‘Right-for-me’ make-up will see growing demand in Spain

In the declining Spanish make-up market, products which promote the opportunity to alter looks and convey a desired image give manufacturers the chance to make a stand.

According to a new report from Canadean, the Spanish make-up market is currently witnessing a decline, with a forecast negative CAGR of -1.4% in value and -1.8% in volume over 2013-2018. To attract consumers, producers need to tap into the most influential motivation for make-up application in Spain – the desire for individualism, responsible for 22.8% of make-up consumption. This number is even higher among women, where it motivates over a quarter of consumption (26.9%).

Canadean analyst Veronika Zhupanova says: "The unfavourable economic climate in Spain means that consumers are more careful with their expenses and marketers have to go the extra mile to appeal to them. Spanish women seek for individual and personalised products like palettes with a number of different colour shades, which allow them to create or modify their look depending on time of day or type of event. Products like these will enable them to create different styles and can be promoted as an opportunity to experiment with their desired look."

Personalised make-up products are key to success
The plethora of unique face and skin characteristics gives manufacturers the chance to tap into personalised make-up. Consumers with different types of skin tones and conditions, facial proportions, eye shapes and hair colours will look for different colour palettes and textures. Occasional make-up also presents an opportunity for producers, as consumers wear paler colours during the day at work and saturated, bolder looks for social events in the evening.

Zhupanova adds: "The desire for customised make-up is the strongest among wealthier women, who are responsible for 55.1% of the make-up consumption by volume. To cater to them, manufacturers should enable them to create their own palettes or provide these women with a stylist’s advice on trendy make-up looks."