Make-up turned out to be one of beauty’s star performers in 2010. Based on preliminary figures, Euromonitor International estimates that growth in the category for the year was around 3.9%. Make-up was also the best performer in some key markets, with prestige sales in the category up by 5% in France and 3% in the US, according to market-research group NPD.
The main reason for this solid growth last year was a particularly innovative batch of new product launches. It may seem obvious, and at the same time easily forgotten, but innovation does breed growth.
There were interesting designer and celebrity collaborations and more fashion-forward collections, color and glamour. Nailcare manufacturers came out with more daring colors and textures, as well as products that came closer to salon effects – efforts that are expected to yield a 7% increase in global sales for the year. There was also much newness in the eye category, with mascaras promising to volumize, lengthen and nourish and serums claiming to boost growth of lashes. In short, there was an increase in products that had more consumer appeal than in previous years.
So what does this mean for 2011? Probably – and unsurprisingly in a category such as make-up - that the industry will need to keep the level of innovation high if it wants to maintain growth. Key areas for innovation this year are likely to include convenient, portable packaging and multi-functional products (the demand for value for money products hasn’t gone away); even more additional skincare benefits; more lighter, fluid, airy textures and color items targeting specific needs, skin types or problems. Mineral is also likely to remain a trend in color, but analysts say it needs to inject a little more glamour and go beyond just its natural positioning to attract consumers. Natural, as with the category as a whole needs to excite the consumer, and if it does growth will probably follow.
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