Betting on beauty
Mintel report breaks down global trends for 2018
Just as the seasons change, so do the latest beauty trends. One minute everyone was recreating Cara Delevingne’s full brows, and the next they were on to Kylie Jenner’s overlined pout, or the contouring and highlighting trend.
Those trends may not have fallen to the wayside yet, but soon they may exist within a beauty space with a strong showing from natural products, personalized marketing, brands with consumer-aligned values and new technological tools, according to Mintel’s Global Trends report for 2018.
Consumers are putting an emphasis on wanting to know what exactly goes into creating their favorite bold, red lipstick. Many are opting out of purchasing the big-name brands and choosing to shop smaller companies with a focus on ingredients.
“These efforts appeal to those who want products that reflect who they are and where they live, and that instill a sense of pride and guardianship for ingredient sourcing and production, as well as manufacturing processes,” Mintel’s report said.
Among the consumers Mintel surveyed, 50% of U.K. customers admitted that when purchasing beauty products, they often searched for ones made with natural ingredients, and 45% of those surveyed in China revealed that they planned to use products crafted with natural herbs and plants more often, as it improves their skins’ conditions.
Mintel’s report highlights that beauty consumers also are changing what they want from companies marketing products to them. Brands who don’t target a shopper’s age, sexuality or gender with advertisements were seen in a much more favorable light than those who did.
“In the past, brands had sole control over what defines beauty; however, perceptions of beauty based on age, gender, skin, hair and body type are changing, and control has shifted,” the report said. “Now, the consumer dictates what beauty is to the brand. An influx of information online has educated consumers, and they believe they know their skin/hair/body best and appreciate that everyone is different. They want their individual needs to be answered with options or customizable beauty.”
Among companies responding to these new demands has been Rihanna’s Fenty Beauty. With its tagline “Beauty for All,” the line — whose foundation offerings include 40 shades — focuses on creating universal products for all skin tones, even ones that have traditionally been hard to match.
In order to win over most consumers, companies also need to be transparent. Thanks to the power of the internet, people can now find out exactly how their favorite tube of lip gloss was manufactured. Was it tested on animals? Created ethically?
Fifty-six percent of Americans surveyed by Mintel admitted to stopping to buy products from a brand or retailer if they believed their practices were unethical, and 37% of U.K. consumers revealed that they considered whether or not a product is tested on animals when shopping.
“Younger generations in particular don’t like labels and increasingly strive to live in a society that’s free of ‘isms.’ When purchasing products, they want to be sure their brand choices are aligned with their personal values,” the survey said.
As companies respond to demands for natural and cruelty-free products, they also are focusing on technology as a tool to facilitate customers’ shopping journey.
“Looking ahead, the days of social media being purely social will have long since passed as companies transform these online interactions into shopping opportunities,” the study said. Less foot traffic means fewer shoppers sampling shadows and palettes in person, which is why such big-name brands as Estée Lauder and L’Oréal have looked to augmented reality applications, including YouCam Makeup and ModiFace, which L’Oréal acquired in March. The AR-powered apps allow consumers the opportunity to sample products straight from their phones — cutting out in-person swatching.
Another big trend is shoppable posts on social media, in which Instagram plays a key role. Now when consumers see a lip color they like in the app, all they need to do is tap on the post and add it to their shopping cart. And the service is meeting a need, as 30% of Spanish-speaking consumers who viewed beauty content on social media told Mintel they would be interested in buying directly through the social channel.
“Over the next three years, holistic approaches to biometric data and the blurring of lines between social media and online retail will encourage brands to drive unprecedented customization of the shopping experience, giving consumers more control over where, when and how their data is used,” the report said.
Maybelline taps Josephine Skriver as newest spokesmodel
Maybelline New York announced a new addition to its team. Josephine Skriver, an international model who has walked for designers such as Calvin Klein and Rag & Bone during fashion week, has been named global spokesmodel for the beauty brand.
Skriver joins the likes of Adriana Lima, Gigi Hadid, Herieth Paul, Jourdan Dunn, Cris Urena, I-Hua Wu, Emily DiDonato, and Christy Turlington, who also have previously been named spokesmodels for the beauty brand.
“Being a part of the Maybelline New York family is a dream come true! I have been wearing Maybelline since I was a little girl,” Josephine said. “I am honored to represent not only Maybelline, but all of the girls who are wearing Maybelline, because these young girls are the future. They are powerful and beautiful, and that to me is what Maybelline stands for. I could not be prouder to represent them and make it happen.”
The model who grew up in Denmark has appeared in campaigns for Bulgari, Gucci, Max Mara, Michael Kors, Tom Ford and was even named a Victoria’s Secret Angel in 2016. Josephine also has been featured in various issues of American Vogue, Vogue Italia, Vogue Germany, V, Dazed, W, and Interview.
“We are beyond thrilled to have Josephine as part of our Maybelline family,” Leonardo Chavez, global brand president for Maybelline New York, said. “A partnership with Josephine was completely organic because she resonates with our global customer and is a dynamic and fresh addition to our roster of talent. She embodies determination, grit, energy and spirit, while having a true connection to New York and the dream of making it happen in this city.”
In addition to modeling, Josephine also is a vocal advocate for global LGBTQ rights, and is involved with organizations such as Family Equality Council, Colage and Keep a Child Alive, which focuses on children’s HIV fight.
The brand’s first campaign to feature the model will be for the launch of the Super Cushion 2-in-1, which will launch May 2018. She also will participate in brand activities on a global scale, the New York City-based company said.
Brush with success
Bob Wiltz, chief customer officer, Paris Presents, discusses how the company works to build brands with staying power
Paris Presents — maker of the Real Techniques brand of beauty tools — has been in business for more than 60 years, and in the past five years has begun building retailer-owned brands and its own brands to deliver on beauty consumer needs. Drug Store News caught up with Bob Wiltz, chief customer officer at the Gunree, Ill.-based company, to talk about where the company has been and where it’s headed.
Drug Store News: Tell us about Paris Presents.
Bob Wiltz: We are proud to be the No. 1 player in cosmetic and bath accessories globally, with distribution in more than 70 countries. Our global makeup brush brand, Real Techniques, is the fastest-growing brush brand and No. 1 in the United Kingdom and No. 2 in the United States. Combined with our global brand Ecotools makeup brush brand, we are No. 1 globally in the category.
We were humbled by being recognized as the fastest-growing health and beauty accessory company by BCG and IRI in 2014, top 10 growth award in Europe in 2015 and 2017, and named to Inc. 5000’s fastest-growing private companies for the third consecutive year in 2017, most recently jumping 438 spots. Our team leverages their diverse backgrounds from mainstream beauty to world-renowned consumer products companies, building an entrepreneurial culture committed to accelerating business growth for our retailers.
DSN: What’s your mission, and how does it impact retailers?
BW: We believe in creating meaningful brands — whether they are ours or retailer owned — that empower women and enhance their everyday beauty routine. Our highly successful mission of increasing the cosmetic and bath accessory categories for our retailers have been grounded on increasing household penetration with consumer-tested and preferred innovation.
DSN: What do retailers need to do to maximize sales from your product and the specific categories?
BW: We see our retailers, specific to cosmetic accessories and specifically makeup brushes, being most successful when merchandising our brushes as close as possible to color cosmetics. We see this trend increasing at a rapid pace globally. We have observed incremental consumption beyond 50% throughout our testing periods.
DSN: What is Paris Presents doing to help its retail partners?
BW: At Paris Presents, we are proud of our agility to leverage our assets to the benefit of our retailers — whether that is with offering fixturing, unique insights or proprietary data — and doing it at the right speed. As an example, our 360-degree digital connection and expertise for inspirational education with Sam and Nic Chapman, the highly acclaimed influential leaders on social media, connect directly with our retailers to build our retailers’ brand in a co-creation environment.
DSN: Let’s discuss the future. What is coming down the pike?
BW: We pride ourselves on building brands with true and unique innovation, leveraging global beauty trends and consumer insights with meaningful and relevant points of differentiation. In short, we are obsessed with trends, consumer knowledge and the marketplace where we compete, and we bring this all to the retailers.
As examples, some of our 2018 Real Techniques innovation was inspired in prestige to provide channel-shifting into food, drug and mass with such sub-branding as Blend and Blur and Powder Bleu makeup brushes. It expands the brush care routine with our patent-pending technology, as well as our organizers and cleaning systems. Other innovation includes expanding impulse sales with limited edition sets and winning occasion during the holidays, as well as taking advantage of trends like our Brush Crush — iridescent and unicorn trend — designs.
With our branded Ecotools, the 2018 innovation stream follows our highly successful 2017 superiority claim and restage, along with new ecoFoam technology in our perfect blending and contouring and color sponges, or our facial mask sponges. Advertising in magazines will drive product sales at retail.
Bob Wiltz is the chief customer officer at Paris Presents.