Troubleshooting Stability, Uniformity in Foundations

In 2010, the global makeup market generated total revenues of US $34.5 billion, with facial makeup including foundations proving the most lucrative at US $12.2 billion or 35.4% of the total makeup market.1 The global market for foundations and concealers alone is expected to grow to US$12 billion by 2014.2 This important product category elicits strong consumer loyalty, meaning that once consumers find the right foundation shade and it performs to their standards, they return for subsequent purchases. This behavior helps a brand to sell its complementary lines and introduce new launches.

Log in to view the full article
More in Color Cosmetics