Data from the NPD Group, a global information company, reveals that makeup sales fell by almost a tenth in the five weeks between 24 June and 28 July, but the sale of skincare products increased by 3%.Light skincare formulas such as serums and moisturisers performed particularly well during the period, up by 22% and 16% year-on-year respectively. Face mists were also up 33% as women sought to cool and hydrate the skin.

Meanwhile, paper and patch face masks continued to be this one of the year’s beauty hits with sales up 39%.The wave of sunshine contributed to a 32% increase in face sun care sales and an 11% jump in after sun care products, the NPD Group said.“The heatwave in the UK presented some interesting challenges to beauty retailers this year. The intensity and longevity of the warm weather saw women turn away from heavy makeup looks, opting for a fresher face with light touch products and some waterproof makeup. Skincare really benefitted with hydrating sprays and gel format moisturisers really booming during this period,” said Helen Duxbury, senior account manager at NPD UK.

LONG-LASTING FORMULASWhile foundation sales fell 9% and eye shadow sales declined by 27% during the heatwave, there were some positive stories in the prestige make-up sector. In fact, long-wear lip colour saw sales increase by 4% and waterproof mascara proved particularly popular with a 75% jump in sales. Beauty fans seem to be particularly interested in mascaras that boost volume and curls, with sales up 30% and 14% respectively.And to prevent their make-up from smudging or melting in the heat, consumers turned to setting sprays, which increased by 36% in sales during the period, with more brands entering into the segment.Duxbury concludes: “The UK heatwave saw some dramatic shifts in consumer spending in the prestige beauty market. Whilst many of these are to be expected, such as a shift to more hydrating, lighter texture skincare and waterproof mascara and long wear lipstick, it was interesting to see the role that face masks played in helping to keep skin cool and hydrated during the summer months. This demonstrates that face masks continue to be a key element of women’s beauty regime.”