Setting powders are incorporating the unlikely function of hydration
Trend - Makeup setting powders, once used primarily to combat oiliness skin and keep makeup in place, are now being adapted with hydrating ingredients that provide a skin-enhancing benefit, rather than simply covering up perceived flaws.
Insight - When purchasing from cosmetic and skincare brands, consumers are increasingly looking for multiple benefits in one product in order to achieve their desired results. The sometimes convoluted information that comes from these industries has resulted in a shift where more consumers are looking to minimize and streamline their cosmetic routines, and these individuals seek out hybrid products that perform multiple steps.
Insight - When purchasing from cosmetic and skincare brands, consumers are increasingly looking for multiple benefits in one product in order to achieve their desired results. The sometimes convoluted information that comes from these industries has resulted in a shift where more consumers are looking to minimize and streamline their cosmetic routines, and these individuals seek out hybrid products that perform multiple steps.
Workshop Question - How could your brand enhance an element of its product/service so it doesn't limit the number of consumers who can use it?
Trend Themes
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Multi-functional Makeup Products — Consumers are seeking out hybrid products that perform multiple steps, providing an opportunity for beauty brands to create products that combine multiple benefits and streamline routines.
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Powder-to-cream Boosters — Creating product boosters that can be added to a range of different skincare and cosmetic products allows for customization and flexibility, and presents an opportunity for brands to create innovative powder-to-cream products.
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Moisturizing Powders — Infusing hydrating ingredients and skincare benefits into traditionally drying powder products offers an opportunity to provide value to consumers who may have dry or dehydrated skin, and create a unique selling point.
Industry Implications
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Beauty & Cosmetics — The trends discussed showcase opportunities for beauty brands and cosmetics companies to incorporate innovative ingredients and processes into their products, creating value for consumers and differentiating themselves in a competitive market.
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Skincare — By incorporating skincare benefits into their makeup products, companies have the potential to improve the overall health and appearance of consumers’ skin and better serve consumers with diverse needs and preferences.
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Packaging — Powder-to-cream products and other innovative makeup concepts will require creative and effective packaging solutions, presenting opportunities for packaging companies to develop impactful packaging designs that resonate with consumers and improve their experience.
