Eight trends will set the tone for beauty in the next year, according to In Style senior beauty editor Patricia Tortolani, and CVS senior category manager for beauty Sherry Saffert. The trends discussed were:
l Statement Makeup: High impact colors are making a big splash, such as blue eye shadow and yellow nail polish, Tortolani said. “And we are seeing the trends come runway to retail,” added Saffert, who said that although CVS must gauge what is a trend and what has staying power, her chain is trying to have the latest looks in a timely fashion. “We want to have a collaborative effort in store with what consumers are seeing. We need to bring the message to life in our stores.”
l Luxe for Less: If ever there was a trend right for drugstores, it is the concept of getting the latest looks on the cheap. Tortolani mentioned looks such as the new Jemma Kidd for Target and the new Natural Beauty by Carmindy. Saffert said that the makeup artist lines have been a big boost to mass since they have avenues to educate consumers on makeup application.
l Be Your Own Pro: In Style’s Tortolani has noticed more women tackling at-home treatments ranging from laser hair removal to hair color. She cited products such as Clairol’s Perfect 10 at-home hair color as feeding that trend. Saffert agreed that products such as that have been a boost to chains and that much has improved in making shade selection at the point of sale.
l Makeup as Jewelry: Upscale marketers have made jewelry into a fun beauty fashion accessory and Saffert said there are efforts for this holiday to carry that message to mass. “These are obviously short term, but they can drive sales,” Saffert said.
l Nailing It: Bright colors are helping refuel the nail color category. Boosted by new color statements, the once stagnant nail color category is once again coming to life.
l She’s Come Undone: Tortolani said messy updos continue to dictate hair styles and Saffert said that mass retailers are able to satisfy that demand with myriad hair accessories.
l Embrace Curves: Both speakers agreed that there is no longer one look for beauty and that women are learning to love their bodies — no matter what size.
l Going Green: The experts agreed that more consumers are looking for green, but Saffert noted that shoppers are confused and won’t want to lose out on efficacy. “We have to be careful,” she noted. Consumers, she added, are willing to pay more for organic, but they will expect high levels of performance, too.