Beauty Store Business magazine - January, 2020

Mintel: U.S. Launches of BB Creams Jump Nearly 50% in One Year

Mintel: U.S. Launches of BB Creams Jump Nearly 50% in One Year

The color-cosmetic category has grown by about 13% since 2008. However, expectations for growth are building as the Asian market’s BB creams popularity catches on in the United States, according to new research from Mintel, a global supplier of consumer, product and media intelligence.

In 2013 alone, BB creams in the U.S. market have seen a nearly 50% increase in product launches over 2012.

The creams, which combine cosmetic and skincare benefits, currently have the lowest reported use among facial makeup products—29% of women report wearing BB creams. That's compared to 69% who wear blusher, 68% for foundation, 64% for powder, 61% for concealer, 39% for primer, and 39% for bronzer.

Use of the multifunctional creams is also on the rise by 5%—24% of women reported any use of them in 2012.

"The upturn of BB creams usage is consistent with the staggering increase of product launches over the past year combined with strong marketing efforts designed to educate women about product benefits," says Shannon Romanowski, beauty and personal-care analyst at Mintel. "The multifunctional benefits of BB creams are broadly appealing, as the majority of makeup wearers agree that multifunctional makeup saves them time, money and allows them to reduce the number of products they use. With the recent emergence of CC and DD creams, the market is sure to continue its upward trajectory."

Despite the flurry of activity coming from BB creams, mascara is the most frequently worn color cosmetic, according to 53% of Mintel's respondents. Its portability and ease of use make it a staple for most women. While mascara has the highest reported usage, many women rely on numerous items as part of their makeup routine such as:

  • Lip gloss 48%
  • Lipstick 45%
  • Eye liner 45%
  • Foundation 45%
  • Blusher 43%
  • Eye shadow 42%
  • Powder 40%

And all have similar regular-use rates.

Additionally, the splurge versus save mentality is evident for the majority of women in this category, especially 18- to 24-years-old. About 40% of 18- to 24-year-olds say less expensive products work as well as expensive ones, versus 34% of all respondents. In addition, 47% of young women report buying some color-cosmetic products at mass-market retailers, compared to only 31% of all age groups.

"Tighter budgets and lower levels of disposable income tend to drive more budget-conscious behaviors," adds Romanowski. "Young women will pay for quality when warranted, but will also save on lower-risk items—such as mascara or lip products—to justify higher-priced purchases."

[Image courtesy of PRNewsFoto/Mintel]