Sales of eyebrow products have increased by double digits over the past three years, and are boosting the US prestige eye make-up market to new levels as the trend towards defined eyes continues.
According to NPD BeautyTrends, prestige eyebrow make-up dollar sales saw a 28% increase in the last year, leading the segment, and in sharp contrast to the total US prestige make-up market’s 3% growth.
Eyebrow products now represent $122 million, and 11% of total US prestige eye make-up sales and Karen Grant, vice president and global beauty industry analyst at NPD, says the trend looks set to continue.
“The trend toward defined eyes continues to fuel prestige eye make-up sales nationwide. Further investigation into NPD’s Geo-Level information uncovers regional opportunities for increased distribution and growth in brow make-up, particularly in southern markets within the US,” she says.
Opportunity in the south
The southern region Grant mentions, possesses a great opportunity in this segment as it accounts for nearly a third of all US prestige eye brow make-up sales but is not performing as strongly when compared to the total market; and only 70% of prestige stores are selling brow make-up products in the region.
According to NPD, among the top 10 cities in the US selling prestige eyebrow make-up, Houston is an area of opportunity for the industry, as only 57% of Houston stores sold prestige brow make-up in the 12 months ending March 2014.
The market researcher says that these stores experienced 23% growth in dollar sales due in part to a 5 percentage point increase in the number of stores selling prestige eyebrow make-up.
“It is becoming increasingly critical to understand the winning brands and products at a local level, and Houston is a good example of the potential opportunity of increased product distribution,” comments Grant.
“In the eyebrow market, for example, while MAC and Clinique are among the top sellers, it is niche brand Anastasia Cosmetics that ranks number one in three of the four US regions, and Benefit Cosmetics that ranks among the top three brands in the West.
Grant adds that despite differing geographic market dynamics, the right brand distribution will help influence purchase behavior, and ultimately drive sales.