Facemasks turn lipstick into a dead gloss: Sales slump by almost HALF as women ditch lippy while wearing PPE
- Sales of lipstick are down 49 per cent this year thanks to the rise of face masks
- Analysts said there was ‘significant’ link to the rule that made masks mandatory
- While lipstick sales have declined, eye make-up’s market share rose to 25%
Britons used to spend more than £100 million a year on lipstick but sales are down 49 per cent this year thanks to the rise of face masks
Sales of lipstick have been wiped out thanks to the rise of face masks.
Britons used to spend more than £100 million a year on lippy but sales were said to be down 49 per cent between August and October, according to research firm NPD Group.
Analysts said there was a ‘significant’ link to the rule that made masks mandatory.
‘If you are wearing heavy lipstick under your masks, you will end up with make-up smeared where you do not want it,’ make-up artist Mira Parmar told the Sunday Times.
Many have focused on stylish eye make-up instead, including actress Helen Mirren and TV presenter Laura Whitmore.
It has left many questioning what is the point in applying lipstick when no one will see it.
For those who have persisted, the consequences can be disastrous.
Mira Parmar, a makeup artist in London who has not worn lipstick since March, told the Sunday Times: ‘Common sense means if you are wearing heavy lipstick under your masks, you will end up with make-up smeared where you do not want it.’
Eyes have it: Many have focused on stylish eye make-up instead, including TV presenter Laura Whitmore (pictured last month)
At the same time, while lipstick sales have declined, eye make-up’s share of the prestige market rose to 25%, the paper reported, as people try to make the most of the features still on display.
Millie Kendall, chief executive of the British Beauty Council, said: ‘As we are hiding behind masks in most public settings, the use for lip products is limited. Therefore we are buying more eyeliner and mascara.’
The UK boss of make up giant L’Oréal has said previously that make-up sales have fallen so sharply as a result of the pandemic he believes consumer tastes may have changed ‘permanently’.
The rise in homeworking, combined with mask wearing, has seen sales of all make up products fall, as more women opt for a more natural look.
Mask-ara: W hile lipstick sales have declined, eye make-up’s share of the prestige market rose to 25% (Helen Mirren keeps it chic in a matching green face mask at a gala in September)
Vismay Sharma, managing director of the company’s UK and Ireland arm, said sales of make-up at L’Oréal have dropped ‘significantly’.
He said ‘macro trends’ such as ‘no-make-up make-up’ and going completely barefaced have been amplified to such an extent by the outbreak that a return to the heavily contoured looks and statement lips of recent years is unlikely.
Instead, customers are increasingly turning to skincare lines to boost their looks. Mr Sharma predicted that as long as mask-wearing remained commonplace, shoppers would focus more on eye make-up products.
‘Will make-up bounce bank? Make-up as we knew it, two or three years back, I think probably not,’ he said.
‘Consumers are wearing more subtle or natural looking make-up -those kinds of changes are more permanent.’