Facial make-up is becoming the most innovative product area within colour cosmetics. From ingredients to application and packaging, it is developing faster than any colour cosmetics.
Mecca Maxima opened its first store in New Zealand in 2016 and had six locations across the country by 2018. During the review period, the beauty specialist retailer opened its first concept store in Auckland, which is twice as large as its other stores and provides services such as complementary beauty workshops and skin care consultations.
One of the biggest challenges for retailers is having an omnichannel presence. In a playful category such as colour cosmetics, which is highly driven by free samples, testers and customers seeking advice, an integrated and seamless experience across both online and offline channels is crucial.
Laura Mercier, an American brand known for its translucent powders and tinted moisturisers, decided to exit Australia and New Zealand in 2018. The exit caused upset amongst many make-up artists and consumers of the brand, who were forced to get products shipped from overseas until Mecca Brands Pty Ltd announced that it would bring the brand back in February 2019.
L'Oréal New Zealand Ltd, with an extensive portfolio of brands including Maybelline and L'Oréal Paris, strengthened its lead of colour cosmetics in 2018, by gaining further value share. The company launches breakthrough products each year and in 2018 it collaborated with Puma to introduce a limited edition high-performance make-up collection.
Despite losing value share in 2018, Estée Lauder (NZ) Ltd ranked second closely behind the leader due to the popularity of its brands Mac, Estée Lauder and Clinique. Leading brand Mac has been able to bring new products to New Zealand with the help of collaborations.
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This industry report originates from Passport, our Beauty and Personal Care market research database.