Colour Cosmetics in Spain

PROSPECTS

Fashion to shape sales

Traditionally, Spanish colour cosmetics preferences are defined by fashion trends, and according to these trends the popularity of the different colour cosmetics categories changes. The importance of celebrities and models as fashion-setters has grown for years.

“Selfie-mania”

Concern with aesthetics is nothing new, but the fixation with self-image has reached unprecedented levels, thanks to the global rise of the “selfie culture” and constant exposure to idealised images of female beauty via the media. Social media and “selfie culture“ are playing an increasingly prominent role in the growth of colour cosmetics.

Price segmentation set to continue

The preference for buying mass or premium ranges of colour cosmetics in the country is linked to age segmentation. Younger consumers, who are largely digital natives, are increasingly getting their inspiration from online make-up tutorials, and avidly follow beauty bloggers.

COMPETITIVE LANDSCAPE

The two leaders are far out in front

With Coty Spain’s acquisition of Procter & Gamble España’s make-up range, the former became the leader in colour cosmetics in Spain from 2016. The company managed to increase its value share in 2017, despite the growing competition from other mass brands, such as Kiko Milano and Essence.

More brands to enter the market

The two clear leaders in colour cosmetics are followed by a larger number of smaller players; the number of which is continually growing. The growth in the number of brands is set to continue, to satisfy the strong demand from younger consumers.

New brands: Fashion vs celebrity

During the last years of the review period, a growing number of fashion brands launched their own ranges of colour cosmetics, especially (but not solely) in the premium segment. This was the case of brands such as Gucci, Marc Jacobs, Victoria Beckham and H&M.

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