Through its Street Beauty Trends research, the Japanese conglomerate revealed how subtle pink shades are the colour to watch in upcoming months.
This focus on natural, vibrant and fresh make up applications has also made its way onto Asia-Pacific and global hair care preferences, with consumers opting for low-maintenance eyelash, eyebrow and hair grooming routines.
- Eyelash curling
The spring/summer 2017 season is focusing on natural eyes, free from eyelash curling. While dramatic curls were all the rage in autumn/winter 2016, Shiseido reports in a recent press release how eyelashes are being “kept parallel to the lash line or even facing downward in a natural manner”.
As women are opting for delicate eye make up shades that complement their individual features, brands are showcasing the natural look and steering away from wide-open curled eyelashes.
Naturally thick eyebrows have been a trend for a number of seasons, and the preference for healthy-looking plentiful eyebrows continues.
“Eyebrows with emphasised natural direction of hair growth, straight and slightly angular, are in vogue,” Shiseido emphasised.
Rather than complying with one particular eyebrow shape, women are choosing to keep their eyebrow make up regimes minimal by avoiding a certain shape and keeping the eyebrow in its natural position.
- Hair care
Shiseido’s Street Beauty Trends survey for hair length preferences in Tokyo, Japan, reveals that women are largely preferring mid-length haircuts (from chin to shoulders) in spring/summer 2017. The number of women choosing long hair (from collarbone to chest) is also increasing.
Covert styles are on the up, with consumers opting for straight hair, slightly frizzy and curling on ends styles. Perms and curling irons are used less frequently as consumers prefer the ‘effortless’ and casual look, rather than applying considerable attention to detail. When it comes to hair colour and tone selection, diversity is this season’s buzzword.
While spring/summer 2017 hair care trends focus on the natural look, Shiseido emphasises how “understatement is not the same as omission” and that “the point is to do everything properly, consciously creating an impression of little if no effort”.