Influenster, the product discovery and reviews platform, is on the pulse of the next big things in beauty. Co-founder and president Elizabeth Scherle took time to correspond with Happi.com on what’s trending in color cosmetics for Spring 2018.
 
 
Happi: What are the hottest trends right now in color cosmetics and why?
 
ES: In 2018, we will see the dominance of multi-tasking makeup and the opening of more shade and color offerings across face, eye and lip. Brands are headed in this direction to give shoppers free reign over their makeup. For example, The Gigi Hadid x Maybelline Jetsetter Palette has all the essentials like contour powder, bronzer, blush, powder highlight, concealer, lip gloss, eye shadow, black powder liner, a mini mascara, mini blush, liner, eyeshadow brushes, and a mirror for makeup on the go. Similarly, the Bite Beauty Multistick can be used for eyes, lips and cheeks. As far as color expansion is concerned, even cult classics like the Maybelline Instant Age Rewind Concealer are catching on to the trend and has recently expanded its line by adding six new shades!
 
Happi: Are there any ingredients that are prominent?
 
ES: Looking at the growth in recent search queries on Influenster’s platform, here are the top 10 ingredients that members are increasingly searching for: argan oil, cucumber, biotin, rose water, tea tree oil, green tea, charcoal, vitamin C, aloe and coconut oil. These trending ingredients can be seen in recent color cosmetic launches; for example, coconut oil is an essential ingredient in the MILK MAKEUP Holographic Stick Stardust as well as the Maybelline Total Temptation Mascara.
 
Happi: What qualities are shoppers looking for in beauty and where do they go to find the latest products?

ES: Reviews and social media dominate product discovery. Shoppers turn to their friends, influencers and micro-influencers for inspiration. And while shoppers are still heading into stores to test and discover new products, online reviews play a bigger role than ever before in helping shoppers make decisions. In a survey that Influenster conducted, the top three factors that influence shoppers’ decisions are product reviews, social media and word-of-mouth. In fact, 71% of consumers that Influenster surveyed indicated that they have purchased a product because of a review.

As for qualities that shoppers look for in color cosmetics, we looked to our platform with 4.5MM+ reviews in that category to find out. Out of 650K+ reviews of eyeshadow products on Influenster, we're seeing that "smokey eye" is the most commonly used phrase in reviews, along with "long-lasting" and "pigmented." By scouring through 400K+ reviews of mascaras on Influenster, we found out that our members mention the quality of the “false lash look” most frequently. Out of the 500K+ reviews on foundations, people want foundations that are “long-wearing,” that offer “full-coverage” and are suitable for “oily skin.”
 
More than anything, shoppers love to experiment and play with different looks and products and are always looking for inspiration. They increasingly crave control, and brands have to keep evolving to get even more granular with the level of customizations they offer.
 
What’s inside matters: shoppers also look for color cosmetics formulated partially or entirely with natural, vegan, or cruelty-free ingredients. They are increasingly seeking out good-for-you products even outside of skincare. On Influenster, conversations on natural products grew by almost 50 percent in 2017 compared to 2016—evidence of the growth spike in this channel.
 
Happi: What are the future trends in cosmetics for second half 2018 and beyond?
 
ES: Performance- and quality-driven products in beautiful packaging will continue to win at mass. Consumers want exciting products, including mass market “dupes” of premium products such as Wet N Wild’s MegaGlo Highlighting Powder and Makeup Revolution Vivid Baked Highlighters. For example, the L'Oréal Paris Voluminous Lash Paradise Washable Mascara was such a success because of its quality formula and plush brush that rivaled the national best-selling Too Faced Better Than Sex Mascara.

Drugstore brands see how the risk-taking has paid off for indie brands and want a slice of the buzz pie too. They will take these risks to further prove themselves by appealing to the younger generation of consumers, including the rapidly maturing Gen Z. This includes faster, on-trend releases dubbed “fast beauty,” rebranding, repackaging, bolder color offerings, and the rolling out of more pop-ups and concept stores. It is no doubt that in 2018 and beyond, drugstore will be a huge channel for innovation.