Mascaras, lashes volumize sales

Lead by incredible 60% growth in the brow segment, the eye category has been a bright spot for mass market retailers. According to IRI data for the 52-week period ended Sept. 6, eye category sales are up 5% to more than $2 billion.

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With those eyebrow-raising numbers, retailers are now looking to a slew of new mascaras and artificial lashes to keep the category on the upward climb. Mascaras, in fact, suffered somewhat from the attention on brows. Sales, according to IRI, were basically flat over the past year.



But that’s changing, buyers said, thanks to a new generation of products, especially Lash Sensational from Maybelline and Physicians Formula’s Eye Booster Instant Lash Extension Kit.



According to IRI, Lash Sensational is already the sixth-fastest-moving mascara in a crowded field. What separates Lash Sensational from the pack is a patented fanning brush.



But also gathering applause is the Physicians Formula mascara, which is credited with giving the appearance of lash extensions. Retailers hope the invasion of super-performing lashes will make the category less price sensitive.



And for those who prefer to “fake” it, the choices of artificial lashes are multiplying. With nail color slowing somewhat, such chains as Walgreens, CVS and Walmart cleared more space for such accessory items as lashes — and not just for promotional times like Halloween. More suppliers have entered the fray, including Kiss Products and e.l.f., which joins such evergreen performers as Eylure and Ardell.



IRI figures revealed that the lash category continues to plump up at double-digit dollar growth rates, up almost 17% in multi-outlets and 13% in the drug channel, in the 52 weeks ended July 12. Jennifer Johnson, senior brand manager for Ardell, credited the buzz created through celebrities, bloggers, makeup artists and overall increased awareness of products to booming sales. “New consumers are coming into the category,” she confirmed.



Kiss tapped makeup artist Marni Burton to deliver tips and tricks for those who want to learn to apply at home.



The biggest trends in lashes heading into winter are more fluffy lashes, multidimensional choices and natural-looking options. But, according to Johnson, there is always an audience for long, thick glamorous choices.



An avenue for retailers to grab more of their share of lashes is to create a destination in beauty with educational information handy. “Specialty stores like Sephora have built a big following in lashes with mini boutiques,” said industry consultant Allan Mottus. “Drug stores can do the same and enjoy an add-on, high margin sale.”