France: sales of lipsticks in large shape

According to The NPD Group, one of the world leaders in market studies, sales of prestigious lipsticks have increased by 31 % in value in France in France in France.Today, more than one in five makeup products sold in the selective network in France is a lipstick.In total, 3.2 million lipsticks were sold in selective during the twelve months of the analysis period (May 2016 - April 2017).

Makeup locomotive

First segment of makeup in units, lipstick represents 22 % of sales in the category.This is also the second segment in value, just behind the foundation, with a total turnover of 90.3 million euros annually.In great shape, lipstick records for the second consecutive year a two -digit growth, with an increase of 14 % in value this year, an additional gain of 3.2 million euros (cumulative annual at April 2017 vs2016).

"All indicators are green on lipsticks in France, with a strong contribution of launches (39 products launched for less than a year against 28 last year) but also very good health of older products that keepTwo -digit growth.This craze for lipsticks goes far beyond our borders: the segment increases by 21 % in Italy as in Spain, and by 38 % in the United Kingdom, ”underlines Mathilde Lion, beauty expert Europe at The NPD Group.

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Accessible and nomadic

According to analysts from The NPD Group, the success of lipstick could be explained by its nomadic character and its low prize.In addition to an increased and with practical packaging, lipstick is easily transportable, women can take it everywhere and use it at any time of the day.It is also the most affordable of products from major luxury brands."For 28 euros on average in perfumeries and department stores, women of all ages access prestigious brands," explains The NPD Group.

But it is also an object of pleasure, which we buy by impulse, far from the purchase of need that we can have for a mascara or a foundation.According to The NPD Group, the choice of a lipstick is thus inspired by the clothes we are going to wear, the fashion of the internet trends.

"Social networks and online tutorials played a key role in the success of lipsticks.The trends are multiplying, we go from jewelry lips to the contouring lips or color overlays: it is a limit playground and the market adapts almost in real time, offering new textures such as liquid mats,Always larger and daring colored pallets and more and more product benefits, "continues Mathilde Lion.

Online sales explosion

If women continue to test colors and textures in store (+10% growth in perfumery and department stores), NPD notes an explosion in lipstick sales on the Internet, with a turnover multiplied by 2, 5 in one year.The online circuit now represents 7% of sales, a sign of attractiveness to young consumers as well as the power to recommend social networks.

The attraction of the brand is also very noticeable in this segment: the first five brands in alphabetical order (Chanel, Christian Dior, Guerlain, Lancôme and Yves Saint Laurent) sharing more than three -quarters of the market in value.