Why Does Eye Makeup Make the Highest Cosmetic Sales?

Why Does Eye Makeup Make the Highest Cosmetic Sales

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The eyes are the windows to the soul. For most, you can easily understand what a person is feeling by looking through his or her eyes. The eyes can express emotions that words and gestures cannot. They can betray one's true emotions when the person is trying to hide his/her feelings.

The eyes are the most noticeable parts in our face. Having beautiful eyes is the easiest way to attract somebody. So, we do a lot of things to ensure that our eyes are healthy and pretty. We apply eye creams and cucumbers to get rid of puffy eye bags. Also, eye makeup is essential for women to make their eyes more expressive and seductive.

And according to Mintel, since 2004, eye makeup sales have increased 38%, compared to just an 11% increase in the color cosmetics market overall. While the color cosmetics market has only enjoyed meager growth in recent years, eye makeup sales are more than making up for flat and declining lip and foundation makeup purchases.

Mascara is one of the fastest growing segments in color cosmetics, as 65% of respondents report using it. Eye shadow and eye liner aren't far behind 63% of women surveyed use shadow and 62% use liner. Brow pencils are somewhat less popular, but still enjoy solid market penetration with 38% of women reporting usage.

"The focus is now on more dramatic eyes," says Kat Fay, senior beauty analyst at Mintel. "Mascara products are offering everything from serums to invigorate your natural lashes, to iridescent particles that reflect light to bring out a woman's natural eye color. Retailers' offerings seem to be working, as women report using mascara almost five times a week."

While eye makeup leads the pack in sales, other segments of the market are still viable. Lipstick and lip gloss are the most popular color cosmetic products, with 76% of survey respondents. Some 22% use a lip pencil, 9% use a lip stain and just 7% use a compact lip color. Women report using lipstick and lip gloss six times a week, suggesting that these products are a daily staple.

For more information on Mintel, please visit www.mintel.com. Follow Mintel on Twitter: http://twitter.com/mintelnews.

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