Colorstruck: Lip color drives category sales
Women’s love affair with lip color is still going strong as the segment continues to enjoy an upswing in sales and an onslaught of new products.
Taking its cue from fashion runways and keeping in line with the nail color trend, lip color remains on the upswing. And those lipsticks that tout moisturizing benefits and long wear are proving to be especially popular.
According to IRI, sales of lipstick rose more than 7% for the 52 weeks ended Jan. 26 at total U.S. multi-outlets. The growth in lip color also is helping to drive sales of lip liner, which saw a sales boost of 2.2% during the same period.
As anticipated, nude and orange shades are currently the rage. For example, earlier this year Maybelline New York Introduced The Buffs by Color Sensational. The Buffs feature a new take on nude with 12 tones ranging from blanched creams to ashen espressos. The color promises to be creamy, bold and impactful thanks to its honey nectar-infused formula.
And, Rimmel London is launching in July its Moisture Renew Lipstick in 24 shades, such as Nude Delight, Notting Hill Nude and Let’s Get Naked. Rimmel London also is launching in July an innovative clear lip liner, dubbed Moisture Renew Liner, to help stop smudging and bleeding in its tracks.
Eye makeup makes its statement
Women are making a statement — with their eyes.
It has long been said that the eyes have it, but beauty mavens are increasingly embracing eye-defining makeup for some serious sex appeal.
The trend is playing out in the prestige beauty market, as the NPD Group reported earlier this year that sales of prestige eye makeup grew 9% in the United States to $1.1 billion for the 12 months ended December 2013.
“U.S. consumers are embracing the art of eye makeup with the addition of products that go beyond the usual staples to their beauty tool boxes,” said Karen Grant, NPD’s VP and senior global industry analyst. “Today, less traditional items are emerging in importance. Eye brow products are leading growth, and in larger segments within eye, enhanced benefits are the aspects fueling increases.”
According to NPD, multibenefit (up 9%), volumizing (up 11%) and long-wear (up 18%) products are driving sales of prestige mascara. In eyeliner, growth came from pencils (up 7%), long-wear (up 11%) and waterproof (up 10%). NPD noted that long-wear is a theme carried throughout eye makeup, showing sales growth in the eyebrow products (up 21%) and shadow (up 9%) as well.
The focus on eye-defining makeup also is impacting the mass market. According to IRI, sales were up about 4% for eyebrow makeup, up 8.8% for eye combo products, up 5.7% for eyeliner and up 1.8% for mascara for the 52 weeks ended Jan. 26 at total U.S. multi-outlets. Eyeshadow, however, experienced a 7% sales decline.
Manufacturers are responding to the trend. In February, the next evolution of the Fergie CenterStage Collection by Wet n Wild hit Walgreens stores. Among the 23 new products are long-wearing eyeliners in striking colors and intense volume mascara.
For spring, Hard Candy’s collection, available exclusively at Walmart, launched a range of new products, including Lash Ink, a four-day lash stain; a 12-hour Waterproof Eye Crayon in eight shades; and eyeliner pencils in 18 shades.
Beauty industry continues to blend lines
This year is bound to be interesting for beauty as the industry is likely to see an increased focus on innovation, blurring of the lines and multi-functionality — a 2014 trend research firm Mintel has coined as “mixologiste.” Yes, these trends have been playing out for some time within the beauty space, but the momentum looks to be gaining a bit more steam.
Is it the result of the economic climate that has given rise to a new, cost-conscious shopper, a more intense retail landscape or a shopper-driven demand for greater product convenience and functionality? Many would argue that it’s all of the above.
To keep in line with such trends, beauty companies are shifting their innovation efforts into high gear to bring new products to market, and retailers — especially drug and mass retailers — are revamping their beauty departments to provide better service and an overall enhanced shopping experience against the backdrop of an intense competitive environment both in-store and online.