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Mercorica SA led colour cosmetics in 2013 with a 29% value share, mainly due to the distribution of the leading global brands Revlon, Max Factor and Cover Girl. These top-of mind brands are strongly positioned through local retailers (strategic shelf space) thanks to their constant innovation and competitive unit prices. Cefa Corporacion SA ranked second with 22% value share, mainly due to its leading brands L'Oreal, Maybelline and Clinique, which also offer deep segmentation, constant innovation and strong point of sale promotion. Avon de Costa Rica SA ranked third with 17% value share, mainly due to its differentiated direct selling and expertise. It also benefited from good product quality perception and appealing payment methods.
Colour cosmetics is expected to continue moving towards natural and chemical-free formulations, in line with the remarkable on-going trends which are expected to impact an increasing number of categories. Manufacturers might keep improving formulations in order to offer better product performance, such as mega volume, no brittle mascara, 24-hour wear cosmetics and others, while premium brands are anticipated to be differentiated by the offer of advanced technology and innovative and more convenient devices. Salon specialised stores could become increasingly popular given their good offer of mixed product portfolio, strategic location and differentiated costumer service as well as continuing to apply good levels of product segmentation. Value-added and value for money alternatives (such as 2-in-1, dual lipstick, waterproof) might continue to dominate the sales of colour cosmetics, with consumers becoming increasingly demanding and willing to try new options.
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