Skin tints are becoming popular again due to prolonged mask wear
Trend - The need for people in North America to wear masks amidst the ongoing pandemic has resulted in a greater focus on skincare over makeup. Now that the region is slowly transitioning out of pandemic restrictions, makeup trends are lightweight and various skin tints have grown in popularity as consumers' grow accustomed to wearing cosmetic products regularly again.
Insight - The COVID-19 pandemic has changed consumers' habits in a range of ways, whether that's in their hygiene habits or their daily rituals. Consumers are still turning to brands that allow them to adapt to their changing or changed needs and preferences that have come as a direct result of the pandemic.
Insight - The COVID-19 pandemic has changed consumers' habits in a range of ways, whether that's in their hygiene habits or their daily rituals. Consumers are still turning to brands that allow them to adapt to their changing or changed needs and preferences that have come as a direct result of the pandemic.
Workshop Question - What are long-term changes in customer habits and preferences that your brand will have to adapt to?
Trend Themes
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Skincare-makeup Hybrid — Consumers are looking for skincare-makeup hybrids that are both beautifying and nourishing.
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Clean Beauty — The demand for clean beauty products is growing, and consumers are seeking out brands that use natural, non-toxic and sustainably sourced ingredients.
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Lightweight Coverage — Consumers want lightweight and flexible coverage that provides a natural look, especially as people will be seeking out products that provide breathable coverage.
Industry Implications
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Skincare — Skincare brands can develop skincare-makeup hybrids that cater to the growing demand for lightweight, breathable products that provide nourishing benefits.
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Clean Beauty — Clean beauty brands can create natural and non-toxic versions of popular makeup products like tinted moisturizers and lip tints to cater to the growing demand for clean beauty products.
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Cosmetics — Cosmetic brands can develop makeup products that include skincare ingredients to cater to a growing consumer focus on healthier, more natural beauty routines.
