Let your eyes show!

Make-up is recession-proof! This is confirmed. Despite a recession which is affecting a large part of the world, consumers continue, to varying degrees, to spend their money to “look good”.

Hence, since 2006, we have witnessed an explosion in sales of nail polish that have simply doubled, and in recent months, it is in eye make-up products that demand is accelerating.This is due to a number of reasons. First, with the offensive strategy of leading brands in this niche by offering a plethora of innovations and both by expanding colour ranges and proposing new formats and new textures. In addition, consumers now have a greater knowledge of the ingredients inside the products they use. And there is for example a strong will on their part to only buy organic products. This of course is prompting companies to invest in innovative products.

Riding high!

Since 2004, the eye make-up sector has increased by 38%, compared to the 11% growth of cosmetics overall.

Mascara is playing a key role in this market evolution as it still represents 65% of sales for eye products. Innovation is permanent in this sector. For eyelashes only, we can find on store shelves serums dedicated to strengthening eyelashes, all-organic formulas (Riehl’s Yard Remedies Mascara) or even formulas containing particles that capture the light ; other formulas are involved, as we know, in increasing volume (Dior Iconic Curl or Chanel’s Volume). More recently, colour mascaras have appeared (purple, green, blue, mascaras at Yves Saint Laurent or the more pop yellow and turquoise mascaras at Chanel) and top coats (the Top coat of the Italian brand KIKO).

Several brands are also offering increasingly more false eyelashes. Applied slightly above the lash line, reusable for most of them, false eyelashes are soberly proposed (longer eyelashes of with more volume) or to achieve a much more remarkable effect (in flashy and neon colours sprinkled with glitters or with small stones), false eyelashes are proving to be a foolproof accessory for all those who want to spare the use of mascara.

In addition to mascara, eyeshadows are also very popular followed by eyeliners (62% of sales), with their rich varieties of textures or formulas: pearlescent or matte, highly pigmented or with a light finish; with a cream texture and a powdery finish or as a gel. Some brands want to make eyeshadows their signatures as, for example, with the third edition of the Naked palette. Clinique, Nars and MAC will also follow suit with the launch of their palette in the course of next spring.

Pencils are also widely used. To join the trend for thick and well-defined eyebrows, there is a true revival of make-up for eyebrows. Khajal, which is becoming increasingly popular, is a top seller in cosmetic pencils thanks to its cream texture, which is easy to apply but also because of its versatility: it can be used inside the eye, or as an eyeliner or even as a light eyeshadow. To address this trend, leading cosmetic brands are launching their own khajal pencils inspired from those found in the Eastern countries. (Khol Me Khajal – Guerlain; Queen Atitude khol Khajal by Bourjois; Graphblack for MAC and the Blackest Black for Revlon).

Targeted treatments can also be found in sales of eye make-up products. They consist mostly of specific anti-aging and anti-fatigue products or sticks claiming to efficiently combat dark circles. Marc Jacobs for example has recently launched a make-up line in France with an anti dark circle treatment, but some targeted creams proposed by leading brands have also garnered market attention in 2013. These launches have the effect of rapidly boosting sales in the eye make-up sector.