According to the market researcher’s BeautyTrends report, in U.S. prestige eye makeup sales performance by segment for January–December 2013 (compared to 2012), mascara dollar sale for 2013 were $349 million, up 7%; 2013 dollar sales for eye shadow were $333 million, also up 7%; eye liner was also up 7% for 2013 dollar sales, to $259 million; eye brow product dollar sales leaped 29% to $115 million; eye applicator products did fall 1% to $38 million for its 2013 dollar sales; and all other prestige eye beauty products came in at $50 million for 2013 dollar sales, representing a 3% increase over 2012.
“U.S. consumers are embracing the art of eye makeup with the addition of products that go beyond the usual staples to their beauty tool boxes,” said Karen Grant, vice president and senior global industry analyst, The NPD Group. “Today, less traditional items are emerging in importance. Eye brow products are leading growth and, in the larger segments within eye, enhanced benefits are the aspects fueling increases.”
Multi-benefit (+9%), volumizing (+11%) and long-wear (+18%) products helped to drive the 2013 dollar sales growth in prestige mascara. Primarily, eye liner growth came from pencils (+7%), long-wear (+11%) and waterproof options (+10%). Long wear is a theme that carried throughout eye makeup, showing sales growth in the eye brow products (+21%) and shadow (+9%), as well.