Gaining and Falling Categories in the Mass Market – WWD

The mass market might have been customers’ solely brick-and-mortar entry to beauty final yr, however year-over-year information from IRI tells a distinct story. Among the many most impeded classes are body anti-aging merchandise, which dropped a precipitous 94.1%, whereas lip cosmetics additionally took a tumble. Then again, eye cosmetics and hair coloration remained up. Right here, the highest 5 gainers and high 5 steepest declines within the mass market year-over-year.

5 Largest Gainers:

Eyelash adhesives: +30.8 %
High performer: Duo Eyelash Adhesives

False eyelashes and adhesives: +17.1 %
High performer: Kiss Lash Couture

Unisex hair coloring: +16.8 %
High performer: Splat Rebellious Colours

Make-up combo: +13 %
High performer: L’Oréal Paris True Match

Facial moisturizers: +12.1 %
High performer: Cerave Facial Moisturizers


5 Largest Drops:

Physique anti-aging: -94.1 %
High performer: Cleaning soap & Glory

Lip combo: -53.2 %
High performer: Profusion Lip Combo

Lipstick: -28.5 %
High performer: Maybelline Superstay Matte Ink Lipstick

Make-up powder: -20.3 %
High performer: L’Oréal True Match Powder

Males’s reward pack/units: -17.4 %
High performer: Axe Males’s Present Pack

Supply: IRI, year-to-date from June 26, 2021.

For extra from, see:

E.l.f. Acquisition Shows Clean Beauty May Be ‘Table Stakes’ — Even in the Mass Market

Mass Market Executives on New Launches from Olay, L’Oréal Paris, and Neutrogena

Master Class: Nathalie Gerschtein | Gaining and Falling Classes within the Mass Market – WWD

Huynh Nguyen

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