Sales of prestige beauty soar as regional cities turn to premium brands

Sales of prestige beauty in Liverpool grew 15% last year as consumers in the city upgraded to premium brands, according to new research by global information company The NPD Group.

Although the city represents just 3% of the total UK prestige beauty market, consumers in the area are turning to premium brands more than ever before, with total sales of make-up up by 30% and skincare by 6% last year, the report found.

“Liverpool has always been known for setting distinct beauty trends and its consumers have a real passion for beauty products,” said June Jensen, director for NPD UK Beauty.

“While it’s a small sector of the market, the data demonstrates that women in the city have embraced prestige beauty and are upgrading their beauty regime with more premium make-up and skincare products.”

Sales of prestige beauty also reported impressive growth in London, with total sales of make-up up 17% and women’s skincare by 6% in 2016; and Birmingham, with total sales up make-up increasing by 20% and women’s skincare by 8% in the same period.

London now represents 18% of the total market for prestige beauty in the UK and Birmingham 2%.

Researchers also found that the “lipstick effect” is in full swing as consumers purchase less costly goods in this time of economic uncertainty.

Sales of lipstick increased across the country last year, increasing by 50% in Liverpool, 46% in London, 21% in Birmingham, 13% in Leeds, 11% in Belfast and 11% in Cardiff.

Jensen added: “There will always be regional variations in the buying habits of consumers, but what is interesting here is that regional cities are following the lead of the capital where their interest in prestige beauty is outstripping that in London and looks set to continue.”