05.26.10
More than 30% of consumers are concerned about the credibility of natural and organic claims made by cosmetic brands, according to Datamonitor, and the market research firm suggests that this could impact the continuing success of the mineral makeup category.
As with any natural makeup, mineral make-up doesn’t need certification to make mineral or natural claims. Spurred on by this, there’s been high growth in the market with make-up containing very low mineral content hitting store shelves. In the U.S, the number of new launches of mineral make-up has increased every year since 2005 with nearly 160 in 2009 alone, according to Datamonitor.
“In a market where brands have worked hard to convince consumers of the credibility of mineral make-up, the sheer number of new launches containing differing levels of minerals may make consumer trust difficult to keep,” said Vicky McCrorie, a consumer insights analyst at Datamonitor.
The strength of the market in the U.S. has come from the popularity of Bare Escentuals. The company has ensured that consumers see mineral make-up as credible by building a strong level of trust with consumers through the chief executive demonstrating the product herself on TV and creating loyalty through word of mouth campaigns.
“While we expect Bare Escentuals to continue their U.S. success in Europe and Japan, particularly after being bought by the Japanese company Shiseido earlier this year, the brand will need to be careful to continue to set itself apart and keep the high levels of consumer trust to ensure they stand out in a market which may be in danger of saturation,” McCrorie added.
“With no official validation for mineral make-up, consumers will start to become skeptical as more and more brands launch make-up with mineral claims. Therefore only the brands which have built the strongest trust with consumers like Bare Escentuals will continue their success,” she concluded.
More info: www.datamonitor.com