creation. The kit features complexion-enhancing colors and
a customizable concealer duo housed in a pink quilted case.
A Brighter Forecast
New market forecasts from Chicago, IL-based Mintel predict cosmetic sales in the U.S. will rise as a result of the
recession. In fact, the research firm anticipates a higher
growth rate for makeup now than it did just eight months
ago (10% over the next five years versus 7%). Though the
beauty and personal care sector is struggling overall,
Mintel sees some very bright spots, including color cosmetics, for the future.
“Innovation in product application will continue along
with next generation of natural and sustainable products,”
noted Mr. Deputato of IRI.
Ms. Dempsey at Avon predicts that versatile cosmetic
SKUs are the next big thing.
“We’ll continue to see multi-tasking products dominate as
women want the value and benefits offered by these convenient duos or trios…easy yet sophisticated makeup is a
must for 2010,” she said.
Adrienne Kramer, president, Mirabella Beauty, agreed.
She said, “A return to basics will be important. Simple colors and products that can be multi-purpose to stretch a dollar will be part of the ‘smart buying’ that consumers will
demand from now on. New twists on old products will also
become really important.
“Later in the year, it is likely that women will want to
break out a bit, and perhaps pump up some color for fun,
but they will still be buying ‘smart,’ so we will offer multi-use items—for example, a cheek-and-lip stain-in–one,” she
Longwearing cosmetics will also be key for the next year.
“Everyone is being asked to ‘do more with less,’ and shoppers expect the same from their color cosmetics,” said Mr.
Haynes of Markwins.
Skin care-infused makeup is also on the rise, noted Ms.
Taylor at Smashbox. She said, “One of the trends that we
will continue to see is more treatment-oriented products in
addition to more lightweight products with maximum coverage that enhances versus masking. Everything will be
lighter, fresher and innovative.”
And at the end of the day, maybe the Lipstick Effect does
ring true. “Color trends for 2010 will reflect the state of the
economy and people’s feelings in reference to the stability
of the world,” said Ms. Baker of Pür Minerals.
“When things are turbulent and uncertain in times of
economic hardship, you will see lots of bright colors. We will
surround ourselves with things that lift us up and make us
feel lighter and happier.”
Ingredients for Color Cosmetics
New Patent Pending Technologies
Koboguard 5400 HRPC - Wax Resin Composite Film Former
Improves skin adhesion, offers long wear, transfer and rub resistance
WBG25BL2 - Carbon Black Dispersion
Hydrophilic, high concentration
NJE Treated Pigments - Natural Surface Treatment
Hydrophobic, excellent feel and skin adhesion