As the best performing product type in colour cosmetics in 2020, recording a relatively low decline of 15% in value sales, nail products was able to recover more strongly, resulting in value sales sitting just below pre-pandemic levels in 2021. Eye make-up experienced growing demand, as mask wearing was imposed on 22 January 2021 in Ireland, and remained in place for much of the year.
The pandemic prompted Irish consumers to re-evaluate their beauty priorities, leading to the emergence of “skinification” in colour cosmetics. “Skinification” has seen consumers desiring both multifunctionality and simplicity from their colour cosmetics, in line with demand for faster, low-maintenance work-from-home routines.
As Irish consumers shifted their purchases of colour cosmetics towards e-commerce during the pandemic, bricks-and-mortar retailers struggled with the lack of footfall. E-commerce benefits from perceptions of safety compared to in-store hygiene concerns, wide product variety, convenience and ease of price comparison.
As a form of escapism, Irish consumers not only became increasingly attracted to nostalgic looks from the 1990s as noted in 2021, but are increasingly finding inspiration from the 1920s as they move into the forecast period. For those consumers who have not completely relinquished colour cosmetics, they are more inclined to experiment and wear products that they have not previously tried.
Emerging from the pandemic, some consumers will adopt a more cautious approach to spending given the downward effect on incomes, the uncertainty of the labour market and the persisting consequences of Brexit. This creates a new, challenging landscape for brands in a previously reliable and successful market and one that is strongly tied to consumer sentiment.
Although many consumers will have drastically reduced their overall use of colour cosmetics during the pandemic, the products they do choose to purchase will bring all the more satisfaction and pleasure, whether linked to a greater sense of normality or to have fun with experimenting. With self-care and wellness centre stage of the post-pandemic consumer psyche, now is the opportune time for brands wanting to navigate a challenging future to investigate and highlight the role of colour cosmetics in self-care.
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Understand the latest market trends and future growth opportunities for the Colour Cosmetics industry in Ireland 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 Ireland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Colour Cosmetics
This is the aggregation of facial make-up, eye make-up, lip products, nail products and colour cosmetics sets/kits.
See All of Our DefinitionsThis report originates from Passport, our Colour Cosmetics research and analysis database.
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