According to the NPD Group, the eye segment gained nearly 10% growth for the first half (Jan – May) of 2011. Sub-segments like eye shadow and mascara grew 11% while eyebrow products grew 10%. For mascara, all products with benefits showed growth, but the two benefits that experienced the largest growth were volume (17% growth) and definition (14% growth).
“The trend in makeup today is all about accentuating. The return in popularity of eye products comes with a shift from strong or playful colors, and all-purpose mascaras, to products that subtly punctuate and dramatize features around a flawless and yet natural looking face,” said Karen Grant, vice president and senior global industry analyst, The NPD Group.
According to WWD, the best-selling eyeshadows across the US according to region are:
Seattle, WA: MAC Cosmetics Eyeshadow in Satin Shroom (Nordstrom)
“It’s a beautiful, shimmery nude shade and it works pretty much on every skin tone. MAC shadows are our most popular because htey blend easily and they are very long wearing, so they get through the entire day.” – Cheri Botiz, National Beauty and Fragrance Director, Nordstrom
Santa Monica, CA: By Terry Ombre Blackstar in Blond Opal (Space NK)
“The pencil-liek shadow is easy to apply, provides a long-wearing veil of color and works for any skintone.” – Sandra Martin, Store Manager, Space NK
Dallas, TX: Chanel Les 4 Ombres in Spices (Stanley Korshak)
“Great neutral colors that blend easily and look good on everyone.” – Sudrey Elliott, Chanel specialist, Stanley Korshak
Miami Beach, FL: Bobbi Brown Metallic Shadow in Black Charcoal (Macy’s)
“It can be worn eitehr as an eye shadow to create a soft or dramatic smoky eye, or as eyeliner applied dry or wet to create more of a glam look. THe formula is long wearing, which is especially improtant in our year-round heat and humidity.” – Melissa Goff, VP, Media Relations, Macy’s Southeast Region
Boston, MA: Julie Hewett Hue Color in Mystere (The Beauty Mark)
“Customers love it becuase it can be applied with fingers and can also be layered over a powder shadow to give the eye some pop. I use it for a variety of looks, from bridal to evening makeup.” – Amy Chien Bailey, Owner, The Beauty Mark