Makeup products act as substitutes for day-time skincare
Trend - With makeup increasingly coming with beneficial ingredients that offer everything from hydration to sun-protection, brands within the cosmetic space now are prioritizing makeup products that function as actual substitutes for morning skincare routines.
Insight - Despite the growth of the skincare industry, there are still consumers who find the process-heavy self-care routines in the cosmetic space too intimidating. Taking into account time constraints, many consumers want to take part in self-care in a way that's seamless and doesn't impede on their daily routines.
Insight - Despite the growth of the skincare industry, there are still consumers who find the process-heavy self-care routines in the cosmetic space too intimidating. Taking into account time constraints, many consumers want to take part in self-care in a way that's seamless and doesn't impede on their daily routines.
Workshop Question - How could your brand combine functions into one product to prioritize convenience for its customers?
Trend Themes
-
Makeup Skincare Substitutes — Cosmetic brands are prioritizing makeup products that function as actual substitutes for morning skincare routines, in response to consumers finding skincare routines too intimidating and inconvenient.
-
Hydrating Makeup Products — Consumers are turning to makeup products with hydrating benefits as a way to simplify their self-care routines, with brands introducing hydrating primers, mascaras, setting powders and foundation.
-
Skincare-like Foundations — Foundation brands are creating products with serum-like textures that offer sheer to medium coverage, promoting the skin's natural hydration and featuring nourishing and moisturizing ingredients.
Industry Implications
-
Cosmetics and Personal Care — The cosmetic industry can keep producing makeup products with skincare benefits and create substitution products to please customers who find skincare routines too tedious.
-
Beauty and Skincare — This industry can continue attracting customers by introducing makeup products that complement skincare routines and developing additional hydrating and serum-like formula foundation products.
-
Clean Beauty — As makeup lovers seek natural products, clean beauty brands can create mess-free, natural, and vegan-friendly makeup products that meet the skincare needs they are looking for, as Milk Makeup did with its Flex Foundation Stick.
