Category
Fashion
Scaled Restraint
Trend cluster
Category
Precision
Cosmetics
Makeup applications becomes highly accurate to highlight a polished look.
5.1
Trend score
Trend
What is the Precision Cosmetics trend?
Precision Cosmetics: 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.
Trend themes
Themes within the Precision Cosmetics trend
Three behaviours holding the trend together01
Precision Cosmetics
Beauty brands should invest in inventive tools to boost accuracy of makeup application, bringing glam and polished looks back to the market.
02
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.
03
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
What the Precision Cosmetics trend means for industry
Where the trend changes the playbookFor
Cosmetics Industry
The cosmetics industry should embrace innovative tools to continue to evolve and attract customers.
For
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.
For
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.
Workshop question
What is a social cause your consumer really cares about, and how will it impact perception of your brand?
Trend signals
Trend signals for Precision Cosmetics
Trend score 5.1 out of 10, from popularity 79%, activity 65%, freshness 8%.
Popularity79%
Activity65%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Precision Cosmetics trend
4 featured examples from May 16 to Oct 4, 2017CategoryFashion
Ergonomic Mascara Wands
Lash 180's Brush Helps Consumers Lengthen, Curl, Define & Volumize Lashes
The beauty industry can create more ergonomic beauty tools like the Lash 180's mascara wand with innovative designs that enhance both functionality and comfort.
CategoryFashion
LED Lip Gloss Applicators
Raepak's Light-Up Lip Gloss Container Also Includes a Mirror
Cosmetic brands can adopt and market Raepak's LED-lit beauty tools to enhance their product lines.
CategoryFashion
Pizza Cutter-Inspired Eyeliners
Revlon's 'ColorStay Exactify Liquid Liner' is Incredibly Precise
The cosmetics industry can leverage wheel applicator eyeliners to offer innovative and precise eye makeup solutions.
CategoryFashion
Brush-On Perfumes
This Fragrance from Byredo is Available With a Brush-On Applicator
The fragrance industry can benefit from innovative and easy-to-use products like brush-on perfumes that cater to the needs of their customers.
