According to recent data from The NPD Group, in the third quarter of 2019, sales of U.S. prestige beauty products were $4.2 billion, a 1% increase over Q3 2018. Following are some additional findings.
While makeup, at $1.7 billion for the quarter, still accounts for the largest portion of dollar sales within prestige beauty, the gap is closing between makeup and skincare ($1.4 billion). Sales of tinted moisturizer and lip gloss grew in Q3, as did nail care and nail base/top coats, while lipstick, concealer, primers, applicators and nail color all declined.
In skincare, core products including facial moisturizers and cleansers performed well, as did lip treatments and exfoliators – which both grew double digits. Makeup remover products declined -4%. Facial skincare products targeted at brightening, acne, and anti-aging all saw growth.
Heading into the holiday season, false eyelashes (+27%) continue to perform well and this will likely continue in Q4. Skincare sets grew +5% in Q3 and are typically hot items for holiday as consumers seek discounts through bundles and an opportunity to self-gift.
In fragrance ($817 million for Q3), new brand and item launches in Q3 gave a lift to the category, and new launch activity will likely help drive fragrance sales in Q4 as well – particularly in women’s.
In men’s fragrance, eau de parfum juice sales grew +25% as men are gravitating more towards stronger concentrations – a trend to keep an eye on during the holidays.
According to Larissa Jensen, beauty industry analyst, The NPD Group—and a member of Beauty Packaging’s Board of Advisors: “Makeup continued its decline in Q3 and the category will likely end the year with negative performance, even as we anticipate a stronger Q4 versus last year. Skincare dollar growth is the strongest of the beauty categories, and yet growth has begun to soften from the double-digit success it experienced in 2018. This is something we’ll be watching in anticipation of the next pendulum swing between makeup and skincare. Fragrance is poised for a strong Q4, as launch activity ramps up and excitement sets in for holiday. The last few months of the year are critical for fragrance, making up 44% of annual volume.”