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NPD Reports Eye-catching Numbers for US Prestige Eye Makeup Sales

Posted: February 19, 2014

The NPD Group reports sales of prestige eye makeup products in the U.S. grew 9%, to $1.1 billion in the 12 months ending December 2013, compared to the same time period last year.

According to the market researcher’s BeautyTrends report, in U.S. prestige eye makeup sales performance by segment for January–December 2013 (compared to 2012), mascara dollar sale for 2013 were $349 million, up 7%; 2013 dollar sales for eye shadow were $333 million, also up 7%; eye liner was also up 7% for 2013 dollar sales, to $259 million; eye brow product dollar sales leaped 29% to $115 million; eye applicator products did fall 1% to $38 million for its 2013 dollar sales; and all other prestige eye beauty products came in at $50 million for 2013 dollar sales, representing a 3% increase over 2012.

“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, vice president and senior global industry analyst, The NPD Group. “Today, less traditional items are emerging in importance. Eye brow products are leading growth and, in the larger segments within eye, enhanced benefits are the aspects fueling increases.”

Multi-benefit (+9%), volumizing (+11%) and long-wear (+18%) products helped to drive the 2013 dollar sales growth in prestige mascara. Primarily, eye liner growth came from pencils (+7%), long-wear (+11%) and waterproof options (+10%). Long wear is a theme that carried throughout eye makeup, showing sales growth in the eye brow products (+21%) and shadow (+9%), as well.

In general, the average selling price of prestige eye makeup was 3% higher in the 12 months ending December 2013 than it was in the prior year. Eye shadow (+6%), brow (+4%) and liner (+3%) products experienced the largest increases in average selling price. With the exception of mascara, long-wear products are garnering higher average selling prices than their counterparts in all segments.

“Definition that lasts is important to today’s beauty consumer, looking to enhance their eyes with minimal repeat application, and they are willing to pay more to get it,” said Grant. “It has long been said that our eyes have the ability to make a statement without saying a word—eye-defining makeup just turns up the volume.”