“The future of makeup will give more space to accessories and tools, making applicators part of the product itself,” the market research firm notes in its recent blog, Beauty Spot.
The firm notes that a rising interest in textures is also emerging in the market, stemming from Asia, where the sensorial aspect of skin care and makeup has long been perhaps the most important element of a product.
A lot of the rising global interest in packaging and accessories has been driven by online tutorials, according to Mintel, with vloggers bringing professional makeup techniques to a broad, mainstream audience.
Packaging to the fore
Applicators that are built into beauty products are leading the charge when it comes to the rising enthusiasm for beauty tools.
Mintel notes that this kind of packaging innovation will “provide a stronger offering, raising the quality and therefore price” of those products which take advantage of it.
“We already see significant interest as 42% of UK women aged 16 - 24 are interested in packaging with built-in applicators/tools such as brushes.”
It’s a trend being somewhat driven by South Korea and the country’s keen focus on fast trial-and-error innovation, which has led to such global successes as AmorePacific’s air cushion compact, and also the latest ‘stamping brush’ application method from FSKorea.
Texture still dominant
The importance of prioritising the sensorial element of a skin care or make up product has been reiterated lately, particularly with the rise of tinted moisturisers and other products which offer multifunctional benefits.
A recent guest article for CosmeticsDesign by industry expert Belinda Carli outlined the evolution of the sensory trend, noting that it has come very much into the spotlight recently.
Mintel’s blog agrees, noting that the two key emerging focuses in the sensory space are jellies and water.
“The next generation of makeup will focus on improving performance thanks to hybrid and new textures such as jellies and water,” the firm explains. “These textures enable claims of higher hydration levels (water-charge, bouncing, elasticity) and longer lasting, thanks to better adherence to the skin, and high coverage benefits through good spreadability of the product.”