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Facial beauty product sales are soaring due to improvements in formulating foundations, powders, primers and more.
July 3, 2017
By: Melissa Meisel
The complexion can be easily enhanced with a rub of liquid foundation, pat of a cushion compact or pop of blush on the face. Maintaining healthy skin is a constant action for most and facial cosmetics help in covering blemishes or adding a glow. Some products are even fortified with anti-aging components or other beneficial ingredients. Dr. Jart+ launched the first cosmeceutical BB Cream in 2007, catapulting the BB craze into the US skin care market. Since then, the concept of facial cosmetics has blossomed way beyond the basic makeup item. And the numbers prove it—the facial cosmetics category rose 5.9% to $2.1 billion, according to data from Information Resources Inc. (IRI) for total US multi-outlet (supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended April 16, 2017. In this sector, there were gains across the board with the exclusion of blush (sales dropping 5.7% to $148.8 million) and bronzers (slipping 2.6% to $57.3 million). Foundation sales rose 3.4% to $1.02 billion while concealers jumped 9% to $281.9 million. Powder sales climbed 3.7% to $384.6 million. Makeup combos in facial cosmetics increased 7.9% to $59 million and body accessory sales surged 51.2% to $159.7 million (somehow they are counted as facial products as they work like makeup; for example, Sally Hansen Airbrush Legs Body Spray or Maybelline Facestudio Master Strobing for all over). Facial cosmetics are also gaining from “athleisure,” according to industry experts. Active wear today is no longer exclusive to athletic apparel; recent growth in key makeup categories coincides with the rising popularity of makeup as a new workout essential. Prestige makeup sales increased by 11% to $7.6 billion in the 12 months ending February 2017—with foundation sales rising 8% during this period, driven by longwear foundation and those with added benefits. Longwear foundation sales increased 13%, while basic foundation declined. Concealer sales increased 17% and powder by 7%, the latter which has now surpassed blush sales, according to The NPD Group. “In today’s image-driven society, the bar has been raised to maintain a perfected ‘natural’ appearance virtually around the clock,” said Karen Grant, global beauty industry analyst, The NPD Group. “With heightened focus on appearance, the door opens for manufacturers and retailers to fill the need for consumers seeking increased usage of beauty products that can hold up to the rigors of our active lives, including a workout, to look good before, during and after working out.” Mally Roncal, founder of Mally Beauty, New York, is excited about a return to illumination when it comes to facial cosmetics. She told Happi, “As a celebrity makeup artist, I have always loved creating an illuminated complexion on my clients through strobing and highlighting. For a while, matte was all the rage. Matte complexion, matte lips, matte eyes. I prefer to focus on one asset when jumping on the matte trend like a strong matte lip or matte eye shadow look with luminous glowing skin. I am so glad to see a shift toward complexion products that create the look of natural, clean skin with a ‘lit from within’ glow!” According to Ginger King, industry expert and president of Grace Kingdom Beauty, New York, expect to see more “nutri-cosmetics” on the rise. “Anything edible and sustainable will have a place in cosmetics,” she told Happi. “Additionally, due to retailers like Sephora, anything helps with social impact such as offering jobs to the community when you use certain ingredients will be an important factor. In fact, this was how argan oil got traction in cosmetic industry.”
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