The sale of prestige foundation with added benefits (such as SPF) in the UK reported an increase of 114% in value sales in the period January 2019 to end of July 2019 according to The NPD Group. The sale of make-up with added benefits demonstrates that consumers are looking for products that do more than simply conceal, cover or enhance the look of the skin. Formulas with added hydration and balancing ingredients also proved popular while sales of foundation with added SPF is a sector reporting impressive growth.
A foundation for growth
In the seven months to the end of July 2019 foundations with an SPF from 35 to 50 reported an increase of 73% compared to the same period in 2018 and represents 6% of total sales in the foundation market, up from 3% in the same period last year. Looking more closely at these figures: sales of foundations with SPF 50 grew 114%, foundations with SPF 40 grew 30% and foundation with SPF 35 grew 67%.
Foundation with moisturising benefits reported sales of £30 million in the period January 2019 to end of July 2019, representing 26% of total foundation sales. Sales of foundation with balancing benefits reached £17 million, representing 14% of total foundation sales in the seven months to the end of July 2019. Interestingly sales of CC cream increased 331% year-on-year accounting for 2% of total foundation sales.
June Jensen, director, NPD UK Beauty says: “The growth of make-up with skincare benefits demonstrates that today’s savvy consumer is looking for products that enhance the skin while protecting and perfecting at the same time. These multi-purpose products streamline the beauty regime and give brands the opportunity to enhance their new product launches with new and exciting ingredients. We can see this trend across other sectors of make-up where sales of lip colour with skincare benefits increased 245% in the first six months of 2019 compared to the same period in 2018. It’s a category we expect to increase in the coming years.”