PRE-WORK OUT selfies boost make-up sales
By Kat Hill | 30 March 2017 | News
Do you wear make-up to work out? With the hashtag #gymselfie used on Instagram more than 1.4 million times, more women are posting selfies pre-work out and boosting their use – and buying – of make-up.
New research has cited the growing popularity of wearing make-up for fitness to an increase in the sale of prestige make-up in the UK.
The increase of 9.8% in the 12-month period March 2016 to February 2017 was recorded by The NPD Group, a global information company. With the market valued at £770 million, The NPD Group noted that sales of prestige foundation and lip colour grew by 11% and 28% respectively, with growth also driven by brow and all other face products, including primers (9.7%), highlighters and makeup setting sprays.
The growing popularity of selfie-ready make-up for fitness can be seen clearly in the sales of foundation. Foundation reported an increase of 11% with sales of £206 million. In particular, foundation with benefits has helped to boost sales, with moisturising foundations accounting for 50% of the growth in the last 12 months, and lines offering oil-control producing 25% growth.
In the same 12-month period, sales of prestige lip colour increased 23% to £80 million. In the same period, sales of brow make-up increased 38% to £29 million. Long wear make-up also proved popular with sales in this category increasing across the board. The star performer in long wear make-up was eyebrows which increased by 105%, lip colour by 33%, powder by 41% and foundation by 15%.
“The popularity of wearing make-up while exercising is not new, but we are now seeing a huge growth in its popularity,” explains June Jensen, Director, NPD UK Beauty. “The growing obsession with wearing make-up in the gym has been driven by social media influencers and models such Gigi and Bella Hadid, Josephine Skriver and Jasmine Tookes.
“We are seeing a definite increase in make-up sales which we attribute to this trend, especially with foundations that are long-wearing and that are formulated with moisturising or oil-controlling properties
“This new trend looks set to remain and is now driving sales of particular categories of make-up. Women are seeking products with added benefits. This presents an exciting opportunity for brands who we expect will be enhancing their current long-wear technology, while developing new textures and light-weight formulations.”
Read more about the report at www.npd.com