April 19, 2021

Complexion Category — Skin Care and Makeup Included — Posts Sales Gains

Skin is in.
Between prestige and mass beauty, complexion products — things like skin care, foundations and concealers — are where the growth is.
The complexion trend is particularly prevalent in the prestige category, where skin-care growth continued to outpace others in prestige for the third quarter, with a 10 percent sales increase for the third quarter, up to $1.3 billion in sales, according to the NPD Group. Age specialist products were up 7 percent after a double-digit decline last year; face-mask sales were up 28 percent; sunscreen sales increased 37 percent, and self tanner sales were up 13 percent.
“The narrative around antiaging has changed by focusing less on antiaging benefits to creating stories around ingredients, wellness and healthy skin at any age,” said Jefferies analyst Steph Wissink in a note, noting that skin care as a category has higher margins than makeup.
On the prestige side, “total face” makeup sales grew the fastest in the third quarter, according to the NPD Group, with 6 percent gains. Foundation, which captures the largest share of face makeup dollars, was up 7 percent, while primer sales were up 16 percent and tinted moisturizer was up 11 percent, NPD figures show.
“The rate of makeup growth began

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