Mask-friendly makeup products cater to consumers who wear face masks
Trend - 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 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.
Insight - 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.
Workshop Question - How is your brand addressing some of consumers' smaller lifestyle adaptations amidst the COVID-19 pandemic?
Trend Themes
1. 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.
2. 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.
3. 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
1. 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.
2. 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.
3. 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.
