Recently published data from Kline’s annual Cosmetics & Toiletries USA report reveals that the makeup product class, which grows by nearly twice the market average, spurs the beauty industry forward in 2015. Trends like the highly coveted power brow, facial sculpting through techniques, such as contouring and strobing, and bold, luscious lips all contribute to a successful year for makeup. Kline’s expert insider Kelly Alexandre answers some key questions regarding the market’s performance and what to look for in the future.
What was the most unique product launch you saw for face makeup in 2015?
The face makeup category witnessed a plethora of new products offered by marketers trying to capitalize on the most recent trends, often set by social media influencers. These innovative brands have created products that resonate with the “selfie” culture of today’s generation. From contouring palettes, to highlighters and illuminators, to technologically-advanced foundations specifically crafted with a camera in mind, these products are geared for millennials and generation Xers, eager to experiment with products to help them achieve a specific, selfie-friendly look.
Two new product launches that stand out are BECCA Cosmetics’ Champagne Pop Shimmering Skin Perfector Pressed Powder and Make Up For Ever’s Ultra HD Invisible Cover Foundation, developed and approved for the more extreme detail of 4K technology.
Can you share some highlights from the lipsticks and lip glosses and eye makeup categories?
The lipsticks and lip glosses category grows the fastest in 2015, spurred by liquid lipsticks, which are products that are a combination of a lipstick, lip gloss, and often lip balm. Liquid lipsticks are found in a variety of textures, from shiny to matte, and nourish the lips, in addition to providing color.
Runway trends, such as power brows, long and clumpy eyelashes, and smoky eyes, inspire millennials and generation X consumers to enhance their appearance through eye makeup products. The eyebrow category, virtually non-existent a few years ago, becomes one of the fastest-growing segments in eye makeup. Marketers capitalize on these recent trends by launching innovative new products with improved formulae and fun packaging.
Which category has performed poorly?
Nail polishes is a category still on the downward trend in 2015, but is picking itself up from the significant decline of 2014. Hybrid gel nail polishes and the continuing launch of new brands formulated without chemicals, such as Smith & Cult, help the category recover.
What role do retail outlets play in the makeup product class?
Retail outlets are important in promoting and offering unique solutions to consumers, as well as driving sales for the makeup product class. In 2015, specialty stores like Sephora and Ulta drive growth. Sephora wins consumers by offering unique solutions, such as expanding its Color IQ technology in 2015 to include concealer and lip matches.
The direct channel grows due to online e-tailer-exclusive products, the rise of beauty boxes, and special value kits exclusive to television shopping networks.
Drug stores are a force to keep an eye out for as many are expanding their beauty offerings, displays and promotions, and are launching unique brands exclusive to the outlet. For example, Walgreens launched its exclusive line Colour Prevails in collaboration with industry expert Nonie Creme.
What does 2016 hold so far for the market?
This year will definitely be exciting for the makeup category. We have already seen the Tarte brand launching two new exclusive lines: Rainforest of the Sea Collection in specialty store Sephora and Double Duty Beauty Collection in Ulta. The launch of exclusive collections in select retailers is another trend other brands are also expected to follow.
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We are also seeing unique new launches in all categories. Some of the innovations we have spotted are Nail Inc’s Spray On Nail Polish, Anastasia Beverly Hill’s Brow Definer, Too Faced’s Melted Matte Liquified Lipstick, and Estée Lauder’s Estée Edit Flash Illuminator, which have all launched so far in 2016.
To learn more about the makeup product class, as well as other thriving categories, please refer to our soon-to-be-published Cosmetics & Toiletries USA report. This enlightening analysis of the ever-changing beauty and personal care market will provide you with accurate insights and smart data on the performance of 25 product categories and a multitude of both major and small, but still important beauty brands. The 2015 Key Highlights Presentation and database are now available while the written report will follow soon.