Appeared In
Special Issue
WWD Special Report issue 01/29/2010

Mass market beauty sales in 2009 revealed women are doing more beauty routines at home, most notably their nails and waxing.

According to data from Nielsen, which includes sales of products at supermarkets, drugstores and mass merchants, including Wal-Mart, sales of nail items surged 12.9 percent, with sales of nail polish soaring 12.8 percent and nail polish remover rising 13.3 percent. Sales of depilatories grew a whopping 25.2 percent; the growth was some of the largest in any mass market beauty category for the year. Nail care overall tallied $447.2 million in sales for the 52-week period ended Dec. 26. Another big mover in the nail category were false nails and nail decoration items, which grew 17.6 percent to $154.6 million.

This story first appeared in the January 29, 2010 issue of WWD. Subscribe Today.

False eyelashes sales grew 7.6 percent, while sales of eye makeup was buoyed by brow and eyeliner products, which grew 7.4 percent in sales, and mascara, which grew 8.4 percent. Overall, eye makeup grew 1.9 percent to $1.48 billion.

Foundation sales grew 8.2 percent while sales of lipsticks, as expected, fell 6.4 percent to $675.0 million. Other categories that suffered during the year included blush sales, which fell by 6.3 percent; eye shadow, which saw a 4.2 percent decline, and men’s cologne, which slid by 7.3 percent.

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