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  4. > Make-Up Market Trends
  5. > Inglot Cosmetics: How a small firm with vision successfully challenged established business rules

Introduction

Inglot Cosmetics (Inglot), a Polish cosmetics company founded in 1983, has evolved from a company known for selling cheap, powdery eye shadow trios in Polish supermarkets to one of the most internationally recognizable Polish consumer brands. It has achieved this while financing its growth solely with revenues from current operations and relying on word-of-mouth marketing.

Scope of this research
This case study identifies the size, growth, drivers and leading players in the global make-up market.
Looks at the future growth prospects of the global make-up market with forecasts.
Compares sales categories within the global make-up market.
Examines the opportunities presented by Halal cosmetics.

Research and analysis highlights

The global make-up market is driven by increasing demand for advanced and sophisticated cosmetic products. While many Western cosmetics markets are reaching their saturation point, emerging and developing economies present lucrative revenue opportunities. Halal cosmetics are rising as one of the fastest growing consumer segments in the world.

Inglot Cosmetics started as a chemical producer and within only a few years, taking advantage of the changing political situation in Poland, the company became a large cosmetics manufacturer with a presence at all major beauty gatherings and events around the globe.

Within 20 years Inglot expanded rapidly and established its presence on six continents, in more than 57 countries. Its growth strategy relies solely on a franchise model. At present, Inglot is a record-setter among Polish firms selling abroad. Its breathable nail polish formula, called O2M, became a surprise hit with Muslim women.

Key reasons to purchase this research
How is Inglot successfully challenging established business rules to fight for a place in a difficult market?
What are the threats and opportunities in global make-up market?
Who are the main competitors and the main selling categories within the global make-up market?
What are the main growth drivers of the global make-up market?

Table Of Contents

Inglot Cosmetics: How a small firm with vision successfully challenged established business rules
TABLE OF CONTENTS
Overview 2
Catalyst 2
Summary 2
Opportunities in global make-up market 7
Global make-up market expected to grow with CAGR of 4.8% 7
Face make-up sales generate over one third of market revenues 8
L'Oreal leads global make-up sales 8
Cosmetics sales driven by increasing demand for multi-purpose products 9
Demand for Halal make-up increasing at double digit rate 10
Lack of certification challenging growth of Halal market 10
Inglot: small firm with big vision 11
Inglot riding the wave of Polish business creation 11
Fast response to increased competition brought by liberalization 11
Own distribution network brings better sales margins 12
Betting on quality allows savings on advertising 13
A bit of patriotism that makes financial sense 14
Fashion brand quality almost at a drugstore price 15
Freedom system offers over 3 billion combinations of colors 15
Inglot becomes the most recognizable Polish consumer brand 18
Exploiting the potential of American markets 18
Make-up prices tripled in Middle East 18
Pray without worry with breathable nail polish formula 18
Banking on increasing consumer affluence in Asia-Pacific 20
Expansion model hinged on franchising proves profitable 20
Inglot breaks the pattern and becomes the most recognizable Polish consumer brand globally 20
Inglot's revenue increased by 40% in 2011 21
Concerns about the future after Mr. Inglot's sudden death 21
Conclusions 22
Challenging established business rules to fight for a place in a difficult market 22
Inglot proves small brand can succeed in a highly competitive industry 22
Change of ownership may challenge Inglot's further growth 22
Appendix 23
Definitions 23
Sources 23
Further Reading 24
Ask the analyst 25
About MarketLine 25
Disclaimer 25


LIST OF TABLES
Table 1: Global make-up market revenues, 2008-13; ($bn) 7
Table 2: Projected global make-up market revenues, 2014-18; ($bn) 7


TABLE OF FIGURES
Figure 1: Global make-up market - segmentation by category, 2013 (%) 8
Figure 2: Global make-up market - segmentation by category, 2013 (%) 9
Figure 3: Inglot Cosmetics 12
Figure 4: Inglot stores 13
Figure 5: Inglot billboards 14
Figure 6: Inglot Cosmetics range of products 15
Figure 7: Inglot Freedom System 16
Figure 8: Inglot Virtual Color makeover platform 17
Figure 9: Inglot O2M Breathable Nail Enamel 19


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