By  on July 25, 2014

Products to hold things up are keeping mass-market beauty sales from going down.

With color cosmetics sales in a slump, retailers such as Ulta Beauty, Walgreens, Wal-Mart and CVS are finding additional traffic and profits from an emerging category — style essentials. Retailers estimate that while traditional color cosmetics sales are down slightly, style essentials are expanding 20 percent per year.

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