A report from Roy Morgan reveals that Australian women are increasingly turning a blind eye to buying eye shadow.
In the 12 months to September 2011, 16 per cent of females ages 14 and over bought eye shadow in any given six-month period. Fast forward to September 2015, and the figure has fallen to 13 per cent – a decline of some 250,000 women.
However, although the overall trend for buying eye shadow is heading south, some brands are thriving despite the changing market.
Category-leader Revlon has increased its customer base, being chosen by 13 per cent of all women who bought eye shadow in an average six months, up from 11 per cent in 2011, snatching the top spot from previous frontrunner, Avon.
“Sales of most cosmetics categories have been relatively static over the last few years, with some even declining,” Roy Morgan Research General Manager – Consumer Products Andrew Price said. “Eye shadow is among the latter group, but amid the downturn, there are several success stories. Brands like Revlon, Maybelline and MAC have gained customers since 2011, while big names like L’Oréal and Covergirl struggle.
“Our data indicates that women who buy eye shadow in a six-month period are between three and four times more likely than the average Aussie woman to purchase mascara, eyeliner/eyebrow pencil, blusher and/or concealer during that same time frame, not to mention more than twice as likely to buy lipstick and/or foundation. Naturally, the corollary also applies – women who buy any of these other cosmetics are more likely to buy eye shadow, too.”
Mr Price said that knowing women buying cosmetics may very well purchase more than one product means that brands keen to boost their eye shadow sales could therefore benefit by encouraging multiple purchases.
“Alternatively, they could appeal to the trendy tendencies of eye shadow buyers, who are dramatically more likely than the average Aussie woman to agree with statements such as ‘I try to look stylish’ and ‘It’s important to look fashionable’,” he said.