Oriflame benefits from lip gloss trend

By Louise Prance

- Last updated on GMT

Swedish direct sales agent Oriflame is launching two new lip
plumper and booster product ranges. capitalising on the growing
consumer trend for fuller pouts.

The products, Beauty Gloss Booster and Beauty Gloss Power Shine are arriving on the market at a time when studies show that lip glosses and 'alternative products' are driving the lip product category despite declined lip stick sales. According to a Euromonitor report global lipstick sales have declined from 2001 - 2006 with the influential Western consumer favouring the more natural effect of lip-glosses, which has also resulted in declined lip liner sales - a positive sign for Oriflame with the launch of the new products. Launched this month, the Beauty Gloss Booster range, consisting five different coloured lip products is marketed as giving the lips a shine and sheer finish in a gloss form. The company states that the applicator cancels out any mess associated with lip gloss products, whilst also having a desirable taste element. Also launched this month, the Beauty Gloss Power Shine lip gloss range has 12 different shades and has skin care benefits that were ascertained following a study carried out by the company. Over 65 per cent of the female volunteers stated that their lips felt 'more moisturised' following application of the product. Likewise, ninety five per cent of volunteers said the lip products made their lips look shinier as a result of the metashine pearls that have been incorporated. Lip-glosses have played a large part in the sustained market growth of the overall lip product market recently, with the global growth rate in 2001-2006 more than treble that of lipsticks and contributing an extra US$607 million to the market total. And with consumers that favour the 'nude' look also desiring a shiny finish, lip-glosses reach out to all demographics. However, as the market becomes over saturated and emerging markets that have not caught on to the Western 'mod' trend raising the bar in cosmetic sales, the market could be in danger of reaching a plateau. Indeed, alternative products such as lip plumpers and products that can be used on lips, eyes and face, are said to be the main market drivers of the future, with sales of lip plumpers in North America surging by 287 per cent between 2001-2006.

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