Colour Cosmetics in Mexico

PROSPECTS

Colour cosmetics innovates with new textures and formulations

Colour cosmetics is a dynamic category which sees continuous launches of new colour palettes in line with fashion trends. Most importantly, colour cosmetics frequently evolves in terms of delivery formats, new formulations and cross-category benefits.

Colour cosmetics is a growing category in Mexico

Colour cosmetics are traditionally considered part of the beauty routine of most Mexican women, with the exception being women living in rural areas, who due to their low incomes and agricultural-related activities, do not give colour cosmetics the same priority as urban women. This, together with population growth, the urbanisation of smaller cities and more women joining the workforce, is expected to contribute to the strong current value and volume growth of colour cosmetics over the forecast period.

Premium colour cosmetics is expected to see higher growth than mass

Mass colour cosmetics will continue to account for a far bigger share of value sales than premium colour cosmetics in the forecast period. However, the premium segment is expected to see faster growth, as these products benefit from their high-quality positioning, international brand reputation and innovation.

COMPETITIVE LANDSCAPE

Direct selling loses share, but remains the dominant distribution channel

The growing footprint of beauty specialist retailers, the strong presence of modern grocery retailers and the entry of affordable Asian brands over the review period has led to a challenging scenario for direct sellers. Even so, during 2018 direct selling remained the dominant distribution channel in colour cosmetics, accounting for half of value sales.

The leading company in colour cosmetics is a direct seller

Due to the leading position of direct selling in colour cosmetics, the leading companies include direct sellers. The leading player in colour cosmetics in value terms in 2018, Mary Kay Cosméticos de México, is a direct seller.

Internet retailing grows, but maintains a small share

Internet retailing continued to post double-digit value growth in colour cosmetics and was the fastest growing channel in 2018. Although internet retailing represents only a minimal share of value sales in the category, its dynamism continues to motivate a growing number of brands and retailers to invest in the development of this channel.

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