With color, it’s all about the face, not nails
Color has always been a hot topic when talking about make-up, given that it is based on this very aspect, from making bold statements to freshening up your look.
According to market research company the NPD Group; nails were always the top-dog in the color category, claiming the title as the highest US prestige make-up growth segment in terms of dollars and units from 2009 to 2012; but now, times are changing as eyes and lips take over.
“The shift in where women focus their color needs and desires is a natural one, and it will no doubt change again,” says Karen Grant, global beauty industry analyst at NPD.
“Color is key when it comes to make-up. It’s the area where consumers play with fashion and are willing to experiment, as they seek ways to make bold statements and refresh their look.”
It’s been a very good year…
NPD information states that eyebrow make-up and eye shadow are two areas that saw the most growth within eye make-up in the 12 months ending November 2014, 34% and 9%, respectively.
Lip color also recorded double-digit growth at 13%, boosting the overall lip make-up category.
The old favourite, nail category, did not have such a good year as color enamel prompted the segment’s dollar decline, with a 10% drop in sales.
“Consumers are paying attention to the marketing focus around eye and lip color, and responding to multi-color pallets that have become more prevalent, but that is just part of the dynamic at play,” adds Grant.
“Marketers and consumers are seeing that make-up and color are affordable ways to try what’s new and in vogue. Much of the power lies in speed of response and putting that in the hands of trendsetters as well as the early adopters. This responsiveness to the consumer environment will continue to shape the future of color in beauty.”