Gym selfies boost make-up sales

Wednesday 29 March, 2017


The popularity of the gym selfie is being attributed to the UK growth in prestige make-up sales.

According to global information The NPD Group, the market reported an increase of 9.8 per cent in the 12-month period March 2016 to February 2017.

Sales of prestige foundation and lip colour grew by 11 per cent and 28 per cent respectively.During this period, prestige make-up was valued at £770 million. This growth is driven by foundation, lip colour, eye brow and all other face products including primers, highlighters and make-up setting sprays.

The hashtag #gymselfie has been used on Instagram more than 1.4 million times.

“The trend for wearing make-up in the gym has certainly increased in popularity over the last year,” says June Jensen, Director, NPD UK Beauty. “We are seeing a definite increase in make-up sales which we attribute to this trend, especially with foundations that are long-wearing and that are formulated with moisturising or oil-controlling properties.”

The growing popularity of selfie-ready make-up for fitness can be seen clearly in the sales of foundation. Foundation reported an increase of 11% with sales of £206 million.Active consumers who work out regularly have higher demands for their make-up, demanding increased longevity and staying power.As a result, the market has seen an increase in the sale of products designed to help make-up last. Sales of face primers increased 9.7% and eye primer increased by 11%.

Lip colour is a key element of any face make-up and important in the gym selfie. In the 12-month period, March 2016 to February 2017, sales of prestige lip colour increased 23% to £80 million. In the same period, sales of brow make-up increased 38% to £29 million.

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