The eyeliner pens have gained traction in the cosmetic industry owing to their simpler applicability with a wick-type nib pen which helps in enhancing women’s appearance.
With an increasing number of working women and fast-paced lifestyle, eyeliner pen that can last for maximum hours is anticipating higher demand as well as is gaining momentum across different geographies.
Growing popularity amid young women toward bold eye makeup and increasing demand being created for waterproof eye makeup products, especially during summers has been gaining ground for the past few years. Market players are working on the smooth formula and felt tip to make it easier to draw.
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Eyeliner Pen Market – Key Developments and Trends
Eyeliner pen manufacturers are investing in promotions and advertisements to influence the consumers buying decisions as well as increase the popularity of the products in the retail scenario.
For instance, L’Oreal’s Maybelline understood that every woman could not afford the high prices of cosmetic products. This created a huge opportunity for the brand to launch affordable and better quality cosmetics.
Moreover, the brand has mastered the approach of social media marketing such as by frequently use tags such as #MNYITLOOK to encourage women to post their pictures after using the products. This kind of influencer marketing helped the brand to gain more popularity among young women.
Leading market players, influenced by the rising popularity of organic and natural ingredients are developing organic eyeliner pens to satiate the needs of customers.
As the bombardment of credible information surfaces in the digital age, consumers are getting cautious and are increasingly shifting towards the products with high technological content. Leading market players are leveraging these scopes and guiding consumers to know product facts from a proper set of information.
Eyeliner Pen Market – Growth Restraints
High costs associated with eyeliner pens are hindering their sales. Furthermore, the chemicals used in eyeliner pens such as Formaldehyde and formaldehyde-releasing preservatives, Parabens, Carbon black can cause allergies, dry eyes, and other serious long-term health conditions.
In Europe over 1,300 chemicals are banned from cosmetics, while in the US around 11 banned. Stringent regulations imposed on the usage of ingredients in eyeliner pen can hinder the market growth over the forecast period.
COVID-19 Impact Analysis
The cosmetic industry is drastically affected by the COVID-19 outbreak. As per the Personal Care Products Council, the personal care industry in the US contributes more than $235bn to the GDP and employs around 3.6m individuals.
In the past few months, several events, webinars, and campaigns were postponed moreover closure of the majority of physical stores due to nationwide lockdowns during the COVID-19 pandemic, online sales are coming forth as an ideal solution to keep the sales afloat.
Also, virtual events are substituting live events and some industry alliances such as the Base Beauty Creative Agency are even aggressively reaching out to existing and new clients to keep everyone connected amid this time of social distancing, lockdowns, and self-quarantines.
Eyeliner Pen Market – Region-wise Analysis
Europe and North America are projected to jointly account for a market share of around 50% of the global eyeliner pen market. The US and France are the leading exporters in the global market. Furthermore, prominent European eyeliner pen manufacturers are entering into potential markets of Asia and particularly Southeast Asia.
The South Asia and East Asia regions are anticipated to be the highly lucrative markets with regards to the eyeliner pen market share towards the end of the assessment period. The amount of trade carried out in regions such as Japan, India, South Korea, and China for the cosmetic product makes Asia a prominent market.
Eyeliner Pen Market – Competitive Analysis
Leading manufacturers are focusing on their research and development to provide all-natural and organic eyeliner pen, moreover, developing innovative products, and expanding their regional presence for market sustenance.
For instance, Estee Laude reported strong double-digit sales growth in the Asian region. The cosmetic giant thrived among the developed markets of South Korea, Japan, and Australia. The company also reported a boost in online sales.
Major market players operating in the global eyeliner pen market include Estee Laude, L’Oreal Paris, P&G, SHISEIDO, LVMH, Amore, Dior, Sisley, Chanel, Revlon, Jordana Cosmetics, Kate, and Jane Iredale.
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Eyeliner Pen Market – Segment Analysis
The global eyeliner pen market is categorised based on the following:
- Liquid Eyeliner
- Wax-based Eye Pencils
- Powder-based Eye Pencil
- Gel Eye Liner
- Kohl Eyeliner
By Distribution Channels
- Online Sales
- Offline Marketing
- North America (U.S., Canada)
- Latin America (Mexico, Brazil)
- Europe (Germany, U.K., France, Italy, Spain, Poland, Russia)
- East Asia (China, Japan, South Korea)
- South Asia (India, Thailand, Malaysia, Vietnam, Indonesia)
- Oceania (Australia, New Zealand)
- Middle East & Africa (GCC Countries, Turkey, Northern Africa, South Africa)
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