According to recent findings from global information company The NPD Group’s 2018 Makeup In-Depth Consumer Report, nearly all U.S. women using makeup, or 90%, reported using makeup with skincare benefits. The usage of these products does not appear to be replacing or cannibalizing consumers’ skincare routines, as two-thirds of women stated they use these makeup products in addition to separate skincare offering the same benefits.
Aside from consumers’ No. 1 reason of wearing makeup to “enhance the way they look,” more women today than two years ago reported wearing makeup to even their skin tone, look and feel younger, and feel confident and sexy.
“Makeup continues to perform well, as our study found that more women are using it and they are also using more products, on average, in a typical day compared to two years ago. At the same time, the consumer mindset today places greater emphasis on taking care of the skin in order to prevent flaws, rather than covering up flaws as they appear,” says Larissa Jensen, executive director, beauty industry analyst at The NPD Group. “Consumer expectations of makeup products have heightened as a result of skincare’s influence on format and efficacy.”
Aside from consumers’ No. 1 reason of wearing makeup to “enhance the way they look,” more women today than two years ago reported wearing makeup to even their skin tone, look and feel younger, and feel confident and sexy. More users are looking for makeup products that moisturize, reduce fine lines and wrinkles, minimize pores, and reduce redness. Sixty-two percent of women use makeup with moisturizing benefits (+4 percentage points over 2016), and more than one-third of foundation users consider pore minimizing to be an important foundation benefit (+3 percentage points versus two years ago).
A continuation of the trend that began in 2017, the prestige skincare category is driving U.S. beauty industry growth so far this year. Year-to-date through May 2018, skincare sales grew by 13%, with segments including facial moisturizer, age specialists, and eye treatments contributing the most dollars gained. Makeup, which continues to be beauty’s largest category, experienced a 1% increase in sales during these months, driven by concealer, mascara, and foundation.*
“Skincare has created a winning story around ingredients, innovation, wellness, and great skin at any age. Makeup brands and manufacturers are tearing a page from skincare’s playbook by leveraging skincare positioning in their own product offerings. This is a step in the right direction, as I expect the interaction and shared learning’s between these two emotional categories will prove mutually beneficial,” says Jensen.