Make-up goes hybrid
As the colour cosmetics market recovers after a challenging few years, where do the opportunities lie and what do consumers want from make-up products in the mid-2020s? Edson Barros of dsm-firmenich shares his insights on key consumer trends and delivering the future of colour care with hybrid make-up solutions.
The world of colour cosmetics has experienced more than its fair share of turbulence recently. As it begins to recover from the impact of the pandemic and the changes to lifestyles that that entailed, how optimistic are you?
Edson Barros: Well, with the “lockdown lifestyle” hopefully behind us now, beauty consumers are embracing make-up once more and the sector appears to be making a strong recovery. In fact, Euromonitor are predicting that the global colour care market will be worth more than $93 billion by 2026 and will have an annual growth rate of 6% from this year onwards.1 Some nuance is needed of course, as some regions and segments are faring better than others. The premium sector, for example, is expected to see annual growth of 7% until 2026, by which time it could represent 45% of the total market. China is still doing well too, with its market having grown 20% in the last five years. Overall, I’d say there’s every reason to feel optimistic, especially when it comes to facial colour care, which is expected to be the fastest growing sub-category for the next three years.
What are the key trends in make-up products now? Has this changed since the end of 2019?
Edson Barros: Demand for cleaner, more sustainable, and eco-friendly solutions has been increasing for some time; more and more people think about their impact on the planet now, so this trend is still going from strength to strength. Another trend that’s gaining momentum and that we’re finding particularly interesting though, is the growing demand for hybrid make-up solutions that combine colour cosmetics with additional skin care benefits.
These types of product have been around for some time and have always been popular with consumers who prioritise convenience in their beauty routines. However, it’s fair to say that the current interest in hybrid make-up is driven by various attitude shifts that either came about or accelerated during the pandemic.
For obvious reasons, many people are more health-conscious now, and as a reflection of this, we’re seeing an increased focus on skin health too. Beauty consumers still want to look good, enhance their features and play around with colour cosmetics, but because some products can be harsh on skin, they are toning down the heavy make-up. Today, it’s all about taking care of the skin and looking natural rather than quick fixes and superficial effects, so there is a demand for solutions that work with skin not just on it. Hybrid cosmetics also appeal to those consumers who want to streamline their beauty routines as part of a more general approach to keeping life simple. For people like this, it makes perfect sense to make the most of the many hours they wear make-up each day, by choosing products that actively care for their skin at the same time.
"Demand for cleaner, more sustainable, and eco-friendly solutions has been increasing" |
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