- Sweat/wear-proof makeup: The use of film formers to allow make-up that may withstand exercise and be selfie-ready in a moment’s notice is really removing. This trend is particularly prevalent within the major growth area of colour cosmetics – Asian trend-setting women from 20 right through to 35 – so we'll check this out innovation grow greatly on Australian shores. This sector also has the highest social media use and search for colour cosmetics so brands need to look to supply fantastic sweat/wear proof make-up to take these trend-setters from the gym throughout the day and in to the night with interesting YouTube footage (as well as an application!) to really capture their attention.
- Customisation: Consumers want products to suit them, their lifestyle, their skin, their tone, their look. When it comes to future developments, brands should be considering how they may customise, or provide a customisation option, for their consumers. Some ideas include:
- Customisable bases with optional actives: This concept features a base serum, cream or crème-gel to match specific target audience aesthetic needs inside a pack with concentrated 'active' serums to increase the base to suit their skin’s needs at a moment. For example, skin a bit congested today? Add drops of the 'clearing serum' towards the base. Skin feeling dry? Add drops from the 'hydrating serum' to the base. The base product should address key concerns such as hydration and anti-pollution generally, but provide active concentrates with easy dispensing units and clear instructions for true customisation and a happy consumer. One of the first brands to supply this innovation has, by no surprise, come from Columbia. Check out how ReMede by CNP (remedebycnp.com) is leading the customisable active trend.
- Customisable colour: Always exciting to play with, colour cosmetics should also be customisable. Look for multi-colour palettes or highly concentrated colourants with instructional videos. Consumers should be able to make their lipstick pinks and reds 'hotter' or more 'muted'; and have foundations (liquid and/or powder) that can be adjusted to be slightly lighter or darker to complement slight alterations in their complexion with respect to the season. Take a look at smoochstudio.com for online examples of how colour can be customised to match individual selections.
- Signature scents: You'll see some exciting customisation ideas in this region this season – scents that can be modified through the consumer with small additions of concentrates to adapt a base for their daily moods.
- Get the App: We're already starting to see an explosion of apps that will people to 'try before they buy' inside a virtual reality space, and will also be tailored to assist self-selection of the best actives, colours and scents. Examples include the IBM and EZFaceInc 'Virtual Mirror Kiosks' in stores, which enable virtual applying makeup if you take a selfie while using stand's tablet and scanning product barcodes to determine how product will appear on the skin. L'Oréal, in Hong Kong, have also launched their app 'MakeUp Genius' which enable customers to test products using mobile phones or tablets like a virtual mirror for online trials without even having to visit a store.
Belinda Carli is the director of the Institute of private Care Science (IPCS). IPCS provides distance learning Cosmetic Formulation, Brand Management and Regulatory Affairs. To learn more email [email protected] or visit www.personalcarescience.com.au
