According to market researcher NPD Group, sales of prestige eye makeup products in the US grew by 9%, to US$ 1.1 billion in the twelve months ending December 2013.
The results are up in comparison to the same time period last year and this segment along with skin care has been found to be the main contributors of the U.S. prestige beauty market growth.
Overall, the market grew by 5% in 2013, with makeup experiencing healthy gains of 7% and sales of prestige eye products reaching US$ 1.1 billion (+9% compared to 2012).
According to the report's authors, consumer preference has shifted towards less traditional items, especially with eye make-up products whilst fragrance sales remained flat last year.
A preference shift towards less traditional items
Karen Grant, NPD senior global industry analyst says US consumers are now embracing the art of eye makeup with the addition of products that go beyond the usual staples to their beauty tool boxes.
“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 fuelling increases," she says.
Primarily, eyeliner 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," says Karen.
Other products that helped to drive dollar sales in 2013 were multi-benefit (+9%), volumizing (+11%), and long wear (+18%) prestige mascaras.
Consumers willing to pay for premium
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.
With the exception of mascara, long wear products are garnering higher average selling prices than their counterparts in all segments.
Eye shadow (+6%), brow (+4%), and liner (+3%) products experienced the largest increases in average selling price.
“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," Grant concludes.