TREND #4 HD BEAUTY: Beauty Comes In High Definition
Makeup Artists, experts and professionals are becoming the new superstars of the cosmetic industry. Through social media, particularly Instagram and YouTube, they are creating a huge following and a direct dialogue with consumers.
This has a double impact on the demand of buyers.
First, users require HIGH DEFINITION solutions to get the same results that are shown by the professionals. To follow their advice and tutorials, consumers are looking for tools and products designed in a professional manner.
Second, the public expresses themselves through the same social channels, to gain visibility and appreciation.
Beauty brands are responding with a new direction on traditional products, with attention to foundations, blushers, highlighters. Perfection in makeup continues to be the must of the moment.
The public looks for a High Definition effect; a makeup base in line with what in the jargon is called "Photoshopped", that is, as made with the filters of photo editing programs.
Makeup has to be much more than a natural or glamour look. Perfection is expected. Social media has amplified this request, and cosmetic companies respond with innovative products and apps to meet the needs of digital consumers.
|Base products such as foundation, blusher and highlighters, in synergy with ergonomic advanced applicators must guarantee impeccable professional results, customised and of the highest precision even for the less expert consumer.
No Makeup Look
A further development of this concept is the completely natural look trend. A look definitely built and not left to the qualities granted by Mother Nature, but shown as if it were a sound effect and obtained naturally.
The popularity of hashtags as #iwokeuplikethis or #nomakeup, #nofilter, lead companies to create products and tools that give the face a bare appearance but flawless, naturally luminous and radiant.
In this context, the cosmetic product cannot decouple from innovative applicators, totally in synergy with the ergonomics of the face, with the most advanced application techniques and the most advanced formulas.