The practice once strictly kept to cosmetics is expanding in use
Trend - The practice of cosmetic contouring refers to the use of varying shades of makeup to shape facial features by mimicking shadows and highlights. Though its origins are onstage -- a technique used for decades everywhere from Broadway to the drag community -- it entered the mainstream consciousness by way of social media. It is now expanding beyond cosmetics as consumers have grown accustomed to this level of control in one aspect of their appearance, and want the same in others.
Insight - Though consumers enjoy the control cosmetic contouring grants them, they are less enthused by the effort and skill it requires to properly execute. This points to a conflict between the consumer desire to look conventionally attractive, and the desire to be authentic and "effortless." This points to a specific type of consumer who is holistically image-conscious; invested in enhancing their visual appearance, while also maintaining a non-illusory personal brand throughout the process.
Insight - Though consumers enjoy the control cosmetic contouring grants them, they are less enthused by the effort and skill it requires to properly execute. This points to a conflict between the consumer desire to look conventionally attractive, and the desire to be authentic and "effortless." This points to a specific type of consumer who is holistically image-conscious; invested in enhancing their visual appearance, while also maintaining a non-illusory personal brand throughout the process.
Workshop Question - How could you grant consumers a sense of control, while still allowing them to appear authentic and effortless?
Trend Themes
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Expansion of Non-cosmetic Contouring — Consumers have grown accustomed to cosmetic contouring and now want the same level of control in shaping other aspects of their appearance.
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At-home Alternative Therapy — Consumer interest in ancient alternative therapies, like cupping, has led to an increase in demand for at-home kits.
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Multi-step Beauty Systems — The trend towards multi-step beauty systems has led to innovative packaging designs that combine several products in one.
Industry Implications
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Beauty Care — The beauty care industry has been influenced by the trend towards cosmetic and non-cosmetic contouring, as well as the increased demand for at-home alternative therapies.
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Fashion — Body shaping and contouring products have become a fashion staple, with celebrity entrepreneurs launching their own lines catered to all sizes.
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Consumer Goods — Innovative packaging designs that combine several products in one have emerged as a result of the trend towards multi-step beauty systems.
