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Beauty Inc issue 12/12/2014

THE NECK: Micro-categories continue to be big news in skin care. For spring, neck treatments, cleansers and, of course, antiaging, are key. “We’re beginning to see smaller areas in the regimen receive more attention,” says Grant. “Brands are saying, ‘Let’s expand our portfolio to include these products.’”

The red-hot eye category isn’t expected to cool off anytime soon. After the brow boom in 2014, a surge in mascara is coming, with a slew of primers set to hit the market. “There is a continued push for lashes to be really full and voluminous,” says Karen Grant, vice president at The NPD Group, Inc. In terms of eye shadow, creams are the texture of the season, while eye primers, up 17 percent in 2014, look set to continue their ascendancy. 

This story first appeared in the December 12, 2014 issue of WWD. Subscribe Today.


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