Category
Fashion
Scaled Restraint
Trend cluster
Category
Calming
Concealer
Foundation and concealer products are formulated for sensitive skin.
1.9
Trend score
Trend
What is the Calming Concealer trend?
Calming Concealer: Whether hypoallergenic, moisturizing or mineral-infused, concealers and foundations are now being formulated to better suit consumers with sensitive skin, who in the past have had to avoid such products. These emerging cosmetic items come as brands seek to personalize their offerings, while still ensuring they can match the needs of a wide range of consumers.
Trend themes
Themes within the Calming Concealer trend
Three behaviours holding the trend together01
Personalized Cosmetics
Brands seek to personalize their offerings, while still ensuring they can match the needs of a wide range of consumers.
02
Product-in-product Format
Multitasking products like these offer the greatest value, and as more consumers look to simplify their beauty routines, the more value they'll find in using these types of products.
03
Allergy-friendly Cosmetics
Cosmetic brands like VMV Hypoallergenics offer skincare and cosmetic solutions specifically for those with allergies and skin sensitivities.
Industry implications
What the Calming Concealer trend means for industry
Where the trend changes the playbookFor
Cosmetics and Personal Care Products
The cosmetics and personal care industry can capitalize on personalized and allergy-friendly solutions to broaden their appeal and offer value for money to its consumers.
For
Skincare Industry
The skincare industry can innovate product formats like product-in-product models and incorporate friendly formulations for personalized benefits.
For
Health and Wellness Industry
Health and Wellness industry can explore skin solutions that cater to specific needs of consumers such as hydration and sensitive skin.
Workshop question
How can your brand add functions to its products/services that personalize them, while not limiting targeted consumers?
Trend signals
Trend signals for Calming Concealer
Trend score 1.9 out of 10, from popularity 24%, activity 25%, freshness 8%.
Popularity24%
Activity25%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Calming Concealer trend
5 featured examples from Feb 1 to Dec 6, 2017CategoryFashion
Multitasking Eye Cosmetics
Estee Lauder's Double-Sided Makeup Tool Provides Serum and Concealer
The beauty industry can leverage the trend of multitasking eye cosmetics to meet the demand for innovative, time-saving makeup products.
CategoryFashion
Allergy-Friendly Concealers
VMV Hypoallergenics' Fragrance-Free Concealer Prevents Irritations
Skincare industry can capitalize on the growing demand for allergy-friendly products by developing specialized formulas for sensitive skin.
CategoryFashion
Ultra-Hydrating Concealer Sticks
Neutrogena's Cosmetic Product Boasts a "Hydrating Core"
The cosmetics industry can capitalize on the trend of hydrating concealer sticks by developing new formulas and innovative packaging designs that appeal to consumers.
CategoryFashion
Three-In-One Color Correctors
Colorescience's 'All Calm' is a Solution for Red, Sensitive Skin
The beauty and skincare industry can capitalize on the trend of three-in-one color correctors like Colorescience's 'All Calm' to cater to consumers with red, sensitive skin.
CategoryFashion
Hydrating Mineral Foundations
Youngblood's Liquid Mineral Foundation Features Soothing Ingredients
The beauty industry can explore disruptive innovation opportunities by developing skincare-focused makeup products that prioritize nourishing the skin rather than just providing c…
