFORMANCE

Spur in collaboration between beauty brands and famous personalities

During 2019, there were an increasing number of collaborations on a global basis between beauty brands and famous personalities such as ColourPop with Shayla, Inglot with Jennifer Lopez and Neutrogena with Kerry Washington. In India, Mac collaborated with Bollywood celebrity Disha Patani to launch Mac Shades of Disha Patani, a limited edition collection of lipsticks.

Scope for growth in colour cosmetics for men as attitudes change

In 2019, demand for colour cosmetics for men began to rise, especially in facial make-up, a category not much explored by the leading companies in colour cosmetics. Long-standing views that the wearing of make-up among men emasculates them is slowly fading, especially among millennials and Gen Z males, who are more willing to experiment and are concerned about their appearance.

Hindustan Unilever retains the top position in the category

Hindustan Unilever remained the leading company in colour cosmetics in 2019 due to strong brand recognition and competitively priced colour cosmetics of its Lakmé Brand. The brand continued to attract celebrity endorsements and launched more premium variants of its mass offerings.

2020 AND BEYOND

COVID-19 impact

Sales of colour cosmetics are now expected to grow by 6% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 9% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within colour cosmetics

Most categories in colour cosmetics will retain positive growth in 2020 in both volume and value sales at constant 2019 prices, though growth will be slow as a result of the COVID-19 pandemic. Mass nail products, however, is expected to register contraction due to the closure of nail salons and bars and the lack of occasions to wear these products due to the lockdown.

Recovery and opportunities

Following an anticipated slowdown of colour cosmetics in 2020 as a result of the COVID-19 pandemic, retail volume sales are expected to gradually recover in 2021, as consumers begin socialising again away-from-home. However, volume growth will remain muted across most categories over the remainder of the forecast period, Eye make-up is expected to rebound fairly rapidly as the wearing of masks will not preclude the use of eye make-up as it does lip products, while nail products could also rebound due to consumer reluctance to visit nail salons in the wake of the pandemic.

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