The best hybrid yet: pro-health skin care and color cosmetics
When you combine color cosmetics with skin health benefits, the end result is way greater than the sum of its parts.
The term “anti-aging” might be on its way out, but consumers’ desire for healthy-looking skin is here to say, says Mintel. Meanwhile, the color cosmetics market, which is expected to reach sales of over $47 billion in 2018, is demanding that brands be “more than beautiful.” To keep pace with the market’s year-over-year growth of over $2 billion, brands need to find their space beyond beautiful—and fast.
More than beautiful
Consumers are asking their cosmetics to do more than highlight and plump, but that doesn’t mean that beauty benefits are being sidelined. In demanding that color cosmetics brands be more than beautiful, consumers are looking for a personality behind the label, and for products that are aligned with their interests.
A majority of women in the UK agree that taking care of their appearance helps them feel more confident, and the growth of blogs, vlogs, and makeup tutorials speaks to an ongoing consumer desire for products that pamper and beautify. But color cosmetics has also developed into a market that focuses more on creativity than on cover-up, which means brands need to stay on the edge of innovation and in tune with of-the-moment colors and textures that consumers crave. If your brand offers private label or white label color cosmetics, make sure your contract manufacturer is ahead of the curve and tuned into the industry so your products don’t lag behind trend booms.
The bridge between anti-aging and pro-health
The path to healthy-looking skin is, not surprisingly, beauty products with skin health benefits that naturally improve the skin over time. Consumers are excited about trying new lip shades, and color cosmetics brands can thrive by offering pro-health solutions that provide immediate beauty benefits while working behind the scenes to improve skin health from the inside out.
Mintel’s recent report “Stand out in the crowded skincare market” notes that consumers are skeptical about the results that can be achieved with beauty products and want to be sure that brands will keep their promises. Brands that up their product efficacy will win over customers by delivering on their promises of improved skin. Mintel also reports that consumers “continue to seek maximum results for minimum effort,” and that brands should “tap into this desire and position sun protection as the simple daily step that will have the biggest impact on consumers' skin.” So if your color cosmetics line is lacking a UV protection product, that’s the first place to start.
Make the most of your private label skin care manufacturer
Improving product claims and increasing the effectiveness of your beauty products may seem like a daunting task, but new technology can enhance the efficacy of key ingredients and skin care actives to put your customers on a fast-track to healthy-looking skin.
Technology-based beauty product producers should be on the leading edge of this benefit, so check with your product partner about how to enhance your current product portfolio and maximize the results of new formulations.
- Consider your brand’s ingredients list and what could be added to improve consumers’ experience and results
- If you are already producing color cosmetics but are new to UV protection products, seek out a private label sunscreen manufacturer who can help you tie in protection and prevention benefits. Keep your brand and product story strong and cohesive.
- Get the full scoop on the suite of benefits offered by your private label skin care manufacturer so your marketing team can tell a clear and compelling benefits story.
- Ramp up your team’s creativity and put your product development squad to work matching colors and textures that will resonate with your customer base and allow them to express their creativity.
The possibilities are endless when it comes to color cosmetics. Bloggers and influencers are showing off a new color cosmetic product every day. For a lasting impact, find your space beyond beautiful.