Category
Fashion
Scaled Restraint
Trend cluster
Category
Mask
Makeup
Mask-friendly makeup products cater to consumers who wear face masks.
3.1
Trend score
Trend
What is the Mask Makeup trend?
Mask Makeup: Cosmetic brands are releasing makeup products that are better suited to be worn under face masks. Products include everything from transfer-proof formulas to more lightweight formulas that encourage people to wear makeup without feeling like they're wearing too much.
Insight
The consumer insight behind the Mask Makeup trend
The many ways in which consumers' lives have changed as a result of the ongoing pandemic include everything from micro to macro issues. Day-to-day habits and purchases have been tweaked as a result of being indoors more, and brands that are able to cater to consumers' limited lifestyles are more appealing than those that have remained the same.
Trend themes
Themes within the Mask Makeup trend
Three behaviours holding the trend together01
Mask-friendly makeup products
Brands that cater to consumers' need for makeup products that are better suited to be worn under masks and offer long-lasting comfort and hydration present opportunities for cosmetic innovation.
02
Lightweight, multitasking makeup-skincare hybrids
People purchasing fewer dedicated cosmetics and are looking for lightweight, multitasking solutions that offer both hydration and beautifying benefits, presents opportunities for makeup-skincare hybrids.
03
Transfer-proof makeup products
The need for makeup products that are transfer-proof is growing, and cosmetic brands that offer products that are ideal for people looking for a way to prevent their makeup from transferring onto a face mask throughout the day present opportunities for transfer-resistant makeup innovations.
Industry implications
What the Mask Makeup trend means for industry
Where the trend changes the playbookFor
Beauty and Cosmetics
Cosmetic brands should cater to consumers' needs for makeup products, skincare benefits and transfer-resistance that are better adapted for trends related to the ongoing pandemic.
For
Retail and Ecommerce
Retailers should invest in research and development, advertising and marketing in order to more efficiently meet the needs of a changing consumer landscape with makeup and skincare that can affordably reach a diverse array of customers.
For
Health and Wellness
The increased use of masks this pandemic has led to consumers investing more in their skin's overall health than makeup, presenting opportunities for brands that can fuse healthy skincare with makeup to develop multi-functional products.
Workshop question
How is your brand addressing some of consumers' smaller lifestyle adaptations amidst the COVID-19 pandemic?
Trend signals
Trend signals for Mask Makeup
Trend score 3.1 out of 10, from popularity 46%, activity 40%, freshness 9%.
Popularity46%
Activity40%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Asia-Pacific
Evidence
Examples of the Mask Makeup trend
4 featured examples from Jan 4 to Jan 30, 2021CategoryFashion
Tinted Skin Balms
Stila's Tinted Moisturizer Skin Balm is a Multitasking Moisturizer
The skincare industry can capitalize on the trend of long-lasting skin balms to create more innovative products.
CategoryFashion
5-in-1 Tinted Glosses
IT Cosmetics' Pillow Lips Solid Serum is a "Mask-Friendly Solution"
The cosmetic industry can benefit from creating more hydrating, mask-friendly, and multi-functional products like IT Cosmetics' Pillow Lips Solid Serum.
CategoryFashion
Full-Coverage CC Creams
e.l.f. Cosmetics' Camo CC Cream is a Color Corrector with SPF Protection
As consumers seek multi-use, skincare-infused cosmetics, there are opportunities for cosmetic brands to create innovative products that combine several benefits in one.
CategoryMarketing
Transfer-Proof Makeup Products
These New CoverGirl Products are Perfect for Wearing Under a Mask
Cosmetic companies can create transfer-proof and mask-friendly makeup products to cater to consumers' needs in the new normal.
