IRI data shows thicker brows and contouring put make-up in top beauty spot
The so-called ‘selfie generation’ is helping to drive up sales of cosmetics, according to figures from IRI, a leading provider of big data and predictive analytics for retailers and suppliers. Driven by the desire to share images on social media, the trend for face sculpting or contouring, and for thick, flawless eyebrows has led to a huge boost in the market, now worth close to £1 billion to UK retailers.
According to the IRI figures, cosmetics is now the top-performing category within UK Health & Beauty, worth £893m (52 w/e 18 March 2017) – up £55m over the previous 12 months and a £100m increase since 2015.
Figures reveal a surge in contouring products where both value and volume sales increased dramatically, thanks to the popularity of selfies from social media stars like Kim Kardashian and Kylie Jenner and the increase in YouTube tutorials. Value sales of bronzers rose to £43m, up from £23m the previous year. Concealers also saw a boost, with sales of £52m, up from £42m.
Eyebrow grooming and the trend for thicker eyebrows that sit low on the face and are darker than your hair, largely driven by models like Cara Delevigne, has seen eyebrow products become a multi-million pound market in their own right – now worth £42m in value sales, up £10m over the previous year. More than 9m units of eyebrow products were sold in just 12 months (52 w/e 18 March 2017).
Chloe Humphreys-Page, Retail Insight Director at IRI, believes the boost in sales is being driven by consumers who are more willing to experiment with their looks: “Consumers are heavily influenced by social media and by their peers, and this has led them to be more experimental in their choices and prepared to try new things with cosmetics. The result is that there is a lot more new product development among brands in this space, for both female and increasingly male cosmetics, leading to a wider and often more interesting choice of items within stores and online.
“The impact of the so-called ‘selfie generation’ – where people are spending disproportionately long periods of time studying their faces and making sure they are camera-ready – is not just driving sales for certain cosmetics, but also boosting demand for ancillary products, like eyebrow kits, sponges, pencils and brushes.”
IRI is predicting the fuller and thicker eyebrow trend will continue into 2017, but believes we may start to see more bleached brows and the use of glitter and other techniques to enhance the brow area.
However, IRI’s Chloe Humphreys-Page says contouring is out: “The kinds of contouring we see on reality TV now has a more subtle look, ‘non-touring’ as it’s called – a technique that uses minimal products to give more of a no-make-up look to the face. The overall effect is one of a natural dewy appearance, using primers and liquid or powder highlighters and illuminators, and we expect this is where brands will be investing new product development budgets.”
Notes for editors:
All IRI figures quoted are from Infoscan HBA/OTC databases, All Outlets. 52 w/e 18th March 2017.
Full breakdown of IRI cosmetics figures available upon request.
- On average, 93 million selfies are taken worldwide each day (source: Google 2016)
- It is claimed that females aged 16 to 25 spend five hours taking selfies per week (source: Google 2016)
- The average millennial is expected to take 25,700 selfies in his or her lifetime
- Celebrities who took the most selfies in 2016 included Miley Cyrus and Kylie Jenner (source: Galore Magazine)
- Taking selfies resulted in more deaths per year than shark attacks (source: Priceonomics/Google News Archives)
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help FMCG, OTC health care organizations, retailers and media companies grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand cloud-based technology platform, IRI helps to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver market-leading growth. A confluence of major external events—a revolution in consumer buying, big data coming into its own, advanced analytics and automated consumer activation—is leading to a seismic shift in drivers of success in all industries.
www.iriworldwide.com. Follow IRI on Twitter.
Amanda Hassall, PR Consultant
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