Under-eye concealers are being made with lightweight, brightening formulas
Trend - As consumers spend a little less on high-coverage cosmetics, brands are releasing concealers that function as skincare/cosmetic hybrids--offering lightweight and natural coverage while hydrating the under-eye area.
Insight - The mask-wearing that's become common in recent years has resulted in consumers prioritizing skincare over makeup--with more natural looks that don't involve heavy makeup products being popular. Brands that respond to this shift for skincare-first cosmetics are becoming increasingly appealing to North American consumers.
Insight - The mask-wearing that's become common in recent years has resulted in consumers prioritizing skincare over makeup--with more natural looks that don't involve heavy makeup products being popular. Brands that respond to this shift for skincare-first cosmetics are becoming increasingly appealing to North American consumers.
Workshop Question - How is your brand prioritizing pandemic-influenced consumer behaviour shifts?
Trend Themes
1. Skincare-first Cosmetics - As consumers prioritize skincare over makeup, brands that respond to this shift for skincare-first cosmetics are becoming increasingly appealing to North American consumers.
2. Hybrid Cosmetics - Brands are releasing hybrid cosmetics that offer lightweight and natural coverage while also providing skincare benefits.
3. Instantly Illuminating Eye Balms - Eye balms infused with illuminating minerals and extracts are on the rise, providing both skincare and cosmetic benefits.
Industry Implications
1. Beauty and Skincare - The beauty and skincare industry should focus on creating products that respond to consumers' skincare-first approach and prioritize natural, lightweight coverage with skincare benefits.
2. Cosmetics - The cosmetics industry should shift towards offering hybrid cosmetics that provide both skincare benefits and natural coverage, rather than high-coverage products.
3. Personal Care - The personal care industry should consider eye balms and creams that offer illuminating properties and skincare benefits to cater to consumers' growing needs for tired undereye areas and dark circles.
