Prestige Market Stayed Hot, While Mass Market Was Flat in First Half, According to New Report

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Circana data shows robust growth in the prestige market, while the mass market saw unit declines across the board.

While the prestige market grew 8 percent and the mass market stayed relatively flat, consumers with more than six figures in annual income are spending more across the board — and in prestige, outweighing lower-income households.

“Everything’s in decline by unit sales across the mass market,” Jensen said. “I look at unit sales as an indicator of consumer demand. Dollars are growing, but it’s more because the prices are higher.”and sprays, which generally fall under $25, doubled in revenue, and dupe culture is creating an area of growth in mass, despite declines.

In makeup — still prestige beauty’s largest category — lip did well, led by lip balms and oils. Varied formats, including liquid blushes and bronzers, stick foundations and eye shadows also performed well. On the mass side, lip gloss and lip liner were bright spots., which grew the fastest in unit sales in prestige, saw the most growth in body. Body sprays, for example, grew by triple digits, and traditional products like cleansers, lotions and creams swelled by double digits.

 

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