Selfie surge boosts facial makeup sales

With the popularity of selfies proliferating, it is no surprise there’s renewed focus on facial makeup. After a few years of dull sales, volume for the 52-week period ended Nov. 1, tracked by IRI across multi-outlets, rose 3.5%.

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Notably, there was a shift in the types of facial cosmetics gaining steam. In recent years, bronzers and blush paced sales growth. This year, the quest for camera-ready skin ignited sales of concealers (up 12%) and even foundations (traditionally shunned by younger users). Powders, also “your mother’s products,” expanded by 4%. On the flip side, blush and bronzer sales each declined 3%.



Several concealers stood out from the pack in the past year, including Maybelline Instant Age Rewind Eraser (up 28%), Maybelline Fit Me Concealer (up 65%), CoverGirl Ready Set Gorgeous (up 216%), e.l.f. Studio Concealer (up 38%) and CoverGirl+Olay The Depuffer Concealer.



CoverGirl’s Ready Set Gorgeous franchise also hit the mark in foundations, a category where CoverGirl is traditionally strong, and one where retailers hope new owner Coty can maintain the momentum. The foundation entry achieved sales growth exceeding 175% to almost $20 million. Revlon Colorstay, however, holds the distinction of being the largest seller in foundation, producing sales edging in on $60 million.



The demand for perfection also is an impetus behind dynamic 24% leaps in sales of body accessories, which encompass primers and products to create a glow. The good news is these products are add-on sales and one more item in baskets. Consumer interest in this category helped e.l.f. Cosmetics secure greater distribution. Its body accessory sales soared 138%, according to IRI.



Next up are mass market contour kits to mimic the success in prestige. Entries set to hit the market include options from L’Oreal, Maybelline, Revlon and Wet n Wild. Physicians Formula hit the market running already with its Super BB InstaReady contour trio stick.



Contour kit sales soared at Sephora and Ulta, generating huge demand that buyers expect will translate into the mass market, as well. And, buyers added, there is anticipation in the market for the debut of SheaMoisture beauty products, which should be a huge boost to the foundation category where getting the proper shade is paramount.