According to NPD, the selfie craze and the importance of images on social...

According to NPD, the selfie craze and the importance of images on social networks greatly impact makeup application methods as well as product choices.

Being key elements for a successful "photo ready" looks, lipsticks and face make-up products are the two main drivers for the growth of makeup sales in France.

The lipstick effect …

Sales of lipsticks over January to August 2015 grew by 11% in the selective channel. Annual lipstick sales represent a total of 70 million euros and the segment is driven by innovation. Actually, the launches of the last twelve months (Chanel Rouge Coco Baume Rouge Dior, Lancôme in Love Shine Love, for example) account for 18% of all sales, up by 33% compared to 2014. However, existing lines also performed very well with a growth of +7%.

The two lipsticks to the most that topped the sales from January to August 2015 are Rouge Coco Chanel (shade 444 Gabrielle) and Rouge Dior (shade 999 Rouge Ara).

"While 2014 was marked by the success of gloss, lipsticks are making a comeback in 2015 with products combining colour and treatment, providing anti-aging, soothing or colour fixative effects. Classic shades remain demanded," highlights Mathilde Lion, Beauty Expert Europe at NPD Group.

… and the selfie effect

With an increase of 2% from January to August 2015, foundations and other face make-up products are the second key drivers of the prestige beauty growth in France. Two segments are boosting the sales complexion products: foundations, which represent a market of almost 102 million euros per year, recorded a growth of 4%, while, concealers, illuminators and contouring, grew by 5% compared to 2014, to reach more than 11 million euros per year.

According to NPD, the selfie craze and the importance of images on social networks greatly impact makeup application methods as well as product choices. Highlighters / illuminators, and other products face make-up products are experiencing a revival, thanks to the popularity of application techniques such as contouring or strobing (maily based on the use of illuminators) that promise a flawless complexion, that are advocated by beauty vloggers and other online tutorials.

Similarly, the claims "HD Photo" or "Studio" are more and more common for complexion products.

"What is interesting in the current narcissistic trend is that it allows the prestige beauty market to recover through the promise of a professional-class makeup for everyone. Conventional makeup products are thus being revisited for a perfectly photogenic application and final result," concludes Matilda Lion.