Top brands glitter, gloss and glow
The Makeup Show NYC kicked off in May, with an address from director of artistry James Vincent. As a makeup artist with decades of experience working in every facet of the industry, Vincent offered a firsthand account of the trends that are fueling social media, driving sales and shaping product development.
1. The unicorn effect: Duo-chrome and holographic finishes: Unicorns are a huge trend right now, with beauty mavens favoring a bright, ethereal glow and moving away from darker, smoky looks. Tarte has launched a unicorn-themed collection, and NYX recently launched its Duo Chromatic Illuminating Powders. “They give you that intense, unicorn glow that everyone is obsessed with right now,” Angela Grigoryan, senior product development manager and resident artist for NYX, told Drug Store News. “It’s a holographic finish, along with the combination of colors, [such as] lavenders and lilacs that have a blue or pink [reflection].” The Kat Von D Alchemist Holographic Palette is another notable product in the category.
2. The glitterati: “Makeup artists like Pat McGrath have elevated glitter to new levels,” Vincent said. Urban Decay is leading the trend with breakthrough formulations that are long-wearing and have a luxury feel. “We’ve taken classic products like our Heavy Metal Glitter Liners and added more of a luxe feel to it with micro-glitter,” said Urban Decay artist in residence Amanda Rodriguez. “People come to us all the time for our Moon-dust products and glitter liners.”
3. Pops of color: Vincent pointed out that pops of color were a huge trend on the runways, particularly at the shows for Max Mara and Ferragamo. Attendees at the Makeup Show were among the first to see the new Aqua XL Ink Liner liquid eyeliners and Color Paint creams from Makeup For Ever. Lahnie Strange, Makeup For Ever’s SVP of marketing for the Americas said the new products were a big hit: “We saw a really positive response to these new collections at the show — specifically the bold, colorful shades.”
4. Non-touring: Skin is in, and makeup is moving from structured contours and hard shadows to soft, matte finishes and sheer to light coverage. The dominance of contouring is giving way to a flush of color and “a wearable glow” — a highlighting technique referred to as “non-touring.” “It’s a glow that’s highlighted in the right places; it doesn’t look overly done; it doesn’t make you look like a tin man,” said Lori Taylor, global pro lead artist at Smashbox. Such social media stars as Casey Holmes are leading the way, and Smashbox teamed up with the beauty guru to create its Spotlight Palettes for highlighting.
5. The liquid lip: The liquid lip trend continues, with every brand — from drug store to high-end — coming out with some version of the product. In the race to create the best liquid lip that is long-wearing, comfortable, water-resistant, nondrying and highly pigmented, Kat Von D has one of the top-selling and most popular liquid lip products on the market. The Kat Von D events team explained that Kat’s personal needs and high standards are what drive product development. “As a celebrity with oilier skin, she wanted something that could last 10 hours without constant touching-up,” the company said.
6. Glossing over: The glossy wet look is in, for both the cheeks and eyes. NYX recently launched a product called Dose of Dew, a cream-based stick product designed to bring the runway’s intense, strobe effect to consumers.
We are all the New General Market
In April, Drug Store News and Mack Elevation co-hosted the third annual New General Market Summit. The one-day thought leadership event examined the changing face of the American shopper — driven not only by the growth of multicultural and millennial consumers but also by the influence these consumers are having on all consumers — and how the best brands are able to connect on an emotional level, as well as build community and advocacy with an ever-more diverse consumer.
According to research from 23andme, makers of an OTC genetic testing kit, the average American is made up of four different ethnicities — we are by definition a polyethnic culture.
Though it might seem that America is more divided than ever, today’s best brands don’t just celebrate our inherent diversity, they celebrate our commonalities. For example, Sundial Brands pioneered the New General Market concept about 10 years ago. “For us, the most important part of this definition is ‘commonalities,’” CEO Richelieu Dennis told DSN in 2015. “It is not a segmentation approach; it is an approach of inclusion. It also is not part of a multicultural or ethnic strategy; it is a multi-need strategy in which the heterogeneity within … and the similarities across populations are simultaneously acknowledged and understood. We all share very common needs. When we begin to focus on what those are, we can begin to solve for much larger population sizes and serve consumers in a much more meaningful and relevant way.”
In this issue, DSN highlights the big ideas and best practices that emerged from the event. The brands that are winning share one other common trait — purpose.
Purpose is driving everything from purchasing decisions and where consumers put their brand loyalty to product design and development, to how companies are recruiting and preparing the next generation of leaders. Increasingly, a growing body of evidence suggests that this need for a defined sense of purpose isn’t just some nice-to-have idea that only exists in our minds; it is a part of our physiological makeup. We are hardwired for purpose. When purpose is absent from our lives, there is a physical effect. According to studies, people with a strong sense of purpose are less likely to suffer from depression; they sleep better; they tend to have stronger immune systems; and they are less likely to suffer from such chronic diseases as diabetes and heart disease, or to develop Alzheimer’s disease.
Interestingly, according to a Gallup/Healthways study, people with a strong sense of purpose also are more comfortable with ethnic diversity.
Finally, a quick word about our cover: The very best brands that are winning with the New General Market consumer share one other thing in common. Because they stand for something bigger and more important than just a product on a shelf, the best brands feel like they are part of us; they get under our skin. What’s your brand doing to win the New General Market? Email me at [email protected] and tell me about it.
To view the full New General Market special report, click here.
Schmidt’s Naturals launches in Kroger stores, expands Whole Foods distribution
PORTLAND, Ore. — Natural deodorant maker Schmidt’s Naturals is growing its distribution. The company on Thursday announced that its products would be hitting shelves in Kroger banner stores and that it would be expanding into all U.S. Whole Foods Market locations.
“Thanks to our progressive, science-driven formula for natural deodorant, Schmidt's Naturals has gained popularity and loyal consumers nationally and across the globe,” Schmidt's Naturals founder Jaime Schmidt said. “It's a thrilling time for the brand, as Schmidt's further integrates into people's daily lives and becomes a part of their shopping routines.”
The company’s rose and vanilla, bergamot and lime, lavender and sage, cedarwood and juniper and ylang-ylang and calendula varieties will be available at Kroger, Fry’s Ralphs, Dillons and Fred Meyers stores. With regard to the Whole Foods expansion, Schmidt’s Naturals is now recognized as a global brand.
"Schmidt's Naturals has been extremely successful in connecting with our customers and satisfying their wants and needs in the natural self-care space,” Schmidt’s Naturals’ chief global strategy officer Michael Cammarata said. "As the fastest growing natural deodorant brand, our fans are demanding access to Schmidt's products in more and more stores. We look forward to announcing additional key partnerships furthering our retail availability throughout the year."