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Lip treatments, plumpers inflate sales

BY DSN STAFF

Brace yourselves. If the recent success of Kylie Jenner’s Lip Kit is any indication, 2016 could be the year of the lip. Jenner’s online launch of her kit, designed to help achieve her luscious lip look, sold out within an hour. The rush for full lips is expected to invite many mass market contenders offering a similar look at a reasonable price, and without having to buy a kit on eBay at significantly more than the $29 price tag. One kit recently sold for $1,000 on the auction site.

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The quest for plumped up lips comes on the heels of already rosy lip category sales, showing a 12% increase to $830 million, according to IRI data for the 52-week period ended Nov. 1, 2015, in multi-outlets. There’s already been mounting demand in mass doors for lip treatments, a category including many plumper formulas and primers, with category sales up 10%.

While glosses always have an audience, over the past year the category sales growth was driven by liners and lipsticks. Sales in those areas expanded 22% and 15%, respectively. Gloss sales were down 5.6%.

Rimmel, known for its on-trend color, hit the lip trends out of the park this year with sales of its Moisture Renew Lip Liner soaring 254%. Other popular liners included Revlon Colorstay and the hot NYX liner.

Consumers opted for a rich payoff in lipsticks with sales paced by L’Oréal Infallible, Wet n Wild Mega Last, Maybelline Color Sensational Matte and Revlon Colorbust.

While full lips may be the look for 2016, experts predict some new trends in colors. Runways hinted at trends in browns, brick red and even violets setting the pace. And don’t count out glosses. The industry is anxious to see what Markwins has in mind to stir up sales of Bonne Bell. Eos continues to roll on with links to fashion, such as partnerships with Keds. And, Burt’s Bees continues to expand its distribution.

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Kiss Lash flashes a more natural look

BY DSN STAFF

NEW YORK — While many women want the look of artificial lashes, some have been afraid to try them. Kiss hopes to be a solution with the introduction of Kiss Lash 101, an all-in-one kit including a step-by-step guide, lashes, lash scissors, adhesive and an applicator. The kit ships out to chains including Walmart, Walgreens, Kmart and Rite Aid in January. Marni Burton, a makeup artist ambassador for Kiss, added that new Kiss Blooming Lashes have a new multi-angle technology and a tapered end lash to give the lashes vertical variation. “They look more natural and give fuller volume. There’s no reason not to try lashes anymore,” she concluded.

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Eye makeup outshines face and lips

BY DSN STAFF

Eye beauty product sales are nothing to blink at. The category experienced a robust 4.6% growth rate for the 52-week period ended Nov.1, 2015, as tracked by IRI across multi-outlets. Total eye sales eclipsed the $2 billion mark — topping both face and lip.

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The best news is that the huge jolt was provided by a category almost nonexistent a few years ago — eyebrow makeup. Thanks to introductions of brow kits and other brow tamers, sales soared almost 62% during the 52-week period tracked. Two items in particular set the torrid sales pace, Maybelline’s Eye Studio Brow Drama eyebrow makeup and L’Oréal’s Brow Stylist Sculptor. Also new at Walmart is a Hard Candy brow kit with all the tools for the latest trend in brows. Brows got much needed attention thanks to such influencers as Cara Delevingne, along with a bevy of vloggers with tutorials on how to use kits.

Not too far behind the brow bonanza was an uptick in eyeliners, used in particular to create the emerging cat eye, which is giving smokey eye looks a run for the money. Apparently, the more dramatic the better with brands drawing an upward sales line, including Maybelline Eye Studio Lasting Drama eyeliner and Rimmel Exaggerate eyeliner. Total liner sales rose 4.5%. A nice add-on purchase, sharpeners sales are up 15.4%.

Although mascara retail sales dropped slightly, there were some undeniable hits over the year. Two retailers, one a leading drug chain and the other a top discount store buyer, singled out Maybelline Lash Sensational Full Fan Effect mascara as the top beauty item of 2015. What’s created the fanfare? A special brush that unfolds layer upon layer for a full fan effect. Also extending its sales was L’Oréal’s Voluminous Butterfly Intense with sales fluttering up more than 600%.

If you don’t have them, fake them was the mantra last year with artificial lashes soaring almost 16%. That growth isn’t wasted on Kiss, which just unleashed several new lash items. According to Annette Goldstein, SVP of global marketing at Kiss, the new lashes are the result of research to create the most natural looks possible.

Eye shadow sales are up slightly, just under 2%, as consumers focus on lashes, liners and brows. Eye shadows, however, are the leading force behind kit sales, which Walgreens said sold well for the holidays. One the chain mentioned is the Wet n Wild Beauty University Palette of 130 shades priced at $30.

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