Editor's note: This article is an excerpt from a full report presented by Global Cosmetic Industry.
In North America, the dynamic, multi-faceted color cosmetics market is valued at $15.7 billion. According to Euromonitor*, the segment has grown faster than any other personal care category in the past five years and is forecasted to grow by an additional 3.4% compound annual growth rate (CAGR) through 2020.
Even more impressive is the forecasted CAGR of 6% for the premium sector of color cosmetics, which accounts for 42.3% of the value of the category, according to Euromonitor. With so much growth on the horizon, the color cosmetics category is sure to be a great place to watch trends come to life.
Keep an eye on these top innovative trends in color cosmetics.
1. Highlighters Enhance Natural Beauty
K-beauty is one of the biggest influencers of trends in the color cosmetics and skin care market. South Korean women are using products that create beautiful, glowing skin, which has resulted in increased demand for a skin care regimen with cosmetics that accentuate, rather than mask, natural beauty.
In addition to the wildly popular cushion compact, skin highlighters, also known as skin illuminators, have seen a recent spike in popularity, with 709 North American launches so far in 2016, compared with 757 in all of 2015 (Mintel).** Examples include Perricone MD No Highlighter Highlighter, Benefit Cosmetics Dandelion Shy Beam Matte Highlighter and Wander Beauty Catch the Light Highlighter.
New application techniques like strobing are creating a next-generation contouring effect that enhances and defines facial features while creating an overall luminous, dewy look. Best of all, the process is much simpler than contouring.
Skin highlighters can be used for strobing and come in a variety of easy-to-use formats, including liquid drops, powders, pencils or pens for a precise application to the face or eye brow area, and light emulsions with a high degree of spreading for easy application.
Croda’s Skin Highlighting Cream ED0004 features light-spreading ether Arlamol LST (INCI: PPG-3 Isostearyl Methy Ether), in conjunction with Crodafos CS-20A (INCI: Cetearyl Alcohol (and) Ceteth-20 Phosphate (and) Dicetyl Phosphate), a substantive emulsifier with a light skin feel.
2. Strong Brows Make a Statement
Bold brows that are well-manicured, full and thick have become all the rage, with companies like Benefit coming out with entire collections promising “instant solutions for every brow dilemma.” With nearly 300 launches, cosmetics for eyebrows comprised 13% of eye makeup launches in 2015, according to Mintel.
Examples of products in the space include Benefit Cosmetics Bigger & Bolder Brows Kit, Smashbox Brow Tech Shaping Powder and Wander Beauty Frame Your Face Micro Brow Pencil.
According to Euromonitor, brow products are part of the fastest growing sub-segment of the color cosmetic market, “other eye makeup,” which also includes eye primers and eyelash growth products. In the North American market, this segment has grown by 8.3% CAGR over the past five years and is forecasted to grow at 8.2% CAGR over the next five years.
3. Cues from Skin Care
Eye primers are another fast growing sub-category of color cosmetics. There have been 41 launches in North America since the beginning of the year, more than the previous four years combined, according to Mintel. Eyelash primers saw tremendous growth in 2015 in both North America and globally; now there is similar launch activity for the general eye area.
Like BB and CC creams, primers are a crossover product from skin care. In fact, there are BB and CC eye primers, like bareMinerals Well-Rested CC Eye Primer, which promises to “instantly cool and recharge skin.” Most launches in this space are in the premium market, appealing to consumers who invest in their eye makeup and want it to stay on all day.
According to Mintel, the top claim for both eye lash primers and eye primers in North America is “long lasting,” followed by “ease of use.” Globally, “brightening/illuminating” is the top claim.
Eye primers designed for eyelids can be lightly tinted or clear serums, coming in formats like sticks, balms, creams or liquids that can be applied with a simple applicator tip, or long-lasting eyeshadow that endures for a specifically claimed amount of time. Eyelash primers are applied using a mascara wand. They are generally clear to emphasize one’s natural eyelash features but can also be topped off with a mascara.