BW Confidential - Issue #9 - March/April 2012 - (Page 43)

The latest trends Color of the future by Oonagh Phillips From digital make-up to high-precision applicators, we present 10 new directions the color market is headed in for 2012 and beyond Soft and natural While vibrant, strong colors have been popular of late, there is set to be a return to soft natural shades. In eyeshadows, this means more taupes and beiges. MAC for example, which is not usually associated with understated looks, recently launched a collection called MAC Naturally with colors in natural and neutral tones. These shades were also a convenient platform for the brand to communicate that it had added natural ingredients to some of the products. In lipsticks, the natural trend means soft, berry shades and nude colors. It also translates through a rise in the number of matte products set to hit the market this year. Californiabased NYX Cosmetics (pictured) for example, says that its matte lip glosses have been successful and it is now putting the focus on matte and natural colors for 2012. For NPD Group vice president and senior global industry analyst Karen Grant, this trend is about “women who want to look good without looking made up.” Precision application Whether it’s for eyes, lips or even foundation, the applicator is becoming more important in product design. Suppliers say consumers are looking for products they can get right upon first application so they don’t have to wipe off and reapply several times. This has seen packaging companies come out with more precision tools for lipsticks, glosses and mascaras. France-based packager Albéa for example, unveiled the Neopro lipgloss applicator range of six non-flocked spatulas (pictured), which claim to provide more flexibility and precision in application, while delivering the ‘perfect dosage’ of formula. Also for lips, packager Rexam developed lipsticks with non-circular bullet shapes. The lipsticks have an elliptical and tear-shaped bullet design, which are intended to provide greater precision of application especially for the M-zone of the lips. As for the eyes, German company Geka came out with a VolumeMagnet mascara, which has a twisted brush with two application zones: one for the upper lashes and another for the lower lashes. And for foundation, US-based brush maker Anisa developed a Flatop Sponge. The product is an oversized sponge with a long handle, and aims to provide the benefits of a sponge with the control and ease-of-use of a brush. Going digital There is already high-definition foundation on the market, but now the trend when it comes to high-tech is to offer digital products. Romi Digital Foundation is a handheld device that applies foundation by mimicking the stippling technique used by make-up artists to blend make-up into the skin, but at a rate of 5,500 times per minute. The company says the technique results in a flawless finish and can save consumers time and money as one product is blended so well that it performs like four in a normal make-up regimen. March-April 2012 - N°9 - BW Confidential 43

Table of Contents for the Digital Edition of BW Confidential - Issue #9 - March/April 2012

Cover
Comment
Update - Brand & retail news recap
- Companies on the move
Take note - Market facts, figures & trends
Best of BW - Highlights from our e-publication
Launches - The latest in fragrance, skincare & make-up
Interview - HSN gm of beauty & merchandising strategy Betsy Olum
Insight: Make-up - Category overview
- Nails
- Retailing
- The latest trends
Wellness - Online marketing
- Spa case studies
Retail - Pos technologies
- Store concepts
Digital - Social media strategies
Market watch: Brazil fragrance - Country overview
- Fragrance industry roundtable
- Prestige fragrance retailing
Strategy spotlight - Case studies to inspire
Travel retail - Americas regional overview
- Brazilian travelers
- Interview: Nuance Group North America...... Andrew Rattner
Radar - Six up-and-coming beauty brands
Packaging - Electronics in beauty packs
- Latest innovations
Last word - Crépuscule ceo Christophe Lerouge & creative director Olivier Boré

BW Confidential - Issue #9 - March/April 2012