A comparative study of lipstick shades preferences by geographical areas


  • Emmanuelle MAUGER
  • Nicolas ROLLAND




Shades, Preference, Lipsticks, Color, Geographical area


International cosmetics companies manufacture make-up products that are then sold in all countries where the brand is distributed. Lipstick ranges today each include about 30 shades and each brand offers several ranges with different effects of the make-up result. A couple of years ago, Chanel lipsticks provide 142 shades divided into several ranges: 34 classic lipsticks, 48 shiny lipsticks, 39 intense lipsticks and 21 matt lipsticks. It seemed to us worth looking too, at the 20 best-selling lipsticks by specific geographical area. So, the areas studied are not of comparable size because they are those where detailed sales figures are available. These areas are France, Italy, the UK, the USA, Asia and South America. The best sales per area are statistically analyzed to establish shade preferences in each of these areas. A Principal Components Analysis then made it possible to establish the geographical areas whose lipstick color choices are closest. A red satured, middle ligthness was unanimously preferred internationally. Italy and France were the two markets most representative in terms of lipstick shades.

Author Biographies


    Technological Innovation Manager at CHANEL. She has an experience of 30 years in color and make-up formulation and is inventor of more than 20 cosmetics patents. She published a collaborative book on Sensorial cosmetic raw materials.

  • Emmanuelle MAUGER

    Data Scientist at CHANEL Fragrance & Beauty’s research center, in charge of data and their analyses to create insights. She achieved the statistical analysis of the study.

  • Nicolas ROLLAND

    Colorist in CHANEL Color Development Laboratory for 8 years. Previously, he worked at L’Oréal also as colorist and has an expertise in color data management.


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How to Cite

“A comparative study of lipstick shades preferences by geographical areas” (2023) Cultura e Scienza del Colore - Color Culture and Science, 15(01), pp. 19–26. doi:10.23738/CCSJ.150103.