BXP - May 2018 - 23

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-

BXPMAGAZINE.COM


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Table of Contents for the Digital Edition of BXP - May 2018

BXP - May 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer: A New Silk Road
Breaking the Tablet Mold
Beaut Y Is Brand Deep
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: Brazil
BXP - May 2018 - Intro
BXP - May 2018 - BXP - May 2018
BXP - May 2018 - Cover2
BXP - May 2018 - 1
BXP - May 2018 - Contents
BXP - May 2018 - 3
BXP - May 2018 - 4
BXP - May 2018 - 5
BXP - May 2018 - Editor’s Letter
BXP - May 2018 - 7
BXP - May 2018 - The Scene
BXP - May 2018 - 9
BXP - May 2018 - 10
BXP - May 2018 - 11
BXP - May 2018 - Chief Experience Officer: A New Silk Road
BXP - May 2018 - 13
BXP - May 2018 - 14
BXP - May 2018 - 15
BXP - May 2018 - 16
BXP - May 2018 - 17
BXP - May 2018 - Breaking the Tablet Mold
BXP - May 2018 - 19
BXP - May 2018 - 20
BXP - May 2018 - 21
BXP - May 2018 - Beaut Y Is Brand Deep
BXP - May 2018 - 23
BXP - May 2018 - 24
BXP - May 2018 - 25
BXP - May 2018 - 26
BXP - May 2018 - 27
BXP - May 2018 - 28
BXP - May 2018 - 29
BXP - May 2018 - 30
BXP - May 2018 - 31
BXP - May 2018 - 32
BXP - May 2018 - 33
BXP - May 2018 - The Debate
BXP - May 2018 - 35
BXP - May 2018 - 36
BXP - May 2018 - 37
BXP - May 2018 - 38
BXP - May 2018 - 39
BXP - May 2018 - 40
BXP - May 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - May 2018 - 42
BXP - May 2018 - Ad Index
BXP - May 2018 - The List: Brazil
BXP - May 2018 - Cover3
BXP - May 2018 - Cover4
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