Circana’s New ‘Complete Beauty’ Integration Offers Holistic Glimpse Into Industry’s Performance
Nearly a year and a half after data providers NPD and IRI merged to form what is now Circana, the company has debuted a “Complete Beauty” integration allowing beauty insiders a comprehensive look into the industry’s cross-channel performance.
“This is the first time we’re offering this view, and all in one platform — neither [NPD nor IRI] could have done this on their own,” said Larissa Jensen, senior vice president, global beauty industry adviser at Circana.
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Through Complete Beauty, brands and retailers can access point-of-sale data demonstrating the performances of beauty products and categories across channels.
“We’re able now to look at, for example, what is the number one mascara brand across everything — mass, prestige — everything. That was never a view we were able to look at before,” Jensen said.
Early Complete Beauty data shows total skin care — meaning mass and prestige skin care combined —has grown 11 percent year-over-year. Total makeup grew 12 percent during the same period, with sales of lip treatments, which sit at the intersection of the two categories, outpacing both at 46 percent YoY growth. Lip gloss sales also saw sizable growth of 29 percent.
For reference, separate data from Circana indicates prestige and mass makeup grew a respective 16 percent and 7 percent through the third quarter of 2023, while skin care grew 14 and 10 percent in prestige and mass, respectively, during the same period.
“It’s very important to understand the nuances of mass and prestige — because the markets do behave differently — but I think the compelling perspective of Complete Beauty is that it gives a broader view into the health of the market, in totality,” Jensen said.
Total hair care grew 9 percent YoY, and fragrance sales are up 10 percent. Fragrance sets, which have been a particularly hot offering of late, are up 22 percent in dollar sales and 12 percent in unit sales across the market.
“As we head into the holidays, we only expect that to grow even faster,” Jensen said.
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