Inglot Cosmetics: How a small firm with vision successfully challenged established business rules
- Pages: 26
- Published: October 2014
- Report Code: ML00017-022
Inglot Cosmetics (Inglot), a Polish cosmetics company founded in 1983, has evolved from a company known for selling cheap, powdery eye shadow trios in Polish supermarkets to one of the most internationally recognizable Polish consumer brands. It has achieved this while financing its growth solely with revenues from current operations and relying on word-of-mouth marketing.
This case study identifies the size, growth, drivers and leading players in the global make-up market.
Looks at the future growth prospects of the global make-up market with forecasts.
Compares sales categories within the global make-up market.
Examines the opportunities presented by Halal cosmetics.
Reasons to buyHow is Inglot successfully challenging established business rules to fight for a place in a difficult market?
What are the threats and opportunities in global make-up market?
Who are the main competitors and the main selling categories within the global make-up market?
What are the main growth drivers of the global make-up market?
Table of Contents
Opportunities in global make-up market 7
Global make-up market expected to grow with CAGR of
Face make-up sales generate over one third of market revenues 8
L'Oreal leads global make-up sales 8
Cosmetics sales driven by increasing demand for multi-purpose products 9
Demand for Halal make-up increasing at double digit rate 10
Lack of certification challenging growth of Halal market 10
Inglot: small firm with big vision 11
Inglot riding the wave of Polish business creation 11
Fast response to increased competition brought by liberalization 11
Own distribution network brings better sales margins 12
Betting on quality allows savings on advertising 13
A bit of patriotism that makes financial sense 14
Fashion brand quality almost at a drugstore price 15
Freedom system offers over 3 billion combinations of colors 15
Inglot becomes the most recognizable Polish consumer brand 18
Exploiting the potential of American markets 18
Make-up prices tripled in Middle East 18
Pray without worry with breathable nail polish formula 18
Banking on increasing consumer affluence in Asia-Pacific 20
Expansion model hinged on franchising proves profitable 20
Inglot breaks the pattern and becomes the most recognizable Polish consumer brand globally 20
Inglot's revenue increased by 40% in 2011 21
Concerns about the future after Mr. Inglot's sudden death 21
Challenging established business rules to fight for a place in a difficult market 22
Inglot proves small brand can succeed in a highly competitive industry 22
Change of ownership may challenge Inglot's further growth 22
Further Reading 24
Ask the analyst 25
About MarketLine 25
LIST OF TABLES
Table 1: Global make-up market revenues, 2008-13; ($bn) 7
Table 2: Projected global make-up market revenues, 2014-18; ($bn) 7
TABLE OF FIGURES
Figure 1: Global make-up market segmentation by category, 2013 (%) 8
Figure 2: Global make-up market segmentation by category, 2013 (%) 9
Figure 3: Inglot Cosmetics 12
Figure 4: Inglot stores 13
Figure 5: Inglot billboards 14
Figure 6: Inglot Cosmetics range of products 15
Figure 7: Inglot Freedom System 16
Figure 8: Inglot Virtual Color makeover platform 17
Figure 9: Inglot O2M Breathable Nail Enamel 19
List of Tables
List of Figures