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Apr 26, 2017
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Selfie obsession drives UK cosmetics sales - IRI report

Published
Apr 26, 2017

UK consumers’ obsession with selfies is helping to push sales of make-up upwards, a new report from data and analytics specialist IRI shows.


Kylie Cosmetics



It said the fondness for sharing daily images on social media is helping to drive sales of face contouring products as well as the current brow product trend. That has meant a market that’s now heading towards £1bn.

IRI data showed colour cosmetics were the top performing master category in UK health and beauty in the 52 weeks to March 18, with a value of £893m. That’s £55m higher than a year earlier and £100m higher than 2015, suggesting that it will not be long before the market size tops the magic £1bn mark.

Some of the strongest growth was seen in contouring products that have benefitted from celebrity endorsement and a massive amount of how-to content on social media channels such as YouTube. Bronzing sales rose £23m to £43m in the latest 12 months while concealers added £10m to their value for a total of £52m in sales.

And the Cara Delevingne eyebrow trend wasn’t far behind with brow products now worth £42m, also up £10m in just a year. By volume, over 9m products were sold and IRI expects further good growth this year. It also thinks bleached brows and the use of glitter will impact the brow market.

However, it is predicting a halt in contouring’s fast growth as consumers move to subtler ‘non-touring’ looks. While that could mean slower bronzer sales, primers and liquid or powder highlighters and illuminators should benefit.

IRI’s retail insight director Chloe Humphreys-Page said consumers are being influenced by social media stars and other celebrities, as well as their peers and are ready to take a much more experimental approach to their make-up.

And she said the always-camera-ready trend is also boosting sales of ancillary products like  eyebrow kits, sponges, pencils and brushes.

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