Report: Eye makeup sales up 4.3%

NEW YORK — Color cosmetics trends, particularly eye makeup, are driving U.S. consumers’ beauty spending, according to Mintel’s Color Cosmetics U.S. 2015 report.

With model-actress Cara Delevingne’s eyebrows making headlines, more consumers are reaching for eyebrow pencils and eyebrow makeup. About 25% of American women use eyebrow pencils, and 1-in-5 women wear eyebrow makeup on a regular basis, the report said.

Those consumer trends are making eye makeup the strongest performing segment, with sales increasing 4.3% between 2013 and 2015, and 62% of women reporting regular use, according to Mintel. Mascara is the most popular eye product, with 48% of American women wearing it regularly.

“Historically, eyebrow products have not been a big growth area in color cosmetics, as women have often relied on hair removal items to create thinner brows,” Shannon Romanowski, Mintel’s category manager of the Health, Household and Beauty and Personal Care division. “We’re now seeing a shift as consumers gravitate towards fuller brows. Despite facial makeup accounting for the largest share of category spending, sales have been slow as women opt for a pared down, ‘barely-there’ makeup look.”

Since 2014, multi-outlet sales of eye liner have grown by 5%, and products that promise long-lasting results and precise application have accounted for strong segment gains, Mintel’s report said.

Color cosmetics

Although the color cosmetics category has usually resulted in sales volatility, growth in the $10 billion category has stabilized. Mintel anticipates annual gains of 2% to 3% through 2020.

“While overall color cosmetic category growth is slow, women continue to be influenced by trends, leading to shifts in cosmetics spending,” Romanowski said.

One of the latest consumer trends is a preference for lighter-weight products, with 17% of U.S. women wearing blemish base cream regularly, the report said.

Another trend is the bold lip look. Consumers are looking to long-lasting lipstick and lip liner in dramatic colors. According to the report, 47% of lip cosmetic users rank long-wearing as important, while 48% favor moisturizing or hydrating properties.

Although the bold-lip trend is difficult to predict, lip cosmetics remain a staple of American women’s beauty regimen, with 55% reporting regular use. According to the report, 37% use lipstick and 29% use lip gloss.

Technology and shopping the category

Some color cosmetic users depend on technology features, including social media, tutorials and apps to navigate the category. Approximately 21% of the category's core customer segment, women ages 25 to 34, like or follow makeup brands on social media, and 17% report that they often purchase products they see promoted across social networks. This segment follows brands on YouTube for makeup tutorials.

“Technology is becoming an increasingly important way to engage color cosmetic consumers, especially when targeting the core consumer demographic, women ages 25 to 34,”  Romanowski said. “We’re seeing a reinvigoration of the category as a result of new tech-focused initiatives that personalize the shopping experience, while encouraging women to experiment with new products and formats.”

Beauty advertising

Mintel’s report revealed that U.S. women are skeptical of color cosmetics advertising, particularly in airbrushed/photoshopped imagery. About four in ten (41%) U.S. women think airbrushed images deliver artificial expectations, and 26% believe that advertisements actually use products other than those being advertised.

Although makeup brands rely on glamour to sell products, makeup users would like to see more authenticity in advertising, including images that aren’t photoshopped (48%) and models that represent their age (43%).

Despite this skepticism, Mintel research indicates that 27% of makeup users would like to know how to recreate looks they see in advertising, and 20% frequently buy products they see in advertisements.

“Color cosmetic wearers are tired of airbrushed, unrealistic advertising from cosmetic brands,” Romanowski said. “Our research shows that U.S. women want to see more age variation and ads that feature ‘real’ women, not just celebrities. Ultimately, women are looking for imagery that delivers an accurate portrayal of how products will perform, while also providing a more attainable image of beauty.”