NPD Group now tracking direct-to-consumer beauty sales

PORT WASHINGTON, N.Y. — The NPD Group has expanded its coverage of the U.S. prestige beauty market through its new BeautyTrends Direct service, which tracks direct-to-consumer sales of fragrance, makeup and skin care products sold on department store websites, in key online-only beauty retailers and through TV/home-shopping retailers.

“We are excited to share a more well-rounded analysis of the beauty market with this new tracking service,” stated Diane Nicholson, president of U.S. Softlines, The NPD Group. “This is an opportunity for our business partners to get insights into this competitive landscape and understand the unique dynamics of this beauty channel.”

NPD BeautyTrends Direct reveals the direct-to-consumer beauty sales increased 18% in 2012 to $1.96 billion compared with 2011. Skin care represented more than half of those sales, followed by makeup, with almost a third of annual dollars.

“At nearly 20% of the U.S. prestige beauty market, the direct-to-consumer channel is increasing and playing a larger role in shaping leading market trends,” stated Karen Grant, VP and senior global industry analyst for The NPD Group. “Growing ever more connected, consumers will continue to take advantage of and benefit from the competitive and specialized offerings made available to them through this convenient channel.”

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