Bold Brows: Eyebrow Makeup Big in Eye Makeup Says NPD Group
A 28% increase in prestige eyebrow makeup dollar sales led the overall growth within total U.S. prestige eye makeup in the 12 months ending March 2014, reports The NPD Group. This increase is in sharp contrast to the total U.S. prestige makeup market’s 3% growth during the same time period.
Sales of eyebrow products have increased by double digits over the past three years, and now represent $122 million and 11% of total U.S. prestige eye makeup sales. However, less than 80% of prestige retail stores are currently selling brow makeup.
According to The NPD Group’s BeautyTrends Geo-Level, for April 2013-March 2014 dollar sales, prestige eyebrow makeup performance increased 28% in the western U.S. since last year, and that section of the country has 33% of the category’s dollar share. The South increased its dollar sales for the prestige eyebrow makeup by 24% in the last year, and it has 31% of the dollar share. The Northeast saw a 29% increase in the category last year, while it holds 22% of the dollar share; and the Central region, which was 14% of the dollar share of the prestige eyebrow makeup category, saw an increase of 19% since last year.
The Importance of Eyebrows
The NPD Group’s makeup industry analyst Kissura Mondesir recently shared a blog post called “…But Then I Saw Your Eyebrows,” which notes the importance of the eyebrow in facial beauty—and the fact that they are often overlooked in grooming. However, more recently, tools for eyebrow grooming have been gaining.
Mondesir writes, “I stumbled upon a popular meme on Instagram that says, ‘I was going to like your picture, but then I saw your eyebrows.’ This instantly made me think of how important eyebrows are to the face, [which] was further underscored by the fact that makeup grooming products for eyebrows are the fastest growing items within the eye segment, and all of makeup.
“Ungroomed brows can ruin a makeup look. Just changing the shape or color can completely transform the appearance of a person’s face, and American women know it. U.S. prestige dollar sales for eyebrow makeup grooming products have consistently grown every month since January 2010, and Q1 2014 sales were up 26 percent.”
“Though I do not physically shape my brows, I am not flagrantly breaking all rules of eyebrow style. I do use an eyebrow pencil to fill them in, and then set them with an eyebrow powder. According to the research, I’m not alone; with seven of the top ten selling makeup eyebrow products being pencils, pencils seem to be the tool of choice.”
“The continuous growth trend of prestige eyebrow makeup products also illustrates the emphasis consumers are placing on their personal style, and their desire to create definition around one of their most important facial features. Even I, somewhat of an eyebrow beauty misfit, want my eyebrows to help my eyes speak, not muffle what they have to say,” Mondesir concludes.
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