Craze for oil texture across beauty categories
Color cosmetics and skincare are two categories that are getting closer in terms of innovation and as oils are increasingly popular in skincare because of their moisturising and hydrating benefits, oils are now emerging in color cosmetics.
The additional benefits of oils are that they are easily absorbed without leaving a greasy or sticky feeling and most of them are botanical so they go hand in hand with consumer demand for more natural products.
Oil texture moves to color cosmetics
Color cosmetics have been introduced with an oil texture and this is extremely relevant in face base make-up, mainly BB/CC creams, foundations and cushion compacts. These products often communicate about their strong skincare benefits in the same way as facial skincare oils.
The oil in these products forms a layer on top of the make-up so that the skin can hold its moisture level longer. Oil in face make-up products also provides a glowing and radiant skin finish which helps the skin look healthy and elastic. In fact, to achieve such a result, Korean consumers often mix their foundation or BB/CC creams with their facial skincare oils or balm to get a hydrated-looking dewy skin finish. This is why color make-up products containing oil as a base appeal to consumers.
Oil texture is emerging in color cosmetics for eyes, cheeks and lips. In light of the growing natural make-up trend, liquid textures that absorb well into the skin and leave a touch of natural tint on the skin have expanded in color cosmetics. Liquids are thin, lightweight, blendable and easily spread on the skin. An oil texture is smooth to apply and helps to provide a natural make-up finish.
Slideshow theme heading: Oil in Makeup
The “bare skin” trend welcomes hybrid textures combining skincare and color make-up
With color cosmetics evolving to add more skincare claims, hybrid textures which combine color and skincare are being launched in the market. Serums and essences have often been introduced as a new texture for foundations or other face make-up products. Taking this one step further, richer textures such as oil and balm are also being applied to color make-up. The trend of mixing skincare benefits with make-up has been supported by innovations to turn these rich textures into fresh and light ones with better absorption and non-greasy finish.
According to Mintel GNPD, foundation launches that include a serum or balm have steadily increased from 4% of all foundations launched in 2012 to 9% in 2014 and this highlights the blurring between skincare and make-up and the growing popularity of multi-benefit cosmetics products with enhanced skincare functions.
Global launches of foundation products, % with ‘serum’/ ‘balm’, 2012-1014
|% launches Serum/Balm in foundation|
Source: Mintel GNPD
Slideshow theme heading: New texture to combine Foundation and Skincare
The Analyst’s View
- Consumers want more natural make-up and a bare skin look and this will fuel the growing popularity of liquid color cosmetics which deliver a tinted natural finish.
- As boundaries between skincare and color make-up blur, color make-up with a skincare texture and skincare functional claims will continue to grow. Oil texture offers opportunities for growth across all sectors.
- With the introduction of new product formats that sit in-between traditional make-up and skincare, the hydrating gel or watery texture will gain more popularity as it offers good absorption and leaves a fresh light feel.
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