Changing consumer desires have slowed color cosmetics growth in 2017

Press enter to search
Close search
Open Menu

Changing consumer desires have slowed color cosmetics growth in 2017


Although the U.S. color cosmetics market has seen a 2% increase so far this year, growth is sluggish across individual segments, according to new research by Mintel. Consumer desire for simplified makeup routines have affected lip, facial and eye cosmetics — each of which has grown about two percentage points slower this year compared with last year.

Despite the dip, Mintel has found that skincare-inspired benefits are still in high demand among color cosmetics users as the lines between facial makeup and facial skincare continue to blur. Anti-aging and moisturizing products (44%, respectively) top the list for consumers.

Mintel found that age plays a significant role in the benefits consumers look for. Women ages 55 and older, for example, are most likely to be interested in products with anti-aging claims (68% compared with 18% of women ages 18 to 34), while women ages 18 to 34 are most likely to seek products that treat acne (24% compared with 2% of women ages 55 and older), are for sensitive skin (23% versus 9%) or minimize pores (23% versus 11%).

Women of all ages show the same enthusiasm for makeup that creates the appearance of flawless skin, according to Mintel. More than one quarter (28%) of facial cosmetics users said they’re interested in facial makeup that evens skin tone, including 28% of women ages 18 to 34 and 29% of women ages 55 and older. There was also interest in products that improve the skin’s appearance. Pore-minimizing products (29%) and color-correcting palettes (24%) garnered the strongest appeal.

“While the market is saturated and some women are turning to value brands to cut costs, facial makeup products that offer relevant skincare benefits present a bright spot that could reinvigorate sales,” said Shannon Romanowski, director, Mintel Reports, health, household, beauty and personal care. “As consumers increasingly express interest in facial makeup that incorporates skincare-related claims, it’s likely these claims will continue expanding into the cosmetics category. Anti-aging and moisturizing claims are appealing to older women, and can be particularly successful in light of an aging population that is typically less engaged in the category.”