New Report: Consumer Trends in the Cosmetics Category

Objective

Leverage consumer reviews for the purpose of identifying trending product segments and consumer interests in the Cosmetics Category.

Overview

This report delves into category data for Cosmetics, including the Nail, Face, Lip, and Eye segments from January 2022 to October 2023.

The data represented here is sourced from four online retailers:

1. Amazon US, accounting for 39% of reviews
2. Walmart US, comprising 16% of reviews
3. Target US, making up 14% of reviews
4. Other retailers, contributing to 31% of reviews

Revuze Methodology

Topic Classification and Sentiment Analysis

Revuze collects millions of product reviews from more than 100 e-tailers – in more than 10 languages. Reviews with meaningful verbatim are kept in the system along with their star ratings, while reviews with no verbatim (only star ratings) are discarded Each review is automatically broken down into quotes, and each quote is classified into a topic and gets assigned a sentiment by our AI system. Topics represent commonly mentioned themes such as: price, performance, repurchase intent and packaging. Topic sentiments can be positive, negative or neutral, depending on the tone and context in which the topic is discussed. Positive discussions are divided by total discussions (positive and negative) to calculate a brand, product or a topic’s satisfaction.

Key Takeaways

Overview

1,356,852 reviews were collected for the Nail, Lip, Eye and Face hierarchies between January and October of 2023.

Most discussed topics:

Color, Long Lasting and Price/VFM were the most discussed topics in 2023, as consumers sought affordable and long-lasting shades, stains and tints to match their skin tone and help them achieve the desired effect – ranging from more natural to more dramatic.

Most trending topics:

Nail Polish Setting, Professional Care and Kids Use experienced the highest YoY topic volume growth between 2023 and 2022, largely driven by a growing desire for Nail products, both by adults and by kids, which ignited a +144% growth in Nail Hierarchy discussions.

In an effort to save money on salon visits and on frequent touch-ups consumers increasingly sought nail products that offered end-to-end solutions for in-home manicures including UV Led machines, nail glues, and instantly-drying top-coats

Cosmetics Category | Overview

423,967 reviews were collected for the COLOR topic; consumers discussed matching shades to their skin tone and building and blending to reach the desired effect – going from more natural to more dramatic depending on the time of day, occasion and/or personal tastes.

182,461 reviews were collected for the LONG- LASTING topic; consumers discussed a desire for products that don’t run, dry out or smudge, and that stay on for hours without requiring touch ups.

Cosmetics Category | Overview

Fastest Growing Topics

Cosmetics Category | Overview

Most Discussed Topics

Sentiment Changes Over Time

Sentiments remained stagnant throughout 2022 and 2023 for Nail and Face, but dropped from a high of 79% in the beginning of 2022 to a low of 75% for Eye.

Color Topic Reviews

423,967 reviews were collected for the COLOR topic; consumers discussed matching shades to their skin tone and building and blending to reach the desired effect – going from more natural to more dramatic depending on the time of day, occasion and/or personal tastes.

	“The packaging is so simple but pretty and the product is so pigmented and wonderful, I want to buy more of the colors!”
“Everyone has heard or seen this product, so it’s very explanatory, but I am seriously in love with this because of the stain or the tint it leaves behind I will definitely be purchasing more.”
	“My only issue is that the colors are both warm and cool, so it’s very difficult to coordinate with my undertone”

Most Discussed Topics

Long Lasting Topic Reviews

182,461 reviews were collected for the LONG-LASTING topic; consumers discussed a desire for products that don’t run, dry out or smudge, and that stay on for hours without requiring touch ups.

	“It holds curl wonderfully, it’s super black and did not run or flake on me after a day in the Florida heat.”
“Really superior staying power. It is great because it does not – in any way – dry out your lips. Stays on all day without worrying about touch ups. The colors are lovely. Great find.”
	“My eyes are hooded and oily, so typically nothing lasts long. This however does ! It smudges and blends like I want , and when I set with powder it lasts most of the day.”

Most Trending Hierarchies in Review Volume

• The Nail Hierarchy more than doubled in size in 2023, growing 144% in review volume vs. 2022.
• Lip and Face saw milder YoY review volume increases of 17% while the Eye hierarchy remained stagnant.

Most Trending Hierarchies in Review Volume

• The Nail Hierarchy increased from 8% share of voice in the beginning of 2022 to 20% at the end of 2023, on account of Face (-7) and Eye (-4)

Sentiment Changes Over Time

• Sentiments remained stagnant throughout 2022 and 2023 for Nail and Face, but dropped from a high of 79% in the beginning of 2022 to a low of 75% for Eye.

Cosmetics Category | Most Trending Topics

Products Driving The Topic Trends

	“It does such an amazing job curing all the gel. I use this lamp about once a week and I’ve had it since December, so it’s well worth your money. Highly recommend!!”
“Really does dry instantly and sets nail polish to the touch almost immediately.”
	“The adhesive strength is outstanding, ensuring my gel nails stay in place without any lifting or chipping.”

 

 

 

Products Driving The Topic Trends

“The kit comes with everything you need for a salon-quality manicure at home, making it a fantastic value for the price.”
	“The kit comes with everything you need for a salon-quality manicure at home, making it a fantastic value for the price.”

 

Products Driving The Topic Trends

“It’s non-toxic and peel-off, making it a fun and safe cosmetic play for kids. “
	“Ordered this for my 5 year old daughter and we love it! I love that the polish is water based so we dont have to use harsh chemicals to remove it when she wants it” off.