Charlotte Libby, global colour cosmetics and fragrance analyst for Mintel, gave us the latest in emerging and evolving trends across colour cosmetics in an exclusive interview ahead of her presentation at the upcoming in-cosmetics Global trade show in Amsterdam, 17 - 19 April.
The first part of the interview, on shifts in complexion trends and demands for sustainable ingredients, can be found here.
Teens taking charge
With growth in the teen audience in Asia particularly, this market is becoming increasingly important, the analyst says.
Trends are being defined by the idea of ‘self-expression’ and a focus on empowerment rather than needing to look a certain way to meet an external beauty ideal.
“People are seeing themselves as individuals and looking for brands that reflect that,” says Libby, who notes that the importance of diversity - catering to all ages, different genders and ethnic backgrounds - is clear.
The evolution of packaging is a key factor put forward by the analyst as defining global trends moving forward.
The smartphone is taking centre stage for many consumers globally, meaning formats now have to interact with the fact consumers are increasingly only taking their phone, rather than bags and purses.
“The phone is emerging as the one device that people can’t live without,” confirms Libby.
“The evolution of packaging as a result of this is going to be really interesting. We’re seeing a shift in lifestyle of what people are carrying around with them - they’re using payment systems on smartphones, and smart locks rather than keys - so the on-the-go format is evolving further to become really focused on how products can work with the smartphone.”
Libby points to Shiseido’s new POSME initiative, which sees teenage girls working with product developers to create the next generation of products in colour cosmetics, which has already led to smartphone-related innovations.