Eye Makeup

million women are in civilian labor force and over 47% of the U.S. workers were
women in 2017.
However, stringent regulations imposed on use of cosmetics ingredients by
government authorities such as FDA, EU is a major restraint for the market growth.
For instance, EU Commission regulation no. 1223/2009 is the main European
legislation governing cosmetics products in Europe. According to this regulation, a
person responsible for placing cosmetic products in European market should keep
Product Information File (PIF) and the product information needs to be updated
regularly.
Increasing new product launches and product innovation by key players is expected
to another factor supporting growth of the market. For instance, in 2017, EYEKO
launched a multipurpose waterproof eyeliner that claims to stay under extreme sport
conditions. Additionally, it comes with built-in brush and sharpener to ensure that the
liner is always on point. Similarly, Maybelline also launched a new Total Temptation
mascara with coconut oil.
Market Outlook:
Among product types, mascara segment accounted for highest revenue share in the
market in 2016 and is projected to retain its dominant position throughout the
forecast period. Factors such as low cost, ease of use, and ease of availability are
expected to aid in growth of this segment. For instance, in January, 2017, companies
such as L’Oreal India and Hindustan Unilever Ltd, invested significantly in eye
makeup by introducing more easy-to-use product formats in kohl, eyeliners, and
mascara with smaller and affordable packaging for eye shadows. However, allergic
side effects such as eye irritation associated with extensive use of mascara may
hamper growth of the segment.
Among applications, mineral makeup segment is projected to gain major traction in
the near future. Multiple advantages associated with applying mineral makeup such
as better coverage, suitability for all skin types, and better protection against sun
rays are projected to fuel demand for mineral eye makeup products.
North America was the dominant region, in terms of revenue share, in the global eye
makeup market in 2016. This is owing to presence of leading players such as
Procter & Gamble, Corporation, Avon Products, Inc., Revlon, Inc., and established
supply chain, in the region. In 2016, according to survey report by L’oreal, the
average spending of a consumer in the U.S. on eye cosmetics from 19 to 24 years of
age is US$ 49 and US$ 28 by consumers of 14 to 18 years. This is major factor for
growth of the market in the region.