The NPD Group is reporting that prestige beauty year-to-year sales are up 6%, compared to a rise of 7% in 2015.*
“Makeup fourth quarter sales have outsold fragrance sales for the last two years, and this is likely to happen again this holiday season.”
Social media-savvy brands helped drive results. The highlights:
- Brow products rose 35%
- Lip color grew 21%
- Face (ex: contouring and sculpting) products grew 33%
- Face products, including contouring and sculpting kits, grew 33%
A video posted by Kylie Cosmetics (@kyliecosmetics) on Dec 9, 2016 at 9:20am PST
“As the foremost appearance category of beauty, makeup has been the leader of industry gains and the source drawing consumers into the beauty industry,” said Karen Grant, global beauty industry analyst, The NPD Group. “Makeup fourth quarter sales have outsold fragrance sales for the last two years, and this is likely to happen again this holiday season.”
"Scent engagement is no longer just a singular, individual encounter, but a shared experience in the home."
Traditional flanker scents did well this year, according to NPD, with a sales gain of 18%, compared to 2% growth for the general category. Top performers included Chanel No. 5's No. 5 L’eau.
- Home scents grew 18% so far this year
- Candles grew 14%
- Diffusers grew 21%
- Ancillary gift set sales are up 44%
“New and lighter designer classics reimagined for a younger generation will spark the fragrance category this holiday season,” said Grant. “In fragrance, consumer engagement continues to expand to embrace the personal and holistic experience beyond the body. Scent engagement is no longer just a singular, individual encounter, but a shared experience in the home."
“A binge mentality is taking hold within the beauty industry."
- Lip treatments are up 22% so far this year
- Masks are up 22% this year
- Other face products (ex: complexion treatments) rose 13%
“In skin care, primary care and prevention bond with makeup preparation to offset losses from the continued declines in anti-aging," said Grant." The little categories we once ignored or overlooked are now the giants of growth in skin care."
“A binge mentality is taking hold within the beauty industry," said Grant. "This began with makeup, as more consumers are using more products than we have ever seen. The mentality is moving into skin care, as consumers look to prepare the face and lips to be makeup ready. In fragrance, consumers crave fresh and wholesome experiences, and are treating themselves to the products that satisfy this taste,”
Grant continued, “While sales show the industry moving at a slower pace so far this holiday season, consumers will binge on a number of categories through December, and the industry will still experience growth in the fourth quarter.”
*Source: The NPD Group, Inc. / U.S. Prestige Beauty Total Measured Market, January-October 2016