2014 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

Category Insight: Eye Colour Cosmetics

April 2014

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Title definitions

Eye Colour Cosmetics Eye Brow

Cosmetic products, in any format, for use on the eyebrows only to define and shape. Includes brow gel, brow mascara, brow builders/fillers, brow pencils, brow powders and brow serums. Includes dual -ended packs, palettes and sets when each product is intended to be used on the eyebrows, but excludes dual -ended packs, palettes and sets when only one product is to be used on the eyebrows (such as Eye Liner and Brow Mascara), or products that are positioned for more than one purpose (i.e. Brow & Lash Gel) these are classified under Multi -Use.

Eye Colour Cosmetics Eye Lash

Products to enhance the eye lashes only, such as mascara, lash jewels or false lashes. Excludes: uncoloured lash growth serums and treatments (categorised under Skincare Eye Care); eye lash curlers (the GNPD does not cover these); brow mascara; lash primer (categorised under Face Colour Cosmetics Primer); brow & lash gels (classified under Multi -Use); and dual -ended packs, palettes and sets when only one product is to be used on the eye lashes (such as lip gloss & mascara), or products that are positioned for more than one purpose - i.e. MascaLiner (a mascara & liner in one) these are also classified under Multi -Use.

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Title definitions

Eye Colour Cosmetics Eye Liner

Liquid, stick or powder liner to define the eyes. Product will usually refer to itself as a liner, kohl or kajal. Liquid liners are traditionally packaged in small bottles with tiny brush or felt applicators for sharp, precise lines; powder -based eye pencils are usually wooden and available in dark, matte shades; wax -based eye pencils are usually softer, apply easily, are available in a host of colours from light to dark, and can also be available in compacts; whilst kohl/kajal is a soft powder in dark, matte shades that can be pencil, pressed powder or loose powder. Includes dual -ended packs, palettes and sets when each product is intended to line the eyes, but excludes: make -up removing pencils (categorised under Skincare Eye Cleansers); and inseparable dual -ended packs, palettes and sets when only one product is to be used as an eye liner (such as eye liner & lipgloss), or products that are positioned for more than one purpose - i.e. MascaLiner (a mascara & liner in one)

these are classified under Multi -Use.

Eye Colour Cosmetics Eye Shadow

Shadow/colour for the eyelids and the skin up to the brow bone, in any format, including mousse, powder and cream. Can be available in a host of shades and textures. Includes dual -ended packs, palettes and sets when each product is intended to shadow the eyes, but excludes: pencils (please categorise under Skincare Eye Face Colour Cosmetics Primer); eye concealers (categorised under Face Colour Cosmetics Concealer); and dual -ended packs, palettes and sets when only one product is to be used as an eyeshadow (such as Mascara & Shadow) or products that are positioned for more than one purpose (i.e. shadow that is positioned for use on the eyes and the cheeks) these are classified under Multi -Use.

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Contents

ASIA PACIFIC NORTH AMERICA LATIN AMERICA EUROPE

GLOBAL OVERVIEW

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GLOBAL OVERVIEW

Global markets Key issue: Long lasting claims grow as consumers look for convenience Key issue: Mascara brands innovate for lash growth Mintel Futures

What does it mean?

5

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Executive Summary

The colour cosmetics markets of Australia and South Korea both

continue to grow strongly as spend per capita is high. Emerging

economies, such as Indonesia, India and Vietnam, have enjoyed stronger

growth, but remain hamstrung by their low per capita spend.

Global markets Key issues What does it mean?

Mascara brands have continued to innovate heavily around applicators

and formulations as they look to add volume and length to lashes .

Long lasting eye colour cosmetics have appeal in both the developed

and developing world, with increasingly busy women looking for

products that do not require reapplication. Brands should be

looking beyond the eight and 12 -hour claims that have traditionally defined

the industry, as more 24 -hour and 48 -hour cosmetics hit the market.

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LOW GROWTH HIGH SPEND

LOW GROWTH LOW SPEND

Global markets: Colour Cosmetics

7

Key Opportunity Markets Australia and South Korea have seen impressive

growth and per capita spend. In growth terms, they have been outclassed by Indonesia, India and

Vietnam despite their low per capita spend, which is still holding back the size of their markets.

Slowing Markets Spain and Japan have recorded average value declines over the last five years. The mature

Japanese market has struggled due to shifts in channel distribution, from department stores to

drug stores and online, as well as a weak economy.

HIGH GROWTH LOW SPEND

HIGH GROWTH HIGH SPEND

Source: Mintel GMN

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Eye colour cosmetic innovation declines

Eye colour cosmetic innovation has declined steadily as a percentage of total colour cosmetic NPD over the last four years, from a peak of 29% in 2010/2011 to 24% in the 12 months to March 2014. This is

predominantly due to a rise in nail launches, which are now responsible for a third of introductions. Launches of both face colour and multi -use products have remained steady, while lip colour cosmetics

still form the second most innovative segment.

20%

23%

29%

33%

31% 30%

28%

26%

29%

28%

25% 24%

15% 16% 15% 13%

4% 4% 4% 3%

0.4% 0.4% 0.4% 0.3% 0%

5%

10%

15%

20%

25%

30%

35%

March 2010 - 2011 March 2011 - 2012 March 2012 - 2013 March 2013 - 2014

Nail Colour Cosmetics Lip Colour Eye Colour Face Colour Multi-Use Body Colour Cosmetics

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Eye shadow dominates, as eye liner launches rise

Eye shadow continues to dominate eye colour cosmetic innovation, accounting for more than half of total launches in the 12 months to March 2014. This is largely due to the wide number of shades

available. The development of eyeliners has risen steadily in the review period, driven by diversification of formats and innovations in the developing markets of Asia Pacific and Latin America. Eye lash

products, meanwhile, accounted for just 16% of launches in 2013/2014, despite the widespread usage of mascara.

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Market overview: Top five claims, by sub -category, 2013

Eye Brow Long - asting claims dominate in the eye brow segment, where

consumers do not want to reapply more than once a day. Other

convenience claims, such as ease of use and time/speed, are also

common.

Eye Lash Botanical/herbal claims have a stronger presence in eye lash innovation, while waterproof

formulations are important as -

products.

Eye Liner Long lasting claims are at their

most important in this segment. The same is true of seasonal products, as brands relaunch

existing shades as part of their limited edition ranges.

Eye shadow Brightening/illuminating remains the most important claim in the

eye shadow segment, as it is the primary function of the

products, ahead of long lasting and ease of use.

Eye S

ha

do

w

Eye L

iner

E

ye L

as

h

Eye B

row

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Long - lasting claims grow as consumers desire convenience

In the 12 months to March 2014, long lasting appeared as a claim on 47% of global eye colour cosmetic launches, up from 34% in 2010/2011. The majority of these innovations were in the eye shadow

been driven by growing desire for convenient cosmetics as more women enter the workforce in developing economies and lifestyles become stressed in the developed world. They also appeal to value -seeking consumers as products that require less frequent application lengthen time between purchases. This is important in markets, such as the US, where 13% of make -up users are spending less on eye shadow. Most products have a general long lasting claim, but more brands are now specifying the number of hours required before reapplication.

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Long lasting innovations

France: Avon Extra Lasting Powder Eyeshadow relaunched with a new

formula that claims to last for 18 hours (previously 12 hours).

US: Sephora Collection Colorful 24 HR Eyeliner is an ultra long lasting eyeliner that remains smudge -proof all day long.

UK: Revlon ColorStay Evening Opulence 16 Hour Eyeshadow Quad - all day

luxurious colour that doesn't crease, fade or smudge.

France: Bourjois Record Liner Waterproof is said to provide 48 -hour

wear without running or smudging during the day.

Germany: Astor Big & Beautiful Boom! 24H Volume Mascara claims to instantly volumise and plump lashes, offering 24 -

hour wear.

Czech Republic: Essence Stays No Matter What 24h Volume Mascara said to be perfect for long nights of dancing, shopping tours or swimming sessions.

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Mascara brands innovate for lash growth

Mascara brands have, in the last 12 months, continued to innovate heavily around applicators and formulations as they look to add volume and length to lashes. Mascara has high penetration in most major markets, with usage higher than any other make -up item in the UK and the US, while 60% of Chinese and 63% of Brazilian consumers use it. The product is quick and easy to apply and offers instant enhancement. However, consumers have shown interest in products that offer more varied and tailored lash effects. More than a quarter of French consumers are interested in, and would pay more for, innovations in mascara wands, a figure that falls slightly to 24% in Germany and 21% in Italy and Spain.

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Applicators promise longer and fuller lashes

US: NYC New York Color Big Bold Volume by the Lash Mascara features an

individualizer brush designed to catch each lash , giving 12 times more volume.

Spain: L'Oral Volume Million Lashes Noir Excess Black Mascara has a Millioniser brush with bristles to separate lashes, a wiper to remove formula and an applicator to coat.

Canada: L'Oral Voluminous Butterfly Mascara features a breakthrough

asymmetrical wing tip brush to lengthen, stretch, volumise and catch every lash.

UK: Barry M Lash Vegas Waterproof Mascara has a spiral -shaped brush that has been designed to separate, define

and reach the smallest of lashes.

Turkey: Avon Mega Effects Mascara features a revolutionary Wonderbrush

that is said to adjust to multiple angles, capturing every lash, top to bottom.

UK: Max Factor False Lash Effect Full Lashes, Natural Look Mascara offers the

false lash effect's biggest brush ever, providing double lash size.

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Germany: P2 Clump Breaker Mascara has an innovative curved brush for even

application without clumping

New Zealand: L'Oral Volume Million Lashes Excess Mascara features an anti -clump wiper to remove surplus mascara.

Belgium: Maybelline Volum' Express The Colossal Go Extreme Mascara has a

non -clumping formula infused with collagen.

Australia: Rimmel Scandaleyes Rockin' Curves Mascara is made with a broken

heart -shaped brush to curve to the lash line without any clumps.

Denmark: Max Factor Clump Defy Mascara maintains separation and

definition, with no clumping.

Switzerland: CoverGirl Lash Blast Clump Crusher Water Resistant Mascara

has an innovative curved brush for 200% volume with no clumps.

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Dual -ended mascaras offer total coverage

Mexico : Oriflame Beauty Lash Explosion Mascara is a dual -ended mascara . The first coat gives stunning length and the second

offers extreme volume.

US: CoverGirl Bombshell by LashBlast Volume Mascara is a dual -ended

mascara that offers big, sexy bombshell lashes.

Singapore: Innisfree Skinny & Jumbo Dualcara is a dual -ended mascara that

features a 2.5mm slim skinny brush and an extreme volume jumbo brush.

Czech Republic: Maybelline Volum' Express Big Eyes Mascara has a push -up brush for wide -eyed lashes, and a mini

brush to magnify small lashes.

Japan: Bobbi Brown Caviar & Oyster Mascara Duo contains an Everything Mascara

to lengthen and thicken lashes and a Lash Glamour Lengthening Mascara.

Singapore: Etude House Dual Show Volume Mascara has a double coating

brush designed for the upper eye lashes and a mini brush for lower lashes.

Brands have also stepped up their development of dual -ended mascaras, with launches rising 131% in 2013. These products often claim to offer 360 -degree coverage, with a larger brush at one end for wide lashes and a mini sculpting brush at the other for smaller lashes.

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Adjustable wands allow consumers to customise looks

France: Bourjois Twist Up The Volume

Canada: Pr Double Ego 2 - in - 1 Dual Action Mascara

This approach has also been adopted by Pr with its Double Ego 2 - in -1 Dual Action Mascara, launched in late 2013. The product has an adjustable wand that

lets the user dial up the amount of volume and length with a simple twist of the barrel.

Bourjois has taken a particularly unique approach to applicator innovation with the launch of its Twist Up

Volume mascara. The 2 - in -1 product has a switch that allows consumers to change the length of the bristles

depending on the look they want. This allows it to be both a volumising and a thickening brush.

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Revlon Lash Potion promises extra volume and length

Cosmetic brands have also looked to add volume and length to lashes through the use of specific

ingredients. Revlon, for example, has launched the Lash Potion Grow Luscious Volume & Length

Mascara, featuring a combination of strengthening proteins, amino acids and essential vitamins for

extra volume and length.

US and Canada in mid -2013, but has since been extended to both Europe and Asia. Some brands have gone even further, positioning their products as hair -growing supplements. Xtreme Lashes, for example,

recently launched a supplement regimen designed to be consumed in conjunction with its topical eyelash

serum to promote eyelash and eyebrow growth.

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Mascara brands promise growth formulations

UK: DreamWeave LashConstruct Magnet Mascara features technology designed to

thicken and nourish the lashes at the roots and stem, in 15 days.

Australia: Rimmel Lash Accelerator Endless Mascara has been infused with a Grow -Lash Complex, made with Procapil,

keratin and antioxidants.

Canada: Marcelle XTension Plus + Prolash Growth Complex Mascara

contains a fortifying, lengthening and curling formula.

Canada: Gosh Growth Mascara is enriched with SymPeptide, an active ingredient designed to lengthen and

thicken lashes.

India: Maybelline Volum ' Express The Falsies Waterproof Mascara has a kera -fiber formula said to instantly build five times more volume without clumping.

New Zealand: Rimmel Scandaleyes Lycra Flex Mascara features a Lycra

technology -enhanced formula for 'scandalous' volume.

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Browtician has launched a Brow Perfection Stencils and Guides Set, which

claims to make creating perfect brows simple. The set has four stencil shapes to allow the user the shape that best suits

their facial features.

Spotlight on the Middle East and Africa

South Africa: Browtician Brow Perfection

The South African colour cosmetics market was worth

$141 million in 2013, a decline of 5.5% year -on-year. Eye

products accounted for 21% of value sales in 2012, down

marginally from 22% in 2011.

South Africa: Woolworths Wink About It

In the wider Middle East and Africa, eye products accounted for 21% of innovation in the 12

months to March 2014. Brightening/illuminating claims

have risen significantly throughout the region in recent

years, now appearing on a third of all launches.

Ethical animal claims have also grown in the region in recent years. Woolworths

Wink About It Liquid Eyeliner, for example , is approved by Beauty Without

Cruelty, and is free from harsh ingredients and approved by a

toxicologist.

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MINTEL FUTURES ARE A SERIES OF META - TRENDS THAT WE BELIEVE WILL IMPACT CONSUMERS AROUND THE WORLD OVER THE NEXT DECADE. THEY OFFER HUGE OPPORTUNITIES FOR COMPANIES AND BRANDS AS THEY PLAY OUT ACROSS MUTIPLE MARKETS AND SECTORS.

Mintel Futures

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Old Gold

identified as the key consumer demographic of the future. Longer working lives will lead to a new gold rush of purchasing power and product needs as active, engaged seniors look for

products that can keep them looking younger and feeling competitive.

France: Avon has developed the Anew range -

appear younger. All products are said to have anti -ageing benefits, including the Smoothing

Eye Liner above, which contains retinol, known to minimise the look of wrinkles.

MEN ARE LIVING 11 AND WOMEN 12 YEARS

LONGER THAN FORTY YEARS AGO*

IN 2015

EUROPE WILL HAVE

TWICE AS MANY

55 -74 YEAR OLDS AS 15 -24s

*SOURCE: GLOBAL FIGURES RELEASED BY THE GLOBAL BURDEN OF DISEASE STUDY 2010; THE LANCET 2012

Products targeted at older consumers are less common in the eye cosmetics market than in other segments, such as lip and face colour. However, anti -ageing benefits are beginning to

appear on some new launches as consumers look to hold off the signs of ageing.

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East meets West

increasingly blur the lines between East and West in the coming years. This will create opportunities for Eastern - inspired innovation in the West as consumers become more

familiar with Asian products, services and lifestyles.

UK: Western markets have, in the last few years, welcomed a number of eye colour cosmetics inspired by Asian culture

or fashion. The Japonesque brand has led these efforts in the UK with a range of products inspired by the professional

make -up tools used in Kabuki theatre in Japan. The range includes the Demi Flair Lashes above, as well as an eye

shadow and an eye defining pencil.

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Generation Next

their urge to rebel is as strong as their predecessors, this is a conservative rebellion, with teens more health conscious and informed than ever before.

UK: Many cosmetic manufacturers have used celebrity endorsements to sell products to pre - teens.

For example, Collection has partnered with the X Factor winners Little Mix to create a make -up range said to represent each girl's individual style, allowing fans to recreate their signature looks. This includes a

Dazzle Me Eyeshadow and a Full On Mascara.

44% of US 12 -

20% and 21% Proportions of 10 -12 year olds in developed countries who aspire to be a professional athletes or artists/actors/singers/designers. Source: Marketing to Teens US 2012; Children's Christian Fund

Tweens have also become an important demographic for cosmetic brands as the average age of puberty has declined over the last few decades. Celebrities are particularly important to this

generation, as the growing desire for fame creates pressure for consumers to look good in the eyes of others at an earlier age.

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Access Anything, Anywhere

Smartphones and tablets are changing the way we communicate and live. These devices are becoming remote controls for our lives, helping us access things we want to buy,

control things we already own and analyze things we want to understand. Manufacturers are adapting to a society that relies on technology for every capacity of life.

Eye colour cosmetic brands are, like the rest of the beauty industry, partnering with online bloggers and

YouTube stars as they look to benefit from a lucrative new channel. L'Or al, for example, has created the cosmetics brand EM with Michelle Phan . The range includes a Lash Gallery Dramatic Volume Mascara,

launched in the US as an online -only product in 2013.

OF US MAKE - UP USERS HAVE TRIED ONLINE TUTORIALS

20%

NUMBER OF SUBSCRIBERS TO MICHELLE

4.1 million

SOURCE: MINTEL COLOUR COSMETICS US JULY 2013

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What does it mean?

Long lasting eye colour cosmetics have appeal in both the developed and developing world, with increasingly busy women looking for products that do not require reapplication. Brands should even be looking beyond the eight and 12 -hour claims that have traditionally defined the industry, as 24 -hour and 48 -hour cosmetics are launched in growing numbers.

Mascara brands should continue to innovate around applicator wands and growth formulations designed for longer and fuller lashes since consumers are increasingly looking for products that offer a false eyelash effect. In the UK, for example, 75% of women are interested in such innovations.

Supplements that promise eyebrow and eye lash growth and regeneration also have significant potential , with Xtreme Lashes one of a number of brands experimenting in this area. Such regimes, used in conjunction with conventional eye colour cosmetic products, will appeal to older women or those that have lost their hair through chemotherapy, alopecia or over -plucking.

The elderly will be the key consumer demographic of the next decade. Eye colour cosmetics specifically targeted at this age group are rare, suggesting an opportunity for products with added anti -ageing aesthetic and functional benefits.

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Key issues impacting innovation on a regional level

Europe Asia Pacific

Waterproof eye colour cosmetics grow

Eyeliner gel innovation rises

Time/speed claims surge as consumers demand convenience

Vitamin/mineral cosmetics grow as brands embrace functionality

Consumers

Eye colour kits have potential

Seasonality drives eye colour innovations

Ethical claims are strong in Latin America

Domestic brands embrace local botanical ingredients

North America Latin America

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EUROPE

Market overview

Key issue: Waterproof eye cosmetics launches grow

Key issue: Eyeliner gel innovation rises by 51% in 2013/2014

Product spotlight

What does it mean?

28

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Executive Summary

Eye colour cosmetics have the most prominent role in the French colour

cosmetics market, accounting for 40% of total sales. The actual value of the market is, however, highest in the UK

and Germany, with sales reaching beyond 500 million in both markets.

Markets Key issues What does it mean?

Long lasting and brightening/illuminating claims

continue to dominate in Europe, although waterproof products have

also grown strongly over the last few years.

Most consumers still prefer the convenience of lash - lengthening mascaras over false eyelashes.

However, lightweight, natural and reusable false lashes could increase their usage by dispelling concerns

about their cost and artificial appearance.

29

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Market overview: Colour cosmetics value sales, top six markets

forecast $2.28 billion in 2013. Germany is the second largest market, with sales projected to reach $1.93 billion in 2013, following a brief decline in 2012. The Italian market ranks ahead of Russia, which has seen sales growth stabilise over the last few years. The Spanish market, meanwhile, continues to

suffer due to difficult economic conditions.

millio

n U

S$

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LOW GROWTH HIGH SPEND

LOW GROWTH LOW SPEND

Market overview: Colour cosmetics, spend per capita and CAGR, 2012

HIGH GROWTH LOW SPEND

HIGH GROWTH HIGH SPEND

Key Opportunity Markets Turkey is the fastest growing colour cosmetics market

in Europe, with a CAGR of 14.8% since 2007. However, the mature markets of the UK and Denmark

are also growing healthily, with significantly more established spend per capita.

Slowing Markets Spain has suffered from a strong focus on pricing, as high

levels of unemployment and poor economic growth hamper spending. The market has subsequently recorded

an average decline of 3.7% in the last five years.

Source: Mintel GMN

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Market overview: Eye colour cosmetic value share, 2011

Eye colour cosmetics have the most prominent role in the French colour cosmetics market, accounting for 40% of total sales. The segment is also strong in Germany, where it accounts for 38% of sales, while it struggles behind the more dominant face colour market in Italy. The value of the market is highest in

the UK and Germany, with sales surpassing 500 million.

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Nail colour innovation outpaces eye colour

Eye colour cosmetics accounted for a quarter of total colour cosmetics innovation in Europe in the 12 months to March 2014. This figure has declined since 2010/2011 as nail cosmetic development has surged, although NPD stabilised in 2013/2014. Extremely high usage of eye colour cosmetics in all major European markets suggests that the segment is currently being under -served by innovation,

though the prominent position of both lip and nail cosmetics in NPD reflects the wider variety of shades available.

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Eye colour cosmetic usage, by product type

71%

56%

39%

19%

1%

67%

52%

55%

18%

3%

71%

64%

44%

23%

3%

56%

63%

63%

14%

4%

72%

60%

55%

23%

7%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Mascara

Eye shadow

Eye liner

Eyebrow definer

False eye lashesUK Spain Italy Germany France

Mascara is the most widely used eye colour cosmetic in the Big 5 European markets, excluding Spain, where eye shadow and eye liner usage is higher. Regular usage of eye make -up tends to drop off with

age, as women get older and exit the workforce. False eye lashes, meanwhile, are a burgeoning segment in the UK, where younger consumers are looking to replicate the styles of celebrities.

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Waterproof eye cosmetics grow

Long - lasting and brightening/illuminating claims continue to dominate the European region, appearing on 50% and 39% of launches respectively in the 12 months to March 2014. However, waterproof products have been one of the fastest emerging trends over the last few years, with the claim appearing on 14% of launches in 2013/2014, up from just 6% in 2010/2011. This is primarily used to accompany a long - lasting claim, highlighting the technology used to keep products, such as mascara, in place. However, there remains potential for manufacturers to make a deeper emotional connection with such innovations by positioning them as tear -proof. Waterproof mascara, in particular, is often associated with emotional events, such as weddings or relationship break -ups, offering brands the opportunity to move products away from a purely functional positioning.

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Boots and Misslyn Terra Africa promise tear -proof cosmetics

UK: Boots No7 Stay Perfect Germany: Misslyn Terra Africa

Some brands have already made this emotional connection, though none have made it a central selling point. The UK health and beauty retailer Boots has, for

example, launched a Long -Lasting Mascara as part of its

-proof.

the only other brand to explicitly refer to a tear -proof formulation on -pack in the last 12 months, with its

Fabulous Lashes Mascara Waterproof. The product has a long wearing formula and is said to be water, sweat and

tear -proof.

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Most waterproof mascaras target sports or holidays

France : Gosh Waterproof Volume Mascara keeps eyes looking smudge - free all day thanks to its waterproof formula and is

suitable for sports and swimming.

Spain: Sephora Le Waterproof Extreme Resistance Mascara is designed to

handle extreme conditions.

Russia: Catrice Waterproof Top Coat is said to make any mascara waterproof

without clumping.

Norway: IsaDora Poolside Lash Color Waterproof Mascara is said to defy hot

weather, pool or sea water, and humidity.

Sweden: Max Factor Excess Intensity Longwear Eyeliner is described as a

smudge and waterproof product.

Belgium: Bourjois Volume Glamour Max Holidays Mascara has a waterproof

formula for 24 -hour wear.

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Eyeliner gel innovation rises by 51% in 2013/2014

The development of gel eyeliner has grown in Europe over the last few years. In the 12 months to March 2014, introductions increased by 51% year -on-year and by 218% since 2010/2011. The format has become popular by providing a softer finish than liquid liners, while also promising easier application and the same precision. Few eyeliner gels have so far been targeted at elderly consumers, despite the fact that this demographic is the most likely to be attracted to its ease of use claims as dexterity and skin firmness typically declines with age.

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Eyeliner gels promote easy application

France: M.A.C A Fantasy of Flowers Fluidline Eye -Liner Gel is designed to provide the precision of a liquid liner

with a silkier, softer finish.

Germany : DM Alverde Naturkosmetik Gel Eyeliner combines the look of a

liquid liner with the easy application and comfort of a gel.

Spain: Oriflame Beauty Studio Artist Gel Eye Liner offers the precision of a liquid

liner in a gel formula.

UK: NYX Naughty vs Nice Gel Liner & Smudger is said to be as accurate as a liquid liner, but with an ultra -smooth,

blendable and non -creasing gel formula.

Sweden: IsaDora Color Chock Gel Eyeliner is described as a soft and

creamy liner that allows easy application.

Russia: L'Oral Super Liner Gel Intenza is said to glide on easily for a dramatic

and intense look.

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Transformer eye cosmetics change texture

Transformer products, which either change their appearance on application or have a slightly different finish on the face, have also emerged in the eye colour cosmetics segment in Europe over the last few years. Most transform from cream - to -powder or gel - to -powder textures and

appeal to consumers looking for cosmetics that give professional results.

France: Bourjois Color Edition 24H Cream to Powder Eyeshadow is said to feature an innovative new -generation

cream -powder texture, which

Germany: Artdeco Glam Couture Shine Couture Eyeshadow has a smooth

texture that is said to transform into a soft, creamy powder when applied to the

skin.

Italy: Collistar Twist Ultra -Shiny Eye Shadow - tech break -

finish of a powder with the comfort and smoothness of a cream.

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False lashes offer value growth opportunity

A growing number of consumers, particularly in the UK, are turning to false lashes to keep up with fashion trends. Development of false lashes rose by 22% year -on -year in the 12 months to March

2014, but remain an extremely niche part of the total category. Recent introductions have focused on lighter, natural, reusable lashes as brands look to dispel concerns around the cost and artificial

appearance of such products.

France: Nocib Natural False Lashes are marketed as natural and retail in a pack

containing a single pair.

UK: Lila'lli False Lashes are made with light fibres and are claimed to blend 'perfectly' with natural lashes. The

lashes can be layered and reused and are described as multifunctional.

UK: Bourjois Flared Volume False Lashes are handmade, reusable lashes that are said to be lightweight and easy to apply.

The brand also retails Natural Corner Lash False Lashes, designed to open up

the eyes.

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Product Spotlight: Brands add tools to ease application

The product is said to feature an

-easy application and a mistake -proof, high -precision

line whether right or left handed,

The precision liner in an intense black formula features a built - in eraser for retouching any mistakes on the go

with no smudges.

Russia: Sephora Smart Liner

UK: Bourjois Erasable Liner

France: Bourjois Volume Seduction

Mascara

The mascara retails with a lash accessory that is designed to be placed

on the eyelid when applying, inspired by professional make -up artists' techniques. The product is said to produce 10 times

more 'breathtaking ' lash volume.

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Product Spotlight: New and interesting launches

Germany: M.A.C Pro Longwear Baking Beauties

France: Bo.Ho Green Revolution Green Liner

Make -Up Art Cosmetics has developed the M.A.C Pro Longwear Baking Beauties range, which is said to be

of the collection is the Pro Longwear Paint Pot in the shades Fancy Frosting, Mooncake, clair, Let's Skate and

Dangerous Cuve.

Bo.Ho Green Revolution is one of a number of brands adopting an ethical or environmental position in the European eye cosmetics market. In the 12 months to March 2014, 17%

of launches carried one of these claims, though most are related to animal testing. Boho Green has taken a more

general approach, donating 1% of its profits to protect plants.

mintel.com

What does it mean?

Most waterproof eye cosmetics are currently targeted for use when swimming, exercising or on holiday. Manufacturers have the opportunity to make such products more emotionally - focused as consumers associate waterproof mascara with tear - filled occasions, such as weddings.

Most consumers still prefer the convenience of lash -lengthening mascaras over false eyelashes. However, lightweight, natural and reusable false lashes could increase their usage by dispelling concerns about the cost and artificial appearance of products.

Eyeliner gels will continue to appeal to consumers as a softer, more convenient alternative to liquid formats. Older consumers could, however, be better targeted as they are most attracted to products that ease application as their dexterity and skin firmness declines.

Developing additional accessories that can enable consumers to achieve a professional look, such as erasers and moulds, will interest consumers who are looking for tools that can help them better navigate the eye category.

44

mintel.com

ASIA PACIFIC

Market overview

Key issue: Time/speed claims surge as consumers demand convenience

Key issue : Vitamin/mineral cosmetics grow as brands embrace functionality

Key issue

Product spotlight

What does it mean?

45

mintel.com

Executive Summary

Eye colour cosmetics account for the largest share of the total colour

cosmetics market in South Korea. It also has a strong position in Australia,

but has less influence in Japan and China, where face colour cosmetics dominate, while it lags both lip and

nail sales in India.

Markets Key issues What does it mean?

Convenience has become increasingly important in the Asia Pacific cosmetics market as busy, working women look

for products that can be applied professionally in less time.

Fortifying eye colour cosmetics with vitamins and minerals can move products beyond a sole focus on

appearance by promoting skincare benefits. This is likely to appeal to the

vast number of consumers in the region looking for multifunctional

make -up.

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mintel.com

Market overview: Colour cosmetics, spend per capita and CAGR, 2012

47

LOW GROWTH LOW SPEND

HIGH GROWTH LOW SPEND

LOW GROWTH HIGH SPEND

HIGH GROWTH HIGH SPEND

Key Opportunity Markets Vietnam, India and Indonesia all offer

potential, given the wider economic growth in these emerging economies and the strong annual value gains in their colour cosmetic

markets.

Other Markets The developed markets of Australia and South Korea are also enjoying healthy annual value growth. The size of the Chinese market and

the relatively low spend per capita also suggests further potential.

Source: Mintel GMN

mintel.com

Market overview: Colour cosmetic sales, by segment share, 2012

Eye colour cosmetics account for the largest share of the total colour cosmetics market in South Korea, where it was responsible for 31% of sales in 2012 at KRW653 billion. It also has a strong position in

Australia, where it accounted for 29% of total sales in the same period at AU$281 million. The segment has less influence in both Japan and China, where face colour cosmetics dominate, while it lags behind

both lip and nail sales in India.

mintel.com

Eye colour cosmetic innovation steadily declines

Eye colour cosmetic innovation has declined as a percentage of total colour cosmetic NPD over the last four years and now accounts for 21%, down from 31% in 2010/2011. Actual product numbers, however, continued to increase throughout the review period, until a significant decline in the 12 months to March

2014. This proportional decline is attributed to a substantial increase in nail colour cosmetics over the last four years, rising from just 12% of total innovation to 26% in 2013/2014.

31% 32% 31% 31% 31%

28%

25%

21% 21%

23%

19%

17%

12% 13%

21%

26%

4% 4% 4% 4%

0.2% 0.4% 0.3% 0.2% 0%

5%

10%

15%

20%

25%

30%

35%

March 2010 - 2011 March 2011 - 2012 March 2012 - 2013 March 2013 - 2014

Lip Colour Eye Colour Face Colour Nail Colour Multi-Use Body Colour

mintel.com 50

Eye shadow dominates, but eye liner NPD increases

Eye shadow continues to dominate eye colour cosmetics innovation in Asia Pacific, though its proportional importance has declined over the last four years. At the same time, launches of eye liner have grown

substantially from 23% of the total in 2010/2011 to 30% in the 12 months to March 2014. Development of eye lash and eye brow cosmetics has, meanwhile, remained steady over the period.

mintel.com 51

Time/speed claims surge as consumers demand convenience

Convenience has become increasingly important in Asia Pacific as busy, working women look for products that can be applied professionally in less time. This has led to a growth in time/speed claims over the last four years, appearing on 17% of eye colour cosmetic innovations in the 12 months to March 2014, up from just 7% in 2010/2011. Quick -drying cosmetics have been a particular feature of the region, while brands have also looked to highlight speed and ease of application.

mintel.com 52

Quick -

Japan: Kos Fasio Quick Dry Gel Liner claims to dry instantly and maintain a

fresh, glowing finish all day long.

Japan: Clinique Quickliner For Eyes Intense is said to set perfectly after 60

seconds to last for up to 12 hours.

Singapore: Sana Super Quick Matt Liquid Eyeliner offers an ultra - fast drying

film with no blotting.

Thailand: CheekRoom Eye Liner is said to feature Speed Dry technology.

Malaysia: IN2IT Waterproof Gel Liner is designed to offer a smooth and creamy

texture that dries in 60 seconds.

Singapore: Solone Alice in Wonderland Perfect Drawing Eyeliner is claimed to

dry in just 10 seconds with a waterproof and oil - resistant formulation.

mintel.com 53

Thailand: Clinique All About Shadow Duo Eye Shadow is said to take seconds to apply easily in a single smooth stroke.

Australia: Rimmel Scandaleyes Eye Shadow Stick claims that it can be

applied in a flash for a dramatic look in just one stroke.

Thailand: Utip Waterproof Eyebrow Mascara is described as a short cut for

'perfect and beautiful' eyebrows.

Taiwan: Bb Posh Lash Generation Brilliant Length Waterproof Mascara is

said to provide 'perfection' eyes instantly.

Malaysia: Maybelline EyeStudio Lasting Drama Gel Liner is said to offer an easy

instant impact with just one stroke, lasting for 36 hours.

Japan: Yves Saint Laurent Baby Doll Parisian Nite Eyeliner has a formula that

is designed to define the eyes in just one stroke.

mintel.com 54

Vitamin/mineral cosmetics grow as brands embrace functionality

Eye colour cosmetics with added vitamins and minerals have been an emerging trend in Asia Pacific over the last few years. In the 12 months to March 2014, 10% of category launches had a vitamin/mineral claim, up from just 4% in 2010/2011. This reflects wider interest in make -up with multi purpose benefits. In China, for example, almost half of users in the category are interested in trying products with multi purpose benefits, while just 29% believe multi purpose products do not perform as well as those designed for a single purpose. Eye colour cosmetics enriched with vitamins and minerals typically promise to moisturise, nourish and protect, with the vast majority launched in the eye shadow or mascara segments.

mintel.com 55

Vitamin/mineral fortified launches in 2013/2014

Indonesia: Rivera Eye Shadow contains mineral powder and vitamin E to keep

the skin moist and soft.

Japan: Agns b. Ultracils Mascara is enriched with ceramide R and pro -vitamin

B5 to protect lashes and moisturising arginine to keep lashes healthy.

Indonesia: Mentholatum Face on Face Nourishing Eye Shadow is enriched with hyaluronic acid for skin hydration and antioxidant vitamin E for skin nutrition

India: Rimmel Sexy Curves Full Figure Extra Volume & Shapely Curve Mascara

contains vitamins B and E to nourish lashes.

Singapore: Maybelline The Colossal Kajal contains five caring ingredients to

soothe the eyes: olive oil esters, emollient butter and vitamisn E and C.

Thailand: Gino McCray Pink Passion Diamond Forever Eye Liner contains vitamin E and vitamin C to strengthen lashes, while

reviving and replenishing moisture.

mintel.com 56

Cosmetic brands in some Asian markets are developing products that allow consumers to enhance the tear bag, an area located directly under the lash line. The tear bag is believed to reflect the sweetness and innocence of youth and is referred to as the sleeping silkworm in China and the Aegyo sal in Korea. Cosmetic procedures that emphasise this area of the eye to make it look wider and more open have become popular in many markets, as have double -ended pencils that highlight and shadow to create the illusion of a plumper tear bag.

mintel.com 57

create 'tear bags' with two easy steps. The powder, which contains evening

primrose oil and shea butter, is said to keep the eye bag area moisturised

The Tear Drop Liner is designed to be applied under the eyelid, emphasising

the plumpness of the under eye,

with a smaller -

South Korea: Etude House Dear Girls Cute

Eyes Maker

Japan: Kos Vise Tear Drop liner

South Korea: Lollynne Tear Drop Liner

launched a Tear Drop Liner, which is formulated with crystal and opal pearls to provide eyes with lasting glitter and

shine, for a tear drop effect.

mintel.com 58

Other eye cosmetics promise to make eyes look bigger

The desire for bigger, rounder eyes has also led to the development of eye shadows that promise to achieve these results through careful application of different colours. Such innovations have been mainly found in Japan, where they offer a cost -effective

alternative to the expensive cosmetic procedures popular in the country.

Japan: Aube Couture Designing Impressions Eyes II is said to be

designed for single -edged eyelids or eyelids with a hidden fold to make eyes

look rounder and bigger.

Japan: developed a Sweet Trick Eyes Palette,

which contains three colours designed to easily create dewy, bigger - looking eyes

for a cute complexion.

Japan: MAQuillAGE True Eyeshadow is designed to make eyes look 110%

bigger naturally just by layering colours in order. The palette contains five

colours, all with a different function.

mintel.com 59

Product Spotlight: Multinationals adapt applicators for Asian eyes

Japan: Este Lauder Double Wear Extreme Zero -Smudge All Effects Mascara has a short brush developed for the shape of Asian eyes

to catch the shortest eye lashes.

Japan: L'Oral Curl Impact Collagene Curl -Fixing Volume Mascara has a spiral

curl brush specially designed for Japanese eyelashes.

Japan: Maybelline Volum' Express The Rocket Mascara comes with an original

brush developed for Asian women.

Japan : Kos Fasio Smart Curl Mascara C comes with a special brush designed for the curve of Japanese eyes to lift up

the lashes.

Malaysia: Maybelline Lashionista Mascara has a Just Fit Brush developed

specially for Asian eyes.

Vietnam: Lacvert Essance Extreme Long & Curl Mascara has a brush designed for

Asian women to coat eyelashes effectively from beginning to end.

mintel.com 60

Product Spotlight: New and interesting launches

Japan: Vegeboy Eyebrow Pencil Japan: Isehan Meganecco Long

Mascara for glasses

Vegeboy is one of a number of Asian brands that have launched cosmetic ranges targeted at men. Male demand

for make -up is rising throughout the region, particularly in

pencilling the eyebrows for a bolder, defined look, suggesting potential for similar eyebrow pencils.

Isehan has developed a new make -up range specifically for women who wear glasses. The Meganecco brand includes the Long Mascara, which claims to extend lash length by up to 122% and keep lashes lifted towards outer corners

to avoid them touching glasses

mintel.com

What does it mean?

Convenient eye colour cosmetics that are easy and quick to apply will be popular in a region experiencing growing incomes, but also the time constraints that have come to define developed markets in Europe and North America.

Fortifying eye colour cosmetics with vitamins and minerals can move products beyond a sole focus on appearance by promoting skincare benefits. This is likely to appeal to the vast number of consumers in the region looking for multifunctional make -up.

The development of eye cosmetic products that can enhance the tear bag has significant potential in Korea, Japan and China, where cultural traditions prize plump lash lines.

Male demand for make -up is rising throughout Asia Pacific, particularly in Japan and Korea. In the eye colour cosmetics segment, there is an opportunity to target men with subtle eyebrow pencils and mascaras that promise improvement rather than enhancement.

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mintel.com

NORTH AMERICA

Market overview

Key issue: Eye colour kits have potential

Key issue: Seasonality drives innovation

Product spotlight

What does it mean?

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mintel.com

Executive summary

Eye products account for the largest value share of the Canadian colour

cosmetics market, with sales reaching CA$507 million in 2012, or 37% of the

CA$1.35 billion total. The segment has a slightly less significant share in the US, at 31%, but value sales are considerably higher at $3.29 billion.

Market overview Key issues What does it mean?

Seasonality is an important driver of purchases in the cosmetics category, so brands must regularly update their

collections to represent the latest fashions. Floral tones are most

popular in the warmer months, while metallic shades drive developments in

winter .

range designed for specific eye colours suggests that customised

products that can take some of the guesswork out of choosing make -up will be popular among a consumer

base overwhelmed by choice.

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mintel.com

Market overview: Colour cosmetics value sales

2013. The market has experienced growth over the last four years, but this has been somewhat restricted by tough economic conditions and a highly crowded category. The Canadian market is significantly less

valuable, with sales projected to reach $1.38 billion in 2013.

millio

n U

S$

mintel.com

Market overview: Colour cosmetics, spend per capita and CAGR, 2012

Canada Spend per capita on colour cosmetics is

higher in Canada at $38.96. The market has also enjoyed stronger growth than the US,

averaging 5.4% over the last five years.

US The US market has endured slower growth,

economy came out of recession significantly quicker.

Source: Mintel GMN

mintel.com

Market overview: Colour cosmetic sales, by segment share, 2012

Eye products account for the largest value share of the Canadian colour cosmetics market, with sales reaching CA$507 million in 2012, or 37% of the CA$1.35 billion total. The segment has a slightly less

significant share in the US, at 31%, but value sales are considerably higher at $3.29 billion in the same period.

mintel.com 67

Market overview: Eye shadow still leads, but eye liner NPD rises

Eye shadow continues to account for the majority of product development in the North American eye colour cosmetic category, responsible for 52% of launches in the 12 months to March 2014. This figure has, however, declined from 61% in 2012/2013 as the development of eye liners has grown. The eye lash segment accounted for 14% of innovation in 2013/2014, down from 20% in 2010/2011, despite

mascara being the most regularly worn colour cosmetic in the US.

mintel.com 68

Eye colour kits have potential

Eye colour cosmetic kits that offer consumers all the tools to create a certain look have strong potential in North America. Innovation in this area increased by 24% in the 12 months to March 2014, albeit from a small base. Consumer demand for more options does, however, exist. In fact, close to half of US consumers have expressed interest in trying make -up kits that enable them to achieve different looks. Such attitudes currently peak among 35 to 44 -year -olds, who are time -pressed and looking for convenient, customized and versatile make -up. Most eye colour kit innovations so far have taken a more general positioning, rather than advocating a particular style. Interest in kits could rise if brands alter this approach and develop fashion - themed products since younger consumers are most likely to follow the latest make -up trends.

mintel.com 69

Kit innovation takes a more general approach

Canada: Avon Perfect Eyebrow Kit contains an eyebrow powder, eyebrow

wax and a dual -angled brush.

US: Cargo Brow How Brow Defining Kit contains two shades of powder, a colour

coordinated wax and a brow brush.

US: Christian Semi Permanent Eyebrow Makeup Kit includes three different

eyebrow stencils, one eyebrow shadow and a brush.

US: LIT Holographic Glitter Kit is designed to offer a holographic look and

contains loose colour, a liquid glitter base and a brush.

US: Forever 21 Premium Cosmetics Collection Eyebrow Kit features two eye

shadows, a spoolie brush, an angled brow brush and a mirrored pack.

Canada: Essence Eyebrow Stylist Set contains three different eyebrow

stencils, two eyebrow shadows and one brush.

mintel.com 70

Seasonality drives eye colour innovations

Seasonal innovations play an important role in North American eye colour cosmetics, with brands frequently launching collections based on the latest fashion trends. In the 12 months to March 2014, 26% of eye colour cosmetics had a seasonal claim, up 3% year -on-year and significantly more than the 16% recorded in 2010/2011. This is higher than the global average, with only Europe having a similar percentage. Most launches have shades developed for the season, with florals popular in spring and summer, giving way to metallic tones in the winter. Make -Up Art Cosmetics, for example, launched the Magnetic Nude collection for winter, with platinum, silver and alloy colours, as well as the Fantasy of Flowers collection for spring and summer, including meadow, moss and garden shades.

mintel.com 71

Floral defines spring and summer, while metallic shades rule in winter

Canada: M.A.C Mineralize A Fantasy of Flowers Eye Shadow was launched for spring 2014 and is said to burst with

brilliant blooms of colour.

Canada: M.A.C Extra Dimension Magnetic Nude Eye Shadow was launched for winter and

US: Clarins Ombre Minrale Opalescence Mineral Eyeshadow has been launched for Spring 2014 and is available in the shades Smoky Plum and Golden Rose.

US: M.A.C Pro Longwear Fall 2013 Paint Pot has been launched for the autumn

and features Chrome Angel, Tailor Grey and Clearwater shades.

Canada: Artdeco Love is in the Air Eyeshadow has been launched for spring/

US: Laura Mercier Spring Renaissance Crme Eye Liner has been launched for spring 2014 and is said to celebrate a

new beginning.

mintel.com 72

The holiday season also offers opportunities

US: Clarins The Essentials Eye Make -Up Palette is designed to offer optimal sensory

pleasure for a festive look.

US: Sephora Collection Holiday 2013 Deck the Halls with False Lashes are designed to add a festive statement to any look. They

are adorned with 'faux' jewels.

US: The M.A.C Mineralize Divine Night collection was launched for holiday 2013. It is said to capture the moment when flashing

lights illuminate a flair for limitless luxury.

US: Laura Mercier White Magic Tightline Cake Eye Liner is made with illuminating

US: Cranky Girlz Eye Glaze Eyeshadow was launched for the 2013 holiday

season and is marketed as a 'perfect' gift by itself or for stuffing in a stocking.

US : e.l.f. Essential Holiday 2013 3 Piece Eyeliner Set retails in a gift box

containing two liquid eyeliners and a brightening eyeliner pencil.

The festive season is an important time for eye colour cosmetic brands, with manufacturers positioning

mintel.com 73

Product Spotlight: Celebrity endorsements

US: Kat Von D Autograph Waterproof Pencil is said to keep eyes inked and

smudge - free from dusk to dawn

US: Eylure Katy Perry Color Pop Lashes

US : Wet n Wild Fergie CenterStage Collection On Edge Creme Eye Liner is a

collaboration between Wet n Wild and the American singer Fergie.

Canada : M.A.C Hayley Williams Eye Shadow - M.A.C teamed up with Hayley

Williams, singer with the platinum -selling band Paramore.

US: RiRi Hearts M.A.C Holiday Superslick Liquid Eye Liner forms part of the

Canada: Essence Beauty Beats Eyeshadow was launched for Justin

Bieber's Believe tour in 2013.

Major brands in North America continue to collaborate with celebrities as a way of engaging younger consumers. This approach is understandable as the younger demographic is significantly more likely to follow celebrity trends in the category.

mintel.com 74

Product Spotlight: New and interesting launches

US: Almay Intense i - Color US: Physicians Formula Organic

Wear CC Curl + Care Mascara

CC creams, offering consumers both colour and skincare for the face, have grown in popularity around the world in

recent years, building on the success of BB creams. Physicians Formula has taken this concept into eye

cosmetics with the launch of its CC Curl + Care Mascara, which is said to both help curl and care for lashes.

Almay continues to take a distinctive position in the competitive US eye make -up category by launching

products available in different shades depending on the -Color range is intended to

add an element of customisation and take some of the guesswork out of colour selection.

mintel.com

What does it mean?

Eye colour cosmetic kits that offer consumers convenient, all - in -one purchases have strong potential among busy working women. Interest could, however, be boosted among younger consumers by launching more look - focused kits that replicate a certain style.

Seasonality is an important driver of purchases in the cosmetics category, so brands must regularly update their collections to represent the latest fashions. Floral tones are most popular in the warmer months, while metallic shades drive developments in winter.

The holiday season offers significant opportunities for eye colour cosmetic brands, with consumers desiring make -up for both festive events and gifts. False lashes have particularly strong potential at this time of year, offering consumers an easy way of transforming their look with a festive twist.

Almay continues to work with cosmetics designed for specific eye colours, suggesting its confidence in a degree of customisation that can take some of the guesswork out of choosing make -up.

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mintel.com

AMERICA

LATIN AMERICA

Market overview

Key issue: Ethical claims are strong in Latin America

Key issue: Domestic brands embrace local botanical ingredients

Product spotlight

What does it mean?

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mintel.com

Executive summary

Eye products dominate the colour cosmetic markets of both Chile and Colombia, where they accounted for

36% and 34% of value sales respectively in 2012. Eye colour

cosmetics also play a strong role in Mexico, while Brazil has a more evenly distributed colour cosmetics market.

Market overview Key issues What does it mean?

Long lasting and ease -of -use claims have grown steadily in the Latin American eye colour cosmetics

category over the last few years as increasingly busy consumers demand

convenience. However, the region also has its own market -centric trends,

including the growth of ethical claims.

Ethical initiatives are currently being led by multinationals. Local brands should be doing more to highlight

their corporate social responsibility efforts as consumers in the region

increasingly demand that companies act morally on their behalf.

77