25% of women are wearing less make up than they used to

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 13, 2020, 10:04 AM UTC

58% of these women exercise daily.

This article cites a study by the NPD Group and CivicScience which found cosmetics sales declining. At $7.6 billion, make up sales plunged 7%. Skincare products, fragrances and hair products jumped 5%, 2% and 16% respectively.

25% of respondents reported wearing less make up than they used to. 52% of these choose “environmentally sound products” when they do buy make up. The report also found that natural brands make up 30% of total skincare. Its sales rose 14% in the last year.

NPD Group’s Larissa Jensen states that how make up category responds to consumers shifting to natural products will be crucial. She states, “‘Natural’ is a big buzz word in many industries, especially beauty — in terms of product ingredients as well as consumers looking to achieve a more natural look”.  

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