Mask wearing boosts eye make-up demand at the expense of lip colour

By Julia Wray | Published: 19-Aug-2020

Lip products' share of the UK prestige make-up market drops from 14% to 12% over lockdown, reports NPD Group

With consumers now incorporating face masks into their outdoor wardrobe, it is perhaps unsurprising that make-up to enhance the eyes is gaining ground at the expense of lip colour products.

According to NPD Group, eye make-up has increased its share of the UK prestige make-up market by 3% during lockdown.

In contrast, the lip segment decreased its share of the prestige make-up market from 14% pre-lockdown to 12% as stands.

Pre-lockdown, eye make-up accounted for 22% of total prestige make-up sales, a figure that increased to 24% during lockdown and then up further to 25% since the easing of lockdown.

These increases were driven by mascara and eye shadow sales and were aided by the consistent performance of the brow product category.

“The popularity of eye make-up can be attributed to increased experimentation at home and wearing make-up whilst socialising with family and friends virtually or during conference calls with colleagues,” said Emma Fishwick, Account Manager, NPD UK Beauty.

“We have also witnessed initiatives such as the #maskmakeup challenge which encouraged make-up experimentation.

“As consumers are required to wear face coverings in shops, on public transport and other public spaces, the lip segment has declined in share, driven largely by a decline in demand of lip colour as the lip area is no longer visible when wearing a mask.”

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