Make-up - Spain - August 2008

Table of 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