Covered in Mintel's report
The Covid-19 crisis will undoubtedly intensify the challenges faced by the market. Whilst non-essential stores have reopened, the in-store trial of colour cosmetics has been significantly impacted, with retailers removing samples.
In addition, usage saw a decline during the lockdown period which will remain in the medium term as social distancing continues and working from home becomes the next normal for many.
Although colour cosmetics fared well during previous recessions – giving rise to the term ‘lipstick effect’ – a shift in how consumers use and buy makeup will significantly challenge the category this time around.
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Written by Roshida Khanom, a leading analyst in the beauty and personal care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Make-up fatigue has set into colour cosmetics, with women cutting down on spend even before the Covid-19 pandemic. Women are less engaged with new launches despite increased NPD, whilst sustainability concerns as well as trends favouring natural looks are also driving down value.
The pandemic will only accelerate this as consumers seek mindful consumption, and brands should streamline NPD and touch on consumer concerns, supporting sustainability initiatives but also more ‘human’ causes.
For more information on the report here.