Bronzer and blush products strongest sellers of 2014

Image credit: Lily Lolo

Bronzer and blusher became the strongest selling beauty product in 2014 in the face colour cosmetics market, says new research from analyst Mintel, in its 2015 Face Colour Cosmetics report.

The huge trend for contouring among consumers (though nothing new for industry professionals) had a lot to do with the rise in sales of products to achieve the technique, for looks inspired by celebrities like Kim Kardashian.

In the UK sales of blusher and bronzer grew by 12% between 2013 and 2014, from £67 million to £76m, making them the strongest growth product in face colour cosmetics in 2014. Mintel expects this popularity to continue into this year, with the category likely to post a further 9% growth to reach £83m.

Roshida Khanom, senior personal care analyst at Mintel, said: “While a strong cheekbone has been a timeless beauty credential, the growing popularity of Kim Kardashian and the contouring trend has made blusher and bronzer products a make-up bag must have for UK women. For those not wanting to have such full face coverage, blusher and bronzer products have appealed too as it allows this group to take on a more natural glow focusing on enhancement, driven by the ‘no make-up’ trend.” 

There’s no denying Kardashian’s responsibility for the mass beauty consumer’s uptake of the contouring trend, after she revealed her make-up artist’s secrets on social media, but other research conducted by Mintel found that consumers are actually more skeptical than ever of a celebrity face promoting a beauty product.

Just 7% of people asked said celebrity status is an attribute they look for in a make-up brand ambassador, compared to 15% who say they look for a figure with a successful career. “Celebrities still spark beauty inspiration, but beauty shoppers are skeptical when they’re used for advertising campaigns. Women are still somewhat hesitant about advertising.”

Sales of concealer and primer also strengthened in 2014. Concealer rose by 6% to reach £39 million, while primer grew by 5% to £36m. Perhaps unsurprisingly, eyebrow products have been steadily popular for a few years now, again, thanks to inspiration from celebrities and trends. Sales of eyebrow products such as pencils, gels and powders rose by 14% between 2013 and 2014, from £28m to £32m.

Overall, the category is expected to grow by 8% this year to reach £1.44 billion, up from £1.34bn in 2014.

“Further growth is expected for 2015 as prestige brands continue to attract attention and budget brands increase product repertoire by encouraging women to experiment with their look. Customised products have the potential to boost growth even further in coming years, whilst offering women more personalised guidance and advice can help keep them invested in the category,” added Khanom