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Exclusive interview

Make up routines go simple part II: How marketers are getting it spot on

By Natasha Spencer , 12-Sep-2017

Marketing simple make up routines

With Japan making waves in the simple make up segment, we continued our conversation with Shannon Romanowski and Sharon Kwek from market research company, Mintel, on how brands can successfully market their products and which labels, in particular, are building a following in APAC. 

Women are opting for lighter-weight, skin care-inspired facial cosmetic products to achieve a barefaced look. In addition, beauty buyers are also favouring skin care-related benefits from facial cosmetics including anti-ageing, moisturising, even skin tone, and SPF claims.

Simple and natural

There is “definitely a parallel” between the streamlined routine and the trending natural look as women are using make up as skin care to achieve a flawless, but natural look, Romanowski went on to say.

Moving forward, this is also expected to pick back up once colour cosmetics trends change, “to a degree”.

Convenience versus experimental

Older Millennials and Generation X shoppers will prioritise convenience and streamlined routines due to other life stage demands such as children and working careers. Therefore, “colour cosmetics trends won’t necessarily alter their behaviour,” Romanowski observed.

Younger adults and teens, on the other hand, are profiled as being highly experimental. Therfore, as new looks become on-trend, it could “definitely alter current sales trends”.

Multifunctional and customisable preferences are also influencing the streamlined colour cosmetics trend in Asia Pacific, specifically.  

Profiling product launches

In China, Red Earth, for example, unveiled its BB Total Packaging 3-in-1 BB Cream which features an all-in-one BB cream, concealer and highlighter.

Japanese colour cosmetics brand, Sana Pore Putty Kenana Pate Shokunin, launched its BB Cool Powder for the summer season. It claims to be multifunctional, and combine skin-firming, pore concealer, primer, concealer, foundation, face powder, serum and sunscreen functions.

Another Japanese name, Lissage, also released its Colormaintanizer this year. The product is once again a multifunctional item that combines serum, primer and foundation to complete consumers’ base make up in one step.

This streamlined trend is not only affecting innovations in the colour cosmetics sector, but it also positively impacting the skin care segment.

For instance, beauty brand Saborino, which was founded in Japan, is known for its all-in-one morning sheet mask which is described as a 3-in-1 product that incorporates the functions of a cleanser, moisturiser and make up primer. It attracts avid consumers by enabling skin care product users to complete their morning skin care routine in 60 seconds.

Winning formulations

Anti-ageing and moisturising claims are desired by 44% of consumers respectively and are highest on the list of female facial cosmetics user benefits that women seek from their facial make up choices.

Brands need to explore age demographics as these demands vary, “reflecting the differing skin care needs of a woman’s life stage”, Mintel stated.

Therefore, female consumers aged 55 and over are most likely to be interested in products with anti-ageing claims (68% vs 18% of women aged 18-34). On the other hand, 18-34-year-olds seek products that treat acne (24% vs 2% of women 55+). Sensitive skin claims are important too (23% vs 9%), along with a product's minimising pores capabilities (23% vs 11%).

Of those asked, 28% of facial cosmetics users said they’re interested in facial makeup that evens skin tone. Improving the skin’s appearance is also creating new product innovations within the industry.

For instance, pore-minimising products (29%) and colour-correcting palettes (24%) attract the strongest level of appeal from women colour cosmetics buyers.

“While the market is saturated and some women are turning to value brands to cut costs, facial makeup products that offer relevant skin care benefits present a bright spot that could reinvigorate sales,” encouraged Romanowski.

Highlighting the potential for growth in both the colour cosmetics and skin care sectors, Romanowski emphasised how: “For example, anti-ageing and moisturising claims are appealing to older women, and can be particularly successful in light of an ageing population that is typically less engaged in the category.”

Japan: Leading simplified make up

When it comes to individual nations successfully implementing this streamlined approach, Kwek singles out Japan: [The country] “has always been known for its minimalist approach and this philosophy can also be found in the Japanese beauty industry.”

Convenience is one of their core priorities and so Japan’s focus on constantly looking to create accessible products has gained it this reputation.

“Japan has always been at the forefront of streamlined beauty innovation,” Kwek iterated.

Make up trials, in-store demonstrations and online digital video applications are on the up. 

“'No make up' make up is trending online and certainly driving broader usage habits,” concluded Romanowski.

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