A New Premium Market Report by Imogen Matthews Associates



Premium Make-Up: An Attractive Industry to Enter

It’s not difficult to see why premium make-up is such an attractive category.

Highly visual and visible, it punches above its weight.

Especially in a digital world where anyone with a camera phone can make an impact.

Consistently enjoying high double-digit growth, it’s also been the most resilient of all the beauty sectors to economic change.

The “Lipstick Effect” has had its part to play but it is only one of a number of important factors.


An Industry where new players can Dominate

Despite the influence of large, established brands, there have always been opportunities for new entrants to enjoy a slice of the industry’s success.

In the mid 90s, the market was dramatically transformed by the emergence of professional makeup brands whose impact woke up a tired category.

Their arrival was a shot of adrenaline and paved the way for new brands.


However, Success is Not Certain

As successful as many newcomers have been, not all have gone on to greatness.

Amongst the success stories, there are numerous examples of brands that enjoyed a strong start only to stumble shortly after and fail to achieve long-term success.

Typically, those who’ve failed to understand the ins and outs of why premium make-up is in fact one of the hardest categories to penetrate.

Knowing how to move up to the next level once the launch is over is crucial.

But how?

Premium make-up is fiercely competitive, with the giants showing no signs of loosening their grip and the next level of well-invested upwardly mobile brands providing a further barrier.

It can be done, but it requires a good knowledge and understanding of how premium make-up operates and why it’s different to any other beauty category.


Introducing the Make it Big in Premium Make-Up Report

Which is why we’ve produced this report.

It’s been designed to give growing beauty brands the tools they need to succeed in premium make-up, whatever stage of their development.

It rounds up the data you need to know along with relevant case studies and penetrating expert analysis to help you discover where the real opportunities exist.

As well as navigate the pitfalls that can lead to failure.


What’s in the Report?

The Make it Big in Premium Make-Up report is split into 2 parts.

The first investigates the most important market trends that are both shaping the industry and will have a significant impact on your business.

Part 1:

  • Premium make-up sales trends
  • The fastest growing sectors in premium make-up
  • The critical elements to make-up brand success
  • The opportunities presented by the new generation of consumers
  • Success stories from brands that have made it big
  • Lessons learnt from those brands that failed to make it

The second provides an in-depth how to guide, covering the essential elements for growing a successful premium make-up brand.

Part 2:

  • The challenges of making it big and a guide to overcoming the obstacles to success
  • The new rules of engagement for Gen Z
  • How to take your brand to the next level
  • Top tips for impressing retail buyers
  • Top tips for succeeding in premium make-up
  • How  to become more visible
  • Why you have to become a consumer first brand and how to do it

Over the course of the report, we investigate and provide answers to some of the most important issues facing every brand including:

  1. Why the industry operates differently to any other and how this will effect your growth and pricing strategy from day one.
  2. The challenge of maintaining a large portfolio of SKUs and the alternative approaches that are proving successful.
  3. How the next generation of consumers are making buying decisions and what you need to do to successfully engage with them.


Make it Big in Premium Make-Up is available now price £379 +VAT.

(Get 20% off this week only. Enter code MAKEITBIG in the box below.)

Discount Code:


And that’s not all.

To help you make the most of the new digital opportunity, when you purchase the Make it Big in Premium Make-Up report, you will also get our Omnichannel Report (worth £549) for free.



Despite the potential rewards it promises, we recognise that the move towards an omnichannel approach is perhaps the most significant challenge facing premium brands.

Drawing on Imogen’s deep knowledge of the industry, our partner Pegasus PR’s award-winning work with beauty brands and real-life case studies from some of the world’s foremost beauty brands, this report has been designed to help you make the most of the opportunity omnichannel presents.

In the report you’ll discover:

  • What is omnichannel and why it’s important
  • The smartest strategies being implemented by beauty brands and retailers
  • How to put your customers at the heart of your omnichannel strategy
  • What lies in the future for omnichannel
  • Case studies from beauty’s best brands
  • Exclusive research into consumer’s digital habits
  • Recommendations for implementing your omnichannel strategy including the most common mistakes and how to avoid them


Make it Big in Premium Make-Up is available now price £379 +VAT.

(Get 20% off this week only. Enter code MAKEITBIG in the box below.)

Discount Code:

About The Premium Market Report

The Premium Market Report was established by Imogen Matthews to help you follow the right trends, produce profitable products and validate your most important strategic decisions.

Launched in 1993, it has become the new bible for Marketing Directors, Retail Buyers, Consultants and Media Agencies looking to stamp their mark on the cosmetics industry.

A Career Gathering Valuable Insight into the Beauty Industry

In the 80’s Imogen was the Client Services Director at Syndicated Data Consultants {SDC}, a producer of high quality research for the cosmetics market. SDC’s reports included valuable insights into current and future trends that were uncovered by working closely with decision-makers. They were essential guides to what was going on in the markets and most beauty brands and retailers bought the reports year in, year out.

After Imogen left to start her own consultancy, the emphasis of SDC’s research changed, leaving no one to focus on cosmetics, skincare and fragrance – areas notoriously difficult to quantify.

Imogen was working as a trade journalist for many of the world’s leading cosmetics magazines when she was approached by two ex-clients, Julian Greenaway, then Managing Director of Guerlain, and Paola Schmid, then Marketing Director of Elizabeth Arden. They wanted her to help fill the void that SDC had left with a report that got under the skin of what was going on in the premium beauty market.

The result was The Premium Market Report.