Every month, various beauty industry analysts from The NPD Group write blogs about the latest trends being seen in beauty, based on the firm’s market information and insights. Through a partnership, Beauty News will publish NPD’s blog the day it’s posted to keep you in-the-know.

It’s not surprising that consumers make some of their purchase decisions based on how a product makes them feel, rather than its functionality. This is especially true when it comes to beauty. In fact, according to NPD research, one-quarter of U.S. makeup consumers look for makeup brands with fun packaging or advertising.* Collaborations are having a similar effect on makeup sales, driving consumers to buy a product because of the individual tied to it. In 2020 staying home and wearing protective face masks has resulted in consumers using less color cosmetics. However, while the overall makeup market lost about one-third of its sales volume year-to-date through October, makeup collaborations declined at a much softer rate – in fact, sales volume has actually been higher in 2020 as compared to two years ago.**

While brands might be cautious about which influencers to collaborate with, releasing collections around beloved shows and characters could draw positive engagement. In October, Ciaté London collaborated with Disney’s The Muppets and released a limited edition Miss Piggy Collection. The products come in pink packaging and smell like donuts. In September, Makeup Revolution launched a “Friends”-inspired makeup line. The line reportedly sold out of its palettes and lipsticks within five hours. While Makeup Revolution did not replenish the range, they launched a second line on November 4.

Yet another area of the market driven by something other than product functionality is advent calendars. A combination of fun and value is something that makes everyone feel good. The volume brought in by makeup advent calendars released and sold in September and October 2020 has roughly tripled compared to the same two months in 2019 – and is growing faster than sales of skin care and fragrance advent calendars.

Throughout the pandemic, makeup has been seen as a category in less demand compared to the rest of the beauty industry. However, while many makeup consumers are currently using less color cosmetics, 83% of those who use it less often due to the pandemic said they will return to their regular routines once things get back to normal.* For some, makeup will be incorporated into their day-to-day life to help bring back a sense of “normalcy.” But ultimately, makeup is the beauty category consumers turn to for fun, which is something everyone needs to lift spirits every now and then.


*Source: The NPD Group/ U.S. Makeup Consumer Report 2020
**Source: The NPD Group/ U.S. Prestige Beauty Total Measured Market