According to data published by the market research firm, sales of prestige eye colour products have grown by 10 per cent from November 2013 to November 2014 in the United Sates, while sales of prestige lip colour products grew by almost 13 per cent to 1.1 billion US dollars and 417 million US dollars respectively.

The shift in where women focus their colour needs and desires is a natural one, and it will no doubt change again,” said Karen Grant, global beauty industry analyst, The NPD Group. “Colour is key when it comes to makeup. It’s the area where consumers play with fashion and are willing to experiment, as they seek ways to make bold statements and refresh their look.

Trends driven market

Eyebrow makeup and eye shadow are two areas that saw the most growth within eye makeup in the 12 months ending November 2014 (34 per cent and 9 per cent, respectively), while lip colour grew by 13 per cent.

In contrast, colour enamel prompted the nail segment’s dollar decline, with a 10 per cent drop in sales. However, it is important to note that most nail colour products are sold in the mass and professional channels.

Consumers are paying attention to the marketing focus around eye and lip colour, and responding to multi-colour pallets that have become more prevalent, but that is just part of the dynamic at play,” added Grant. “Marketers and consumers are seeing that makeup and colour are affordable ways to try what’s new and in vogue. Much of the power lies in speed of response and putting that in the hands of trendsetters as well as the early adopters. This responsiveness to the consumer environment will continue to shape the future of colour in beauty.