Colour Cosmetics in New Zealand

PROSPECTS

Mecca Maxima launches

Although Mecca Cosmetica was present in New Zealand over the review period, the launch of Mecca Maxima in 2017 made new brands available, including those previously only available online. The launch in Wellington was a success, and more stores were opened, reaching five within 12 months.

Maintaining consumer loyalty is increasingly difficult

Beauty consumers have become more fickle. Previously, when a consumer found a make-up brand they liked they would stick to it for all their make-up.

Professional services influence purchases

Beauty professionals such as make-up artists and reality shows linked to beauty endorsements continue to influence purchases. Many products used by professionals have entered the commercial arena, as women are influenced by social media and new product developments; these include primers and products to set make-up.

COMPETITIVE LANDSCAPE

Avon Cosmetics announces its departure

In 2017, direct selling company Avon Cosmetics announced it would be withdrawing from Australia and New Zealand, to concentrate on stronger growth opportunities elsewhere. Avon was the top colour cosmetics direct selling company in New Zealand, but declined over the review period.

Mac seeks further distribution opportunities

In 2017, although Estée Lauder (NZ) remained in second position, it saw a slight decline in its value share, behind L'Oréal New Zealand, with a rising share. The company looked for further distribution opportunities for its Mac brand.

Revitalisation of Cover Girl expected

In 2016, the Cover Girl brand was acquired by Coty from Procter & Gamble. In New Zealand, Coty products are distributed by CS Co, which is owned by Trilogy International.

Files are delivered directly into your account within a few minutes of purchase.