Colour Cosmetics in Western Europe

June 2021

Western European sales of colour cosmetics, already in decline in recent years, recorded a steep fall in 2020. Coronavirus (COVID-19), and the measures taken to try and control its spread, resulted in much-reduced usage of colour cosmetics products, particularly lip products and facial make-up. Colour cosmetics will see a slow recovery, with sales still some way short of 2019 levels at the end of the forecast period.

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Key findings

Worsening performances in recent years

After growth slowed considerably in 2017, sales went into decline in 2018, with this continuing in 2019. UK sales were hit by consumers moving away from “heavy” make-up trends and increasing competition from skin care, while German consumers continued to take advantage of the promotions and discounting on offer from retailers and brand owners.

COVID-19 results in steep declines in 2020

Virtually all markets in the region were in decline in 2020, with most seeing double-digit percentage sales falls. Measures implemented to try and control the spread of COVID-19, including non-essential retail closures and lockdowns, significantly disrupted sales of colour cosmetics. Home seclusion saw consumers relax their make-up routines, while many also saw no need to wear lip products or facial make-up under their masks. Shoppers were also looking to make savings in the uncertain economic environment resulting from the pandemic.

Natural products in demand

Prior to the arrival of the pandemic in the region, products featuring natural ingredients and/or sensitive/hypoallergenic properties were becoming increasingly popular in many countries – with this trend also expected to be seen in the post-pandemic period. An example of this is the Kiko Green Me line, with ingredients of a natural origin, fully recyclable packaging and sensitive formulas.

Slow recovery over the forecast period

Colour cosmetics will only see a slow recovery in Western Europe, with sales continuing to decline in 2021 and only recording relatively modest growth rates thereafter. Consumers will continue to be impacted by the economic consequences of the pandemic, while lockdowns and non-essential retail closures were still in place in early 2021. In addition to continued competition from skin care, consumers will also continue to favour the natural look in terms of make-up.

Introduction

Scope
Key findings

Regional Overview

Western Europe badly impacted by COVID-19 in 2020
Slow recovery on the cards for Western Europe in 2020-2025
UK and France see major declines in 2015-2020
Nail products get off lightly in the pandemic-related sales collapse
All the top markets in decline over 2015-2020
COVID-19 adds to the problems in colour cosmetics in 2020
E-commerce makes significant gains during the pandemic…
…as beauty specialist retailers and department stores lose share

Leading Companies and Brands

Top five mostly account for more than half of retail sales
Cosnova continues to make gains in 2020
UK and Germany big revenue generators for private label
Consumers favouring mass over premium brands in the pandemic

Forecast Projections

Colour cosmetics sales to continue declining in 2021…
…with modest growth predicted for the rest of the forecast period
Rising GDP will help to drive growth across the region

COUNTRY SNAPSHOTS

Austria: Market Context
Austria: Competitive and Retail Landscape
Belgium: Market Context
Belgium: Competitive and Retail Landscape
Denmark: Market Context
Denmark: Competitive and Retail Landscape
Finland: Market Context
Finland: Competitive and Retail Landscape
France: Market Context
France: Competitive and Retail Landscape
Germany: Market Context
Germany: Competitive and Retail Landscape
Greece: Market Context
Greece: Competitive and Retail Landscape
Ireland: Market Context
Ireland: Competitive and Retail Landscape
Italy: Market Context
Italy: Competitive and Retail Landscape
Netherlands: Market Context
Netherlands: Competitive and Retail Landscape
Norway: Market Context
Norway: Competitive and Retail Landscape
Portugal: Market Context
Portugal: Competitive and Retail Landscape
Spain: Market Context
Spain: Competitive and Retail Landscape
Sweden: Market Context
Sweden: Competitive and Retail Landscape
Switzerland: Market Context
Switzerland: Competitive and Retail Landscape
Turkey: Market Context
Turkey: Competitive and Retail Landscape
UK: Market Context
UK: Competitive and Retail Landscape
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