What is the potential of the selective make-up market in France, America and Asia? Which body parts are seen as a priority in which country: complexion, lips, eyes or nails? What does it take for fashion, haute couture or skincare brands to succeed in make-up? Should they put the emphasis on their image, or aim at differentiation? Last April 29, 2014, Philippe Jourdan, University Professor and founder/associate of Promise Consulting, presented the results of a study conducted with 250 brands to cosmetics players.
Promise is a consulting and marketing research group founded in 2000. It comprises several companies, Promise Consulting INC., JPL Consulting and Panel On The Web, and is specialized in consultancy on brand management. It built up one of the main databases of international standards on brands performances in ten years, studying almost 250 brands in 35 different countries in the luxury, beauty (perfumery, skincare and make-up) and selective distribution sectors.
Some 400,000 questionnaires have been filled in to this day, but Promise focused on the selective market (department stores, beauty brands, duty free stores, shops selling their own brands such as Kiko or Yves Rocher…) for the following result presentation, excluding both the mass-market (GMS) and online sales.
Focus on performances in France, the United States and Korea
The make-up sector is currently a growth driver, and comparing the potential of this market between various countries reveals interesting facts in terms of which strategy should be adopted. Philippe Jourdan specified that “from a marketing and commercial point of view, selective make-up brands have real development opportunities ahead. They gather undeniable assets, and first, that of addressing a growing global market, though it should be considered from the angle of different …
