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Top Beauty Trends for 2010


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Published in Skin Inc, April 2010

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Top Beauty Trends for 2010

  1. 1. 40 April 2010 © Skin Inc.
  2. 2. By Alisa Marie BeyerF or spas and clients alike, beauty trends are an exciting glimpse at what many love about the beauty industry—the innovations, the breakthroughs and the flat-out amazing discoveries that work tomake women and men even more beautiful. In 2010, the biggest beautytrends prove that where beauty is concerned, a little of the old can beas trendy as a lot of the new, and clients are eager to kick-start this newdecade of beauty with fun; a goal you can help them achieve by workingwith the following trends. The tools of the road Tools are fascinating, and nowhere are they garnering more attention than in the beauty world. And although clients aren’t going to go so far as to forsake their estheticians, for today’s beauty trendster, do-it-yourself (DIY) beauty tools are an increasingly popular skin care bridge between spa visits. Hair removal, extreme exfoliation, laser line reversal and even at-home light therapy for hyperpigmentation all are becoming more and more mainstream, and savvy beauty companies are jumping on board. From prestige to mass, the trend for DIY at-home beauty is only just beginning to reach its full potential as a building block to spa services. April 2010 © Skin Inc. 41
  3. 3. The little antioxidant that could for their mother’s favorite products, yet definitely Antioxidants have made a name for themselves in in need of more than soap and water, skin care and the beauty world that few ingredients can match. Given cosmetic lines that offer carefully edited products their prevalence in every type of skin care product and specifically tailored to benefit young skin are timely, treatment, it might be presumed effective and here to stay. that the antioxidant’s time in the sun had passed—however, it hasn’t. Antioxidants are here to The multibenefit Technology stay, and now their anti-aging and overall well-being benefits are being added to more items aspect of for wow Another exciting trend than just skin care. Makeup brands are embracing the power of antioxidants in eye shadow, antioxidant that is poised to be hot in 2010 is the rise of unique applicator systems for color lipstick, foundation, and even mascara and eye liner. In addition to protecting the skin makeup is not only cosmetics. Not content to merely offer consumers the same old options as in from environmental damage, many antioxidant makeup a hot trend; it’s a the past, today’s cosmetics brands are rolling out products also boast anti-aging technologically advanced and wrinkle-reversing properties, as well. For today’s smart trend. applicators and formulas that promise photo-finish typical über-busy woman, application and precision; the multibenefit aspect of and high-definition results antioxidant makeup is not only a hot trend; it’s a smart never seen before. Sound too good to be true? Maybe trend, as well, so it is your job as a spa professional to not. Some brands are beginning to offer products educate clients about the importance of antioxidants. with unique features, such as a futuristic paint-roller applicator that seamlessly applies makeup to the skin or a roller-ball applicator for an antioxidant-enriched In the tween of things formula designed to minimize fine lines, wrinkles and age spots. Foundation isn’t the only product to sport Teenagers, it may seem, spend a good deal of such cutting-edge technology. A new mascara on the their time feeling entitled, but perhaps they are onto market features an oscillating wand that provides an something. The tween and teen skin care trend is one application so precise that the results are said to rival area where young adults might just have every reason the lush appearance of false lashes. Photo-finish results to feel entitled. Faced with record levels of stress, for everyday wear are on trend and on time. responsibility and opportunity, today’s teenagers also deal with growing numbers of acne outbreaks, skin problems and unprecedented exposure to environmental damage. Although not necessarily a new trend in 2010, The rise of the eyes the need for skin care that is formulated to expressly After the tumultuous energy of the past two years, meet the needs of this unique group of individuals is consumers are looking to 2010 to be the start of a fresh, one of the most exciting trends that continues to gain new, bright beginning, and eye shadow trends appear momentum. These days, brands aren’t just paying to be leading the way. From look-at-me smoky to the lip service to this category, either. Today’s suppliers ephemerally popular nude, eye makeup is once again have made advancements in ingredients, formulation, big in 2010, and only trending to get bigger. Gone are delivery methods and even packaging that truly provide traditional interpretations of these looks, and in their a benefit to young skin, and help prep these beauty place are color options that breathe new life into old newbies for long-term skin care success. Not yet ready favorites: funky purples, peacock greens and bold42 April 2010 © Skin Inc.
  4. 4. corals give smoky eyes an edge, while shimmering yet-affordable beauty indulgences is hot. No longer golds, buttercup yellows and spring-fresh lilacs make willing to pay top dollar for every single product in the nude eye anything but vanilla. And it doesn’t stop their makeup bags, women are seeking more affordable there—a renewed focus on brows is also taking shape, cosmetic options that can be supplemented with special with products to groom, fill, shape and even grow brows indulgences from time to time, and beauty brands are popping up in every sector. bringing their A-game to answer this call. Private label products allow clients to purchase items at a lower price than most skin care lines and allow for the branding Glam-for-less of the business at the same time; a win-win situation. Even high-end skin care brands are getting into the Glamonomics is here. Trending to be even bigger this game, creating specialty sets and product options that year than last, the consumer demand for high quality- give consumers the indulgence they crave at a more affordable price. No longer can brands presume consumers will stick with their favorite product no matter the cost. In 2010, she’s also going to indulge her inner glamazon in an affordable, fun way. Advancements and fun The consumer thirst for increasingly more innovative and exotic beauty products and technology is, by now, well-known to most brands. As the beauty industry continues to recover from the economic turmoil of the past few years, savvy brands will continue to try and stay ahead of this bell curve by leveraging what has worked, what is working, and what needs to be working in order to give consumers the products, services and innovations they seek. The trends for 2010 reflect this outlook, keeping beauty on the move, and in-the-now with unique product offerings, amazing advancements in formulations and flat-out fun. Alisa Marie Beyer is CEO of The Benchmarking Company, a research and branding firm focused on the beauty industry. The company’s women-only, permission-based Pink Panel provides beauty consumer data for the Pink Report, a quarterly research report that reveals what consumers of female beauty products want, what they’ll buy and why.44 April 2010 © Skin Inc.