Regional Opportunities for Continued Growth Discovered
Port Washington, NY, July 2, 2014 – A 28 percent 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, Inc., a global information company. This increase is in sharp contrast to the total U.S. prestige makeup market’s 3 percent 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 percent of total U.S. prestige eye makeup sales. However, less than 80 percent of prestige retail stores are currently selling brow makeup.
Regional Sales Performance
“The trend toward defined eyes continues to fuel prestige eye makeup sales nationwide,” said Karen Grant, vice president and global beauty industry analyst, The NPD Group, Inc. “Further investigation into NPD’s Geo-Level information uncovers regional opportunities for increased distribution and growth in brow makeup, particularly in southern markets within the U.S.”
While the West is the largest region in terms of U.S. prestige eyebrow makeup sales, there is potential for additional growth in the South where just 70 percent of prestige stores are selling brow makeup products. In addition, the southern region which accounts for nearly a third of all U.S. prestige eye brow makeup sales is not performing as strongly when compared to the total market.
Among the top 10 cities in the U.S. selling prestige eyebrow makeup, Houston is an area of opportunity for the industry. Just 57 percent of Houston stores sold prestige brow makeup in the 12 months ending March 2014. These stores experienced 23 percent growth in dollar sales due in part to a 5 percentage point increase in the number of stores selling prestige eyebrow makeup.
“It is becoming increasingly critical to understand the winning brands and products at a local level, and Houston is a good example of the potential opportunity of increased product distribution,” said Grant. “In the eyebrow market, for example, while MAC and Clinique are among the top sellers, it is niche brand Anastasia Cosmetics that ranks number one in three of the four U.S. regions, and Benefit Cosmetics that ranks among the top three brands in the West. Despite differing geographic market dynamics, the right brand distribution will help influence purchase behavior, and ultimately drive sales.”
Source: The NPD Group / BeautyTrends® Geo-Level, April 2013 – March 2014 U.S. retail dollar sales
* Source: The NPD Group / BeautyTrends®, April 2013 – March 2014 vs. April 2012 - March 2013 / U.S. retail dollar sales
The NPD Group, Inc.
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Checkout TrackingSM provides detailed information on consumer buying behavior, based on receipts for both online and brick-and-mortar retail purchases from the same consumers over time. Checkout Tracking delivers precise category, brand, and item-level purchase detail linked to buyers and their demographics, useful for analyzing competitive market baskets and identifying purchase patterns. Information is collected from more than 50,000 consumers from NPD’s receipt-harvesting mobile phone app and the scanning of more than 4 million in-boxes for e-receipts through Slice Intelligence.