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Gift Sets Gain Popularity Across Beauty

January 24, 2013

While fragrance gift sets have been popular for years, these pre-packed collections are gaining popularity in other sectors, according to The NPD Group. In the US, overall gift set sales within prestige department from January to October 2012, posted a 16% percent increase in dollar sales, versus the same time last year. In fact, skin care and cosmetic gift sets posted large gains, up 23% and 26% respectively, during that time.

“Gift sets have often provided a somewhat stress-free purchase for the shopper to get in and out of the madness that surrounds shopping during the holiday season,” said Karen Grant, vice president and senior global industry analyst, The NPD Group.“It’s not just fragrance anymore, sets are among the hottest areas in makeup and skin care too,” added Grant.

Fragrance sets continue to be the “go-to” gift set for the holiday season, and represent 34% of total prestige fragrance sales annually. While men’s and women’s fragrance gift sets both posted healthy growth, the category was driven by men’s fragrance gift sets, which rose 14%, double the dollar growth of women’s (7%) during year-to-date 2012.Prestige skin care gift sets, like this one from LaPrairie, have been selling well, according to NPD.

Prestige skin care gift sets, like this one from LaPrairie, have been selling well, according to NPD.
The top three best-selling total prestige fragrance gift sets (women and men combined) during NPD’s tracking period were Light Blue 2 piece Spring Set ’12, followed by Acqua Di Gio Pour Homme Travel with Style Set ’12 and Light Blue Pour Homme Father’s Day Set ’12. NPD consumer studies indicate there is some shift in the preference among ethnic and younger consumers (18-24 years old) in makeup toward shopping in stores that offer kits. Makeup artists and alternative brands, especially those associated with younger consumers, are experiencing tremendous growth in makeup sets.
The top three best-selling prestige makeup gift sets sold during NPD’s tracking period were Urban Decay Naked 2 Palette Set ’11, followed by Urban Decay Naked Palette Set ’11 and Bare Escentuals Customizable Get Started Kit ’10.

Consumers continue to take advantage of the gift set season, especially in skin care. “High-priced, anti-aging skin care gift sets are not the only option anymore, consumers today are treating themselves with innovative forms of skin care more so than in recent years. This season the skin care gift set arena is again dominated by new sonic technology,” said Grant.

In prestige skin care gift sets, Clarisonic rules the roost, netting the top three best-selling sets, according to NPD’s data.

“Today sets are not just about value. They are treasures that are hard to resist and worth the investment,” concluded Grant.

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