The Japanese personal care name has conducted research on beauty trends to forecast future trends in make up and hair make up at its Shiseido Beauty Creation Centre.
Shiseido Beauty Creation Center has been engaged in research on beauty trends to forecast future trends in make up and hair make up. Twice a year, the creation centre carries out on-street surveys on make up and hair-make up.
Shiseido’s beauty project team identified autumn/winter 2017 make up street trends as volume-adding deep lip colours and brown eyeshadows.
Directing their research at 300 females in Ginza, Shibuya, and Harajuku in Tokyo, Shiseido’s latest study is aimed at its female target audience, aged in their 20-30s. The latest survey, which was conducted from mid-October to early-November 2017, highlight the fundamentals of Tokyo street fashion and make up.
The beauty creation centre, which contains 40 hair and make up artists, concentrates on colour creation for creating hair make up and make up products that are then used in Shiseido’s promotional advertisement and public relations activities.
Further reflecting the influence that fashion trends and the annual calendar is having on beauty, Shiseido also offers support for global fashion and shows in Tokyo, New York, and Paris.
As the research is promoted by 15 members, comprised of mostly hair and makeup artists, the centre provides insights on popular colour cosmetics choices.
The recent on-street survey found that 82% of respondents said their “must have” makeup item is lipstick.
Previously conducted research, shedding light on the spring/summer 2017 beauty trends, saw bluish red and pink enter the mainstream.
In autumn, it was bluish rose and darker shades that took centre stage in Japanese beauty magazines and popular colourful lip make up. Lipstick application has also shifted from colour gradation to bold lip border lines in deep rich colours.
Autumn/Winter: What’s new for eyes, brows and skin?
This season, eye make up is also a popular colour cosmetics segment. “Finishing with an extra touch” has been a key trend in eye make up. Single shades and brown/reddish shade have been firm favourites following eyeshadows in autumn/winter 2016 and pink shadows in spring/summer 2017.
A sheer finish and natural shading are complemented by the move towards curling up eyelashes from the roots to give the impression of bigger and rounder eyes.
Penciled and arched eyebrows have replaced horizontal and oblique eyebrows to give the appearance of adult-like, sophistication and elegance.
While a natural skin look with good coverage is widely accepted as a key look, increasingly, females are using contouring makeup, which shapes, defines, and highlights to boost features naturally and show off a healthy complexion.
Hair: It’s all about curls
When it comes to hair, longer hair-length is favoured. The popularity of both permed hair and straight hair has risen. In autumn/winter 2017, the number of those participants that had a perm increased to 13% from 2% during the spring/summer 2017 season.
Waves, curled ends, or soft curls reduced in frequency, whereas firm perms with fine waves have increased.
There is a direct comparison between make up volume and hair make up, indicating a transformation and representation of new styles that represent strong and powerful images.
Longer side-parted bangs combined with strong waves and neat straight hair are causing a stir as they create a well-balanced look.
As part of the survey, 80% of participants said they dye their hair, which is very similar to the figure captured by the spring/summer survey. Darker shades and high-tone colours have been replaced with muted low-tone ones.
An image overhaul
While “balance” has been the trend of choice in make up application, the autumn/winter season saw signs of a “trend shift”. Female preferences have changed from “gentle, cute and relaxed/effortless” to “adult-like, beautiful and mode fashion-inspired”.