“The Kardashian effect on beauty is clear when we look at the popularity of trends such as contouring,” said Larissa Jensen, executive director and beauty industry analyst at The NPD Group. “The massive following amassed by the Kardashians looks to these women as beauty influencers and highly regards their opinion and styles to inspire their own personal looks.” Below, WWD examines the effects that five beauty looks popularized by Kim Kardashian have had on sales and category growth.
Contouring: Contouring — the face-slimming technique that re-emerged in popular culture thanks to Kardashian makeup artist Mario Dedivanovic — tripled in size as a category from 2014 to 2015, exceeding $29 million in sales. The category remains in “high demand” on Amazon, said Jungle Scout, a product research tool for Amazon sellers. The contouring trend has not only spurred sales of contouring kits, but concealers as well — YouTubers use multiple shades to create a similar effect.
The E.l.f. Contour Palette is the most searched contour kit from a direct seller on Amazon on an average monthly basis.
Source: Jungle Scout
7.4: Percentage of dollar growth in the mass-market concealer category from January, one of the only mass makeup categories showing sales gains.
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