Byline: Kerry Diamond
NEW YORK — One of the hottest makeup trends has nothing to do with color or texture. Rather, it’s all about packaging.
Palettes and planners, to be precise.
Makeup artists have always made their own palettes using art store paint boxes or health store vitamin cases, but the trend gained momentum when Trish McEvoy introduced her makeup planner in 1995. Beauty’s version of the Filofax, these were designed for busy women looking for a better way to organize their cosmetics.
Bobbi Brown Essentials offers a planner with six holes for eye shadows and blushes and an empty palette that can be filled with items such as concealer, cream blush and lipstick. The concept took a while to catch on, Brown noted, but now the items are bestsellers.
“It’s convenient and portable, and it allows women to be their own makeup artist,” she said.
Ready-made palettes are popular as well. The Italian beauty brand Pupa has been selling them in its trademark red cases since 1976, and Philosophy’s Coloring Book has been a staple in its lineup. The trend has really picked up steam this year with prefilled palettes from Nars, Stila, Tony & Tina, Awake, Three Custom Color Specialists and others.
The palette parade has yet to take off on the mass side, probably because of the high price points.