Makeup applications becomes highly accurate to highlight a polished look
Implications - More undone, "natural" looks have dominated the cosmetics industry for years. This idea of naturalism implies an amount of shame in the artifice of makeup that does not adhere to modern feminist ideals. The backlash to this is the return of unabashedly glamorous, polished looks that call for precision application, which makeup brands are satisfying through inventive tools to boost accuracy. This shows that today's consumer does not separate their political views from the products they consume.
Workshop Question - What is a social cause your consumer really cares about, and how will it impact perception of your brand?
Trend Themes
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Precision Cosmetics — Beauty brands should invest in inventive tools to boost accuracy of makeup application, bringing glam and polished looks back to the market.
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Innovative Makeup Applicators — Cosmetic companies can incorporate unique applicators like brush-on talc powder for perfumes, pizza cutter-inspired eyeliners and ergonomic mascara wands to disrupt the market.
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Light-up Beauty Tools — Beauty companies should invest in tools that have built-in LED lights, like lip gloss applicators, to allow beauty lovers to be able to apply their makeup in any environment.
Industry Implications
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Cosmetics Industry — The cosmetics industry should embrace innovative tools to continue to evolve and attract customers.
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Fashion and Beauty Retail — Department stores and beauty retailers can benefit from creating vast product lines that incorporate latest technological beauty innovations to increase sales and attract new customers.
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Luxury Market — Luxury brands should consider creating more affordable beauty products with innovative beauty tools and unique applicators to compete with expensive luxury beauty brands and attract more customers.
