Selfies have a lot to answer for - and we’re not just talking about an emerging culture of camera-ready vanity, we’re talking about influencing how we spend our beauty bucks.
According to global information company the NPD Group, the popularity of selfies is driving profit in the luxury make-up market, which has now reached sales £390 million in 2015 – a 15 per cent increase on last year.
The analysts think that selfies are in some part responsible; “celebrities such as Kim Kardashian, Beyoncé and Cara Delevingne have inspired a generation of women to post selfies on social media channels such as Instagram and Facebook,” says June Jensen, director UK beauty for The NPD Group.
“Face, eye and lip make-up is vital to achieving a photo-ready finish and brands have responded with foundation and primers that reference the look people want to achieve using terms like photo-ready, camera-ready and HD. It’s spurned a new sub-sector and is driving sales.”
This has translated into double digit growth of sales in the face, eye and lip sectors, proving that beauty is a selfie-serving industry.
The most notable growth is in ‘strobe creams’. Created for ‘strobing’ (or highlighting to you and I), the rapid growth in market share of these creams in 2015 has allowed the NPD Group to zoom in on the selfie-to-sales phenomenon.
Used to mimic how light would hit your skin the most flattering of ways – in much the same way you would want a great selfie too – sales are up by a staggering 48.5 per cent this year. “Highlighters have witnessed an incredible amount of growth in the past year driven solely by the new trend for strobing" explains Jensen.
She adds: "This has been a huge topic on social media, on beauty blogs and in the mainstream press. Brands have capitalised on this with new launches and focusing marketing on existing lines to drive sales in store and online.”
Lancôme, Givenchy, Revlon and Smashbox are all keen to highlight their photo-ready products. Looks like this is a photo opportunity for brands if ever there was one.
[By Katy Young] [Read More] [Image from TooFaced]