UK consumers buy into foundation with skincare benefits - NPD
As consumer awareness of the importance of wearing sunscreen everyday grows, more British consumers are opting for makeup with added skincare benefits.
According to a new report from the NPD Group, the sale of prestige foundation with added benefits (such as SPF) increased by 114% in value in the period between January 2019 and July 2019.
With a better understanding of skincare formulations, it seems today’s consumers are looking for products that do more than simply conceal, cover or enhance the look of the skin.
Make-up with added hydration and balancing ingredients proved particularly popular with British beauty shoppers in the first half of the year, while sales of foundation with added SPF are experiencing impressive growth.
In fact, foundations with an SPF from 35 to 50 increased by 73% in the seven months to the end of July 2019 compared to the same period in 2018. These foundations also grew their share of the market, and now account for 6% of total sales in the foundation market, up from 3% in the same period last year.
According to NPD, sales of foundations with SPF 50 grew 114% between January and July, while foundations with SPF 40 grew 30% and foundation with SPF 35 grew 67%.
On the other hand, foundation with moisturising benefits, which represents a larger share of the total foundation market (26%), reported sales of £30 million in the period January 2019 to end of July 2019.
And sales of foundation with balancing benefits reached £17 million, representing 14% of total foundation sales in the seven months to the end of July 2019. Interestingly sales of CC cream increased 331% year-on-year accounting for 2% of total foundation sales.
Commenting on the findings, June Jensen, director of NPD UK Beauty, said: “The growth of make-up with skincare benefits demonstrates that today’s savvy consumer is looking for products that enhance the skin while protecting and perfecting at the same time.
“These multi-purpose products streamline the beauty regime and give brands the opportunity to enhance their new product launches with new and exciting ingredients. We can see this trend across other sectors of make-up where sales of lip colour with skincare benefits increased 245% in the first six months of 2019 compared to the same period in 2018. It’s a category we expect to increase in the coming years.”
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