If you got a question, look no further.
We post the most common questions
in our FAQ section.
Please fill in the form below to receive a Free Sample of the Report.
This report provides the results for the Make-up market in the US 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 make-up, face make-up, lip make-up, 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
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 Make-up, Face
Make-up, Lip Make-up, and Nail Make-up
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 Make-up market in the US 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, their high consumption frequency in
categories such as Face Make-up and Lip Make-up and their relatively high
The Affluent wealth group is the largest in the US Make-up market by value,
followed by the Moderate Income wealth group. This indicates that there is
strong potential for premium and aspirational products in the market.
Heavy consumption of Lip Make-up tends to increase with age, including one-fifth
of Older Consumers in the US. While Heavy frequency consumption is common in
older age groups, there are still significant numbers of Medium and Light users,
indicating that Lip Make-up suppliers should develop strategies to increase
these users’ consumption frequency.
Consumer survey results reveal that better value for money,
individualism, and indulgence are key trends driving consumers’ choices of
Make-up products. These highlight common traits in Make-up products, such as
luxury and identity, while also highlighting the weak state of the US economy.
The importance of the Better value for money trend shows that consumers believe
Make-up is a product category where they can control their spending by trading
down or reducing their consumption frequency.
Analysis of the US Make-up market by the amount of time people have spare
reveals that some of the busiest consumers account for the largest market shares
by value. The Time Poor and Time Pressed consumer groups account for the
majority of the US Make-up market.
Private label penetration is low in the US Make-up market, accounting for 2-7%.
This is despite a mature and concentrated retail environment, which tends to
result in successful private label programs. As such, retailers are expected to
increase their investment in these areas in order to grow their market