More make-up brands are venturing into the skincare category – with great success.
As explored in Product Projections 2016: Beauty, a key strategy for cosmetics brands in 2016 was injecting their products with skincare ingredients – catering to an audience hungry for both expert colour coverage and formulas that care. The spotlight continues to shine on such developments, with new products offering stiff competition to traditional skincare expertise.
- In spring 2017, US brand Urban Decay will release the five-piece Complexion Primer Collection, which rides on the success of its cult eyeshadow primer. These products tackle shine, hide imperfections and restore radiance, with the Urban Defense primer billed as the most likely sell-out product. It boasts SPF 30 in a clear formula that combines the protection of a sunscreen and the skin-perfecting effect of a primer.
Similarly, Nars is launching a new set of face primers (January 1 2017) featuring SPF 35 and 50.
- In 2016, US make-up artist Bobbi Brown released Skin Remedies – a series of concentrates targeting concerns such as dry skin, sensitivity and enlarged pores. They can be used alone or blended with skincare products and make-up.
- Similarly, natural pigment brand Bare Minerals is expanding its skincare range in January 2017 with two serums: one dedicated to skin fatigue and the visible signs of ageing, and another that calms skin, combats blemishes and smooths texture. The Brilliant Future Age Defense & Renew Eye Cream also targets the delicate eye area with antioxidant mineral manganese and naturally derived botanicals. For more on the trend for booster products, see Beauty Boosters Transform Product.
“Something curious is happening in beauty, whereby many of the big skincare brands are seeing little growth in sales, while figures for skincare products sold by companies specialising in make-up are through the roof (Charlotte Tilbury’s Magic Cream being a case in point),” said beauty writer and author Sali Hughes in her November 2016 column for The Guardian.
We expect savvy consumers to gravitate towards science-backed brands and established skincare experts, but as social media increasingly directs impatient, selfie-driven behaviour, more attention will be paid to colour cosmetic developments.
For more on cult products and make-up innovations, see The Economy of Cult Beauty, Makeup in Paris, The Makeup Show NYC and Makeup in New York.