In the U.S., prestige makeup sales increased by 11 percent to $7.6 billion in the 12 months ending February 2017, accounting for over 80 percent of total industry gains , according to global information company The NPD Group. Growth in foundation, primers, eye brow, and lip colour products, as well as those formulated to be long-lasting and waterproof, are playing into the trend.
“In today’s image-driven society, the bar has been raised to maintain a perfected ‘natural’ appearance virtually around the clock,” said Karen Grant, global beauty industry analyst, The NPD Group. “With heightened focus on appearance, the door opens for manufacturers and retailers to fill the need for consumers seeking increased usage of beauty products that can hold up to the rigors of our active lives - including a workout - to look good before, during, and after working out.”
Beauty’s fastest-growing category
Foundation sales grew by 8 percent in the US during this period, driven by long wear foundation and those with added benefits. Long wear foundation sales increased by 13 percent, while basic foundation saw a decline. Concealer sales increased by 17 percent and powder by 7 percent, the latter which has now surpassed blush sales. Completing the makeup package, growth in eye brow makeup accelerated to 31 percent and lip colour sales increased by 18 percent.
According to The NPD Group, makeup has seen sales increases for products designed specifically to help makeup last; primer sales for the face (+16 percent), eyes (+6 percent), and even lips (+23 percent) have grown. Waterproof mascara (+16 percent) and eyeliner (+7 percent) led the gains in their respective categories. To freshen up after a workout, dry shampoo sales increased by 66 percent .