01.06.15
SPAIN: According to a new report from Canadean, the Spanish makeup market is declining, with a forecast negative CAGR of -1.4% in value and -1.8% in volume over 2013-2018. To attract consumers, producers must tap into the most influential motivation for makeup application in Spain: the desire for individualism, responsible for 22.8% of makeup consumption. This number is even higher among women, where it motivates over a quarter of consumption (26.9%).
“The unfavorable economic climate in Spain means that consumers are more careful with their expenses and marketers have to go the extra mile to appeal to them,” noted Veronika Zhupanova, analyst at Canadean. “Spanish women seek for individual and personalized products like palettes with a number of different color shades, which allow them to create or modify their look depending on time of day or type of event. Products like these will enable them to create different styles and can be promoted as an opportunity to experiment with their desired look.“
The plethora of unique face and skin characteristics gives manufacturers the chance to tap into personalized makeup. Occasional makeup also presents an opportunity for producers, as consumers wear paler colors during the day at work and saturated, bolder looks for social events in the evening.
“The desire for customized makeup is the strongest among wealthier women, who are responsible for 55.1% of the makeup consumption by volume. To cater to them, manufacturers should enable them to create their own palettes or provide these women with a stylist’s advice on trendy makeup looks,” added Zhupanova.
“The unfavorable economic climate in Spain means that consumers are more careful with their expenses and marketers have to go the extra mile to appeal to them,” noted Veronika Zhupanova, analyst at Canadean. “Spanish women seek for individual and personalized products like palettes with a number of different color shades, which allow them to create or modify their look depending on time of day or type of event. Products like these will enable them to create different styles and can be promoted as an opportunity to experiment with their desired look.“
The plethora of unique face and skin characteristics gives manufacturers the chance to tap into personalized makeup. Occasional makeup also presents an opportunity for producers, as consumers wear paler colors during the day at work and saturated, bolder looks for social events in the evening.
“The desire for customized makeup is the strongest among wealthier women, who are responsible for 55.1% of the makeup consumption by volume. To cater to them, manufacturers should enable them to create their own palettes or provide these women with a stylist’s advice on trendy makeup looks,” added Zhupanova.