Multi-functional fun ☼ All-in for mineral ☼ The health-beauty link
Consumers want healthy-looking skin for their everyday look, but they also want the chance to express and play with their cosmetics. This has resulted in glow, glow everywhere, and no one can get enough. The "good skin first, makeup second" lifestyle has created space for multi-functional fun. At the same time, the Covid-19 pandemic has strengthened the connections between health, safety, and beauty, and the acceleration of mineral-based SPF adoption and attention to environmental stress like blue light. Consumer trend data from Mintel shows:
- The Covid-19 pandemic has likely brought some lasting integration of health into the beauty category: “Color cosmetic brands that learn from the wellness messages portrayed in skincare will prevail throughout the time of the pandemic,” says Mintel.
- Easy and hygienic applicators will be on the rise: "Consumers will be more conscious of choosing applicators that minimize germ exposure and will look for sanitary ways to store their cosmetics applicators.”
- The past few years have shown a steadily growing interest in glowy/dewy looks. This has "brought to life the importance of having good skin first and makeup second." Now, consumers expect new products to help them streamline routines, "creating demand for hybrid and multipurpose products."
- “Reflective of the interest in natural, eco and 'safe' sunscreen is the rise in mineral sunscreen ingredients (eg titanium dioxide and zinc oxide); while chemical ones have largely declined." This can pair well with the need to "educate consumers about blue light and its impact on the skin (photoageing, inflammation)."
Consumers are refining their beauty routines and looking for hardworking products that will contribute to their glow in the short- and longterm. They want to have fun and feel great about their new purchase. Avid social sharing makes A+ products go viral quickly, which makes it important for brands to impress. Consider these methods for how brands can adapt to meet the market:
- Get creative and play the long game.
Mintel advises brands to "play with different textures to create a new level of artistry and customisation, centred around the glow." For a lasting glow, add long-term benefits like HEVL protection: “Help consumers mitigate increased time spent on electronic devices... and look to protect skin from blue light, in addition to UVA/B light.”
- Show the science behind healthy cosmetics.
Consumers want healthy cosmetics, but trust in beauty brands is "rapidly decreasing" and it's important to "utilize science and true experts to aid consumers." Lean in on category blurring in skin care and color cosmetics, and mix health-boosting tech into your products — just make sure you have the science to back up the story.
Signature Highlighter is a super-unique super-cosmetic stick that lets consumers play with color and strobing while the product does the heavy lifting of a skin care product, preventing UV rays, pollution-induced free radicals, and blue light from damaging the skin. Available in two shades for the possibility of blending, this mineral makeup miracle is sure to be everyone's new favorite.
Active Stress Defense™ technology-enabled claims:
- Smooth, creamy texture gives an instant glow effect to the skin
- Non-nano, mineral-based broad-spectrum SPF 30 sunscreen protects the skin from 97% of UV radiation
- Reduces pollution-induced free radicals
- Protects against blue light (HEVL) and IR
- Boosts anti-oxidant activity by as much as 200%
Additional marketing claims available:
- Contains Vitamin E and bisabolol, which contributes to calming sensitive skin
- Non-nano, chemical-sunscreen-free, paraben-free, alcohol-free, fragrance-free, cruelty-free