Consumers opt to reduce the amount of makeup they wear
Trend - The ongoing pandemic has changed the way consumers do many things, including how they apply makeup. Now, brands are adapting to this shift with foundation formulas that offer light coverage and skin-caring benefits, so consumers can enhance their appearance without feeling like they're wearing too much makeup.
Insight - The lack of going out coupled with mask mandates over the last several months has resulted in consumers' removing certain rituals from their lives for the sake of convenience and comfort. Despite restrictions lifting around the world, some of these newly formed habits are sticking around. Brands that continue adapting to changed behaviours will remain relevant among these demographics.
Insight - The lack of going out coupled with mask mandates over the last several months has resulted in consumers' removing certain rituals from their lives for the sake of convenience and comfort. Despite restrictions lifting around the world, some of these newly formed habits are sticking around. Brands that continue adapting to changed behaviours will remain relevant among these demographics.
Workshop Question - How is your brand continuing to adjust to consumers' new or evolved habits?
Trend Themes
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Light Coverage Skin Tints — As people move away from heavier, full-coverage foundations, they are seeking out lighter, fresher and dewier alternatives that help to make their own skin look more radiant with a moderate amount of coverage. Traditional makeup foundations are being blurred into skin-caring solutions that take the form of ultra-fluid foundations, skin tints and tinted serums.
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Skin-caring Cosmetics — Product brands are milling around the infusion of skincare and makeup offerings in an attempt to appeal to a more conscious demographic. The volatility and mortality of the pandemic has led to a greater emphasis on personal care that can be hard in a busy life.
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Hydrating Soft-focus Cosmetics — With more people working from home, they are taking their time to explore makeup and cosmetic products that provide versatility and have dual functionality. Makeup technology is being designed to address skin issues like masking or protective wear and also provide daytime/sunscreen protection and hydration.
Industry Implications
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Cosmetics Industry — The cosmetics industry is experiencing a shift into hybrid makeup and skincare products. The focus is on light coverage that is skin caring and offers deep nourishment.
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Skincare Industry — As cosmetics and skincare merge increasingly, it's fundamental to consider skincare trends. Personal care is taking center stage during the pandemic because individuals put more effort into taking care of their well-being and reverting the damage caused by wearing masks.
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Fashion Industry — The latest makeup and skincare trends are indicating that the initial intent of cosmetics and personal grooming trends was fashion-driven, and now functionality has taken over. Beauty is now embracing simplicity, clean, healthy-looking skin infused with natural makeup technology.
