Category
Lifestyle
Assisted Choices
Trend cluster
Category
Co-Cosmetic
Cosmetic companies accelerate their co-branding initiatives.
5.1
Trend score
Trend
What is the Co-Cosmetic trend?
Co-Cosmetic: Understanding the rising influence of social media influencers, as well as acknowledging the interest piqued when traditional brands collaborate with adjacent industries, cosmetic companies are ramping up their co-branding initiatives via various product lines and/or retail spaces.
Insight
The consumer insight behind the Co-Cosmetic trend
Millennial and Gen Z consumers today hold very strong opinions about different brands in all sorts of industries and extend a good deal of loyalty to the brands they do like. As a result, these two demographic groups are often excited by unexpected partnerships that celebrate and spotlight their love of two separate brands at once.
Trend themes
Themes within the Co-Cosmetic trend
Three behaviours holding the trend together01
Co-branded initiatives
Cosmetic companies are teaming up with businesses from adjacent industries to create unique experiences and increase product offerings.
02
Social media influencers
Rising influence of social media influencers has encouraged companies to collaborate and target younger, brand-loyal demographics.
03
Dessert-inspired cosmetics
Companies are creating makeup products with dessert themes as a way to appeal to younger audiences on social media.
Industry implications
What the Co-Cosmetic trend means for industry
Where the trend changes the playbookFor
Beauty Industry
Cosmetic brands can enhance their product lineup through co-branding initiatives, and target younger demographics on social media through partnerships with influencers.
For
Food Industry
Businesses in the food industry can partner with cosmetic brands for unique retail experiences, and use their product offerings to promote new menu items.
For
Social Media Industry
Influencer marketing is becoming more popular as brands recognize its potential, and companies can benefit from partnerships with influencers to increase their social media reach.
Workshop question
Consider a company or influencer your brand could co-create with.
Trend signals
Trend signals for Co-Cosmetic
Trend score 5.1 out of 10, from popularity 76%, activity 69%, freshness 8%.
Popularity76%
Activity69%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Co-Cosmetic trend
5 featured examples from Mar 10, 2018 to Jul 19, 2019CategoryArt & Design
Co-Branded Dessert Cosmetics
Sephora and Museum of Ice Cream are Launching Collaborative Makeup
The beauty and cosmetics industry can benefit from co-branding collaborations to create exciting new products for consumers.
CategoryFashion
Ice Cream-Inspired Eyeshadows
Halo Top & ColourPop Collaborated on an Ice Cream Makeup Collection
Cosmetic companies can leverage the trend of food-inspired makeup to tap into new markets and create innovative products
CategoryLifestyle
Co-Branded Coffee Pop-Ups
Dove and Dunkin' are Helping Those Who "Run on Coffee and Dry Shampoo"
Exploring innovative marketing strategies and partnerships to cater to the needs of busy individuals seeking time-saving solutions.
CategoryFashion
Co-Branded Spring Cosmetic Collections
3CE and Maison Kitsuné Have Partnered for a Second Launch
Innovation in the cosmetics industry through collaborations, seasonal collections, and the development of products that enhance a natural, summery glow.
CategoryLifestyle
Cafe-Based Cosmetic Pop-Ups
Glossier and Rhea's are Partnering for This Unique Retail Experience
Cosmetic brands can explore partnerships with cafes and restaurants to expand their retail footprint and engage with a new audience.
