Designer make-up valued at £49 million in first half of 2014
London 30th September 2014: The launch of Gucci’s make-up collection raises the stakes in the prestige beauty market, according to the NPD Group Inc., a global information company. Sales of designer make-up reached £49 million in the period January to June 2014, an increase of 3.5% on the same period in 2013.
The total value of the prestige make-up market was £264 million* in the YTD June 2014. Make-up is the fastest growing category in prestige beauty, reporting a 12% increase in the period January to June 2014, compared to the same period in 2013. At 7%, Designer make-up accounts for a smaller share of the market compared to Classic make-up (£103 million) and Specialist make-up (£94 million), but its importance to the beauty sector is paramount. June Jensen, Director U.K. Beauty for The NPD Group explains, “Designer make-up sets the standard for colour cosmetics around the world. It has a strong association with luxury brands and A-list celebrities. Each year a new wave of designer brands enter the market with a new colour line. This highlights the importance of make-up to a brand’s profile and its future sales strategy.”
Gucci launched its hotly anticipated cosmetics range this month, and looks set to challenge existing fashion brands in the designer make-up category. The collection, created by in-house creative director Frida Giannini, includes over 50 lipstick shades, 25 nail colours, brush, moisturiser and toner and 75 eye colours. The hero product line is the dewy foundation, available in 18 shades, promising a radiant, luminous look for 12 hours. June Jensen comments “The launch of a high-end cosmetic line by Gucci represents a significant development in the designer make-up market.”
The highly competitive designer make-up category is dominated by luxury fashion brands Burberry, Chanel, Christian Dior, Dolce and Gabbana, Giorgio Armani, Givenchy, Tom Ford and Yves Saint Laurent which all recorded growth in the YTD June 2014.
All about nails
Designer brands lead the prestige nail category in prestige make-up. Accounting for 45% of the market (YTD June 2014), Jensen explains, “Luxury brands are using their nail colour collections to define trends and to set the tone for the rest of the make-up collection. We have seen this with Chanel over many seasons; most notably its Particuliere shade became a cult classic. Christian Louboutin’s new nail polish line, which retails at £36, confirms that nail colour is an essential factor in the success of any designer make-up range.”
12 steps to a fabulous face
Research based on unit sales (YTD June 2014) indicates that a typical make-up routine involves 12 steps with 14 products. Face primer, liquid foundation, concealer, powder, blush, bronzer, eye primer, eye shadow, liner/pencil, eye brow, mascara, lip colour, lip gloss and lip liner.
Foundation, mascara and lip colour are the three key items and top sellers in the prestige beauty market, based on unit sales (YTD June 2014).
Liquid Foundation – 2 million units
Mascara – 1.4 million units
Lip colour – 1.1 million units