Why we love multi-tasking make-up

Wednesday, 23 May 2012 6:57 AM

Women are looking for a multi-tasker in their make-up bags to keep up with the pace of modern day life. And they want luxury. The latest research into the premium beauty market from the NPD Group shows an 80% growth in the cream foundation segment, whose products combine great coverage with skin nourishing benefits.

The success of multi-tasking products also makes a significant contribution to growth in the prestige beauty market overall, showing a 5.2% increase in value year-on-year (for the year to date March 2012) and a 2.1% growth in sales by volume. ??

Surprisingly, against the backdrop of tough times for many consumers, there are signs that consumers are buying more premium beauty products. BB creams and multi-use cream blushers are particularly popular.

June Jensen, Director of NPD Group’s UK Beauty team reveals: “Women are looking for a flawless complexion that lasts throughout the day and multi-tasking products such as Compact Dry Foundations or Pressed Powder really deliver the goods. Multi-tasking make-up from brands such as Clinique, Bobbi Brown, Benefit and Laura Mercier mean that women don’t just match their skin tone when they buy, but their skin type as well. That is why we have seen strong growth of a nine per cent and 13 per cent respectively for those segments year-on-year.”?? 

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