More Stores Poised to Promote Eyebrow Makeup

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A 28% increase in prestige eyebrow makeup dollar sales led the overall growth within total U.S. prestige eye makeup in the 12 months ending March 2014, reports 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.

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, fewer than 80% of prestige retail stores are currently selling brow makeup.

Regional Sales Performance

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.”

While the West is the largest region in terms of U.S. prestige eyebrow makeup sales, there is potential for additional growth in the South where just 70% of prestige stores are selling brow makeup products. In addition, the southern region which accounts for nearly a third of all U.S. prestige eye brow makeup sales is not performing as strongly when compared to the total market.

Prestige Eyebrow Makeup Performance by U.S. Census Region
April 2013-March 2014

  • West 33%
  • South 31%
  • Northeast 22%
  • Central 14%

Among the top 10 cities in the U.S. selling prestige eyebrow makeup, Houston is an area of opportunity for the industry. Just 57% of Houston stores sold prestige brow makeup in the 12 months ending March 2014. These stores experienced 23% growth in dollar sales due in part to a 5% point increase in the number of stores selling prestige eyebrow makeup.

Over 26% of consumers regularly purchase cosmetics and 0ver 80% of these consumers are female, according to Ad-ology Research. These consumers also over-index for dental and teeth whitening procedures and are 41% more likely than average to get a tattoo in the next year.  Marketers may want to use daily deals to attract these consumers. In the past days, cosmetics shoppers were 30% more likely than average to take action after seeing a daily deal.

AudienceSCAN data is available as part of a subscription to Ad-ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.