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.”