Make-up - Spain - August 2008

Make-up - Spain - August 2008

About this report

The Spanish make-up market has thrived over the review period to reach an estimated €710 million in 2008, up almost 5% on 2007. This has prompted enthusiasm from suppliers and a constant stream of innovation. The principal theme since 2003 has been the growing shift from the simply decorative to the 'decorative plus' – make-up that is at the cutting-edge of style and fashion but is also good for the skin. Products such as foundation are now taking on board many of the characteristics of skincare.

The more make-up suppliers have been able to chime in with the spirit of the times, the better their sales. At the same time, lip, eye and nail make-up remains fundamentally about decoration, colour and relevance.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK. Mintel last examined this market in Fragrances and Cosmetics, Spain, June 2006. Note that some data have been changed since the last report due to new information from the trade.

Contents

Issues in the Market
Definition
Consumer research
Market in Brief
Spain makes up
Young consumers, but an ageing demographic
An Eldorado of colour and care
A congenial market environment
L'Oréal is queen of brands
Market and innovate
Future
Internal Market Environment
Key points
Pushing the C&T envelope
What women want
Figure 1: Attitudes towards personal appearance and facial skincare in Spain and comparison index, 2007
Care and protection
Forward through technology
Spain is green
And healthier…
Broader Market Environment
Key points
The 50s are the new 30s
Figure 2: Trends in Spanish adult female population, by age, 2003-13
Staying single for longer
Figure 3: Trends in Spanish single adult female population, by age, 2001-06
Work empowers women
Figure 4: Trends in Spanish employment by gender*, 2001-05
An end to the Spanish bonanza?
Figure 5: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2003-13
Who’s Innovating?
Key points
Quantity doesn't necessarily equal quality
Figure 6: New product launches in make-up, by country, 2003-07
The lips and eyes have it
Figure 7: Spanish NPD in make-up, by sector, 2007
And it's all about performance – naturally
Figure 8: Spanish NPD in make-up, by most prominent product positioning, 12 months to May 2008
Innovate to stay ahead – or simply to stay
Figure 9: Spanish NPD in make-up, by company, 2007
Trends in NPD
Shades of summer
New formulations and new ingredients
Care and protection
Added skincare benefits
Convenience
Performance
Make-up with attitude
Make-up as fashion accessory
The science of make-up
Make-up mines minerals
Market Size and Forecast
Key points
€710 million and going strong
Figure 10: Spanish retail value sales of make-up, at current and constant prices, 2003-13
Forecast
Factors used in the forecast
Segment Performance
Key points
Facing up to it
Figure 11: Spanish retail value sales of make-up, by type, 2006-08
The face is the basis
Figure 12: Spanish retail value sales of face make-up, at current and constant prices, 2003-13
Figure 13: Spanish retail value sales of face make-up, by type, 2006-08
Eye appeal
Figure 14: Spanish retail value sales of eye make-up, at current and constant prices, 2003-13
Figure 15: Spanish retail value sales of eye make-up, by type, 2006-08
Lip service
Figure 16: Spanish retail value sales of lip make-up, at current and constant prices, 2003-13
Figure 17: Spanish retail value sales of eye make-up, by type, 2006-08
On the nail
Figure 18: Spanish retail value sales of nail make-up, at current and constant prices, 2003-13
Figure 19: Spanish retail value sales of nail make-up, by type, 2006-08
Market Share
Key points
L'Oréal is leader of the pack
Figure 20: Brands’ value shares of make-up, 2006-08
Companies and Products
L'Oréal
Coty Astor
Procter & Gamble
Chanel
Esteé Lauder
Brand Communication and Promotion
Key points
Steady spending
Figure 21: Main monitored media advertising expenditure on make-up, by country, 2005-07
L'Oréal Paris spends heavily for share
Figure 22: Share of adspend vs market share, by brand, 2007
But only the select few get €1 million
Figure 23: Main monitored media advertising expenditure on make-up, by companies spending €1 million or more, 2007
Channels to Market
Key points
Grocery makes headway – but the specialists rule
Figure 24: Spanish retail value sales of make-up, by outlet type, 2005-07
The trading base
The Consumer – Pan-European Overview
Key points
Spanish women use foundation and eye make-up most sparingly
Figure 25: Penetration and frequency of using make-up, by women, by country, 2007
The Consumer – Who Uses
Key points
Falling penetration
Figure 26: Change in consumer base for make-up in Spain, 2004-07
Consumer – Usage and Attitudes
Key points
Daily usage not yet widespread
Figure 27: Most valuable consumers for volume sales of foundation in Spain, women, 2007
Figure 28: Most valuable consumers for volume sales of lipstick/lipgloss in Spain, women, 2007
Figure 29: Most valuable consumers for volume sales of blushers/highlighters in Spain, women, 2007
Figure 30: Most valuable consumers for volume sales of eye make-up in Spain, women, 2007
Figure 31: Most valuable consumers for volume sales of nail varnish in Spain, women, 2007
It's a young woman's market…
Figure 32: Penetration of usage of make-up, by women, by demographic group, 2007
…but growth may depend on the 'new young'
Appendix
Detailed demographics
Figure 33: Penetration and frequency of foundation usage, Spain, 2007
Figure 34: Penetration and frequency of blushers and highlighters usage, Spain, 2007
Figure 35: Penetration and frequency of lipstick/lipgloss usage, Spain, 2007
Figure 36: Penetration and frequency of eye make-up usage, Spain, 2007
Figure 37: Penetration and frequency of nail varnish usage, Spain, 2007
Figure 38: Penetration of make-up* usage, Spain, 2007
Attitudes
Figure 39: Attitudes to personal appearance and cosmetics, by all women and make-up users, 2007