With more than two in five (44%) women aged 18-34 visiting four or more social media sites every day, according to Mintel research, it seems social media may be the driving force behind the increased popularity of both the natural and bold makeup looks as it is changing the way consumers learn about and master new makeup trends. In fact, a trendy one in five (22%) female color cosmetics users agree that social media helps them learn about beauty trends, increasing to nearly half (47%) of those aged 18-24. What’s more, nearly one quarter (24%) of female color cosmetics users say they watch online video* tutorials to learn about makeup looks, including the majority (53%) of women aged 18-24.
“Social media influencers and video tutorials are inspiring American women to go for two contradictory makeup looks. While the natural look continues to reign supreme, many women are interested in trying out bold and adventurous makeup looks, such as winged eyeliner and strobing, as a result of what they’re seeing online,” said Alison Gaither, Beauty and Personal Care Analyst at Mintel. “But as each of these makeup looks come with a learning curve, brands can not only tap into the current popularity of social media and online videos to educate consumers on how to master these looks and promote product trial, but also develop accessory tools to simplify application. For example, recent eyeliner launches have included tools that claim to make eyeliner application faster and less intimidating and we predict that going forward, other color cosmetics segments will follow suit.”