This document provides a summary of key trends in the makeup industry in 2014 according to a report by Consumer Insight. It identifies 10 major trends: health and wellness, easy and affordable, sustainability and ethics, sensory and indulgence, individualism and expression, smart and connected, evolving landscapes, comfort and uncertainty. Each trend section includes a SWOT analysis and discussion of themes within that trend, with examples given of new products embracing various trends. The document also provides statistics on the makeup market breakdown and insights on packaging and technology innovations.

1. Consumer Insight
Consumer and Innovation
Trends in Make-Up 2014
Eye, face, lip, and nail make-up
Category Series. Published April 2014

2. Contents
1. Introduction
• Definition and scope
• TrendSights framework
2. Health & Wellness
• SWOT analysis
• Key themes
• Skin health benefits
• "Natural" and "chemical-free" claims
• Mood cosmetics
3. Easy & Affordable
• SWOT analysis
• Key themes
• Multifunctional benefits
4. Sustainability & Ethics
• SWOT analysis
• Key themes
• Ethical luxury
• "Natural" ingredients
• Reduced packaging
5. Sensory & Indulgence
• SWOT analysis
• Key themes
• Novelty
• Premium packaging
• Professional-quality
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6. Individualism & Expression
• SWOT analysis
• Key themes
• Right-for-me
• Made-for-me
7. Smart & Connected
• SWOT analysis
• Key themes
• Advanced formulation technology
• Multisensory retail space
• Digital innovation
8. Evolving Landscapes
• SWOT analysis
• Key themes
• Male consumers
• High growth markets
9. Comfort & Uncertainty
• SWOT analysis
• Key themes
• Trust & transparency
10.Conclusions
11.Appendix
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3. 16%
7%
7%
5%
14%
8%
5%
1%
Introduction
Global: market share, by category, 2012
Foundation, mascara, and lipstick are the flagships in the facial, eye, and lip categories
Source: Datamonitor Market Data Analytics3
17%
5%
3%
13%Foundation
Other
Mascara
Eyeshadow
Eyeliner
Lipstick
Lip gloss
Lipliner
Nail
make-up
13%
24%
29%
35%
13%
24%
29%
35%
13%
24%
29%
35%
13%
24%
29%
35%
Face powder
Blusher
OtherBlusher
Face Powder
Facial (35%) Eye (29%) Lip (24%) Nail (13%)
Other
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4. Easy & Affordable
Multi-tasking packaging
Source: Datamonitor analysis; Beauty Packaging, June 2012; [1] GCI Magazine, January 20134
Multi-tasking packaging is an emerging trend
Multi-tasking color cosmetic packaging is a trend that is fast
catching on among consumers. The main reasons relate to value
and convenience.
Busy lifestyles demand make-up products that are easy and
quick to use, and compact and portable – a growing trend as on-
the-go females tend to carry a vast array of beauty items in their
purses.
Designing specifically for the purse: a smart strategy in the
era of on-the-go beauty consumers
There is an opportunity to package and print technology in such a
way that make-up packaging does not get damaged and labels
do not deteriorate when transported in women's purses.
There is also scope for brands to start thinking about how to
minimize product contamination in reusable packaging,
especially for compact and powder foundations.
Size is another important element to consider: compact, purse-
friendly make-up packaging can be extremely appealing to
modern women who have a busy lifestyle and carry a full-item
cosmetics bag in their purses.
"Multi-tasking packaging accommodates a variety of
products in one package: lipgloss, eyeshadow, and
blush all in one user-friendly component."
Anthony DeMarco, executive vice president of sales at HCT
East Cost, quoted by Beauty Packaging, June 2012
"Packaging creates a 'wow' moment on the retail floor
that can really start an interactive discussion, which
leads to a great client experience […] In color,
packaging, especially in seasonal collections, drives
purchase."
Marla Malcolm Beck, co-founder of luxury beauty,
quoted by Beauty Packaging, June 2012
Research by InsightFarm1 in 2012 showed that:
- 95% of women aged 18–64 carry purses, which contain
an average of 67 products, many of which fall into the
beauty category.
- 91% of purses contained at least one beauty care item,
with lip products being the most common.
- Nearly a third of all purses contain some type of
foundation or skin-related cosmetics, with
powder/compacts topping the list.
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5. Sustainability & Ethics
"Natural" ingredients
Source: Datamonitor Product Launch Analytics; makeupandbeauty.com5
Ginger Sparkle lip balm, by The
Body Shop, Russia – a limited-edition
lip balm that comes in three fragrances:
Ginger Sparkle, Cranberry Joy, and
Vanilla Bliss. According to
makeupandbeauty.com, the product
features ginger root extract, shea
butter, cocoa butter, beeswax, and
organic coconut oil, all of which are
said to be fair-trade.
Hydrating foundation, by Oriflame
Ecobeauty, Peru – this new
foundation is touted as being fair-trade
and natural. Four varieties are offered
to consumers: Light Ivory, Natural
Beige, Golden Beige, and Dark Beige.
Packaging asserts that it "contains fair-
trade certified ingredients."
"Natural" and "fair-trade" claims are associated with both ethicality and high quality
"Natural" and "fair-trade" claims are no longer an exclusive indicator of a make-up brand's sustainable credentials; these benefits are
also associated with enhanced quality. This means consumers no longer have to trade-off luxury for sustainability. Instead, with "natural"
and "fair-trade" claims adding to premium product cues, brands are more likely to compel their customers to pay a premium for ethically
aligned products.
Green People Organic Lifestyle, by
The Green People, US – this line
includes Eco Lipstick with "organic
ingredients" in candy floss, cherry, and
cinnamon shades, all with a mild minty
flavor. Each lipstick is "made with
natural colors from earth minerals" and
is "moisture rich & long lasting" with
"Fairly-traded cupuaçu butter & virgin
coconut oil."
Puff On Radiance foundation, by The
Body Shop, Denmark – this product is
part of a "special edition" make-up range
specifically developed to celebrate the
"animal cruelty free" ethos of the
company. It consists of small beads said
to leave "a beautiful pink finish, perfect
for face, cheeks and cleavage."
"Natural" and fair-trade ingredient initiatives reflect consumer demand for ethicality and premium quality
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6. Smart & Connected
Digital innovation
Source: ModiFace.com; demsociety.com6
ModiFace "MakeUp Live" augmented reality iPhone app
ModiFace recently launched an augmented reality iPhone app called
"MakeUp Live" that encourages consumers to use their smartphone's built-in
camera to experiment with different make-up styles and products by "trying
them on" virtually. Using face recognition technology, the application places
the desired look on the user's mirror image. They can then email the result
and product list to themselves, post on Facebook or purchase the products
directly. This eliminates the fear of the unknown to some extent and is an
engaging way of disrupting habitual shopping.
Smart technologies to bring an authentic proposition to a technologically savvy consumer
"Our goal is to consistently push the boundary of what is possible
when you apply state-of-the-art computer vision technology to
beauty and fashion applications. MakeUp live is a perfect example of
advanced technology applied to make a virtual mirror possible right
on your Phone."
ModiFace president and founder,
quoted by demsociety.com
Sephora + Pantone Color IQ, US
In 2012, Sephora announced a collaboration with
Pantone to develop a digital app called Sephora
+ Pantone Color IQ. Sephora and Pantone
describe the app as being "the most advanced
foundation matching solution available in North
American beauty retail."
The app, which uses Pantone's color capture and
measuring technology, is the first of its kind
capable of scanning the surface of consumers'
skin and matching a scientifically precise
foundation shade from Sephora's approximate
1,000 foundations.
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