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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.

page 6 of 6

Iran’s Islamic Revolution took place over three decades ago and was a springboard to a baby boom, urged by the then ruler Ayatollah Khomeini as a means to enlarge the army. In a twist of fate, Iran’s baby boomers (50% of the population is under 25) are today swelling underground opposition groups.

It is not uncommon for teenage girls and young women to flout the Islamic code in Iran by wearing makeup, dyeing their hair and discarding their compulsory head scarf (hijab). Crucially, this is the generation that will be running the country over the long term.

Other riskier emerging markets with attractive growth potential include Venezuela, Colombia, Thailand, Ukraine, Pakistan and Vietnam, according to data from Euromonitor International. By developing stronger positions in such markets, and spreading the risk, the yield on investment could be substantial to 2015 and beyond.

The BRICs will, of course, continue to generate valuable new business, not least China as its wealth spreads inland from the coastal cities. But, wider global reach will become ever more important to strategic planning. What is clear is that 2012 is shaping up to be a year of numerous strategic challenges for color cosmetics, yet with creative and innovative product developments, together with savvy and bold investment in emerging markets (particularly those lying off the beaten path), there are plenty of opportunities, too.

Rob Walker, senior fast-moving consumer goods analyst, Euromonitor International, can be contacted at rob.walker@research7.euromonitor.com.

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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