Spotlight On: Festival beauty looks
Summer is music festival season. With music events dotting the United States and abroad for the next several months, there’s an opportunity to capitalize on festival-bound shoppers looking for sparkly makeup looks that step outside quotidian looks.
Wunder2 Glitter Gellys
Want to add an extra dose of drama to that bold eyeshadow? Look no further. Dab a small amount around the eyes for some extra glitz, or anywhere else for some extra shine. The gellys come in five colors — amethyst, aquamarine, citrine, diamond and 24 karat. The products retails for $15.95 each at Wunder2.com and Ulta.com.
Maybelline New York Eyestudio Lasting Drama Waterproof Gel Pencil in Silken Turquoise and Polished Amethyst
Create bold, sophisticated lines with this gel-based pencil that glides on and lasts up to 16 hours. With its high-intensity pigments and smudge-resistant capabilities, this waterproof pencil can give eyes a pop of color. The product is available at mass outlets for the suggested retail price of $7.99.
Col-Lab Fairy Nude Face and Eye Highlighting Palettes
These limited-edition palettes, available from May 15 through June 30, are meant to add illumination to the eyes, cheeks and décolleté. Containing silky powder formulas, both palettes — Fresh Glow and Warm Glow — can be mixed and matched together for that perfect highlight. The palettes retail for 16.99 each at Sally Beauty.
CoverGirl Melting Pout Holographic Lip Color
Shoppers can pucker up and dance the day or night away with shine and wow-worthy color that last for several hours. The gloss contains an intensely rich color that moisturizes and conditions lips, while also leaving them with a nonsticky and weightless feel, the company said. Retailing for $7.99 at Ulta.com, this gloss can be worn on its own or layered over any other lip color.
Clairol Color Crave Hair Makeup in Shimmering Rose Gold and Shimmering Platinum
This washable hair makeup can add a burst of color to tresses without the added commitment. Featuring 3-D micro-crystals that temporarily bond to the hair’s surface and coat each strand, this hair makeup can add a highlight or ombre effect. It also comes in four other shimmering shades — amethyst, ruby, copper and bronze — and retails for the suggested price of $10.99.
Maybelline New York shakes up the brow, shadow game
Tattoo Studio Brow Gel
Maybelline New York Tattoo Studio Brow Gel is a new ultra-resistant gel formula that adheres to brows for a no-hassle wear that lasts up to two days. The waterproof gel fills brows and does not transfer or smudge, and the flocked applicator tip easily defines brows. Tattoo Studio Brow Gel is available in four long-lasting shades — blonde, soft brown, medium brown and deep brown — that retail for $12.99.
New York Total Temptation Collection
Maybelline New York Total Temptation Collection includes an innovative mascara, eye and cheek palette, and brow definer. Total Temptation Mascara glides on and builds with no overload, so lashes look dense and feel soft. The bristle brush has a hint of coconut fragrance. The mascara, available in brownish black, very black, and blackest black, has a suggested retail price of $9.49.
Lasting Drama Light Liner
Maybelline New York Lasting Drama Light Liner is an easy to use mechanical cream eyeliner that adheres to the upper lid, inner corner and waterline for eye brightening made easy. Formulated for all-day, waterproof wear with no smudging, fading or need to reapply, this long wear light-reflecting formula brings highlighting beyond the inner corner to illuminate and accentuate, the company said. The eyeliner is available in five shades: Starlight Gold, Twinkle Black, Moonlight Purple, Shiny Bronze and White Luster. It retails for $5.99.
Total Temptation Brow Definer
Maybelline New York Total Temptation Brow Definer is a richly pigmented cream-to-powder formula, featurint the retractable angled tip applicator. Total Temptation Brow Definer is available in deep brown, medium brown, soft brown and blonde, and retails for $7.99.
Total Temptation Shadow + Highlight Palette
Maybelline New York Total Temptation Shadow + Highlight Palette consists of eight eyeshadows and two highlighters. The palette features shades of peaches and mauves. Total Temptation Shadow + Highlight Palette has a suggested retail price of $11.99.
The City Kits Eye + Cheek Palette
Maybelline New York’s The City Kits Eye + Cheek Palette features all-in-one shadow, cheek color and highlighter palettes. With eight eyeshadows, one blush and one highlighter, these palettes have everything to create a vibrant city look. The city kits have a suggested retail price of $11.99.
Innovations in the eye makeup segment build excitement
With full brows and smoky eye looks taking center stage, making eye makeup pop is a more complicated process than ever. The good news is that to meet shopper demand, retailers and suppliers are growing their eye makeup offerings — particularly around eyebrows. Some of the more innovative items in this segment are driving growth in retail stores, and manufacturers said retailers can thrive if they keep up on the trends and make some updates to their stores.
According to IRI, a Chicago-based market research firm, total U.S. multi-outlet sales of items in the cosmetics-eye category totaled nearly $2.1 billion for the 52 weeks ended April 22, down about 2% compared with the same period the previous year. Some products performed better than others. Sales of mascara were flat, down 0.84% to $917.7 million. Sales of eyeliner were down 7.5% to $534.8 million. Sales of eyeshadow were down nearly 11% to just under $270.9 million. There was a bright spot though, in eyebrow makeup, which was up 20% to $316.2 million.
The brow trend is booming, said Natalie Plain, CEO of Billion Dollar Brows in Irvine, Calif. “We are seeing an explosion in demand,” she said. “It’s an exciting time.”
Plain founded the company in 2004 in Los Angeles as a prestige brand. Recently, the company launched the brand Arch by Billion Dollar Brows, with products available in drug stores.
“Nobody was doing a niche brow brand directed at the drug store audience,” she said. “When I would go to the drug store, I would go to the cosmetics section and I would have to hunt for products in our category.”
The new assortment includes brow pencils, pomades, gels and tools — with each individual SKU retailing for less than $10. The patented Brow Buddy shaping tool also will be made available with the Arch lineup for $8.99, as well as a new variety of value kits each priced at $12.99. The kits have such names as the Selfie Kit, the Brow Essentials Kit and the Brow Beat Kit.
Drug and food retailers have a great opportunity to boost sales in this growing category, Plain said. “I know from a lot of women — especially moms, who shop at drug stores — that not everybody has time to go to a salon or high-end retailer to make their beauty purchases,” Plain said.
She added that some retailers are making other adjustments to attract these consumers. Some drug stores are investing in improved lighting and also more attractive flooring to enhance the purchasing experience in the cosmetics department. Also, Plain said, some stores host special events. For example, one supermarket hosted a Mother’s Day event in which a beauty advisor was in the store, offering makeovers and advice.
In the blink of an eye
IRI data shows that U.S. multi-outlet sales of cosmetic accessories were up 8.5% to $1.14 billion. Makeup applicators stood out among beauty implements, with sales up more than 10.3% to $312.1 million. Sales were strong in false eyelashes and adhesives, up 29.4% to more than $212.3 million.
Social media plays a role in this growing category. “Lashes recently topped Pinterest’s biggest beauty trends list with a 152% increase in searches from the year prior,” said Jennifer Johnson, senior brand manager at Ardell Retail.
Johnson also said that the hottest trends now are “next-level lashes,” which are long, thick eyelashes. “The strong lash look can be achieved through easy-to-use false lashes, voluminous mascaras and eyelash serums that will make your lashes look like false lashes,” she said.
Earlier this year, Ardell, a brand of Los Angeles-based American International Industries, launched Magnetic Lashes in some of the brand’s most popular styles. Instead of using an adhesive to keep the lashes on the upper and lower eyelids, the lashes use tiny magnets along the lash line so the lashes cling to each other. “The consumer response has been phenomenal, especially for new lash users who find the application much easier than using traditional eyelash adhesive,” Johnson said. “We will be making application even easier with a new Magnetic Lash Applicator that works in seconds.”
Another top seller in the Ardell lineup is the Faux Mink line, which Ardell recently expanded with Faux Mink Individuals, which Johnson said are mini clusters of 20 lash strands fused on one end with a flat base. The idea is to create a customized lash look and applying just a few of the clusters to create a dressed-up look.
The false lash category is one of the fastest-growing segments in cosmetics, Johnson said, noting that opportunity exists for retailers who can seize on that excitement.
“Delivering a seamless omnichannel shopping experience that spreads across the store to the website to mobile is key,” she said. Since the audience is mainly Gen Y adults, technology plays a role. “Incorporating digital experiences, where shoppers can virtually try on a lash style to see how it looks on them before purchasing, adds a level of hyper-realism and immediate gratification that engages the shopper — particularly that crucial millennial shopper — like no other way can.”
Assortment also is important as shoppers are purchasing multipacks at a higher rate than ever. Retailers should make sure they maintain their in-stock levels, Johnson said, as product turns are increasing.
Eyeshadow color is making a comeback, said Sharon Wang, vice president of Chino, Calif.-based Profusion Cosmetics. “Women, Generation Z, millennials are looking for the latest eyeshadow shades and value,” she said. “More women are wearing eyeshadows than ever before.”
Profusion makes professional quality, cruelty-free cosmetics that retail between $4.99 and $19.99. The company said the pigments are saturated, and the color goes on in one stroke, blends beautifully and looks good on people of every skin tone.
Profusion will launch 28 new products in a collection called Day Dream Believing at Target in July. The collection is packaged with lilac holographic touches and has the latest products and palettes for eyes, brows, lips, cheeks, contour and highlighters. The collection is priced between $4.99 and $9.99, and each package has instructions on how to create the look on the back.
Retailers can drive sales by changing the assortments often. “Retailers would be wise to pulse palettes monthly, or bi-monthly,” Wang said The stores also should use social media and emails to announce the latest news in palettes to customers. That would help drive more users from the prestige stores to drug stores and mass outlets.
Social media is helping to generate interest in eye cosmetics as people look to YouTube and Instagram for makeup tips, and also to view celebrity looks. “Brows are key to a complete eye look,” Wang said. “People seek multi-finish eye looks, and shimmers, satins, mattes and glitter are all in demand.”
Also, color is making a big comeback, Wang said. “Whether Kim Kardashian West with vivid blues, Pat McGrath in lilacs and purples, Smashbox in Rose golds, Anastasia in reds, saffron and cinnamons, expressing individuality through eye makeup is a trend we are seeing more of.”