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This report provides the results for the Make-up market in France from
Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods
(CPG) consumption habits, and forms part of an overall series covering all CPG
product markets. Its coverage includes, but is not limited to, consumption
behaviors, the extent to which consumer trends influence their consumption, the
value of the market these trends influence, and brand and private label choices
as well as retailer choices. Much of this information can also be analyzed by
specific consumer groups, providing hard and fast data on consumers and markets
at the product category level.
Introduction and Landscape
Why was the report written?
Marketers in the Make-up market face a major challenge. Understanding market
size and segmentation is valuable, but the key to effective targeting is knowing
just how valuable specific consumer groups are, and being able to quantify the
impact of consumer trends. This data report solves these problems by providing
survey-based data on consumer trends and consumer groups, and market data that
shows the exact size of consumer groups, how much of the Make-up market they
account for, and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer
trends will be directly affected. Since the global financial crisis of 2008–2009
the retail market has been characterized by an increase in the amount of
discounted and own-brand products. Eye, Face, Lip, and Nail make-up are not
considered essential items and therefore consumption patterns have been
comparatively affected. As economic and market recovery continues over 2012,
consumption patterns will record a positive trend in both the Medium and Heavy
frequency bands and the amount of Non-users should decrease.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are
fundamental causes of change in markets – making knowing what these trends are
and the extent of their influence crucial. The survey-based data provided in
this report examines over 20 consumer trends that affect the market and examines
the share of consumption across 26 consumer groups. This data provides a
detailed insight into exactly who the consumer is and just how much impact the
latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through
to its actual value impact on a product market. This provides readers with a
unique data analysis of the market, allowing marketing tactics and strategy to
be updated in line with the very latest consumer behaviors.
Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group
tracking and modeling for the following specific categories: Eye, Face, Lip, and
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer
trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original
survey and then subsequent consumer tracking and modeling.
Unique retailer choice data at the product category level, based upon the
original survey and then subsequent consumer tracking and modeling.
Key Market Issues
Analysis of the French Make-up market by age reveals that Older
Consumers account for the largest share of consumption by value. This is a
result of the large size of the age group and their relatively high disposable
Analysis of the French Make-up market by wealth group indicates that the Better
Off and Moderate Income wealth groups have similar market shares. These two age
groups combined constitute more than half of the total Make-up market in France,
indicating strong market potential for aspirational products.
Analysis of the French Make-up market by the amount of time people have spare
reveals that the busiest consumers account for the largest market shares by
value. Time Poor and No Time consumer groups constitute more than two-thirds of
the French Make-up market.
Early Young Adults have the highest consumption of Eye Make-up in
France, with two-thirds of consumers using these products. Almost 40% of the age
group are Medium frequency consumers, indicating that suppliers should develop
strategies to increase their consumption frequency to Heavy.
Lip Make-up is consumed most frequently by consumers in older age groups. For
instance, approximately 20% of Mid-Lifers and Older Consumers are Heavy
frequency users compared to6% of Older Young Adults and 7% of Pre-Mid-Lifers.
This may highlight generational differences in beauty, with Lip Make-up not
considered an important part of younger consumers’ beauty routines.
Private label penetration is low in the Make-up market in France. The highest
penetration rate is in Eye Make-up, though this is still below 15%.