Mintel states that the new trend highlights the growing consumer demand for convenience and speed, which is characteristic of what it describes as the ‘Modern Urban Nomad Consumer.’
The focus of these new products is on quick and easy application of beauty products that deliver high standards of results on-the-go. Innovation in packaging has therefore been essential to enable this trend.
The type of packaging now used in these Instant Beauty products highlights new ergonomic shapes which increasingly deploy sound, light and motion in application. Mintel has previously referred to this trend as Techno Beauty.
Cosmetics company Bare Escentuals has launched a range of Keychain Kisses Lipglosses, which epitomize the increased mobility of new cosmetics products. The lip glosses are packaged in tubes, which each have an injection molded cap with brush applicator for ease of application. The pack of three is sold with an attachable key chain, a novel feature which allows them to be carried conveniently and used for top-ups throughout the day.
The She Uemura Instant Spot Brightener is another product launch that appears to act in response to the rise of on-the-go culture. The product claims to reduce melanin content by 56 per cent to minimise spots on the skin's surface. A portable brush application has been designed to allow for more precise application, aiming to deliver high results in minimum time. A twist-top end and brush applicator also claims to make the process of application quicker and easier.
Emulates fast-paced celebrity culture
A common feature among these ‘instant beauty’ launches is a reference to celebrity culture. Urban Decay states that it’s Razor Sharp Ultra Definition Finishing Powder has been designed for ‘stars of film and flat screens’ and stresses that the translucent and micro-fine powder has been formulated to yield a camera-ready complexion with ‘imperfections seemingly airbrushed away’. In addition, the product is claimed to be ‘freeway and subway-friendly’. The jar has a built-on sponge applicator and a rotating open/close mechanism, which claims to further enhance the speed and accuracy of use.
The Pola HDTV High Vision Foundation also appears to be aimed at consumers who wish to emulate the fast-paced culture of celebrity. The brand stresses the professionality of the product, which it claims to be developed especially for high-resolution television shots. The exclusivity of the product is also emphasised through the claim that only a small number are available. The packaging of the product is simple, yet distinctive in a bold, round shape, which the company claims differentiates it from the rest of the mass market.