Are price and brand synonymous with superior quality? For Americans, this is not necessarily the case. According to a recent study by Mintel, a market research firm, 74% of consumers believe that entry-level make-up is just as effective as that sold by major brands.
Is the revenge of low-cost make-up underway? According to Mintel data, it would appear so. And social networks have a lot to do with it, as many content creators compare products from big and small brands and find the best equivalents.
A sector that’s regaining some color… thanks to men
Make-up use is declining, but men represent a growth sector.
35% of women say they use less make-up than before (versus 25% who say they use more). This is explained by fewer opportunities to go out primed (37%) and a loss of interest in this type of product (32%).
“Gentlemen are driving the growth of the make-up sector. 43% of men aged 18 to 44 say they are wearing make-up more often than a year ago,” explains Mintel. 41% of them explain that taking care of themselves in this way allows them to relax and be less stressed. They particularly like a flawless complexion, and use products such as foundation, concealer and concealer.
Concerned young consumers
42% of 18-34 year-olds wear less make-up than before, because they have skin problems. And before buying any product, 67% scrutinize the list of ingredients.
“Given that young women have a more flexitarian approach …
