Colour cosmetics move into unchartered waters

By Louise Prance

- Last updated on GMT

Related tags: Van den berg, Cosmetics

Colour cosmetics are now moving out of 'traditional' areas such as
eyes, lips and face, according to cosmetic trends analyst
Antoinette Van Den Berg -making room for the development of more
innovative products.

With the emerging markets becoming more and more aware of Western beauty trends, it seems it was only a matter of time before roles were reversed and cosmetic trends that have long been deemed normal in India and China, cross the pond into Western waters. In an interview with CosmeticsDesign-Europe,​ Van Den Berg stated, "Classically, cosmetics are there to accentuate beauty and accentuate natural features. However, this is set to change, with cosmetics becoming a free decoration on their own and not being area restrictive"​ she said. Attributing the imminent change to the increased Western awareness of global trends thanks to the Internet and TV, Van Den Berg states that consumers are focusing on the Indian and Asian desire for non-area restricted decoration. In keeping with this, she has predicted a surge of products that are designed for use across the face, such as on the nose or on the hairline. "Having analysed future cosmetic trends, we can see the desire for a more liberated approach to cosmetics, with products becoming multi-functional, for areas such as the forehead, merging into the hairline". ​Likewise, a blusher can go across and merge as an eye shadow, whilst a foundation and a blusher can be applied as the same product. Perhaps the biggest trend that has been predicted to take off is the focus on the eyebrow area. With Western cultures normally using simple filler products to naturally shade the area, Van Den Berg is suggesting that manufacturers will start making products that more dramatically define the area. Indeed, it has been suggested that the eyebrow area will start to be a focus for tribal prints and large dark block colourings, giving colour cosmetic manufacturers the chance for increased product innovation and development ideas. Van Den Berg stated that her design studio has designed many colour cosmetic ranges for manufacturers wanting to capitalise on this trend and move the cosmetics industry into the new era. The colours for these products are bright and decorative, with silver and gold glitters being a dominant trend at present. The world colour cosmetics market is currently valued at $35bn, with Western Europe reaching $8.9bn, according to Euromonitor International.

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