Forecast: Beauty Marketers Mix It Up In 2014
It probably won't be much of a surprise for women who have been clamoring for BB creams, CC creams and now even DD creams, but the beauty brains at Mintel are predicting even more multitasking products in the year ahead.
In fact, Mintel's analysts, who track the demand of hair, skin and cosmetic products around the globe, are calling 2014 the year of the Mixologiste. Much as those multipurpose creams blur lightening, brightening, concealing and moisturizing technology along with color, new launches are expected to push harder-working, higher-performing blends into skincare and haircare products, as well.
“Mixologiste is fast becoming the standout trend that spans all beauty and personal care categories,” writes Jane Henderson, global president of Mintel's beauty and personal care division. “This is a key mega trend, in development for the last year or so, but we are set to see it really accelerate in 2014. The huge success of BB creams has led manufacturers to think about how they can build on their existing portfolios and add excitement to sometimes saturated sectors.”
More BB hair care products, such as P&G&'s Pantene Ultimate 10 BB Crème, introduced earlier this year, are already on the way.
The trend (or at least, this decade's version) began with the red-hot launch of BB creams several years ago. An Asian import, these did tinted moisturizers one better -- renaming them beauty balms (and sometimes injecting them with blemish-busting properties as well.) CC creams came next, adding color correction. The latest iteration, so-called DD creams, claim they provide Daily Defense. And get ready: Mintel says EE creams (with elemental emulsions) are already on their way.
Mintel estimates that the U.S. color cosmetics market will reach $9.3 billion this year, and $9.5 billion in 2014.
The market research company says its research has found that 70% of women in the U.S. want multifunctional lip products, and 65% like multifunctional facial coverage products. And while 63% see these harder-working products as a way to save money, 68% like them because they save time.
“Newly launched hair BB creams that promise to protect and reinforce hair fiber are being inspired by the growth of skin BB creams,” adds Mohamed Omer, Mintel's global haircare analyst. “Hair perfumes offer both a stand-alone product and an extension to fragrance ancillaries.” Other hair multitaskers include hair style-extender, which locks hair style for a longer time, hair chalks to add color, and hair foundation for touch-up treatments.