Internation launches in styling products: COSSMA

Mintel’s global Hair Colourants Report highlights strong opportunities for those hair dye companies which focus on hydration, damage prevention and scalp care.

Going forward, brands should tap into the jelly texture trend in the broader BPC market to help convey hydration.

In addition, they should develop more hybrid colour and treatment formulas to nourish coloured hair as well as include an array of nourishing oils such as coconut and sunflower.

Meanwhile for nail care, sensorial concepts (e.g. a liquid base coat with colourful jelly globules), tactile 3D bubble-like textures and out-there themes such as personality polishes will help brands stand out among the plethora of nail polish variants already available to consumers.

In colour cosmetics, there are opportunities to be more creative with retail. Events such as make-up classes or DIY beauty events have proven to be a successful strategy to increase customer engagement. Pop-up stores are the perfect place to launch new brands and product lines – particularly when these are designed to be ultra-instagrammable.

One-day leave-in hair make-up

In Canada, L’Oréal Colorista Neon 1-Day Colour Hair Makeup features a gentle leave-in formula for one-day colour that washes out with shampoo. It is formulated with neon pigments said to glow under black light, and can be mixed with other shades to create and customise user’s own shades. Free from ammonia and peroxide for safety, the transfer-resistant product is available in neon pink, neon green and neon yellow.

A touch-up gel for the roots

R+Co is described as a collective of forward-thinking, rule-bending hairstylists in the business. The brand includes Art School Root Touch-Up Gel designed to deliver temporary coverage without leaving hair dry, flaky or stiff. This transfer-, water- and sweat-resistant product features a lightweight, flexible and blendable gel formula, said to provide buildable coverage that dries quickly, yet doesn’t leave hair looking dry or powdery. Its special application allows for targeted coverage. It contains conditioners intended to keep hair feeling nourished and looking healthy, whilst featuring the brand’s Dark Waves fragrance. It is formulated with: panthenol to penetrate hair and provide hydration, coat strands and add a natural sheen; the naturally occurring humectant glycerine to help hair retain moisture; soybean seed extract, for moisture retention and shine; turmeric, to promote a healthy scalp environment; and silica, a micronutrient that improves tensile strength and condition of hair. The limited edition in a 15ml pack is available in two shades

A pen for the creation of faux freckles

Imperfections have not only been celebrated in recent years but also turned into trends themselves. #fauxfreckles sees Instagram users using make-up to create the illusion of freckles, with the trend even paving the way for NPD in products that help users create these. In the US, launched for Summer 2019, the Lime Crime Sunkissed limited edition collection includes Faux Freckle Pen.

* Global new products database

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