It's an exciting time for the beauty market, with new advances in technology, multi-functional products, and rich color stories in lips and nails. Activity has concentrated in several key areas and trend analysts confirm product popularity. Consumers also want access to their favorites wherever they are and whenever they want to shop. This is the new marketplace. Here are some of the best and the brightest today.
At the recent Cosmetic Executive Women Insiders' Choice Beauty Awards in New York, five major trend areas emerged as leaders this past year. These were the anti-aging market, with such products as RoC's Multi Correxion 5 in 1 Restoring Night Cream, and Yes To's Grapefruit Dark Spot Correcting Serum, in mass, and Clarins' Double Serum Complete Age Control Concentrate in prestige; volume-driven mascaras, that enhanced lashes with both thickness and length, like L'Oréal Paris Voluminous Butterfly Mascara; rich and buildable lip color, for example, Revlon's Colorstay Ultimate Suede Lipstick, in mass, and Clé de Peau Beauté Extra Rich Lipstick, in prestige; skin care tools, such as Tria Beauty's Age-Defying Laser, an at-home fractional non-ablative laser device; and the salon hair care trend, including Bumble and bumble's Surf Foam Wash Shampoo and Alterna Haircare Caviar CC Cream 10-in1 Complete Correction Leave-In Hair Perfector.
Also making waves this year, are hair care products inspired by makeup products, including hairstyle extenders that hold styles for longer periods of time, and products that retain moisture, while conditioning the hair. This, says Mintel, is part of the trend to multifunctional cosmetic products, which, continues to gain popularity. In the US, 70% of female consumers are said to have expressed interest in multifunctional lip products, and 65% showed interest in multifunctional facial coverage products, for example products that combine the benefit of foundation and concealer. In China, almost half (46%) of Chinese makeup users are interested in trying new products which offer multi-functionality, such as 2-in-1 eye shadow and blusher.