Market relevance of lipstick transfer resistance

The three most common products used to achieve these properties are lipsticks, lip glosses and lip liners. On average, women are more likely to be regular wearers of lipstick, while use of lip gloss and lip balm tends to be more occasional. Differences in usage are partly driven by age, as older women are more likely to be lipstick users while younger women typically favour lip gloss and lip balm. Older women are likely drawn to the familiarity and longwearing benefits of lipstick, and rely on lipstick in their daily grooming routine. In the UK 85% of all women use lipstick, in Italy 68%, in the US 55% and in Germany 47%. Seventyeight per cent of Chinese women aged 20-49, who use colour cosmetics, have used lipstick or lip gloss every time they used makeup during the last six months in 2015. Many women wear lipstick even when they use no other makeup. 

Lipsticks and lip glosses represent a large portion of the colour cosmetic market. The modern day consumer is increasingly savvy and critical about the cosmetic products they use. On average they want the products to perform and for an acceptable price. This has always been the case, but, due to the ubiquitous presence and use of the internet, especially, in this context, the growing importance and influence of blogs, celebrities, tutorials, apps and social media, sharing opinions, where these opinions tend to be extremely important in the decision making process prior to buying a product, the importance of performance of cosmetic products has shown a strong increase in the last 10 years. The increasingly important ‘selfie culture’ is another force to deal with. The need for looking ‘camera ready’ at any time point in the day makes the average consumer more critical about the performance of their colour cosmetics as well. On top of that, especially due to the economic crisis the world has been faced with since 2008, the average consumer has shown increased interest in buying, what is called, mass market products. This goes for the colour cosmetics market too.

Application performance