You can't make these statistics up. A new study from YouTube confirms that 65% of its beauty views come from makeup, with UK content powering up the rest of the world. Social media, including YouTube, is a force for change within makeup and is fueling consumer interest in new product innovation. Despite the ramping up of activity online, sales of makeup in Western Europe have been modest, growing 2.8% in 2015 to reach $11 billion, according to Euromonitor International. The UK was the standout market for makeup, worth $2.7 billion and growing strongly at 5.9% year on year. Yet near static sales of makeup in France ($1.4 billion) and Italy ($1.2 billion) have put the brakes on total growth within the region.
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