BXP - May 2018 - 23
Beauty is Brand Deep
A look at how cosmetics and health and beauty aid
companies are marketing and branding their products
BY KEITH LORIA
Research from global information company The NPD Group
such as facial moisturizers (+7%), skincare's largest by dollar
shows that the U.S. prestige beauty industry reached $17.7
volume, and age specialists (+7%) also fared well in 2017. The
billion in 2017, and Larissa Jensen, executive director and
body, sun, and hair care segments of skincare all experienced
beauty industry analyst at The NPD Group notes that the
growth as well.
market is in the midst of a great amount of change.
Though makeup's growth rate slowed in 2017, it remains
"Change was the theme of the beauty industry in 2017, from
beauty's largest category, bringing the most dollar volume
the shifts in trends and category performance, to the wave
to the industry and $8.1 billion in 2017. Growth was driven
of mergers and acquisitions which show no signs of abating
by high volume segments including foundation (+7 percent)
in the near future," says Jensen. "The industry has not only
and eye shadow (+13%), as well as other face products such
adapted to this change, but has continued to achieve strong
as bronzers, highlighters, and glow products. Sales were also
and consistent growth, as it has seen for the last few years.
positive for other key segments like face primers (+17%), con-
We can expect change to continue to be the catalyst of
cealer (+10%), eyebrow makeup (+7%), and lip color (+2%).
growth for the industry in 2018."
In fragrance, where sales totaled $4.0 billion in 2017, juices
After several years of soft performance, skincare was re-
grew by 4%. Niche areas of the market including natural and
vitalized in 2017. Reaching $5.6 billion in sales, growth has
artisanal fragrances grew their sales by 32% and 14%, respec-
stemmed from smaller segments including masks (+32%),
tively. Beyond the body, the home scents market is booming.
facial exfoliators (+12%) and cleansers (+6%), and other face
It has added $44.4 million in sales since 2014. Sales reached
products (+39%) which, among other items, includes emerg-
$80.4 million in 2017, up 59%. This is building off of 18%
ing formats, essences, and facial sprays. Larger segments
growth the segment saw in 2016. Growth drivers for the mar-