Mintel reports that there has been a 50 percent increase in BB product launches since 2012 in the U.S.

To put that number in perspective, the color cosmetic category has grown more slowly from 2008 through 2013, with only a 13% increase in product launches.

BB cream also has the lowest reported use among facial makeup products – just 29 percent of women report using one, compared to:

• 68% who wear foundation
• 69% who wear blush
• 64% who wear powder
• 61% who wear concealer
• 39% who wear primer
• 39% who wear bronzer

However, the use of BB cream is rising – only 24 percent of women reported using one in 2012. In 2013, this number increased by 5 percent.

Shannon Romanowski, beauty and personal care analyst at Mintel, commented:

“The upturn of BB cream usage is consistent with the staggering increase of new product launches over the past year combined with strong marketing efforts designed to educate women about product benefits. The multi-functional benefits of BB creams are broadly appealing, as the majority of makeup wearers agree that multi-functional makeup saves them time, money and allows them to reduce the number of products they use. With the recent emergence of CC and DD creams, the market is sure to continue its upward trajectory.”

In color cosmetics…

Mascara is the most frequently worn product, with 53 percent of women reported wearing it.

Lip gloss usage comes in second at 48 percent; lipstick, 45 percent; and eye liner, 45 percent.