Prestige makeup sales, particularly in the U.S. market, are on the decline, according to reports that the growing popularity of ‘no-makeup makeup’ is impacting what consumers are searching and in turn, buying.
WWD reported that industry sources said numbers from the NPD Group in the first quarter showed significant declines in sales across some of the biggest makeup brands, including M.A.C, Urban Decay and Anastasia Beverly Hills, which is said to be down more than 20 per cent. Other big name brands, including Bobbi Brown, Smashbox, Tarte, Stila and Chanel makeup, were also said to have posted dips in the quarter.
Though NPD has recognised the questions around the dip in numbers, taking into consideration the agency can’t track exclusive or direct-to-consumer brands, such as Fenty, Huda Beauty, Kylie Cosmetics, Morphe and Glossier, consumers are starting to shop for makeup that gives them a more natural look, which may have impacted on the decline.
“There are a combination of factors that affected prestige makeup decline, and consumers favouring the no-makeup makeup look is one of them,” said NPD Beauty industry analyst, Larissa Jensen, noting that NPD is also showing a 29 per cent year-to-date decline in makeup launches for this year.
Further NPD data shows year-to-date upticks in categories used to create a “born with it” look, according to Jensen. Tinted moisturiser, concealer, makeup setting sprays and powders and eyebrow products are up, she noted, but lip colour and eye shadow are both down.
Research by search analytics business, Spate, also aligned with NPD, showing that tinted moisturiser searches are up 21.1 per cent year-over-year.
Furthermore, according to Spate cofounder, Yarden Horwitz, consumers are searching more online for skincare than makeup, though she noted skincare searches have also faced a hit recently because of declines in face masks, which had been driving much of the category interest.
“The beginning of 2019 indicates that consumers might be less excited about newness in an already saturated market,” said Jensen.
Image source: mecca.com.au
