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This article was originally published in The Rose Sheet
The Rose Sheet
Eye makeup driving cosmetics sales: Eye makeup sales have risen 38% since 2004, compared with 11% increase in overall color cosmetics market, according to Mintel's July 7 release. The market intelligence firm says 65% of survey respondents reported using mascara, which is "one of the fastest-growing segments in color cosmetics." Senior Beauty Analyst Kat Fay offers insight: "The focus is now on more dramatic eyes. ... Mascara products are offering everything from serums to invigorate your natural lashes to iridescent particles that reflect light to bring out a woman's natural eye color." Markwins aims to undercut the competition with a $6.99 eyelash-growth serum launching in January 2011 from its wet n wild brand (1"The Rose Sheet" June 21, 2010). Revlon's Almay intense i-color products award "enhanced eye color" with firm's "light interplay technology" (2"The Rose Sheet" April 5, 2010, Marketing In Brief). Mintel says women are donning mascara five times a week. Meanwhile, 63% and 62% of women are using eyeshadow and eyeliner, respectively, firm notes. The most popular color cosmetics are still lipstick and lipgloss, with 76% of women using the products, reportedly. However, Euromonitor research suggests consumers have been making do with products they already have, rather than buying new ones, which explains the category's modest growth (3"The Rose Sheet" July 5, 2010)