Brow make-up drives growth in prestige beauty says NPD

By

Sandra Halliday

Published
Nov 7, 2016

Make-up growth continues to beat other beauty categories in both the US and Europe but the impressive rise is not being spread evenly across the market, according to several NPD Group reports.

The research specialist said make-up was the star prestige beauty product category in the US in Q3, with a 13% rise to reach a value of $1.7bn, compared to a 5% increase in skincare to $1.1bn and a 3% rise in fragrance to $712bn.

Sales of eyebrow-enhancing products stood out, echoing a trend seen on the other side of the Atlantic where brow products sales are also surging. NPD said sales of brow products reached £20m last year in Britain, adding an impressive £13.6m since 2011 and continuing to grow in double-digits.

The research specialist said 1.1m brow products were sold in the UK last year to take the category to a 12% share of the eye make-up market, up from just 6% five years earlier.

Teresa Fisher, senior account manager, NPD UK Beauty, said companies are continuing to launch a large number of brow products, which is helping to fuel the growth, are is celebrity endorsement and runway trends.

Meanwhile back with the US in Q3, NPD said sales of brow products saw a 37% rise on the back of new product innovation. It was the was fastest growing product segment. Its growth was well ahead ahead of number two-placed lipsticks, which rose 21%, although that was still a strong rise given that the segment saw fewer product launches in Q3.

Sales rises for make-up online also outstripped other categories with a 33% surge compared to only a 15% rise in skincare and an impressive 26% fragrance rise.

With the growth of segments like brows and lips outpacing the overall growth in the make-up category, it is clear that some other sub-categories are suffering.

Nail products fell 17% in Q3 and while care products for nails were the the best performing nails segment, they still fell 2%. NPD said the category is suffering from a lack of innovation.

The research specialist also said that in skincare, suncare was a standout performer in Q3 with a 16% rise while face masks were up an even more impressive 28%. Smaller areas such as these are beating growth in larger segments such as facial moisturisers. In the moisturiser area, the best rises are being seen in ‘natural’ products, with doctor brands in second place on the growth scale.

Fragrance is being boosted by home fragrance, which rose 17% to account for around $32m of the $2.3bn prestige US market overall, while ‘artisanal’ scents are also growing at least three times faster than the wider fragrance market.