We’ve often heard the proverb “The eyes are the mirror of the soul,” and it seems that many women are now focusing on this facial feature to express themselves. According to The NPD Group, Inc., sales of prestige eye makeup products in the U.S. grew 9%, to $1.1 billion in the 12 months ending December 2013, compared to the same time period last year.

“U.S. consumers are embracing the art of eye makeup with the addition of products that go beyond the usual staples to their beauty tool boxes,” said Karen Grant, vice president and senior global industry analyst, The NPD Group, Inc.—and a member of Beauty Packaging’s Board of Advisors. “Today, less traditional items are emerging in importance. Eyebrow products are leading growth and, in the larger segments within eye, enhanced benefits are the aspects fueling increases.”

Grant said multi-benefit (+9%), volumizing (+11%), and long wear (+18%) products helped to drive the 2013 dollar sales growth in prestige mascara. Primarily, eye liner growth came from pencils (+7%), long wear (+11%), and waterproof options (+10%). Long wear is a theme that carried throughout eye makeup, showing sales growth in the eyebrow products (+21%), and shadow (+9%) as well.

In general, the average selling price of prestige eye makeup was 3% higher in the 12 months ending December 2013 than it was in the prior year. Eye shadow (+6%), brow (+4%), and liner (+3%) products experienced the largest increases in average selling price. With the exception of mascara, long wear products are garnering higher average selling prices than their counterparts in all segments.

“Definition that lasts is important to today’s beauty consumer, looking to enhance their eyes with minimal repeat application, and they are willing to pay more to get it,” said Grant. “It has long been said that ’our eyes have the ability to make a statement without saying a word’ – eye defining makeup just turns up the volume.”