“People want colour that lasts from morning through work and into the night; and/or they want to be able to work out and still look great”, emphasised Belinda Carli, Director, Institute of Personal Care Science.
The trend is sweeping through the entire region; appealing to multiple demographics and therefore, offering a diverse and extensive opportunity for brands to develop new products: “[While] 25-35-year-olds is the key demographic, there is significant interest outside this range as far as 17-45-year-olds,” Carli stated.
Motivational marketing messages
There are two elements to this growing trend as consumers not only want to keep their beauty products intact during exercise, but they also want to their beauty and grooming routines performed in the morning to last throughout the day and night without reapplication.
When it comes to developing and retailing sweatproof make up products to consumers, the main focus is on retaining beauty during exercise: “Any woman who wants to look great when she works out and/or all day – what woman doesn’t want that? But definitely the ‘active’ and fitness conscious suit the sweat proof concept.”
This is also paired with the idea that busy females can save time by avoiding reapplication throughout the day.
“Working women that have long working days and work dinners to attend want the long wear/durability aspect.”
As a result, brands can promote these products to a large target audience by emphasising how they are “also highly durable for day into night wear”.
Cosmetics brands are creating and adapting their product ranges to match this trend by developing and including “breathable and non-greasy film formers that provide water resistance to protect against sweat (exercise) or humidity (for long wear aspects)” in their R&D efforts and launches.
The sweatproof make up trend offers beauty lovers an opportunity to retain their entire look for 24 hours, and with its wide appeal, it “is quickly moving across the west”.
Carli emphasised that currently, “there are relatively few brands that provide really good colour cosmetics in this domain; so in 2017 we’ll see greater choice and offerings – so more launches with these claims overall”.
The Institute of Personal Science has also identified several other key trends that are predicted to take off in 2017.
With the impact of pollution on ageing a pressing concern for many cosmetics buyers, Carli stressed how manufacturers will need to evolve their product choices: “Anti-pollution is here to stay – but it needs to be more than just anti-pollution now because that’s already been done”.
Therefore, product launches will team anti-pollution ideas protection with multifunctional benefits such as “UV, blue light protection, anti-ageing and/or whitening.”
2017 is set to be the year of smart and clever packaging that concentrates on “delivering new product functionalities”.
New creations will be paired with apps that connect the online retail sector with in-store activity to strengthen opportunities to raise awareness and provide multiple touch points.
Brands within the naturals sector will aim to achieve optimum performance and results, by researching and developing natural minerals and raw materials and promote these in sophisticated campaigns.