Category
Fashion
Scaled Restraint
Trend cluster
Category
Comfort Food
Cosmetics
Beauty brands look to familiar indulgent dishes for collection inspiration.
4.3
Trend score
Trend
What is the Comfort Food Cosmetics trend?
Comfort Food Cosmetics: Proving that nostalgic branding continues to drive innovation across consumer goods categories, cosmetics brands are creating playful new collections inspired by universal comfort foods and the collective experience of enjoying them with others.
Insight
The consumer insight behind the Comfort Food Cosmetics trend
Food references in adjacent categories are emblematic of broader shared cultural experiences. This presents an inherent sentimentality that speaks specifically to consumers seeking reprieve from their adult lives. However, this nostalgia needs to be executed authentically on part of brands, especially when it's meant to target the more naturally skeptical Millennial and Gen Z generations.
Trend themes
Themes within the Comfort Food Cosmetics trend
Three behaviours holding the trend together01
Nostalgic branding
Cosmetic brands are creating playful new collections inspired by universal comfort foods and the collective experience of enjoying them with others, using nostalgic branding.
02
Food-Themed cosmetics
Cosmetics brands are taking inspiration from the food world to create makeup collections based around sweet and savory foods.
03
Social Media Influencer Collaborations
Beauty brands are collaborating with social media influencers to create food-themed makeup collections that cater to Millennial and Gen Z generations.
Industry implications
What the Comfort Food Cosmetics trend means for industry
Where the trend changes the playbookFor
Cosmetics Industry
The Cosmetics industry can tap into nostalgic branding to create playful new collections inspired by familiar indulgent dishes that drive innovation across consumer goods categories.
For
Food & Beverage Industry
The Food and Beverage industry can benefit from the food references in adjacent categories that are emblematic of broader shared cultural experiences.
For
Influencer Marketing Industry
The Influencer Marketing industry can benefit from collaborations with social media influencers to create food-themed cosmetic collections that resonate with the Millennial and Gen Z generations.
Workshop question
What cultural experience can you play up in order to satisfy the need for nostalgia-based consumer purchases?
Trend signals
Trend signals for Comfort Food Cosmetics
Trend score 4.3 out of 10, from popularity 66%, activity 54%, freshness 8%.
Popularity66%
Activity54%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Comfort Food Cosmetics trend
4 featured examples from Sep 18, 2018 to Apr 15, 2019CategoryFashion
Pizza-Themed Makeup Palettes
Glamlite Cosmetics' Pizza Palette Boasts 18 Boldly Colored "Toppings"
Cosmetic companies can capitalize on the trend by creating food-themed makeup palettes.
CategoryFashion
Ramen-Inspired Cosmetic Collections
Samyang and Tonymoly Launched a Food-Themed Makeup Collection
The beauty industry can take advantage of the trend of food-themed makeup collections to expand their product offerings and attract a wider range of consumers.
CategoryFashion
Brunch-Inspired Cosmetic Collections
ColourPop & Zoella Launched a Food-Themed Makeup Collection
Cosmetic brands can leverage food-themed collaborations to create buzz and attract a wider consumer base, leading to increased sales.
CategoryFashion
Burger-Themed Eyeshadow Palettes
Glamlite's Burger Palette Offers Shades Like Lettuce & Tomatoes
Disruptive innovation opportunity: Tap into the growing demand for novelty and creativity in the cosmetics industry by introducing unconventional and themed makeup palettes.
