There is a quiet battle for people’s eye lashes taking place. A fresh wave of mascara launches from major players such as L’Oréal, Estée Lauder Companies (ELC) and Coty are competing to be the go-to lash product in make-up bags.
It is no wonder that it is mascara wands at dawn.
While the wider make-up market is largely flat in terms of growth, mascara sales are on the rise and growing in value, with consumers seeking new innovation.
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The category is now valued at US$2bn in the US alone, according to analyst NielsenIQ (NIQ), and is growing at a healthy 6.1% year-on-year.
This renewed momentum is being fuelled by both an expanding buyer base and higher annual spending per buyer, the data analytics firm said, which now averages at around $33.
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