The dynamism of eye makeup sales in the US sharply contrasts with the dull growth enjoyed by other categories of colour cosmetics. According to market research firm Mintel, since 2004, eye makeup sales have increased 38%, compared to just an 11% increase in the colour cosmetics market overall.
Mascara leads the way
Mintel questioned women about their make-up habits and found that mascara was the most dynamic product among colour cosmetics as 65% of respondents report using it. However, eye shadow and eyeliner aren’t far behind: 63% of women surveyed use shadow and 62% use liner. “Retailers’ offerings seem to be working, as women report using mascara almost five times a week,” says Kat Fay, senior beauty analyst at Mintel. “The focus is now on more dramatic eyes,” he adds.
Brow pencils are somewhat less popular, but still enjoy solid market penetration with 38% of women reporting usage.
Lipsticks and lip gloss have highest penetration rates
Lipstick and lip gloss remain the most popular colour cosmetic products, achieving the highest penetration rates with 76% of survey respondents. Women report using lipstick and lip gloss six times a week, suggesting that these products are a daily staple.
“Incidence of lipstick or lip gloss usage increases with age,” says Kat Fay. “As women get older, lip colour is a relatively easy way to brighten up the face without having to put on a face full of makeup.”
Other lip make-up products lag far behind as some 22% of respondents say they use a lip pencil, 9% use a lip stain and just 7% use a compact lip colour.
Changing purchasing behaviour
While four out of five women surveyed by Mintel report using makeup, only 31% state that their makeup buying behaviour hasn’t changed as a result of the economy. Other analyses point out the shift towards less expensive segments.
Kat Fay suggests retailers highlight innovative ingredients in their products or utilise environment-friendly packaging to attract consumers and jumpstart the stalling beauty market.
