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Raised Brows

July 2, 2014

Eyebrow makeup growing fast and regional opportunities exist, says NPD.

A 28% percent increase in prestige eyebrow makeup dollar sales led the overall growth within total US prestige eye makeup in the 12 months ending March 2014, according to The NPD Group, Inc. This increase is in sharp contrast to the total U.S. prestige makeup market’s 3% growth during the same time period, said NPD.
Sales of eyebrow products have increased by double digits over the past three years, and now represent $122 million, and 11% of total U.S. prestige eye makeup sales. However, less than 80% of prestige retail stores are currently selling brow makeup.

“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.”
“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.”

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