What to Watch: Can Mass Beauty Recover in 2018?

Things are not looking up for mass beauty. Sales in mass market channels continue to decline — a trend that has been consistent for at least a year. The lag, which has most acutely been seen in makeup, is expected to continue through the back half of the year and into 2019. Overall, mass beauty sales are down 1.1 percent year-over-year, and tracking flat in the last four weeks ending Aug. 11, according to the latest data from Nielsen. Cosmetics sales are flat year-on-year, and decelerated to a decrease of 0.7 percent in the last four weeks. IRI data from the last 52 weeks ending Aug. 12 shows that every key category within color cosmetics is experiencing losses. Foundation is down 3.3 percent, powder is down 5.5 percent, lipstick down 1 percent, bronzer down 11.6 percent, mascara down 0.6 percent and eye shadow down 8.9 percent. There are some significant gains in a few highly trend-related categories: The body accessory category, which includes face mists and setting sprays, is up 25 percent. Eyebrow makeup is still hot, up 17.2 percent. Lip treatment sales, which include care-centric oils, masks and balms, are trending up at 35 percent. As most category sales keep on lagging,

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