By LaToyah Burke
Spring and summer cosmetics are about highlighting luminous, healthy sun-kissed faces. Cosmetics for the spring must be versatile enough for the consumer to take from day to night while summer cosmetics should be bright and last all day long. Taking cues from spring trends, the season’s most popular colors find inspiration from fashion. Makeup trends for Spring 2007 mirror the soft pastels from past seasons but with a few new twists and additions.
Tarte Inc. launches its Spring Fever Set this month. The set includes Spring Fever 24/7 lip sheer with SPF 15, North Island eyeshadow duo, mini Blushing Bride blush, Waterlillies eyeliner and a double-ended eyeshadow brush. Also perfect for the heat of the summer is the Stay All Day 4-piece lip, cheek and eye set. This set includes mini Mauve Rise & Shine lip stain and lip enhancing gloss duo, mini Flush Cheek stain, Chocolate Indelible Wink liquid liner and shadow and Champagne Lock & Roll crease proof cream shadow duo.
The Stain or Shine summer 2007 collection from Tarte includes sunglosses, a set of 3 full-sized double-ended lipglosses in a waterproof denim sunglass case. Colors include Gidget and Moondoggie (pale pink and shimmery sand), Frankie and Annette (coral pink and watermelon) and Zack and Kelly (peachy pink and cotton candy).
Tarte also offers Inside Out vitamin infused lip-glosses powered by Borba nutraceuticals. Inside Out is a moisturizing lipgloss that infuses skin care ingredients like acai and green tea extract, grapeseed extract, and vitamins A, C, E and K.
According to Janet Pardo, senior vice president, global product development, Clinique, Up-lighting Liquid Illuminator is the key to achieving a radiant bronzed glow. “It can be applied alone, mixed with any foundation or Moisture Surge Extra to create a tinted moisturizer, it makes skin look sun-splashed,” she said.
The illuminator is available in natural, peach, blush and bronze shades.
Applying Shimmering Tones Powder on the cheekbone “will give you a flirtier, after-work look,” added Ms. Pardo. Shimmering Tones Powder is available in Golden Bronze, Blushing Bronze, Peach Bronze or Bare Bronze. The three in one powder is ideal for use as an eyeshadow, blush or to dust on along the neckline.
For the lips, Clinique offers Full Potential Lips Plump and Shine, an answer to the growing trend in lip plumping cosmetics. The lip plump and shine colors include Pure Plump, Glamour-full, Mimosa Blossom and Sugarplump.
Clinique’s City Block Sheer Oil-Free Daily Face Protector is powered with SPF 25. It is a lightweight, subtly tinted moisturizer that helps reduce excess oil on skin’s surface while delivering the protection of a daily sunscreen.
Mary Kay offers a multitude of products that target the needs of many ethnicities. Keeping in line with the multi-purpose color trends prevalent in this season’s makeup offerings, Mary Kay launched their Garden Blossom Collection. The double-duty pencils create looks that are in demand for spring and summer and seamlessly take the consumer’s look from day to evening.
This collection encompasses all in one pencils that double as lip liner and lipstick or eyeshadow and eyeliner. The four matte lip shades, Teak Garden, Tawny Twilight, Blushing Blossom and Berry Silk are the perfect accent in bringing lips from professional, soft muted shades to shimmering tones perfect for after-work hours.
Mary Kay’s Soft Luster eye color sticks come in some of springs most requested colors. Copper Glaze, Jade Mint, Taupe Shimmer and Violet Dawn can be used as single eyecolors or blended together to create a unique look. The pencils double as eyeshadow and eyeliner.
Mary Kay’s website also shows consumers how to create the perfect look for their complexion. It showcases each models color choices from day to night so consumers can purchase the shade that’s right for them.
According to a new report from The NPD Group, more than 75% of women across all ethnic groups currently use basic beauty products such as skin care, makeup, bath, and shaving products. However, after taking a closer look, NPD found some differences between what various female ethnic groups are reporting in terms of beauty product usage.
According to the report, makeup and skin care products are not as widely accepted across all ethnic segments as one might think—and all women of color do not behave similarly when it comes to beauty products—not only category usage, but brand preferences vary widely across ethnic groups as well.
African American women are less likely than Caucasian women or other “women of color” to use either makeup or skin care products. In fact, one in three African American women told NPD they don’t currently use makeup and one in four reported that they don’t use any type of skin care product.
“This stands out as a significant opportunity for retailers and manufacturers. According to our research, it is apparent that once involved with makeup and skincare products, African American women have the tendency to be heavy product users and more brand loyal compared to other ethnic groups,” said Karen Grant, senior beauty analyst, The NPD Group.
By comparison, Hispanic women are the most likely to report using makeup (relative to other ethnic groups) and are more likely than their Caucasian and African American counterparts to report using skin care products. With the projected increase in the Hispanic population over the next decades, this could bode well for makeup manufacturers.
When it comes to Asian women, nine in ten have reported use of skin care products—more than any other ethnic group, but they are least likely to use fragrance or scented body care products.
Consumers are making cosmetic purchases across a variety of channels. Within the past two years, national drugstore chains have added upscale cosmetic brands and skin care kiosks with consultants in an effort to attract customers to the local drugstore for cosmetics and skin care purchases.
“The cosmetics and toiletries market overall is showing signs of growth at around 4% in 2006, which is the largest increase in the past five years,” says Carrie Mellage, industry manager for the consumer products practice of Kline’s research division. “And while department stores and food stores continue to lose share, the battle between drug outlets and mass merchandisers is heating up.”
National giant CVS pharmacy is leading the push for a larger share by offering high-end cosmetic products through its Healthy Skincare Centers, which are now located in hundreds of its 6,200 stores throughout the U.S. Complete with a trained beauty advisor to provide tips and help customers choose products, the centers also highlight the retailer’s growing line of exclusive cosmetics brands.
“Companies like CVS and Brooks Pharmacy are pairing boutique-style service with the convenience of the local drugstore as a way to compete with big box retailers,” said Susan Babinsky, senior vice president and head of Kline’s consumer products consulting practice. “They’re hoping that this draws women back to the drugstore, especially those looking for premium products.”
“In beauty, the future is today—not in 10, 20 or 50 years from now. Today’s ethnic population is already exerting an impact across all beauty categories,” said Ms. Grant, NPD. "The beauty industry must recognize that just as all baby boomers cannot be lumped together and marketed as one group, the same holds true for women of color. They are a diverse, rapidly changing group that defies generalization."
To tap into their power, Ms. Grant said beauty manufacturers and retailers must understand consumer differences and adapt strategies with "for someone like me" positioning.
Cosmetics for spring and summer are usually inspired by colors that are heating up runways. They are brighter and less subdued than the previous seasons color. With new channels opening up for marketers, it seems that sales will mimic the bright trend.