Premium make-up brands are constantly on the look out for new consumer insights and innovations. Every year, they provide consumers with new technologies, designs and products that are easier to apply and give better results. But recently, it is the Social Media who pave the way for new product development. The way modern women access and experience beauty is more dynamic and varied than ever before. The latest NPD Group's research "Makeup In-Depth Consumer Report 2016" showed that internet went from the least-frequented source of make-up products information & purchase four years ago, to the fastest-growing in 2016. Additionally, social media born trends such as make-up sticks and other products for contouring, which grew six-times its size in 2015, have added the most incremental dollars to the makeup category over the last year in the United States. Learn why building and maintaining a strong, creative online presence is crucial to capture the most engaged makeup consumers.
The entire prestige beauty category in the United States saw a 7% increase sales in 2015. Prestige make-up was a particularly strong subcategory, with sales exploding at 13%*. Two essential factors of such industry growth was innovation in beauty products and social media trends. Barry Beck, CEO of a beauty chain Bluemercury, claimed that 55% of the top-selling items were products that did not even exist five years ago. Also, media consumption and purchasing channels for make up category changed significantly over the last few years.
According to the NPD Group, in 2016 internet surpassed print and broadcast advertising as preferred source of make-up product information**. Especially Millennials are most likely to rely on online sources, including websites, social media sites, YouTube videos, blogs, and mobile apps. As a result, Millennials are the main consumers that are driving new makeup trends. Internet, in addition to being used for product and brand information, became a critical platform for makeup products purchases. It ranked among top 5 most common channels used for purchasing make up products, below department stores and ahead of direct sellers, national chains, and beauty supply stores. Thus, online is a primary make-up engine growth for new products discovery and purchase.
Theresa Yee, senior beauty editor at trend forecasting firm WGSN, admitted that cosmetic sales have benefited from what she called the “Kim Kardashian effect.” *** The social media queen used her Instagram account to draw attention to contouring and strobing, which caused that in 2015 contouring and highlighting products were a key driver of the entire make-up category. How did prestige make-up brands explore this trend?
There is a variety of cosmetic sticks on the market such as foundations, highlighters, blushes or even eye-shadows. But it is the foundation stick that stole the spotlight and inspired the creativity of many prestige make-up players. Make-up sticks appeared to simplify the morning routine and made fast daytime touch-ups possible.
Lancôme introduced their long wearing, high-coverage foundation Teint Idole in a stick version in August 2015. It has a powder-to-cream texture, which makes it easy to apply and to blend. It is formulated with SPF 21 that protects the skin from harmful sun rays and the range is available in 20 shades to match every skin tone.
Estée Lauder also decided to give a modern touch to its iconic Double Wear foundation. The brand launched Double Wear Cushion Stick, the traditional product with a built-in cushion tip to dispense the product and blend it into the skin. The applicator can be detached for cleaning. In case you twist out too much, you can reverse and pull it back in. The brand created an animated advertisement to show how to use the product for the best results.
Hourglass Cosmetics decided to create a more modern-looking foundation stick collection. Their Vanish Seamless Finish Foundation Stick has a sharp, triangle shape. In addition, they created a minimalist social media campaign. Experimenting with original shapes and packaging is a good idea to create unique products that would catch the consumer's attention.
The foundation sticks trend is so big that even Anastasia Beverly Hills, mostly known for their eyebrow and lip make-up products, has explored this category. Their 19 shades of foundation sticks plus 4 highlighting and contouring sticks have been available for purchase since August this year. With its 11.5 mln followers on Instagram, Anastasia Beverly Hills is the most active make-up brand in Social Media globally.
Every prestige beauty brand should create products that are innovative and fit modern consumers' needs. Packaging and marketing are as important as the product quality itself. Chic Being believes in niche companies and helps them become future market leaders. Contact us for inspiration and help in building your brand's premium image.
*** from The Washington Post "Women are scrimping on clothes, but splurging on this"