Color Make-Up Category

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Color Make-Up Market Insights

Insights into the North American Color Cosmetics Market include a wave of growth toward natural, organic, and eco-friendly products, especially those from authentic and inclusive brands that showcase each person’s unique beauty. Skincare-adjacent products are trending and color cosmetics companies that can combine color benefits with health benefits are sure to see success in the coming years. Niche brands and those that focus on high-target demographics and offer unique, eco-conscious and sustainable, inclusive products, will fare best.

Natural/Organic/Eco-Friendly Ingredients & Products Are the Future

  • The clean beauty movement is about more than just the sustainability of the manufacturer’s processes; it’s also about the natural, organic, and eco-friendly ingredients and additives in the products and where and how those are sourced. Increasing consumer awareness about eco-friendly product sourcing and the benefits gained from those ingredients (to the skin and complexion, and to the Earth) are partly responsible for the growth in this sector.
  • Skincare, haircare, and make-up that include labels reading, “vegan, natural, organic, botanical, and free from” are becoming more and more popular among consumers, with the North American Organic Personal Care Market expected to see a CAGR of 8.4% between 2019 and 2024. The clean beauty movement and push for organic /eco-friendly ingredients, products, and packaging is driven by Millennials, since a full quarter of this huge demographic identifies as vegan or vegetarian.
  • Part of the drive for eco-friendly and more-nature-based products includes a growing consumer “reluctance toward usage of synthetic colors,” and due to stricter regulations “on synthetic colors and hazardous health issues” that have “occurred due to usage of synthetic colors.” This increasing consumer demand for “natural colorants” in beauty products (and makeup specifically) is contributing to a variety of changes in the industry, such as the growth of algal pigments and the related global market. The algal pigment with the highest global market share often used as an additive in colored cosmetics is beta carotene.
  • Marine-based ingredients and additives, like the algae-based products just mentioned, currently “account for just a fraction of available personal care and beauty ingredients on the market,” however, industry experts state that they expect to see these ingredients in a huge selection of products in the coming years. Marine-based ingredients include those derived from “fish sources, plant sources, algae, or ocean water itself.”
  • Notably, experts at Coresight Research state that “beauty with a conscience is driving innovation across all categories,” which feeds into the next big insight in this market.

Category Has White Space & Niche Innovations Are Escalating

  • Although experts report slowdowns in the overall cosmetics markets in the US and North America as a whole, niche products or those from smaller manufacturers are gaining traction, and are expected to continue to do so in the coming years. Notably, VogueBusiness purports that “much of the dynamism in the cosmetics segment is concentrated among independent brands with faster supply chains and a greater resonance with younger consumers.”
  • Experts note that consumers are getting a bit jaded with traditional beauty brands which “are not changing their assortments quickly enough,” and that “niche beauty brands can be more nimble and adjust to trends faster.”
  • The drive for clean beauty / eco-friendly beauty products and makeup is another reason “consumers are privileging indie labels.” Independent beauty product labels, like Elf and Winky Lux known for color-rich consumables are driving the prestige beauty segment revenues up, as much as “50 percent of revenue and 55 percent of overall growth” in the category in 2017.
  • Additionally, Millennial consumers have a passion for indie labels and niche brands “because they better represent an increasingly diverse US market,” and this, too is driving growth. The success of many independent players, like ColourPop and Kylie Cosmetics as examples, has inspired larger brands to become more innovative, and to start their own incubation initiatives.

Skincare-Adjacent Segment Are Affecting Makeup Segments

  • Research from Clique showed that 37% of women in the US “are wearing less makeup,” while a full 63% “of women see skincare as an investment in their wellness.”
  • Notably, more and more women are adopting the mindset that taking care of their skin and therefore needing to wear less makeup will have “far more impact on [their] well-being than an eyeshadow ever could.” Because of this shifting mindset and the drive toward skincare products over makeup, manufacturers and retailers in the color cosmetics segment are liable to see a dip in growth over the coming years.
  • One niche brand Versed, created by beauty giant Clique, “was created specifically for the self-care movement to address the growing mindset that makeup feels temporary and feels like something you put on for others, [while] skincare is an investment in yourself and an intimate ritual.” Thus, color cosmetics brands that include ingredients that are good for skin or that help combine skincare with makeup will find success in the coming years.
  • With the Baby Boomer population moving into their advanced years, they’ve become more vocal about being represented by the makeup and skincare markets; colored cosmetics that help users “overcome ageing effects by masking dark circles, age spots, and large pores,” and offer ingredients good for aging skin will see success with this oft-ignored demographic.

Focus Is On Authentic, Unique, and Inclusive Beauty

  • The beauty boom is coming to a slow end, and makeup manufacturers and retailers are feeling the downturn. With many of today’s consumers focusing on “wellness and a proactive skincare regimen that prioritizes a more natural look,” makers of color cosmetics will need to find ways to adapt to this changing tide.
  • This focus-on-the-natural is also fueled by a consumer shift in the need to feel unique and to display “the natural beauty in each person, not some unrealistic, unachievable ideal.” This has led to health and beauty brands needing to have “a more personal, inclusive, and authentic image.”
  • Since the 2017 adoption of the term “inclusive beauty,” this trend is now part of the landscape among beauty and makeup companies. This includes catering to not just women of all ages, but also to men and gender-diverse folks, as well as older and younger demographics that were not typically of focus in the past. Companies manufacturing/selling makeup for men, “boy beauty” products, or gender-neutral makeups are seeing profit increases; these include startups like Context, as well as long-established brands like Calvin Klein and Clinique.
  • Additionally, inclusivity includes people of all skin tones, and this is driving cosmetics companies (and especially those creating color-based products) to think more deeply about “how to target specific demographic categories” with their marketing efforts, of course, with their product lines and color offerings.
  • Examples of rising brands “led by founders from diverse backgrounds who inclusion attempts feel more authentic to consumers than larger brands” are Uoma Beauty and Base Butter. Successful brands like this understand that “it’s not just about adjusting one product range to ensure that there are more shades,” and that authenticity and inclusivity “needs to go beyond a foundation change or brown arm swatch photos on social media.”
  • One notable brand on the forefront of several of these trends is Melanie Mills’ Gleam Face & Body Radiance; this “multi-cultural skin product” comes highly recommended by those in the entertainment industry “because it does not easily transfer, but also looks natural.” The product is not only “vegan, cruelty-free, [and] gluten-free,” but it “uses six universal shades that melt into any skin tone,” making it perfect for a wide set of demographic audience segments.

Research Strategy

These insights were identified through a detailed analysis of the North American Color Cosmetics Market, as well as market segments and crossover markets related to (and infringing upon) that particular vertical; these included segments/markets like personal care, haircare, skin and nail care, and organic beauty, among others, though care was taken to ensure the findings directly related to color cosmetics. Additionally, although the focus was on the North American market, since the US holds the world’s largest share of this market and the greatest share in that region, much of the information was focused on that particular region. Notable findings were identified, then synthesized and supported in the current insights.

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Color Make-Up Market Trends

The rise of inclusive color cosmetics, the emergence of gender-neutral makeup and makeup for men, the growing use of augmented reality, the increasing demand for premium color cosmetics, and the growing demand for natural and organic color cosmetics are five trends in the color makeup market in the United States and Canada.

Rise of Inclusive Color Cosmetics

Emergence of Gender-Neutral Makeup and Makeup for Men

  • Gender-neutral makeup products and makeup products for men are emerging, with MAC, Marc Jacobs, Tom Ford, and startup Context all introducing gender-neutral makeup lines, and Asos, Calvin Klein, Clinique, and Yves Saint Laurent all introducing makeup lines for men.
  • CB Insights identifies this trend as one of 13 trends that are shaping the beauty industry.
  • This trend is taking place because of the “new generation of male consumers who approach masculinity differently than previous generations.” Social media networks such as Instagram and YouTube have also facilitated open conversations around the grooming habits of men.
  • With this trend, more and more beauty companies are now paying attention to men. GlamGlow, Maybelline, and Covergirl, for example, have all announced male influencers or brand ambassadors for their makeup products.
  • According to Euromonitor International, over 50% of men in the United States have tried on some facial cosmetic, for example, bronzer, concealer, or foundation.
  • Because makeup for men is now widely visible online, especially on social media, the benefits of men’s makeup have become more apparent to the average male consumer.

Growing Use of Augmented Reality

  • Color cosmetics companies are increasingly leveraging augmented reality to facilitate the virtual application of makeup. L’Oreal, for example, has launched Makeup Genius, an augmented reality app that allows consumers to virtually try on cosmetics before deciding which products to purchase.
  • According to Technavio, a market research firm that has recently published a report on the United States color cosmetics market, this is one of the key trends that will drive growth in the color cosmetics market.
  • Driving this trend is the desire of color cosmetics brands and retailers to provide customers with an exceptional in-store or in-app experience. These brands and retailers know that, to remain competitive, they must provide an excellent customer experience.
  • As a result of this trend, several top cosmetics brands such as Estee Lauder, L’Oreal, and Sephora have partnered with Perfect Corp or ModiFace to be able to provide a virtual try-on service. Both Perfect Corp and ModiFace utilize augmented reality and artificial intelligence to facilitate the virtual application of makeup and the collection of behavioral data.
  • Recognizing the potential of ModiFace, L’Oreal acquired the Toronto-based company in 2018.

Increasing Demand for Premium Color Cosmetics

  • More and more consumers are leaning towards color cosmetics that are superior in quality, less toxic, and durable, and are expressing willingness to pay a premium for these products. There is a high level of brand recognition associated with aspirational or premium brands such as Chanel, Estee Lauder, L’Oreal, and OPI.
  • This is one of the observations of Technavio. Technavio identifies the premium segment as one of the drivers of growth in the color cosmetics market.
  • This trend is being driven by the desire of consumers to purchase products that will make them more confident, and have no adverse effect on their health. Analysts indicate as well that consumers may be experiencing fatigue with mass-market offerings and are therefore drawn to luxury color cosmetics.
  • As a result of this trend, several manufacturers of color cosmetics are funneling more resources into the development of premium color cosmetics. Even designers such as Tory Burch, Giorgio Armani, and Michael Kors are teaming up with color cosmetics brands so they can have their share of the premium color cosmetics segment.

Growing Demand for Natural and Organic Color Cosmetics

  • Consumers are increasingly seeking natural and organic color cosmetics. There is now a growing demand for clean and green beauty products.
  • The Kline Group, a management consulting and market research firm, reports that natural and organic beauty products are evolving from a niche category to a mainstream category.
  • Driving this trend is growing consumer awareness. Consumers are now more aware of the ill effects of chemicals in color cosmetics. More and more consumers are also associating beauty with health and wellness.
  • This trend has resulted in the launch of several natural and organic products. Nudus, for example, has launched organic, gluten-free, and GMO-free lipsticks. Burt’s Bees, which touts natural and organic products, has recently launched a complete makeup product line.

Research Strategy

To determine trends in the United States and Canada’s color makeup market, we looked at what market research firms, beauty experts, and beauty brands are saying about the market. We also paid attention to the aspects of the market that are repeatedly covered by media and news outlets, and the types of products and services that were recently launched by makeup brands to address evolving consumer needs.
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Color Make-Up Market-Gen Z Trends

Trends in the consumption of make-up among Gen-Z include the move towards natural and sustainable products, the preference of in-store purchases, and the influence of social media.

Trend #1: Natural and Sustainable Products

  • The trend towards the purchase of natural and sustainable cosmetics refers to the purchasing of products that are more eco/environmentally friendly.
  • The trend towards natural and sustainable products features cruelty-free tenets embedded with ethical values such as plant-based and animal welfare.
  • A 2019 study conducted by Digital Creative Agency revealed that Gen-Zers are 20% more likely than millenials to exclusively use natural skin care products.
  • Approximately 83% of Gen-Zers are already buying organic or natural beauty products.
  • Moreover, for 65% of Gen-Z consumers, the top motivator for buying sustainable products is that it allows them to make better choices for the environment.
  • Gen-Zers have grown up in a time when the human impact on the planet has become increasingly visible, thus sustainability is deeply woven into their worldview.
  • According to a 2019 retail and sustainability survey, Gen-Z shoppers are some of the most conscious buyers of eco-friendly cosmetics.
  • The popularity of animal-free beauty is also increasing among consumers.
  • Due to the increased interest to buy products that can be used repeatedly, the re-commerce industry has extended beyond fashion to include the resale of beauty products.
  • L'Oreal has outlined new sustainability plans by introducing a new environmentally-friendly product that will help customers make desirable and sustainable lifestyle choices.

Trend # 2: In Store Shopping

  • In fact, 90% of teens prefer to shop for their beauty products in-store.
  • 78% of Gen-Z shoppers claim that they prefer to purchase cosmetic items in-store rather than online.
  • AS Watson’s research revealed that Gen-Zers prefer to shop for beauty products in-store, with 99% reporting that they shop offline.
  • Many consumers desire to touch and feel their cosmetic products in order to be able to match them to their skin.
  • Gen-Z prefer in-store cosmetic purchases due to the speed and the social aspect of shopping with friends.
  • According to Jack Mackinnon, a senior principal analyst who covers Gen Z and multicultural consumers, “there is a neo-traditionalist streak in Gen Z, they’re more likely to see shopping as a social experience.”
  • With the creation of more open selling space, beauty supply stores must create a space where consumers can easily explore the assortments on their own.
  • Pop-up shops are also becoming more frequent.

Trend # 3- Social Media Influence

  • Gen-Zers are the first generation to grow up with social media. As such, they feel pressured to look ‘insta-worthy’ all the time and often turn to their favorite social media influencers for inspiration.
  • Gen-Zers a split between two worlds: a constantly evolving digital world and the physical world. This parallel existence defines how they shop.
  • Social media apps, such as Instagram and YouTube, are used to educate and influence Gen-Z consumers as well as to research, discover and transact.
  • Research from women marketing revealed that 62% of Gen-Z beauty consumers digitally research beauty care before purchase.
  • Moreover, 56% follow cosmetics brands on social media.
  • 80% of female teens surveyed by Piper Jaffray said that the influencers on social media are their number one source of beauty product discovery.
  • Gen-Z are obsessed with appearance more so than previous generation. This has been greatly due to the age of social media, which is influencing how beauty brands advertise and operate.
  • Educated Gen-Zers are interested in seeking information before they make a purchase.
  • Instagram and picture sharing apps are the most widely used platforms for Gen-Zers, which means that such apps have a big impact on product development and customer communication.
  • Gen-Zers tend to gravitate towards influencer marketing. As such, social media platforms, such as Snapchat and Instagram, have a big impact on consumers' ability to gain valued testimonial and product insights.
  • Kylie Jenner cosmetics is heavily influenced by Kylie Jenner's social media reach. Jenner has approximately sixteen million YouTube followers.
  • Yves Saint Laurent has also previously enlisted social media influencers to create content.

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Color Make-Up Market-LatinX Trends


The LatinX demographic accounts for a great deal of the beauty industry, with women in Latin culture taking great pride in their appearance. Despite being the highest spenders, the industry has a history of being disconnected in understanding what LatinX consumers are looking for in the beauty aisles. Current key trends in color makeup include high-pigment color eye shadows, bold red lips, and graphic eyeliner in both black and color.

High Pigment Palettes

  • Bold color palettes in eye shadow are trending amongst the LatinX beauty consumer.
  • Many LatinX owned beauty companies have developed color palettes that are both high pigment, and have color options that reflect Latina culture.
  • For example, Alamar Cosmetics offers high-pigmented eye shadow palettes that are inspired by Cuban Culture, and contain shades such as Cafecito brown, Guantanamera red, Varadero blue and golden Malecón.
  • Luna Magic, founded by Dominican-American sisters Mabel and Shaira Frias, includes high-pigment eye shadow in their Uno collection.
  • Vive Cosmetics created a bright color palette meant to be inspired by the liveliness of the traditional Mexican wardrobe, and the color and joy of festivities and cultural celebration.
  • LatinX beauty bloggers like Kathleen Lights have recently featured photos of themselves using bold, high-pigment shades on the eye such as yellow and orange.

Red Lips

  • Red lips have been considered a classic makeup trend within the Latina community.
  • However, the deep crimson lip has seen a resurgence related to the increased influence of empowered Latina women such as Frida Kahlo, Celia Cruz, Quintanilla, and Alexandria Ocasio-Cortez.
  • Singer Selena Quintanilla partnered with MAC to release here own red lipstick shade, which sold out on launch.
  • Crimson lips are symbolic of an embodiment of confidence and femininity in the LatinX demographic.
  • Alexandria Ocasio-Cortez wears red lipstick as a proud representation of being a strong and unconventional Latina politician.
  • Red lipstick is also a reclamation of the criticism of Latina women as too 'fiery' or being stereotyped as spicy.

Graphic Eyeliner

  • While the wing-tip eyeliner is often seen as a stereotypical beauty trend of LatinX women, liquid eyeliner has seen popularity amongst LatinX brands, in both black and color options.
  • For example, LatinX beauty brand Reina Rebelde released a black eyeliner called Zapatista, which refers to the Mexican activist group.
  • The product is a deep black, and also designed to be waterproof and smudge resistant to maintain an intense line.
  • Perfecting wing-tip eyeliner is often seen as a beauty rite of passage amongst Latina women, with memes and pop culture references to the challenge of doing it well.
  • Recently, colorful wingtips and graphic variations are trending.
  • For example, red colored and double tipped eyeliner are variations that have been featured on social media.

Research Strategy

In order to provide trends in the consumption of color make-up among LatinX we began by examining media sources within the beauty industry, as publications aimed at the Latina community, and related industry reports. We also examined social media accounts of LatinX influencers, as well as LatinX beauty brands to determine which color make-up trends were being promoted. We then provided details on each trend, including how it impacts the LatinX market, and examples of cosmetics brands targeting consumers based on the trend.
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Top Color Make-Up Market Competitors

The top three players in the United States color cosmetics make-up market are L'Oréal, Estée Lauder, and Coty.

L'Oreal USA

Estée Lauder


  • According to the company, "Coty is a world-leading beauty company making cosmetic, skincare, fragrances, hair color and styling brands loved by many." Coty claims to hold the number three spot in terms of the global color cosmetics industry.
  • The company is lead by Pierre Laubies as the chief executive officer.
  • The company has about 713 employees, with its headquarters located in New York.
  • Coty was founded in 1904. It has 14 owned beauty brands, 20 luxury brands, and ten professional beauty brands.
  • The company has one manufacturing firm, research, and development plant, and corporate/commercial outlet each in the United States.
  • Coty's 2019 revenue for the North American region was $2.6565 billion.

Research Strategy

To identify in the United States color cosmetics make-up market, we initiated our search by scanning through the public domain for pre-compiled reports on the North American color cosmetics make-up market. We identified a report by Euromonitor International detailing the top players in the United States color cosmetics market and another report by Grandview Research that confirms the same companies as top players on a global scale. We further analyzed these companies to find out about its revenue and a brief description of who they are and what they do.
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Color Make-Up Market-Competitive Landscape

The competitive details for the top color make-up competitors include L'Oréal USA's extensive investment in research and development, Estée Lauder's centers of excellence built on category expertise of the scientific and cultural strengths of its various regions, and Coty's brand legacy arising from its long-standing heritage of over one century of existence in the beauty industry.

L'Oréal USA

Value Proposition

  • L'Oréal USA's value proposition is found in its mission statement which is to meet the infinite diversity of men and women's beauty needs worldwide by offering quality, efficient and safe products.
  • The company has invested heavily in research and development to continually explore new opportunities and invent new safer products for its clients.
  • L'oreal USA draws from the richness of its brand portfolio being a subsidiary of the world's largest beauty and cosmetics company which has been in business for over 100 years focusing solely on beauty products.


  • L'Oréal USA dominates the US beauty space selling over 30 brands in mass markets and salons, department stores, and dermatology offices including high profile names such as Garnier, La Roche-Posay, L'Oréal Paris, and Maybelline.
  • The company has 5 manufacturing facilities spread across five states including Franklin, NJ and Redmond, WA. More than two-thirds of L'Oréal products sold in the US are produced within the country.
  • L'Oréal USA also has 15 distribution facilities spread across six states including North Little Rock, AR, Cranbury, NJ, McCalla, AL and Dallas, TX making their products easily accessible to consumers.

Competitive Advantage

  • L'Oréal USA's competitive advantage is in research and innovation, an integral part of the company, having over 470 researchers and scientists. The company has color cosmetics, fragrance development, haircare, and skincare research facilities in Clark, NJ and Redmond, WA.


  • L'Oréal USA's key marketing messaging used is the slogan, "Because you’re worth it" which was originally written in 1973 to embody self-confidence, and personal decision and style.

Product Offerings

  • L'Oréal USA develops color cosmetics, hair care products, skincare products, and fragrances in its various brands under 4 different divisions based on consumption and distribution channels.
  • Consumer products are developed under brands such as Garnier, L'Oréal Paris, Maybelline, and Essie while professional products' brands include L'Oréal Professional Paris, Redken and Pureology serious color care.
  • The other divisions are L'Oréal Luxe with brands such as Giorgio Armani Beauty, Diesel and Valentino and Active Cosmetics with brands such as Cerave and Skinceuticals Advanced Professional Skincare.

Estée Lauder

Value Proposition

  • Estée Lauder is associated with luxury and quality. The company's value proposition lies in the provision of quality products through its prestigious and diversified brand portfolio such as Estée Lauder, M·A·C and La Mer in over 25 skin and hair care, makeup, and fragrance product brands.
  • As a family-owned business founded in 1946 with over 75 years of experience, Estée Lauder's industry standing and achievements set it as an established and reliable manufacturer and marketer of high-quality beauty products.


  • Estée Lauder's key strengths within the US and Canada are its line of products and intellectual property. The company sells over 25 prestige brands with 10 affiliate offices spread across the region including the company's first manufacturing facility of over 70 years, established in Melville, New York, which is also its global headquarters.
  • The company engages in various successful worldwide social philanthropic movements such as the Breast Cancer Campaign started in 1992 that has seen it partner with key personalities and brand influencers such as Elizabeth Hurley creating more endearment and brand legacy among its clients.

Competitive Advantage

  • Estée Lauder runs centers of excellence built on category expertise of the scientific and cultural strengths of its various regions such as makeup formulation in Markham, Canada, and biotechnology in Melville, New York which utilize the latest technologies for creativity and innovation to keep up with emerging trends.
  • As a brand-led innovation company, Estée Lauder also invests in research and development to create transformative products. The company has around 850 employees dedicated to research and development in fields such as analytical science, imaging technologies, and product formulation.


  • Estée Lauder's tagline is found in its mission statement which is "bringing the best to everyone we touch".

Product Offerings

  • Estée Lauder has 4 categories of products. Skincare products include moisturizers, exfoliators, cleansers, acne and oil correctors, and sun care products while hair care products include shampoos and hair color products.
  • Estée Lauder's makeup products include foundations, lip glosses, and makeup tools while fragrances include lotions and colognes.


Value Proposition

  • Coty's value proposition is found in its purpose statement which is to create and celebrate a liberated and more inclusive beauty diversity through its cosmetics, fragrance, hair color, and skincare brands.
  • The company brands itself as the global leader in fragrance, second-best in professional hair color & styling, and third in color cosmetics.


  • Coty maintains a rich and diversified brand portfolio including a luxury division offering high-end fragrances, cosmetics and skincare products, a professional beauty division for custom products and a consumer division to cater to individual consumer preferences with names such as Calvin Klein, Gucci, Balenciaga, Professional Sebastian, and Covergirl.
  • Established in 1904, Coty has over 100 years worth of experience, with rich and extensive beauty product innovations including professional hair coloring and styling.

Competitive Advantage


  • Coty's tagline is found in its mission statement, "to celebrate and liberate the diversity of beauty".

Product Offerings

  • Coty has three brand categories each catering to different segments of its customer base. Coty Luxury focuses on prestige and high-quality fragrances and skincare whose brand names include Chloé, Gucci and Miu Miu.
  • Coty consumer beauty focuses on color cosmetics, retail hair coloring and styling products, and body care of mass markets. Some of its brand names include Covergirl and Sally Hansen.
  • Coty professional beauty focuses on hair and nail professionals and salon owners, with brand names such as Sassoon Professional and Wella Color Charm.


From Part 06
  • "L’Oréal has set itself the mission of offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy and safety. It pursues this goal by meeting the infinite diversity of beauty needs and desires all over the world."
  • "Since its creation by a researcher, the group has been pushing back the frontiers of knowledge. Its unique Research arm enables it to continually explore new territories and invent the products of the future, while drawing inspiration from beauty rituals the world over."
  • ""
  • "As the top beauty Brand sold in retail outlets, L’Oréal Paris makes the most innovative products accessible to everyone. Its ambassadors embody a certain beauty ideal summed up in the legendary signature: “Because you’re worth it.”"
  • "L’Oréal’s brands are organised by Division, each developing a specific vision of beauty by consumption universe and distribution channels."
  • "Elizabeth Hurley Global Ambassador The Estée Lauder Companies’ Breast Cancer Campaign"
  • "The company’s global headquarters are located in New York City and its first manufacturing facility was established in Melville, New York."
  • "We compete against a number of manufacturers and marketers of fragrances, color cosmetics and personal care products. In addition to the established multinational brands against which we compete, small targeted niche brands continue to enter the market. Competition is also increasing from private label products sold by apparel retailers and mass distribution retailers."
  • "We believe that we compete primarily on the basis of perceived value, including pricing and innovation, service to the consumer, promotional activities, advertising, special events, new product introductions, e-commerce and mobile-commerce initiatives, direct sales and other activities. It is difficult for us to predict the timing and scale of our competitors’ actions in these areas. Refining product portfolios with more enhanced products and focusing the portfolio on a smaller number of high-potential brands has become a priority as we compete in the slower-growing developed markets."