The city of Liverpool is renowned for creating its own unique beauty trends with luscious lashes, hair curlers and the ubiquitous ‘Scouse Brow’ dominating the beauty scene in the region and have influenced beauty trends across the UK. Whilst the city represents just 3% of the total prestige beauty market in UK, consumers in Liverpool are turning to premium brands more than ever before. In 2016 total sales of make-up increased by 30% and women’s skincare by 6%.
June Jensen, director, NPD UK Beauty says: “Liverpool has always been known for setting distinct beauty trends and its consumers have a real passion for beauty products. Whilst it’s a small sector of the market, the data demonstrates that women in the city have embraced prestige beauty and are upgrading their beauty regime with more premium make-up and skincare products.”
London, which represents 18% of the total market for prestige beauty in the UK reported an increase of 9%. In 2016 total sales of make-up increased by 17% and women’s skincare by 6%. Birmingham represents 2% of the prestige beauty market grew by 8%. In 2016 total sales of make-up increased by 20% and women’s skincare by 8%.
The lipstick effect
Sales of lipstick are said to increase in times of economic uncertainly and the Lipstick Effect theory suggests that consumers buy less costly luxury goods, turning to items like lipstick. This is demonstrated to full effect in the UK regions with sales of lip products increasing across the country. Sales of prestige lip products in 2016 increased by 50% in Liverpool, 46% in London, 21% in Birmingham, 13% in Leeds, 11% in Belfast and 11% in Cardiff when compared to 2015.
Fragrance remains an important part of the prestige beauty market and was valued at £2,539 million in 2016, growing 1% on the previous year. London and Liverpool reported the highest growth for fragrance, with Liverpool leading the growth in men’s fragrance growth (+12%) while London reported an increase of 7.5% in the sales of women’s fragrance.
Glasgow reported the highest growth in women’s Eau de Cologne (+21%). Belfast demonstrated its passion for prestige fragrance, reporting an increase of 72% for men’s Eau de Parfum and 16% for men’s Eau de Cologne.
Jensen concludes: “There will always be regional variations in the buying habits of consumers, but what is interesting here is that regional cities are following the lead of the capital where their interest in prestige beauty is outstripping that in London and looks set to continue.”