Sales of illuminating make-up rose 7% this year thanks to #glowingskin movement | Pocketmags.com

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Sales of illuminating make-up rose 7% this year thanks to #glowingskin movement

Glowing skin is in as UK sales of prestige illuminating make-up rocketed in the first half of 2019 (January to June), according to research by market analyst The NPD Group.

Whereas overall make-up sales declined in this period, compared to the same period last year, sales of products that produce a “glow” or “illuminating” effect grew 7% to a value of £2.2 million.

Behind the growth is social media movement #glowingskin – the trend of natural-looking, super-highlighted skin – with the hashtag being used more than 3.5 million times on Instagram, and #glowingmakeup, which was used 293,000 times, the report found.

New products are also a driving force, with more than 20 launches of glow make-up in the first half of 2019, including highlighters, primers, powders, and highlighting and illuminating palettes.

“The growth of glow make-up demonstrates that today’s savvy consumer is looking for products that enhance the skin while producing a more radiant, natural look,” said June Jensen, director of NPD UK beauty.

“In a challenging retail environment, it’s important that brands understand the appeal of these product lines and adapt their marketing campaigns and retail experience to meet the needs of today’s demanding customer.”

This research follows the news that there’s been a 114% increase in sales of prestige foundations this year, also reported by The NPD Group.

This article appears in November 2019

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November 2019
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