Consumers have always looked after their eyes. But in recent years, the beauty industry has been offering more and more eye and eyelid ranges. Foresight agency The Benchmarking Company took a closer look at how American women use these products.
The Benchmarking Company conducted its study in June 2023 among 2,616 American women over the age of 18.
As with all other beauty segments, eye make-up evolves with trends. To keep abreast of new fashions, respondents explain that they keep up to date via social networks (46% on YouTube, 46% on Instagram) or directly in stores. They are also adamant that eyebrows that are too well defined are “has-been”.
Eye care is in! 73% of respondents said they had purchased one or more eye care products in the past year.
96% had purchased a mascara, 50% an eyelash curler and 48% an eye make-up remover. Consumers are looking for volume, which is why 41% have bought false eyelashes and 36% have tried eyelash growth serums.
Mascara is a must-have eye make-up product. But each woman chooses her own with care. Respondents say they prefer mascaras:
• Lengthening (81%)
• Volumizing (81%)
• No “clumping” effect (60%)
• Thickening (59%)
• Waterproof (56%)
The eyebrow is not in crisis
Gone are the days of scruffy eyebrows. In fact, more and more women are devoting a substantial budget to eyebrow maintenance ($50 on average in 2018 versus $75 in 2023). To achieve …
