Mass Beauty and Personal Care in the US

PROSPECTS

The share of mass colour cosmetics is expected to decline

The mass segment is experiencing positive but minimal growth, although the competition from premium beauty and personal care is intensifying, particularly in colour cosmetics and skin care. Mass colour cosmetics experienced slower growth in 2017 than in 2016, and the share of mass colour cosmetics within overall colour cosmetics is expected to decline during the forecast period to 2022.

A notable mass activity is the Cover Girl relaunch, which has its challenges

Following its acquisitions in 2016, Coty spent much of 2017 on the relaunch and modernisation of marketing for its Cover Girl and Clairol brands. However, mass colour cosmetics and mass hair colourants have become increasingly competitive, dynamic and fluid with respect to shelf allocation and promotional intensity.

Indie mass colour cosmetics brands continue to take share from legacy mass brands

There have been significant advances amongst indie brands in mass colour cosmetics. These brands are taking share from established mass players.

COMPETITIVE LANDSCAPE

Masstige colour cosmetics and skin care brands represent bright spots

Although premium beauty categories continued to outperform mass beauty categories in the US in 2017, the market witnessed a growing range of colour cosmetics brands being introduced in the masstige segment. Masstige brands sit at the high-end of the mass segment.

Ulta Beauty brings in influencer-led masstige brands

One of the best examples of successfully incorporating masstige brands, in a market environment that currently favours premium brands, is Ulta Beauty’s efforts in 2017 to shift its product mix from mainly mass to also include masstige brands. The beauty specialist retailer has diversified its offerings to provide multiple price tiers to reach a wide range of consumers.

The outlook for masstige brands

Masstige brands are expected to grow in the US, satisfying expectations that are more aligned to premium consumers but at price points and through channels that are akin to the mass segment. As seen in the performance of successful masstige brands, the forecast period is likely to witness more acquisitions by legacy brands of niche masstige beauty brands.

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