Eye makeup sales boost colour cosmetics growth

Although the colour cosmetics market has enjoyed only meagre growth in recent years, says Mintel, strong eye make-up sales are compensating for less than impressive lip and foundation sales.

According to the analyst, eye make-up sales have increased 38% since 2004, as compared to an 11% increase in the colour cosmetics market as a whole.

Within eye make-up mascara was found to be one of the fastest growing segments, with 65% of women surveyed saying they wear it. In addition, 63% of women use shadow and 62% use eyeliner. Brow pencils were also found to enjoy solid market penetration, with 38% of women claiming usage.

“The focus in now on more dramatic eyes,” explained Kat Fay, senior beauty analyst, Mintel. “Mascara products are offering everything from serums to invigorate your natural lashes to iridescent particles that reflect light to bring out a woman’s natural eye colour.”

Although eye-make up experienced faster sales growth, lipstick and lip gloss were discovered to be the most popular colour cosmetic with usage reported by 76% of the women asked.

“Incidence of lipstick or lip gloss usage increases with age,” added Fay. “As women get older, lip colour is a relatively easy way to brighten up the face without having to put on a face full of makeup.”