What is the ‘on the go’ beauty trend?

By Lucy Whitehouse

- Last updated on GMT

What is the ‘on the go’ beauty trend?

Related tags Research firm mintel Youtube Mintel

Recently, beauty that can be easily applied when out and about has been hitting the headlines as a current key cosmetics trend.

Market research firm Mintel says that increasing urbanisation and the rising use of public transport has created a new set of consumer needs: portability and on-the-go application has now become a key consideration.

Brands have an opportunity to innovate in portable, multitasking compacts to offer convenience and ease of use,” says the firm in a recent blog post​ on the market insights.

The desire to look good throughout the day has led colour cosmetics brands to explore wider variety in their palettes and products, containing not just make-up but also fragrance, haircare and skincare products to be the ultimate portable beauty accessory.”

Continual upkeep: beauty on the commute

With the rise of ‘active beauty’, the crossover between health, wellness and beaty, consumers are increasingly encouraged to monitor and manage their appearance.

Beauty brands have been developing ‘around-the-clock’ concepts for their products and ranges as part of this, and coupled with this, around the world consumers are migrating increasingly to urban centres, resulting in more use of public transport during morning and evening routines.

“To save time in their morning routine, many women are applying make-up on public transport​,” explains Mintel, noting that the trend is causing some controversy as it spreads.

Debate over whether this is socially acceptable began following reports of a woman in the UK being told off by a man on the tube for applying make-up, which made headlines in the mass media,” ​the firm explains.

“In Japan, transport operator Tokyu Corporation created a YouTube video designed to dissuade women from applying make-up on the train.”

Opportunity exists for product innovations to make cosmetics application on-the-go simpler and more practical, the firm suggests, such as solid formats and products that can be applied one handed and straight from the pack.

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