But in Europe, their share is only 1% in specialist outlets and 6% in massmarket. This is about to change, analysts say.
Japanese cosmetics company Shiseido and French company Lancome are expected tolead the way in France. Lancome plans to launch Rouge Idole in 12 shades inFrance in October, then in the U.K. in time for Christmas and in Italy inJanuary. Rouge Idole is expected to hit the U.S. market this month.
Other brands which may follow in Shiseido's and Lancome's footsteps includeHelena Rubinstein, Clinique and Christian Dior.