Colour Cosmetics in Mexico

PROSPECTS

Colour cosmetics outperforms the beauty and personal care industry in 2017

The employed female population in Mexico is growing. This favours the consumption of beauty and personal care overall, but particularly that of colour cosmetics because going out to work often implies that women must take additional care of their physical appearance.

Lip products is most dynamic

In 2017, the fastest growth was recorded by lip products. Make-up and colour trends continued to favour matte lipsticks, which started to experience outstanding demand in both premium and mass segments in 2016.

COMPETITIVE LANDSCAPE

Direct sellers compete strongly for the leadership of colour cosmetics

Two of the top three players in colour cosmetics are direct sellers. This explains the dominant value share that the direct selling channel has in the colour cosmetics distribution landscape.

Avon Cosmetics launches Avon Mark to appeal to new consumers

During 2017, Avon launched its Mark brand as part of a strategy to target different consumers through different brands. As a result, Avon’s colour cosmetics portfolio combines Avon Color Trend, Avon True and Avon Mark.

Limited editions are a relevant element in new product development

Over the forecast period, limited editions are expected to continue to be relevant within new product development, in both mass and premium segments of colour cosmetics. Limited editions create interest among consumers because they offer innovative and attractive packaging and are often related to a special season or a celebrity.

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