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The Future Bright for Color Cosmetics Despite Economic Gloom

By: Rob Walker, Euromonitor International
Posted: April 2, 2012, from the April 2012 issue of GCI Magazine.

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In 2012, growing demand for affordable treat yourself beauty care in developed markets will trigger stronger investment in mass-market color cosmetics that offer premium and multifunctional features.

Premium functionality will be particularly evident in facial makeup, with growing numbers of brands offering value-added benefits such as sun protection and anti-aging formulas. In turn, this will raise the competitive bar for skin care.

L’Oréal’s Lancôme Teint Miracle, for example, contains, in addition to SPF15, light reflecting technology to improve skin tone and texture. And Avon’s Healthy Makeup contains vitamins and antioxidants as well as features to improve skin luminosity.

These types of multifunctional products will become increasingly visible, but they will be positioned at mass-market price points as economic constraints tighten. This will blur the boundary between mass market and premium brands. Color cosmetics also have potential to magnify concepts of fun and sociability at a time of weak discretionary spending power, for example through the use of bold and brightly colored packaging. Vibrant colors also draw the attention of consumers and act as competitive points of differentiation.

Second-tier Emerging Markets Risky; Laden With Opportunity

Globally, the sweet spot of opportunity in color cosmetics will shine brightest on the emerging markets. It will not be all about the BRICs, however.

Regulations, Stability, Color Aesthetics, and Economics.

Coloring the Cosmetic World: Using Pigments in Decorative Cosmetic Formulations covers the four dimensions to selecting colors for cosmetics. Take note of the chapter on color stability which describes the various colorants you will use in your product and includes a chart listing compatibility of colorants with a number of solvents. Photos rendered in full masstone color!

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