Alongside a broader conversation around longevity and wellness, consumers across all age groups are seeking to achieve healthy, radiant looking complexions. But skin can be temperamental, with 71% of adults saying they have sensitive skin – up 55% in the past two decades – demonstrating the importance of gentle products that cater to compromised skin. At the same time, whether concealing dark circles or touching up a blemish, consumers are seeking joy in their beauty routines and noticing that feeling your best starts with looking your best – and demanding the most from their makeup products. Consumer data from Mintel and other industry sources shows:

As consumers seek longevity and wholistic wellness and category lines increasingly blur, brands must level up across their entire suite of offerings to deliver products that repair, protect and nourish, while also delivering a joyful experience and the immediate beauty benefits and aesthetic consumers crave. Beauty consumers are chronically online, providing brands with ample opportunity to understand and address their needs, and meet them where they are. Brands that offer customers a tangible outcome and solution to their skin challenges alongside a delicious sensorial experience will find conscious consumers willing to purchase and re-purchase. Here are ways brands can adapt to meet the market:

• The multi-functional must-have
  As consumers become increasingly educated around skin health, SPF protection is becoming increasingly sought after in makeup as part of a daily, multifunctional routine, And the delicate area around the eye is often the first place to show fine lines and wrinkles, providing ample opportunity for brands to engage in this whitespace. By leveraging gentle, safe-for-sensitive skin ingredients, exceptional performance and comforting textures, brands can deliver powerful, everyday products that rise above the competition and deliver a joyful experience to the consumer.

• A proprietary point of difference
  In a crowded beauty market, a patented and proprietary point of difference can help brands stand out in a crowded beauty market. In the US, 26% of facial skincare consumers in the US would consider paying more for products with a unique formula, such as one featuring a main or patented ingredient, according to Mintel. Leveraging patented technology to engage with top consumer concerns like sensitive skin and longevity is a double win for brands, who can support consumers’ skin health goals in both the short and the long term.

Day Mode Hero Concealer SPF 50+ is a custom development concept product that combines the sensorial experience of skincare with the health impact of OTC actives and the joy of makeup, leveraging three proprietary technologies to deliver a wellness powerhouse in a feel-good cosmetic. Ripe for product franchise, patented and proprietary technologies enable mixable, constant SPF as your assortment expands. Patented WHSPR™, an allantoin-powered skin health and healing technology, and proprietary Chromalüm™, a high-definition color technology, work in synergy with patented Kleair™ to deliver broad-spectrum UV protection that transforms one of the safest and most effective sunscreens on a global basis into a cosmetic pick-me-up with lasting impact.