Attendees at this year’s HBA Global Expo and Educational Conference were looking for news and ideas to see what’s ahead in the beauty industry. To find out the latest trends and ideas that we can expect to see in the months to come, check out the highlights and trend spotting that was presented at The Jacob Javits Center in New York City:
COLOR TRENDS
Jamie Ross, Creative Director at Doneger noted the latest trends.
Idyllic: a vintage renaissance seen on New York and Milan runways, including lighter, “chalked down” colors, hints of metallic, velvet finishes, and ladylike hairstyles. After recent seasons of dark make up, “all of a sudden, women want to look pretty,” she explained, with color combinations such as apricot and icy blues.
Jubilant: citing the recent London shows, Jamie said “the message was color.” Jamie noted ‘50s, ‘60s and ‘70s influences in spring 2011 fashions, with bold prints and happy stripes galore. In beauty, the trend translates into a new acceptance of assertive color, including a bold, multicolored eye with a neutral lip or a heavily mascara’ed, blackened eye with a fuchsia lip.
Travail: is unplugged and casual. In fashion, this trend focuses on denim, vegetable dye colors, oatmeal textures, and tarnished looks. In beauty, Jamie cites fresh cheeks, using makeup for contouring (a natural alternative to plastic surgery); and subtle tones of olive, camel and taupe.
Cavalier: for Fall/Holiday, she expects a feel for luxury, with equestrian browns, rich camels and naughty eccentricity, sumptuous textures, and wallpaper florals. In makeup, expect to see a reworking of purple around the eye; blush applied in a crescent shape; and the comeback of “ Lips with a capital L.”
PRODUCT TRENDS
Double Duty: multi-tasking products such as Klen’s Shampoo/Body Wash with SPF 15 and Chantecaille’s “Protection Naturelle” SPF 46 Powder.
One-handed Wonders: ingenious applicators for mascaras and other cosmetics, which make missing caps a thing of the past.
Accessories rule: runway tie-ins such as Clinique’s Milly clutch.
Tightly edited color ranges: such as Clé de Peau’s line of eight red lipsticks, priced at $65 each.
Fabric Effects: CND’s special effect top coats influenced by fashion fabrics– creating crackled surfaces, matte, or tweed-like textures.
Flight-approved: 3floz.com sells favorite products in travel-perfect sizes.
Moody beauty: self-adjusting color cosmetics, such as Smashbox’s lip gloss that reacts to your body chemistry.
Recycled beauty: melt your lipsticks and consolidate them in Japonesque’s magnetic palette.
Makeovers: Jade Jagger’s limited edition design for Guerlain’s Shalimar for Fashion’s Night Out.
INNOVATION TRENDS
The latest industry innovations with 3 major trends from beauty companies that are shaping the industry today.
1. Packaging Trends:
Rollerball: Popular ever since Garnier launched the Nutritioniste Eye Roller, the rollerball package has evolved and developed as more companies adopted this trend. Not one, but three rollerballs are used in Méthode Jeanne Piabert’s new eye roller products. The new twist-and-roll design of Guerlain’s Success Future Sculpting Roll-On Mask is not only more hygienic, but also solves product spillage problems that accompany many rollerball-designed products.
Eco-luxe beauty: refillable makeup and fragrance containers from luxury brands such as Narciso Rodriguez.
Limited Edition: Kong Feng Chun’s powder foundation is stored in a multi-use, limited edition Faberge-style egg.
I ♥ NYC: Honoré des Près’ “We Love New York” organic perfume collection is presented in stylized eco-conscious plastic containers, recalling the city’s ubiquitous coffee cups to celebrate its constantly moving and caffeinated culture.
2. Nu Natural:
2009 was focused on a product’s eco or organic certification. In 2010, the focus is on results with 47% of US respondents actively seeking products that are clinically tested for effective results.
Back to basics: New products feature eco packaging coupled with simpler formulas that feature effective, hi-tech ingredients. Davines Authentic Balm, a total use product for the face, hair and body, minimizes extra packaging and waste.
New focus on safety: “Paraben-free” beauty and personal care launches increased 68% in 2009 and were already 34% higher in June 2010 than they were a year earlier.
3. Crossover Brands (Trends from Japan):
Collagen is the basis of both photographic film and human skin. With over 70 years of experience in photography, Fuji Film has applied its various technologies to create skincare products that enhance the beauty of skin, such as the “Astalift Night Cream” with Pico-Collagen (acetyl hydroxyproline).
HEALTH AND WELLNESS TRENDS
Mary Murcko, Publisher of Prevention, presented findings of a new consumer survey about anti-aging conducted among the magazine’s readers:
* 50% pay attention to what’s new in anti-aging beauty.
* Women 40+ are trying at least two new anti-aging beauty products a year.
* 33% have watched online videos about beauty products and tips. Brand web sites are also an important information source.
* Where do they buy products? Brands’ estores are number one (38%); followed by Sephora (32%); Amazon.com (28%); Drugstores (21%), and lastly, department stores (13%).
RETAIL TRENDS
Karen Young of The Young Group presented a round up of retail trends:
* In 2009, seven percent of total retail was e-commerce. By 2014 the internet will influence more than 50% of retail sales (source: Forester).
* By 2012, Saks, Neiman-Marcus, Nordstrom’s and Bloomingdales will have more factory outlets than traditional stores.
* TV shopping has gone “from Vegomatic to Vogue Magazine” with HSN, QVC and now ShopNBC picking up prestige brands fast.
* Even in this environment, there are noteworthy retail success stories: H&M, Apple, Anthropologie, Uniqlo, TopShop.
* Ideas to watch included Parisian sensation Merci (recently seen in NYC for a Fashion Week pop-up store chez Gap), where all profits go to charity as well as vending machines for upscale products, particularly in airports.
* Private label is growing and becoming a strong competitor to brand names. According to surveys, more Americans are trying out store brand products and are satisfied with the quality.
Source beautypress.com
Unless otherwise specified, a product review is based on a product sent by a representative of the company.
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The Trend Watching at HBA Global Expo 2010 by Elke Von Freudenberg [ Beauty Blog ], unless otherwise expressly stated, is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 United States License.