Room to make a mark in U.S. South

Bold brows are hot, hot, hot.



The trend toward a defined eye continues to fuel sales of eye makeup and that is especially the case for brows, as sales are on the rise in both the mass market and prestige channels.

(For the full report, including charts, click here.)



According to IRI, sales of eyebrow makeup rose 9% for the 52 weeks ended June 15 at U.S. multi-outlets.



Meanwhile, sales of prestige eyebrow makeup rose 28% for the 12 months ended March 2014, according to the NPD Group. The increase is in sharp contrast to the total U.S. prestige makeup market’s 3% growth during that period.



NPD research has uncovered regional opportunities for increased distribution and growth in brow makeup.



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 70% of prestige stores are selling brow makeup products. In addition, the southern region, which accounts for nearly one-third of all U.S. prestige eyebrow makeup sales, is not performing as strongly when compared with the total market, according to NPD.