Overview

I. The Products
• The Products
  • Scope of the Report
  • Skin Makeup: Foundation, Concealer, Powder, and Blusher
  • Eye Makeup: Mascara, Shadow, Liner, Brow Definer
  • Lip Makeup: Lipstick, Lip Gloss, and Lip Liner
  • Cosmetics Are Temporary by Definition
  • Skin Treatment Products Are Not Cosmetics
  • Cleansers, Accessories, and Professional Products Not Included
  • Ethnic and Hypoallergenic Lines Will Be Covered
  • The Customer Is Female
  • Products Sold via Retail and Direct
• Product History
  • Cosmetics Date from Dawn of History
  • Parallel with Rise of Civilizations
  • The Greeks Name It, the Romans Brand-Name It
  • Folk Recipes and Homemade Cosmetics
  • Victorians Brand the "Painted Woman"
  • World War I Reverses Social Attitudes
  • Growth Continues through the Depression
• Ingredients
  • Ingredients Fall into Four Classes
  • Benefit Ingredients Achieve Desired Effect
  • Delivery Ingredients Carry the Benefit
  • Hedonics Add Pleasure to the Recipe
  • Preservatives
  • Specific Ingredients Addressed in Respective Sections
• Government Regulation
  • A Century of Increased Federal Controls
  • Dye Safety Is Federal Focus
  • FDA Tests Bar Many Global Ingredients
  • Other Federal Rulings on Environment, Natural Ingredients
  • Cosmetic Puffery Allows Hyperbole
  • New Dual-Benefit Cosmetics Sound the Alarm
  • Some States Add Their Own Regulations
  • Two Industry Agents Handle Self-Policing
• Packaging
  • Most Cosmetics Sold with Double Packaging
  • External Packaging For Store Display, Brand Identification
  • New Trends Are Blister-Pack or No Pack
  • Recyclable Packaging a Small Segment
  • Biodegradable Packs on the Horizon
  • Internal Packaging For Storage, Easy Use, Appeal
  • Internal Packaging: The Look Is Sleek
  • Cake Powder Products Come in "Compacts"
  • Liquids and Creams Require Tight Sealing Containers
  • Twist-Up Tubes For Lipsticks, Concealers
II. The Market
• [Graphic] Estimated and Projected Retail Dollar Sales of Color Cosmetics: By Product Type (1991-1995)
• Market Size and Growth
  • Retail Dollar Volume at $4.3 Billion
  • Market Recovered From Slump in '93
  • Growth Represents Price Creep
  • [Table] Retail Sales and Growth of Color Cosmetics: By Product Type (1991-1995)
• Factors in Future Market Growth
  • Fashion: The Fickle God
  • 1990s No-Makeup Look Is Fashion Backlash
  • "No-Makeup" Less Popular among Mature Women
  • The Made-Up Face a Constant For 50 Years
  • The Wheel Turns Back to Makeup
  • The Economy: Long-Term Tightening Indicated
  • Late-'80s Slump Marks End of Growth Era
  • Price Increases Hid Sales Stagnation
  • Recession: The Consumer Shops Down
  • Consolidation Shrinks Prestige Outlets
  • Consumers Will Be Slow to Shop Up
  • Squeeze on Profits, Experimentation
  • New Reality: A Mature Industry
  • Demographics: Positive and Negative Signs
  • Opportunity in Ethnic-Targeted Products
  • Aging Boomers: Will They Paint or Not?
  • Generation X Says It Won't Paint
  • Technology: What More Can It Do?
• Projected Sales
  • Market To Near $5 Billion by 2000
  • [Table] Projected Retail Sales of Color Cosmetics: By Product Type (1995-2000)
• Market Composition
  • Segment Shares Change Constantly
  • Skin Makeup the Largest Segment, with 41%
  • [Table] Sales and Share of Retail Sales of Color Cosmetics: By Product Type (1995)
  • Mass Market Segment at 55%
  • [Graphic] Share of Color Cosmetics Retail Dollar Sales: By Market Segment (1995)
III. The Marketers
• The Marketers
  • Market Dominated by Vertical Multinationals
  • Brutal Competition, Pervasive Secrecy
  • Three Types of Marketers
  • Mass and Class Now Share Corporate Parents
  • Direct Marketers Remain Aloof
  • Marketers/Brands Listed by Type
• Marketers' Shares
  • Prestige Group: No Reliable Reporting
  • Top Five Control Two-Thirds of Category
  • Lauder the Undisputed Champion
  • Cosmair in Second Place
  • Unilever, Chanel, and Revlon Follow
  • Mass Market: IRI Gives Hard Numbers
  • Four Marketers Control Some 85% of Sales
  • Procter & Gamble Rules with 34%
  • Revlon Runs Hard For 24%
  • Maybelline, Cosmair Follow
  • [Table] Marketer Shares of Mass Market Color Cosmetics: In Total and by Product Type (1994)
  • Direct Marketers: No Data
  • Avon Said to Lead Mary Kay
• The Competitive Situation
  • Prestige Category: Lauder Works To Stay Ahead
  • Lauder Keeps Up with Trends
  • Cosmair Keeps Up the Pressure
  • Second Tier Unlikely to Grow Dramatically
  • Innovation From the Smaller Competitors
  • Mass Market: P&G Has Problems...
  • ...but Cover Girl Can't Be Stopped
  • Revlon, Maybelline Try to Expand
  • Cosmair Aims for the High End
  • Contenders: Body Shop, Origins, Del, Pavion
  • Direct Marketing: Mary Kay Challenges Avon
  • New Interest in Direct Response
• Marketing and New Product Trends
  • In Cosmetics, the News Is Largely New Products
  • New Products Addressed in Specific Sections
  • Targeting New Market Segments
  • Adding Benefits To Justify Price
  • Cutting Back on GWPs and Freebies
  • Line Extensions instead of Launches
  • Earth-Friendly Imagery
  • Simpler Packaging, Customized Makeup Kits
  • Class Learns from Mass
  • Searching for New Marketing Channels
  • Selling the Made-Up Look
• Measured Advertising
  • LNA Reports Only Conventional Ad Spending
  • $234 Million Spent in 1994
  • $112 Spent to Advertise Skin Makeup
  • Procter & Gamble the Biggest Advertiser: $77 Million
  • Cosmair and Maybelline Are #2 and #3
  • Revlon and Estée Lauder Follow
  • Johnson Publishing, Benckiser Are #6 and #7
  • [Table] Estimated Advertising Expenditures for Color Cosmetics: In Total and by Product Type (1994)
• Advertising Positioning
  • Most Advertising Focuses on Single Product
  • Line Advertising Sells the Brand's "Look"
  • Selling a Seasonal Color Collection
  • Selling the Brand Name
  • Private Labels Are a Minuscule Factor
• Consumer Promotion
  • Cutting the Price without Saying So
  • Gift-with-Purchase, the Old Prestige Standby
  • Coupon Offers Rare, Even for Mass Brands
  • Private Label Sold via Coupon Flyer
  • The Rarity: A Promotional Price from Pavion
• Trade Advertising
  • Standard Messages from P&G, Del
  • Revlon Offers Partnership to Druggists
  • Suppliers Advertise to the Trade, Too
IV. Distribution and Retail
• Distribution
  • Distribution Paths Complex
  • Diversion Is the Flaw
• At the Retail Level
  • Mass Market the Leading Class of Trade
  • Prestige Down to 25%, Direct Up to 20%
  • [Table] Share of Color Cosmetics Retail Dollar Volume: By Class of Trade (1995)
  • Prestige: High Prices and Personal Service
  • Specialty Stores Shore Up the Category
  • Concerted Efforts to Maintain the Prestige Price Line
  • How Not to Do It: The Fall of Ultima II
  • Diversion: Wandering Product Bedevils the Category
  • Distributors Blamed; Some Marketers Collaborate
  • Preventing Diversion: Electronic Inventory Control
  • Inventory Control Specialists Help
  • Mass Market: Drugstores Lead
  • [Graphic] Share of Mass Market Color Cosmetics Retail Dollar Sales: By Class of Trade (1994)
  • Drugstores: Fighting to Stay Ahead
  • Service Is the Key
  • But Price Competition Is Difficult
  • Mass Merchandisers: Space, Variety, Price
  • Price Remains Most Important
  • Food Stores: Space and Focus Are Problems
  • Combo Stores Do Best
  • Directly Sold Cosmetics on the Rise
  • Major Direct Marketers' Sales Increasing
  • Mail Follow-Up Builds the Category
  • TV Brands Use Celebrity Endorsers
  • Catalogs and Crossovers Complicate the Picture
V. The Consumer
• The Consumer
  • Four Out of Five Women Buy Cosmetics
  • Almost All Patronize Mass Market Outlets
  • Half Buy from Prestige Retailers, 20% Buy Direct
  • [Table] Where Women Say They Purchase Cosmetics
  • Little Difference between Outlets' Shoppers
  • [Chart] Demographic Factors Encouraging Purchase of Cosmetics from Various Retail Outlets
  • Cosmetic Spending Rises with Income
  • Cosmetic Spending Declines with Age
  • [Chart] Demographic Factors Influencing Amount Spent on Cosmetics in the Past Six Months
  • Hypoallergenic Buyers are Somewhat Younger Than Non-Users
  • [Chart] Demographic Factors Influencing Purchase of Hypoallergenic or Sensitive-Skin Cosmetics

Skin Makeup

I. The Products
• Category Definition
  • Four Product Types
• Product History
  • Fashionably Pale in Ancient Egypt
  • Deadly Lead Paste Used for Centuries
  • High Artifice in the French Royal Court
  • Victorian Powder to 1920s Paint
• Product Types and Forms
  • Foundation Covers the Entire Face
  • Three Foundation Types Sold
  • Cake Foundation Makes a Comeback
  • Powder: Loose and Pressed
  • Technology Blurring Form Lines
  • Concealers and Highlighters in "Lipstick" Shape
  • Blusher Is Updated Rouge
  • Compressed Powder Blusher Most Popular
  • Bronzers "Tan" Entire Face
• Ingredients
  • Ingredients Have Four Functions
  • Talc: Natural and Popular
  • Other Mineral Compositions Give Color and Texture
  • High-Tech Water Used as a Base
  • Oils Lubricate and Smooth
  • Pigments May Be Natural or Artificial
  • A Host of Other Ingredients and Functions
• Packaging
  • Innovation Centers around Applicators
• FDA Regulations
  • Some SPF Claims Removed from Packaging
II. The Market
• [Graphic] Estimated and Projected Retail Dollar Sales of Skin Makeup (1991-2000)
• Market Size and Growth
  • Skin Makeup Retail Sales at $1.75 Billion in 1995
  • Price-Fueled Growth
  • [Table] Retail Sales and Growth of Skin Makeup at Retail in the United States (1990-1995)
• Factors in Future Market Growth
  • Fashion Proclaims the Return of Makeup
  • Demographics: Older Is Usually Better
  • AHAs Begin to Have Impact
  • Technology a Two-Edged Sword
  • Market Forces Squeeze Price Rises
• Projected Sales
  • Category to Exceed $2 billion by 2000
  • [Table] Projected Retail Sales of Skin Makeup (1995-2000)
• Market Composition
  • Foundation Rings Up More Than Half of Sales
  • [Graphic] Division of Mass Market Skin Makeup
  • Retail Sales: By Product Type (1994) Sales by Retail Outlet Covered in Overview
III. The Marketers
• The Marketers
  • General Information Covered in Overview
  • Brand Lines Vary in Extensiveness
  • Size of Product Line May Reflect Brand Share
  • Prestige versus Mass: Outlet and Price Separate Them
  • Listing Cannot Be Complete
  • Leading Direct Marketers Included
  • [Chart] Major Marketers and Brands of Skin Makeup
• Marketer/Brand Shares
  • Share Breakdown For Unavailable Prestige and Alternative Brands
  • IRI Tracks Mass Market Products
  • P & G Rules Mass Market Sector
  • Revlon Second with 20% of Dollar Volume
  • The Second Tier: Maybelline, Cosmair
  • [Table] Leading Marketer and Brand Shares for Mass Market Skin Makeup: In Total and by Product Type (1994)
• Competitive Situation
  • Prestige Brands: Lauder Stays in Front
  • Mass Market Brands: Several Succeed with Ethnic Products
  • "The Mature Customer" Is a Tougher Sell
• Marketing and New Product Trends
  • Trends Are Embodied in New Products
  • Skin Makeups Target Ethnic Groups
  • Segmentation by Age, Sensitivity
  • New Technology = New Products
  • Partial Listing Reflects Trends
• Measured Advertising
  • Umbrella Advertising Addressed in Overview
  • $112 Million Devoted to Skin Makeup in 1994
  • #1 Procter & Gamble Spent $37 Million
  • Maybelline, Cosmair Are the Second Tier
  • Estée Lauder Fourth-Biggest Spender
  • [Table] Estimated Measured Skin Makeup Advertising Expenditures (1994)
• Advertising Positioning
  • Prestige Brands: Image Carries the Promise
  • Lauder Strips away the Frills
  • Lancôme Spells out the Promise
  • Mass Market: Battling For the Mature Customer
  • Traditional Approaches from Coty, Cover Girl
  • Catalog Advertising from Body Shop
• Consumer Promotions
  • Gift-With-Purchase Is the Standard
  • Examples in the Appendix
• Trade Advertising
  • Revlon Promotes Product to Drugstores
IV. Distribution and Retail
• At Retail
  • No Available Data on Prestige Products
  • Mass Market Products: Drugstores' Lead Shrinking
  • [Graphic] Share of Mass Market Skin Makeup Sales: By Class of Trade (1993 and 1994)
  • Drug Retailers Look to Niche Marketing
  • Mass Merchandisers: Aggressive Co-Opting
  • Food Retailers: Best for Habit Buying
V. The Consumer
• The Foundation Makeup Consumer
  • Some 60% of Women Use Foundation Regularly
  • Some 14% of All Women Are Heavy Users
  • [Graphic] Consumption of Foundation Makeup: By User Segment
  • Foundation Usage Crosses Most Demographic Segments: Heavy Usage Skews Young
  • [Chart] Demographic Factors Favoring Use and Heavy Use of Foundation Makeup among Women
  • Liquid the Most Popular Form
  • [Table] Use of Foundation Makeup: By Product Type
  • Usage by Brand: Cover Girl the Most Popular
  • Direct Sales Brands in Third and Fourth Places
  • [Table] Use of Foundation Makeup: By Brand
• The Powder Makeup Consumer
  • Half of Women Say They Use Powder
  • Heavy Users Represent Half of Consumption
  • [Graphic] Consumption of Powder Makeup: By User Segment
  • Product Use Strongest among Young
  • [Chart] Demographic Factors Favoring Use and Heavy Use of Powder Makeup among Women
• The Blusher Consumer
  • Two-Thirds of Women Use Blusher
  • [Graphic] Consumption of Blusher: By User Segment
  • Users Are Broadly Defined
  • [Chart] Demographic Factors Favoring Blusher Use and Heavy Use among Women
  • Powder/Cake Blusher Is the Preferred Form
  • Cover Girl and Maybelline Most Popular
  • [Table] Use of Blushers: By Brand

Eye Makeup

I. The Products
• The Products
  • Four Types of Eye Makeup
  • Eye Shadow: Long History, Wide Variety
  • Egyptians Set the Standard
  • Powder Cake the Most Popular of Many Forms
  • Base and Color Are the Prime Ingredients
  • FDA Leery of Dangerous Ingredients
  • Mascara a Relatively New Makeup
  • Three Forms, with Liquid Dominant
  • Most Are Wax- or Polymer-Based
  • Color Favorites Remain Brown and Black
  • Extenders Are Problematic
  • Water Resistance = Difficult Removal
  • Eyeliner: Another Egyptian Creation
  • Pencils and Liquids Are Available
  • Brow Pencils Another Ancient Cosmetic
  • Little FDA Attention to Mascaras, Liners, Pencils
II. The Market
• [Graphic] Estimated and Projected Retail Dollar Sales of Eye Makeup (1991-2000)
• Market Size and Growth
  • Eye Makeup Retail Sales at $1.4 Billion in 1995
  • Growth Is Believed To Be Price-Driven
  • [Table] Retail Sales and Growth of Eye Makeup in the United States (1991-1995)
• Factors Influencing Market Growth
  • Multiple Product Usage = Good Sales
  • Rapid Product Use Up = Good Sales
  • Cluster of Factors May Be Positive or Negative
  • Good Economy Versus Resistance To Price Creep
  • Technology: Are Added Benefits Possible?
  • Demographics: Older Women May Be Bad News
  • Fashion: Eye Makeup a Pawn in the Game
• Projected Sales
  • Segment To Reach $1.56 Billion by 2000
  • [Table] Projected Retail Sales of Eye Makeup in the United States (1995-2000)
• Market Composition
  • Mascara, Shadow Are 77% of Market
  • [Table] Distribution of Eye Makeup Retail Sales by Product Type (1994)
  • Mass Market Biggest Factor
  • Drug Outlets Lead the Mass Sector with 48% of Sales
  • [Graphic] Share of Mass Market Eye Makeup Sales: By Class of Trade (1993 and 1994)
III. The Marketers
• The Marketers
  • Overall Marketer Context Same as For Total Category
  • Prestige Sector: Lauder Believed to Lead
  • Mass Market Eye Makeup Dominated by Big Four
  • Avon and Mary Kay Rule Direct Sales
  • Product Listing Cannot Be Complete
  • [Chart] Major Marketers and Brands of Eye Makeup in the United States
• Marketer/Brand Shares
  • Data Cover Only Mass Market Products
  • P&G, Maybelline Are Neck and Neck
  • Revlon and Cosmair Are Far Behind
  • [Table] Marketer and Brand Shares for Mass Market Eye Makeup (1994)
• Share of Market by Product Type
  • Mascaras: Maybelline on Top
  • [Table] Marketer and Brand Shares for Mass Market Mascaras (1994)
  • Eye Shadows: P&G Leads with 36%
  • [Table] Marketer and Brand Shares for Mass Market Eye Shadow (1994)
  • Liners, Pencils: Revlon Makes Its Strongest Showing
  • [Table] Marketer and Brand Shares for Mass Market Eyeliners and Pencils (1994)
• The Competitive Situation
  • Prestige Brands: Lauder Stays on Top of Trends
  • Mass Brands: Powerhouse P&G Versus Feisty Maybelline
  • Big Four Likely to Remain Dominant
• Marketing and New Product Trends
  • Prestige Lines Move to "Custom" Kits
  • Eye Shadows: Blendable, Multiple Colors
  • Safer Products, New Forms Featured
  • Eyeliners: "Pen" Liquids Become Popular
  • Mascara: Durability, Definition, Safety
  • Colored Mascaras Keyed to Eye Shadows
  • Less New Brands, More Line Extensions
  • [Table] New Eye Makeup Products (1993-1994)
  • Listing Reflects Trends
  • [Chart] Selected New Eye Makeup Products (1993-1995)
• Advertising Expenditures
  • Total Eye Makeup Advertising in 1994 at $58 Million
  • Procter & Gamble #1, Cosmair a Distant #2
  • Maybelline the Only Other Significant Spender
  • [Table] Measured Advertising Expenditures for Eye Makeup (1994)
  • Maybelline, Body Shop Sell Full Line
• Advertising Positioning
  • Marketers Focus on Mascara
  • "More Lashes"—Lancôme, L'Oréal, Cover Girl
  • "Longer Lasting Mascara" From Almay, Cover Girl
  • Lancôme Launches Intencils
• Consumer Promotions
  • Unusual Price Promotions From Maybelline, Nat Robbins
  • Trade Advertising
  • Almay, L'Oréal Roll Out Consumer Ads
  • Suppliers Sell Their Wares to the Trade
IV. Distribution and Retail
• At the Retail Level
  • Department Stores Main Venue For Prestige Segment
  • Prestige Retailers: Consultants and Testers
  • Contamination Poses a Threat
  • Mass Market: Drugstores' Lead Eroding
  • [Graphic] Share of Retail Sales of Mass Market Eye Makeup: By Class of Trade (1994)
V. The Consumer
• Mascara Consumers
  • Almost 60% of Women Use Mascara
  • Few Heavy Users
  • [Graphic] Consumption of Mascara: By User Segment
  • User Base Shows Broad Demographic Scope
  • [Chart] Demographic Factors Favoring Use and Heavy Use of Mascara among Women
  • Waterproof the Most Popular Product Type
  • Maybelline, Cover Girl Top Brand Selections
  • [Table] Use of Mascara: By Brand and Type
• Eye Shadow Consumers
  • Some 50% Use Shadow Sometimes, 47% Regularly
  • Heavy User Incidence of 11% May Be Deceptive
  • [Graphic] Consumption of Eye Shadow: By User Segment
  • User Profile Fairly Broad
  • Heavy User Young and Upscale
  • [Chart] Demographic Factors Favoring Use and Heavy Use of Eye Shadow among Women
  • Powder the Most Popular Shadow Type
  • [Table] Use of Eye Shadow: By Product Form
  • Maybelline and Cover Girl Most Popular Brands
  • [Table] Use of Eye Shadow: By Brand
• Eyeliner Consumers
  • Some 42% of Women Use Eyeliner Regularly
  • Heavy Users Match Eye Shadow at 11%
  • [Graphic] Consumption of Eyeliner: By User Segment
  • Young User Base
  • [Chart] Demographic Factors Favoring Use and Heavy Use of Eyeliner among Women
  • Pencil Is the Favored Form
  • [Table] Use of Eyeliner: By Product Form
  • Maybelline, Cover Girl the Best-Liked Brands
  • [Table] Use of Eyeliner: By Brand
• Eyebrow Pencil Consumers
  • One Quarter of Women Use Eye Pencil
  • [Graphic] Consumption of Eyebrow Pencil: By User Segment
  • Users Are Older Women
  • [Chart] Demographic Factors Favoring Use and Heavy Use of Eyebrow Pencil among Women
  • Women May Use Other Products For This Purpose
  • [Table] Use of Eyebrow Pencil: By Product Form
  • Maybelline the Favored Brand
  • [Table] Use of Eyebrow Pencil: By Brand

Lip Makeup

I. The Products
• The Products
  • Scope of the Section
  • Lipstick in the Dawn of History
  • Centuries of Home Remedies
  • 1880: Guerlain's First Lipstick
  • Red Lips = Look of Youth
  • The Basic Ingredients: Pigments, Waxes, Moisturizers
  • The Basic Forms: Sticks and Pots
  • Lipliners Are Color Pencils
  • Basic Ingredients Are Constantly Updated
  • Treatment Ingredients Being Added
  • Long-Lasting Color Vs. Practicality
  • Safety Regulations Center around Dyes
II. The Market
• [Graphic] Estimated and Projected Retail Dollar Sales of Lip Makeup (1991-1995)
• Market Size and Growth
  • Dollar Volume $1.2 Billion For 1995
  • Sales Surge in 1994
  • [Table] Retail Sales and Growth of Lip Makeup (1991-1995)
• Factors in Future Market Growth
  • Fashion Sticks with Lipstick
  • But Fashion Always Whiplashes
  • Low Prices and Fast Use-Up
  • Technology: What To Add After Sunscreen?
  • Demographics: User Base Growing Slowly
  • A Saturated Market
• Market Projection
  • Market To Exceed $1.3 Billion by 2000
  • [Table] Projected Retail Sales of Lip Makeup (1995-2000)
• Market Composition
  • Lipstick More Than 90% of Sales
  • Drugstores Dominate Mass Brands with More Than Half of Sales
  • [Graphic] Share of Mass Market Lip Makeup Sales: By Class of Trade (1993 and 1994)
III. The Marketers
• The Marketers
  • All Leading Labels Active in Lip Makeup
  • Big Four Dominate Lip Makeup Mass Market
  • Five Companies in Second Tier
  • Many Sell Several Lipstick Lines
  • Most Sell Liners; Glosses Are Least Common
  • [Chart] Major Marketers and Brands of Lip Makeup in the United States
• Marketer and Brand Shares
  • Big Four Account for 70+% of Mass Market Dollars
  • Revlon Far Out Front with 31%
  • Two Ethnic Marketers among Second Tier
  • [Table] Marketer and Brand Shares for Mass Market Lip Makeups (1994)
• The Competitive Situation
  • Product Introductions, Relaunches Key to Competition
  • Revlon the Longstanding Lip Authority
  • Revlon's ColorStay Drives Category Growth
  • Procter & Gamble Blankets the Mass Market
  • Cosmair Using Prestige Crossover
  • Maybelline, the Wild Card
• Marketing and New Product Trends
  • 1994: Rising New Product Activity, Line Extensions
  • [Table] Lipsticks: New Product Activity (1993-1994)
  • New Products Cluster in Three Areas
    • Longlasting and/or matte lipstick colors
    • "Natural, cruelty-free products"
    • Glosses and flavored glosses
  • [Chart] Selected New Products in Lip Makeup (1993-1995)
• Advertising Expenditures
  • Ad Spending at $44.6 Million for 1994
  • Revlon, Procter & Gamble Are Top Spenders
  • [Table] Lip Makeup Advertising Expenditures (1994)
• Advertising Positionings
  • Lipstick Ads Usually Quite Simple
    • Show the product alone
    • Show the product and the result
    • Show the product and the result and shout the promise
• Consumer Promotions
  • Lipstick the Most Popular Gift-With-Purchase Item
  • Giving Away Lipstick
• Trade Ads
  • Revlon Introduced ColorStay to the Trade
  • Fran Wilson Thanks Retailers
IV. Distribution and Retail
• At the Retail Level
  • Data on Prestige and Direct Products Unavailable
  • Drugstores' Share Declines to 51%
  • [Table] Share of Mass Market Lip Makeup Retail Dollar Sales: By Class of Trade (1993 and 1994)
  • Drugstores: Cosmeticians Key to Sales
  • Lipstick Is the Cosmetic of Experimentation
  • Testing Displays Require Supervision, Maintenance
  • Mass Merchandisers: Price Is Less Compelling
  • Food Outlets: Unlikely to Advance
V. The Consumer
• The Consumer
  • Simmons Studies Female Usage of Lipstick, Gloss
  • Lip Makeup Worn by 78% of Women
  • Heavy Usage = 8+ Times Daily
  • [Graphic] Consumption of Lip Makeup: By User Segment
  • The User Is Everywoman, but Heavy Users Are Young
  • Lipstick Users Likely to Work; Gloss Skews Downscale
  • Users of Non-Lipstick Tend to Be Young
  • [Chart] Demographic Characteristics Favoring Use of Lip Makeup among Women
  • [Chart] Demographic Factors Favoring Use of Lip Makeup Other than Lipstick among Women
  • Tube-Stick Gloss the Most Popular
  • Almost 15% Use Lip Pencils
  • [Table] Types of Lip Makeup Used by Women
• Usage by Brand
  • Avon Named Most Often with Nearly 20%
  • Cover Girl Second, Revlon Third
  • Maybelline, Lauder and Mary Kay Follow
  • [Table] Brands of Lipstick Used by Women

appendix I: advertising examples

• Overview Consumer Advertising
• Overview Promotional Advertising
• Overview Trade Advertising
• Skin Makeup Consumer Advertising
• Skin Makeup Promotional Advertising
• Skin Makeup Trade Advertising
• Eye Makeup Consumer Advertising
• Eye Makeup Promotional Advertising
• Eye Makeup Trade Advertising
• Lip Makeup Consumer Advertising
• Lip Makeup Promotional Advertising
• Lip Makeup Trade Advertising

appendix iI: corporate listings