Bold lip color trend boosts US Prestige make-up sales

By Andrew MCDOUGALL contact

- Last updated on GMT

Bold lip color trend boosts US Prestige make-up sales

Related tags: Lip color, Marketing, Vice president of the united states, Cosmetics

Lip color is in the spotlight at present after holiday sales boomed for products in the US that helped women make bold make-up statements.

According to market analyst The NPD Group, Prestige lip color sales in the US experienced a significant 24% increase in dollar sales for the month of November 2014, and this is an ongoing trend as women demand bold and bright colors.

“The trend of women seeking to make a bold make-up statement continues as marketers showcase lips more prominently than seen in prior years,”​ says Karen Grant, vice president and global beauty industry analyst, The NPD Group.

“A red lip is both ‘on trend’ and classic at the same time. For the holiday celebrations, it is not only bold, but also fun, festive, and can’t be missed.”

Inspired by youth

According to NPD’s 2014 Makeup In-Depth Consumer Report, lip color is currently the preferred lip product among consumers, and 33% of women use it more than once a day.

“Lip color can totally transform a woman’s look, and even affect their mood; that’s a lot of benefit for something that costs around $20,”​ adds Grant.

“The value proposition of lip color is very emotional, as well as practical, even for women on a budget. Messaging that taps into the consumers’ desires can capture them, regardless of the season.”

It appears that the appeal of lip color, particularly among younger women has helped to drive sales as it is based on both fashion and function.

NPD says that sales gains in this category are driven primarily by increases in unit sales, as the average price spent on lip color has remained relatively flat over the past year, pointing back to spending behavior of a younger consumer.

Trending

In November last year, almost 1.8 million prestige lip color products were sold in the US, which represents a 22% increase over November 2013.

With total lip makeup sales being up for the 12 months ending November 2014, NPD states that growth in lip make-up is not limited to lip color or a single month, but has been a trend for a while.

Lip products are among the primary drivers of total prestige make-up growth, which is the overall prestige beauty leader.

Related topics: Market Trends, Colour Cosmetics

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