The in-cosmetics Global show held in Amsterdam on April 17-19 was an opportunity for market research agency Mintel to share the results of their watch on new product launches spotted by their teams all around the world. New gestures, new marketing campaign strategies, changes showing brands are willing to meet new consumer expectations… Mintel highlighted three major trends dominating cosmetics innovation today.
My Beauty, My rules
Heat-Activated Color Pigments Base Crème
Country
USA
Brand (Company)
Vivids Mood Color (Pravana)
Price
$ 75.00
Interesting because…
The colourant reflects the dynamic nature of today’s society with colour that changes in response to heat.
Probiotic Smart Tint Lip & Cheek Stick
Country
USA
Brand (Company)
H2O Beauty Rapids (H2O Plus)
Price
$ 22.00
Interesting because…
Colour cosmetic products are continuing to align with facial skincare trends as consumers expect skincare benefits from their make-up. This product offers two big beauty trends in one: a custom-colour stick format with a probiotic formulation.
Play Color Chip
Country
Japan
Brand (Company)
POSME (Shiseido)
Price
$ 3.05
Interesting because…
These tiny make-up squares show how to create packaging for an iGen consumer. Designed by teenagers for Shiseido, the small pigment-holding illustrations can be stored in mobile phone cases, swapped between friends, and applied on-the-go.
Brighten Up – Brightening Drops
Country
UK
Brand (Company)
INCredible (Nails Inc.)
Price
$ 14.12
Interesting because…
Complexion goals are evolving away from matte setting powders and towards a dewy and glowing finish; gloss, jelly and oil textures are all growing in popularity. The hydrating oil-based drops leave a brightening micro-pigment on the skin, suitable for use all over the skin and lips.
Triangle Deep Eye Maker
Country
South Korea
Brand (Company)
Holika Holika (Enprani)
Price
$ 8.23
Interesting because…
Eye make-up trends are bringing more attention to the inner and outer corners of the eye. This eyeliner offers a new make-up gesture, adorning the triangle below the outer corner of the eye for added impact.
Stroke of Genius – Precision Pen Eyeliner
Country
South Africa
Brand (Company)
Sorbet (Clicks)
Price
$ 16.78
Interesting because…
The make-up market no longer has an age limit, and products are welcoming an older-aged consumer with packaging and formulations to suit their needs. This eyeliner is ergonomically designed for easy application.
Everything Serum
Country
USA
Brand (Company)
Non Gender Specific (Non Gender Specific LLC)
Price
$ 65.00
Interesting because…
Non Gender Specific is for all people and all gender identities, not a specific population. It says it promotes individuality and believes in gender equality for all identities.
Day Moisturizer
Country
USA
Brand (Company)
Avya Skincare (Avya)
Price
$ 105.00
Interesting because…
Avya was developed for skin with a high melanin content, which the founder says needs different care to Caucasian skin.
Butter Mint Shea Butter Oil
Country
USA
Brand (Company)
Bolden (Bolden)
Price
$ 24.50
Interesting because…
The Bolden skincare brand is designed specifically for the needs of women of colour, and is based on remedies used for centuries by the women of West Africa. The 100% natural shea oil is made from ethically-sourced shea nuts picked and processed by local women’s groups in Burkina Faso, West Africa and made in the United States.
Campaign Capital
Design 3D Appliques
Country
USA
Brand (Company)
Sally Hansen (Coty)
Price
$ 8.00
Interesting because…
Clear Nail Art is a leading fashion trend, which makes a stylish statement and suits all skin tones. These nail designs can be applied under polish for a fashion-forward 3D texture impact. Sally Hansen’s new campaign focuses on female empowerment.
Clear Mascara
Country
Japan
Brand (Company)
Integrate (Shiseido Fitit)
Price
$ 11.62
Interesting because…
A growing number of consumers are exploring “tweakments” and semi-permanent treatments to change their facial appearance, challenging the colour cosmetics market. Innovating in products to align with treatments is essential, such as this clear mascara which is designed specifically for use with lash extensions.
Feminista Perfume
Country
UK
Brand (Company)
Feminista (Hero’s Journey Traval Agency)
Price
$ 78.55
Interesting because…
This perfume aligns with Campaign Capital, which details the growth of beauty launches that are centred around supporting social causes. Feminista donates around 15% of its sales to “developing innovative, new and exciting content and education formats, supporting good causes and developing and funding those people that carry an all-inclusive feminism into the world.”
Coconut Water & Mimosa Flower Conditioner
Country
USA
Brand (Company)
Love Beauty & Planet (Unilever)
Price
$ 7.29
Interesting because…
Love Beauty and Planet’s ethos aligns with Campaign Capital, which details the growth of beauty launches that are centred around supporting social causes. The company aims to be as transparent as possible, stating their sustainability goals and admitting they are not there yet.
Beautiful Color Moisturizing Lipstick
Country
USA
Brand (Company)
Elizabeth Arden (Elizabeth Arden)
Price
$ 31.00
Interesting because…
Beautiful Color, signed by Reese Witherspoon, will be sold globally with 100% of the proceeds donated to UN women.
Playing Mother Nature
Lipstick
Country
France
Brand (Company)
La Bouche Rouge (La Bouche Rouge)
Price
$ 161.00
Interesting because…
The eco-conscious new Brand (Company) aims to reduce landfill and water pollution associated with the one billion lipstick tubes discarded every year. The lipsticks are unscented and free from ingredients such as endocrine disruptors, polyethylene and polymethyl methacrylate, which can contaminate water. The Brand (Company) aims to make buying lipstick a form of activism.
10.0 Tulsi Booster
Country
USA
Brand (Company)
Skin Regimen (Davines)
Price
$ 115.00
Interesting because…
The tagline for the Brand (Company) is “modern plant chemistry” – an interesting approach for creating powerful yet natural skincare products, and a good example of Playing Mother Nature.
Perfect Volume Blowout Jelly
Country
USA
Brand (Company)
NatureLab (NatureLab Tokyo)
Price
$ 12.00
Interesting because…
The use of natural ingredients that have had their properties boosted by biotechnology (such as apple stem cells) aligns with Playing Mother Nature, which outlines how technological developments will expand and transform the natural ingredient space.
Compressed Micromist Hairspray
Country
USA
Brand (Company)
Tresemmé (Unilever)
Price
$ 4.92
Interesting because…
TRESemmé has created this product using technology as a way to improve sustainability and reduce the overall environmental impact. This process aligns with the trend Playing Mother Nature.
Taiwan Incense Cedar Leaf Hand Cream
Country
Taiwan
Brand (Company)
Cha Tzu Tang (Orienta Enterprise Co., Ltd)
Price
$ 13.00
Interesting because…
The combination of locally-sourced botanical ingredients and the locally-created packaging design is in line with the trend Playing Mother Nature.
Skin Recharging 3-in-1 Mask, Scrub & Cleanser
Country
USA
Brand (Company)
Yes To Superblueberries (Yes To)
Price
$ 13.10
Interesting because…
The ingredients used are superblueberries and greek yogurt with probiotics for healthy-looking, radiant skin - tapping into the Playing Mother Nature trend.
Élixir de Vie – Bio-Shield Eye Concentrate
Country
China
Brand (Company)
Lu Ming Tang (Hangzhou Pasuo Loya Cosmetics Co., Ltd)
Price
$ 55.64
Interesting because…
Lu Ming Tang is a French skincare line born and nurtured in China; the fusion of French finesse and pioneering science with millenary Chinese tea wisdom. Innovation meets tradition, East meets West, science meets nature.
