# Supportive Cosmetics Cosmetic brands seek to empower individuals with cancer. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Oct 4, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/supportive-cosmetics ## Key Figures - Trend score: 2.8/10 - Evidence articles: 4 ## What is the Supportive Cosmetics trend? **Supportive Cosmetics:** Makeup has long been an effective tool in helping cancer patients through some of the self-esteem issues that arise from the treatments associated with their illnesses, and cosmetic brands are taking hold of that fact to offer products and services that specifically cater to these individuals. This shift is particularly important – as services outside of those in the medical field that cater to cancer patients tend to be limited – and functions as a continuation of brands' desire to personalize their offerings. ## At a Glance - Evidence: 4 featured examples - Articles from: Oct 18, 2016 to Mar 25, 2017 - Published: Oct 4, 2017 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Supportive Cosmetics trend ### Empowering Cancer Awareness Brands are offering products and services that cater to cancer patients' needs and personalizing their offerings to empower them. ### Using Beauty Products for Raising Awareness Beauty brands are using their products to support global causes such as cancer awareness. ### Specialized Beauty Classes Beauty brands such as Sephora are offering free classes to teach techniques and specialized tips for filling in lash lines, finding the perfect skin foundation and dealing with hair and skin issues that affect cancer patients. ## What the Supportive Cosmetics trend means for industry ### For Beauty Industry Beauty brands are personalizing their offerings to cater to cancer patients while supporting global causes such as cancer awareness. ### For Consumer Packaged Goods Consumer packaged goods companies that can develop specialized products for cancer patients' needs, such as hand creams and candies, have an opportunity to fill a gap in available services and offer personalized offerings. ### For Healthcare Industry Healthcare professionals can partner with beauty brands to provide specialized beauty classes to their patients, resulting in greater confidence, self-expression, and mental wellbeing during treatment. ## Workshop question How can your brand promote important causes, particularly by catering to underserved communities? ## Trend signals for Supportive Cosmetics Trend score 2.8 out of 10, from popularity 36%, activity 41%, freshness 8%. - Popularity: 36% - Activity: 41% - Freshness: 8% ## Examples of the Supportive Cosmetics trend 4 featured examples from Oct 18, 2016 to Mar 25, 2017. - [Empowering Cancer Awareness Initiatives](https://www.trendhunter.com/trends/giveacare): 'Give-a-Care' Provides Products for Cancer Patients (Category: Lifestyle) Implication: Opportunity for cosmetic companies to develop cancer-awareness products with empowering messages. - [Mustache-Celebrating Lipsticks](https://www.trendhunter.com/trends/mauvember-lipstick): The Bite Beauty Mauvember Lipstick Supports a Good Cause (Category: Social Good) Implication: Beauty brands are collaborating with charitable organizations to create products that support medical causes. - [Awareness-Raising Cosmetics](https://www.trendhunter.com/trends/atiqa-odho): Atiqa Odho Cosmetics' is Selling a Special Breast Cancer Awareness Set (Category: Marketing) Implication: Cosmetic brands can create awareness-raising collections and events to support causes and resonate with socially-conscious customers. - [Cancer Patient Beauty Classes](https://www.trendhunter.com/trends/classes-for-confidence): Sephora is Introducing 'Brave Beauty' Classes for Confidence (Category: Fashion) Implication: Opportunity for other beauty and cosmetics brands to offer specialized classes and products for cancer patients. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)