Colour Cosmetics in the United Kingdom

PROSPECTS

Colour cosmetics growth comes to a standstill as consumers cut back on spending

British consumers went on somewhat of a “beauty diet” in 2018, a stark contrast from consumer attitudes a few years back. A key contributor is consumers’ embrace of the trend for “no make-up” make-up looks, in addition to fewer innovations and NPDs compared to previous years.

Facial make-up performs best, whilst eye make-up and lip products fall behind

Facial make-up was driven by consumers’ wanting to obtain a more “au natural” look and healthy complexion, but using facial make-up to achieve this effect. Inclusivity and diversity, two words famed in the beauty industry in recent years, have also pushed growth in facial make up.

Big brands discover new ways to target young consumers

As millennials and Generation Z continue to drive demand for colour cosmetics, brands such as Shiseido and Christian Dior have made conscious efforts to target young consumers by offering expanded ranges of eye shadow, foundation tones and miniature lipstick products. Competition will remain tough against US disruptor brands such as Glossier and Milk Makeup, which entered the UK market in 2018.

COMPETITIVE LANDSCAPE

Premium brands prove stronger in a declining market

Although both premium and mass colour cosmetics experienced a decline in 2018, mass proved to be worse off. This trend was reflected by the results of big players such as L’Oréal, Estée Lauder and Coty, whereby their luxury divisions witnessed good results, whilst consumer divisions performed poorly.

Colour cosmetics surface in non-beauty retailers

Grocery retailers and apparel and footwear shops are making their mark on the beauty and personal care market. In 2018 Sainsbury’s relaunched its own colour cosmetics brand Boutique, making most products vegan friendly, whilst Superdrug has seen continued success from its brand Revolution.

Bricks-and-mortar outlets challenge the rise of internet retailing with in-shop experiences

The UK has seen an increase in the opening of monobrand and pop-up shops, using technology, games and immersive designs to engage customers and give a story to the brand. The Estée Lauder brand, Too Faced, opened three new shops offering interactive “playgrounds” for its shoppers, whilst Morphe opened its first UK retail store in 2018.

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