Makeup: The eyes have it for sale after post-lockdown

Living in a face mask means that eye expression has to make a big impression, which requires a shift in makeup sales.

Eye makeup has taken a larger share of sales of prestigious cosmetics during and after shutting down, according to analysts NPD.

With lips now often hidden behind a mask, makeup vendors in that area take a smaller share of the expense.

The fashion sector has been influenced by homework and video conferencing.

Online retailer Asos recently said sales of makeup and sportswear had been particularly strong because people were sitting at home, it said.

It also said that people make more “conscious purchases” instead of ordering and returning several items at once.

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NPD studied sales data for makeup “prestige” purchased by women, which includes products sold in non-supermarket High Street stores and department stores, such as online.

It found that mascara and eye shadow drove an increasing share of eye makeup sales, up from 22% of makeup sales before lockdown to 25% post-lockdown. Eyebrow products have also taken an increasing share in the market because they have been static for some time.

In contrast, lip makeup fell from 14% of the market’s pre-lockdown, to 12% after finishing.

“The popularity of eye makeup can be attributed to increased experimentation at home and wearing makeup while socializing with family and friends as well as during conference calls with colleagues,” said Emma Fishwick, Account Manager, NPD UK Beauty

It also follows social media-led trends that encourage people to experiment with makeup, while people often have to wear face masks in public.

“Because consumers are required to wear face masks in shops, on public transport and other public spaces, the lip segment has decreased in share, largely driven by a decrease in the demand for lip color, because the lip area is no longer can be seen when wearing a mask, “she said.