New shades, textures, formulas, and effects: the brands do not skimp on the means to offer ever more innovative foundations adapted to women’s expectations, and consumers reciprocate.
According to the latest figures presented by The NPD Group, foundation sales recorded a 4% increase in 12 months (August 2017 – July 2018) within the French selective circuit.
The increase is even more significant when looking at new foundations over the same period. These saw their sales grow by 28% between August 2017 and July 2018. Note that 80 new foundation-type products were unveiled during these 12 months, i.e., twice as many as in the same period a year earlier.
In particular, the brands manage to seduce beauty addicts thanks to foundations with innovative formulas, including sunscreens, various and varied effects, and ever more numerous shades. The NPD Group also specifies that more than 330 new shades were launched in one year, corresponding to a hundred additional shades compared to the previous year.