Strobing and selfies drive growth in prestige make-up, says NPD Group

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The rise of strobing and the popularity of selfies are driving growth in the prestige make-up market, according to the NPD Group Inc., a global information company. Sales of prestige make-up reached £390m in the period January to August 2015, an increase of 14.3% on the same period in 2014. Face, eye and lip make-up reported double digit growth in the period January to August 2015 whilst the sale of highlighters (key to the strobing trend) grew by 48.5% on the same period in 2014.

The total value of the prestige beauty market is £1.2bn in January to August 2015, which grew 6.4% on the previous year. Make-up represents a substantial part of the sector accounting for 32.8% of the total prestige beauty market and has grown by 3.2% on the same period in 2014.

June Jensen, director UK beauty for The NPD Group, said: “Make-up is really driving growth in the prestige beauty market fueled by the popularity of the selfie. Pioneered by celebrities such as Kim Kardashian, it’s a trend we see across the board and make-up is essential to creating the perfect look. At the same time strobing, which emerged in early 2015, is the years’ hot new make-up trend which is driving consumers to spend more on highlighters so they can experiment with this new way of accentuating the face.”

Selfie generation


A key driver of growth in the prestige beauty market, make-up has three core segments: face, lips and eyes, which have all reported double digit growth in the period January to August 2015, compared to the same period in 2014. The total value of face make-up is £206m, up 17%; total eye make-up is valued at £101m, growing by 13% and total lip make-up reported sales of £54 m growing by 16%. Foundation alone, which is part of the face segment, reported sales of £112m and grew by 16% in the period January to August 2015, compared to the year before.
This dramatic growth can be attributed directly to the continued popularity of the selfie. Jensen said: “Celebrities such as Kim Kardashian, Beyonce and Cara Delevingne have inspired a generation of women to post selfies on social media channels such as Instagram and Facebook. Face, eye and lip make-up is vital to achieving a photo-ready finish and brands have responded with foundation and primers that reference the look people want to achieve using terms like photo-ready, camera-ready and HD. It’s spurned a new sub-sector and is driving sales.”

High-definition make-up targeting the “selfie generation” (alphabetical order)

Givenchy Photo Perfexion Fluid Foundation
Lancôme Photogenic Lumessence Foundation
Makeup Forever Ultra Definition HD range
Revlon PhotoReady Makeup
Smashbox Camera Ready BB Cream
Smashbox Photo Finish Foundation Primer

Strobing
Strobing is a new make-up technique used to layer highlights on the face to create an illuminated complexion. Emerging as a key make-up trend in 2015 it has driven growth in the highlighter/illuminator sub sector by 48.5% in the period January to August 2015 compared to the same period in 2014. Total sales of highlighter products in this period were £8m whilst in the same period in 2014 sales were £5.5m. Jensen explains, “Highlighters have witnessed an incredible amount of growth in the past year driven solely by the new trend for strobing. This has been a huge topic on social media, on beauty blogs and in the mainstream press. Brands have capitalised on this with new launches and focusing marketing on existing lines to drive sales in store and online.”