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UK highlighter sales shine as prestige beauty shoppers chase next big trend

Published
today Sep 16, 2019
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Glow makeup products including highlighters and primers enjoyed a boom in sales in the first six months of the year, but were not able to offset a decline in the prestige makeup segment.


Bobbi Brown's Nude Finish Illuminating Powder was one of the top five glow makeup products in the first half of 2019 in the UK - Photo: Bobbi Brown


According to data from the NPD Group, new product launches and marketing campaigns promoting a glowing look helped lift sales of prestige glow makeup products by 7% in value sales in the period between January 2019 to end of June 2019.

It provided a welcome boost to the makeup market, where overall makeup sales declined 7% compared to the same period in 2018.

Beauty fans are taking to Instagram to share their insider tips and tricks on how to achieve a radiant makeup look, with the hashtag #glowingskin being used over 3.5 million on the popular image sharing app.

There were 20 new glow products launching to market in the first half of the year, including highlighters, primers, glow, highlighting and illuminating palettes and powders. And beauty brands such as Cult Beauty, Benefit, Laura Mercier, Nars and Becca have all introduced campaigns that focus on the beauty of glowing skin.

June Jensen, director of NPD UK Beauty says: “The growth of glow make-up demonstrates that today’s savvy consumer is looking for products that enhance the skin while producing a more radiant, natural look. 

“In a challenging retail environment, it’s important that brands understand the appeal of these product lines and adapt their marketing campaigns and retail experience to meet the needs of today’s demanding customer.”

The top five glow make-up products of the period, in alphabetical order, were: Bobbi Brown Nude Finish Illuminating Powder, Charlotte Tilbury Glowgasm Face Palette, Dior DiorSkin Nude Luminizer Glow Powder, Hourglass Ambient Lightening Powder and MAC Strobe Cream Lumineux.

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