• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Staff
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    eBook
    Top Features
    Why Beauty Sticks Are Here to Stay: Packaging Report

    Squeaky Clean & 'Green' Packaging for Hair, Body and Sun Care

    Color Cosmetics Packaging Shines Post-Covid

    Pacifica—Our Beauty Company of the Year—Is Still Pushing Boundaries After 25 Years

    Beauty Begins to Embrace Refillable Packaging
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    GK Launches Vegan Hair Styling Range

    Sexual Wellness Brand Playground Recruits Christina Aguilera

    Buttah Skin Founder Wins Emerging Brand Partner of the Year Award from Macy’s

    L’Oréal Wins Legal Battle Over “Paris” Product Labels

    Kosé Taps Shohei Ohtani as Global Ambassador
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    Sexual Wellness Brand Playground Recruits Christina Aguilera

    Seaweed Bath Co. Redesigns Packaging, Lowers Retail Pricing

    Color Cosmetics Packaging Shines Post-Covid

    Batiste Now Offers 'Beauty Sleep' & 'Beach Hair' Solutions

    MAC Launches A 24-Hour Liquid Lipstick
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    GK Launches Vegan Hair Styling Range

    Sexual Wellness Brand Playground Recruits Christina Aguilera

    Buttah Skin Founder Wins Emerging Brand Partner of the Year Award from Macy’s

    Top 5 Sustainable Beauty Trends to Watch in 2023

    L’Oréal Wins Legal Battle Over “Paris” Product Labels
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Squeaky Clean & 'Green' Packaging for Hair, Body and Sun Care

    Inoac Finds ‘Resounding Success’ Using Eastman’s Chemically Recycled Packaging Materials

    Molded Pulp Packaging Market Forecasted to Expand

    Global Paper Tubes Market Forecasted to Expand

    Eastman Gives Brands Two Paths to Sustainability
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    Ole Henriksen's Eye Stick is Made from Limestone

    Create Stunning Holographic Packaging That's Also Eco-Friendly

    Clinique's New Packaging Celebrates Women All Month

    How MAC Approaches Color Cosmetics Packaging Design

    Seaweed Bath Co. Redesigns Packaging, Lowers Retail Pricing
    Top 20 Companies
    L’Oréal

    Revlon

    LBrands

    Johnson & Johnson

    Chanel
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    Big Sky Packaging

    Richmond Containers CTP Ltd

    GLASPRAY ENGINEERING & MANUFACTURING CO., LTD.

    Accupac

    TAESUNG
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    CIBS Members Celebrate Spring with Rooftop Views

    CEW's 2023 State of the Industry Report—& Top Beauty Trends

    Interpack 2023 to Focus on Sustainability

    Luxe Pack LA and MakeUp in LosAngeles Open on February 16

    Get Set for Cosmoprof Worldwide Bologna 2023
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
      • eBook
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Columns

    What 2018 Holds for Beauty Brands

    In color—and beyond…disrupters are changing the game.

    What 2018 Holds for Beauty Brands
    “We are now building a world of brands that can quickly and easily access their customers’ feedback and, in certain cases, hone their innovation to consumers’ exact and evolving needs. Think mega-success story Glossier,” says Maxwell.
    What 2018 Holds for Beauty Brands
    Pat McGrath Labs line of sequin-filled pouches “was surely one of the most magical and highly desirable cosmetic packaging launches in recent years.”
    What 2018 Holds for Beauty Brands
    The Josh Wood color range steps away from traditional packaging.
    What 2018 Holds for Beauty Brands
    The most perfect shade is, after all, your own, as demonstrated by the runaway success of Rihanna’s Fenty Beauty line.
    What 2018 Holds for Beauty Brands
    L’Oréal’s Biolage Raw received accolades for sustainable packaging
    What 2018 Holds for Beauty Brands
    Sophie Maxwell is Futures Director, at Pearlfisher
    Sophie Maxwell, Futures Director, Pearlfisher03.07.18
    That the word ‘disrupter’ is currently such a buzzword is no coincidence. Across all sectors, people are enthusiastically embracing trailblazers and, despite the fact that the beauty industry represents some of the world’s most iconic brands, we are being increasingly drawn to its new generation of both challenger brands and products that are reimagining beauty from single-minded and bold, to fluid and dynamic—in ways that defy its previous expression.

    These challengers not only inspire and engage us with their super “Instagrammability”—clearly highlighting the importance of desirable packaging—but creating such interactive worlds gives us the chance to be part of the conversation and affect the message we feel we are personally putting out in the world. How to make their consumers confident—in steering away from the crowd and expressing their individual personalities and values—is not just being carefully considered and curated, but actioned, by this new breed of beauty and personal care brands.

    From the colors that are chosen to tune into our hopes, fears and future desires—as well as on a practical level to offering us a broader array of skin tone-matching products— to the culturally resonant (and no-brainer) moves to further innovate in and integrate sustainability, we consider this competitive sector’s evolution as it catapults forward into 2018.

    Into the Mystic

    It is no surprise to see color forecasts reacting to the seismic cultural change happening around us, and the “provocative and thoughtful” Ultra Violet by Pantone (PANTONE 18-3838) certainly seems to signal that if you can’t get the inspiring change you need from this world, then you’ll have to look to “other galaxies” and “discoveries beyond where we are now.”

    Today our cosmetics world seems increasingly awash with thoughtful, yet experimental and enigmatic, choices of color, meaning forecasting is now less trend-driven or prescriptive as our choices and styles fluidly co-exist and clash in a melee of discovery, experimentation and, above all, free self-expression.

    As Laurie Pressman, vice president of the Pantone Color Institute says, “The Pantone Color of the Year has come to mean so much more than ‘what’s trending’ in the world of design; it’s truly a reflection of what’s needed in our world today.” This was also represented by catwalk trends favoring other-worldly, sugary shades with luminous, iridescent and highlighted finishes (finally moving us on from the year of the unicorn) and brought to life to show-stopping effect by Pat McGrath on the 2018 Valentino runways—and perfectly complementing her Pat McGrath Labs line of sequin-filled pouches; surely one of the most magical and highly desirable cosmetic packaging launches in recent years.

    Micro-Customization

    The new Josh Wood Colour range is interpreting the meaning of color, by bringing the brand’s artistry and alchemy to every individual, allowing self-expression and empowerment by enabling the salon experience in a boxed color. The packaging design keeps the focus on color with each gradient inspired by, and showcasing, the world of color and the layers within it. As Josh says, ‘Beauty is not like fashion—it is dictated by the fabric of the body you are working on.’ A marketplace of product and structural innovation is rapidly opening up a color melting pot that sees brands embracing color and all its hues and meanings to create more fluid, customizable and portable offers such as Inglot’s Freedom System.

    In tune with the kind of personalization the tech world has made so accessible in our everyday lives, beauty that is customized around you and your personal needs is now no longer out of reach at the high-end of the market with newcomers, such as the bespoke Function of Beauty, offering customized shampoo and conditioner that is sulphate and paraben-free and formulated specifically for you. Additionally, we are now building a world of brands that can quickly and easily access their customers’ feedback and, in certain cases, hone their innovation to consumers’ exact and evolving needs. Think mega-success story Glossier.

    Inclusive Self-Expression

    The most perfect shade is, after all, your own—and individual beauty means moving on from off-the-peg. The increasing success of bespoke color-match brands, particularly in foundation, has seen the offer evolve into the creation of sites such as findation.com, bringing favorite brands onto one site to make the process even easier while the popularity of color creation lip labs, like FOG, and cosmetic counter creation stations speak for themselves. Rihanna’s Fenty Beauty line, which was invented to “pinpoint universal shades for everyone” has seen its Pro Filt’r foundation’s 40 shades become a runaway success. The brand’s Galaxy eye palette—offering beautiful neutrals and brights in a metallic, rainbow prismatic case—has also broken through traditional category norms with color (both product and packaging) being used to make a bold statement about the brand’s position and intention.

    New tech—such as AR and VR, with NYX the latest brand to roll out a VR offer—is further evolving the experimentation and “try before you buy” offer. This is not just securing and boosting sales, but pushing the boundaries of the industry to open up a whole new world of digital and retail innovation and opportunity that focuses on the individual. Brands wanting to appeal to the consumers of tomorrow will be looking to create, and make more widely available, a broader spectrum of shades while also finding new ways to drive innovation around color fluidity.

    Gender Neutrality

    That beauty is no longer just a girl’s world is almost universally hailed and new unisex lines—such as Meant and Context—are, therefore, of increasing importance with the mission to become the “go-to source for healthy beauty products for men and women.” Context, in particular, is a curated range of essentials—enriched products that are plant-based, paraben-free, packed with vitamins, antioxidants, botanical oils and citrusy scents packaged within a slick and minimalist design, inspired by the clean Swedish design aesthetic loved by founder David Arbuthnot. With this year being hailed as the year of inclusivity, brands will need to create dynamic and universal offers to celebrate the strengths, differences and preferences of all of their individual consumers. We are already seeing this important shift championed with Jecca—the brand-new cosmetics line specifically created for the trans market—launching in the UK last December.

    This sector is driven by our desire for expertise and transparency and we see this reflected in the continued desire for more neutral palettes, a popular aesthetic with established, new generation beauty icons like Rodial, and newcomer Milk both offering us varying takes on beautiful, super simplicity. Monochrome branding remains a strong and understated choice that represents this theme through a prevalence of typography-driven packaging, giving a sense of streamlined, product-honed expertise with no need to up the hype through more complex or complicated messaging. And this is very much the stuff that timeless appeal and cult followings are built upon.

    Supporting Sustainability

    While consumer demand for natural products with green formulations, transparency and traceability and more sustainable manufacture and delivery continues to grow, there is room for thoughtful innovation and supply.

    At last year’s Sustainable Beauty Awards, established brands Aveda and L’Oréal (with Biolage Raw) came out as winners, but new approaches are being made at scale by Unilever who launched the sustainability focused Love Beauty and Planet that aim to deliver eco-consciousness through hair and body products at affordable prices (the previous catch with the mostly premium brands in the category). After all it is high-level awareness of long-term impact and a heightened sense of responsibility that will ultimately sustain the future of these category leaders.

    On a more granular, product-based level could Love Beauty and Planet's new Radical Refresher (based on dry shampoo), which deodorizes and cleans away sweat from the body, be the post-gym breakthrough that this brave new world of water-conscious consumers has been waiting for?

    While the first plastic-free and environmentally friendly refillable lipstick from French brand La Bouche Rouge is challenging more than just a cosmetic conscience. The packaging acts as a manifesto for personal expression and societal change, with supermodel Anja Rubik, the face of the brand, describing her solidarity and the brand mission, by saying: ‘I like the idea that buying a lipstick can become activism, the symbol of a conscience!’ (See the feature, Color Cosmetics: Packaging Self-Expression for details.)

    So What Next?

    Overall, we are moving towards a powerful new world where cosmetics brands increasingly and clearly reflect the idea and ideals behind their products to help us make more of a statement about just who we are and aspire to be—as they also display their own stance on cultural issues and in doing so, both radically and practically disrupt the look, feel and experience of the beauty category.

    About the author:

    Sophie Maxwell is Futures Director, at Pearlfisher
    Related Searches
    • premium
    • color cosmetics
    • tech
    • design
    Suggested For You
    MakeUp in NewYork Event Info MakeUp in NewYork Event Info
    Ranking the Top 50 Cosmetic Companies Ranking the Top 50 Cosmetic Companies
    Chinese Makeup Market Projected to Grow at CAGR of 8.3% Through 2025 Chinese Makeup Market Projected to Grow at CAGR of 8.3% Through 2025
    Jinjoo Labs Appoints Louise Caldwell as CEO Jinjoo Labs Appoints Louise Caldwell as CEO
    Fusion To Feature Fusion To Feature 'The Drip' Collection
    Mintel To Talk About Traceability Mintel To Talk About Traceability
    L L'Oréal USA Achieves Carbon Neutrality Across All U.S. Sites
    Beauty Brands Pause Social Media to Advocate for Key Climate Policy Beauty Brands Pause Social Media to Advocate for Key Climate Policy
    Free The Birds Launches Disruptive Brand Identity for Men’s Brand, ‘The Fellowship’ Free The Birds Launches Disruptive Brand Identity for Men’s Brand, ‘The Fellowship’
    Weekly Recap: Clinique Goes Viral on TikTok, Saweetie Joins MAC & More Weekly Recap: Clinique Goes Viral on TikTok, Saweetie Joins MAC & More
    Ipsy Launches Glam Bag x Huda Beauty Collection Curated by Huda Kattan Ipsy Launches Glam Bag x Huda Beauty Collection Curated by Huda Kattan
    Estee Lauder Advances Sustainable Packaging with New Bottle Molding Technology Estee Lauder Advances Sustainable Packaging with New Bottle Molding Technology
    P&G Accelerates Action Related to Climate Change P&G Accelerates Action Related to Climate Change
    Better Homes & Gardens Names Beauty Award Winners Better Homes & Gardens Names Beauty Award Winners
    Only Skin Launches New Men Only Skin Launches New Men's Kits

    Related Live From Shows

    • MakeUp in NewYork Event Info

      MakeUp in NewYork Event Info

      ...
      09.07.22

    • Cosmetics
      Ranking the Top 50 Cosmetic Companies

      Ranking the Top 50 Cosmetic Companies

      Brand Finance debuts its most recent list of the world's most valuable cosmetic brands.
      07.08.22

    • Cosmetics
      Chinese Makeup Market Projected to Grow at CAGR of 8.3% Through 2025

      Chinese Makeup Market Projected to Grow at CAGR of 8.3% Through 2025

      Rapid urbanization, rising disposable income and social media exposure are driving growth, says GlobalData.
      09.22.21


    • Cosmetics | Skin Care/Sun Care
      Jinjoo Labs Appoints Louise Caldwell as CEO

      Jinjoo Labs Appoints Louise Caldwell as CEO

      Caldwell has established a track record of launching and establishing beauty brands.
      09.21.21

    • Fusion To Feature

      Fusion To Feature 'The Drip' Collection

      The FusionPKG BeautyLab team will be at the MakeUp in NewYork talking to visitors about its turnkey solutions.
      09.20.21

    Loading, Please Wait..
    Trending
    • Top 20 Most Successful Beauty Brands Of 2023—Ranked By Cosmetify
    • Ranking The Top 50 Cosmetic Companies
    • WSGN & Coloro Name Apricot Crush As Color Of The Year 2024
    • Gwen Stefani’s GXVE Beauty Donates 1,000 Lipsticks To Victims Of Domestic Violence
    • Top 10 Beauty Brands In The U.S. For Q1 2022
    Breaking News
    • Coty Names New Chief Commercial Officer for Prestige Division
    • GK Launches Vegan Hair Styling Range
    • Sexual Wellness Brand Playground Recruits Christina Aguilera
    • Buttah Skin Founder Wins Emerging Brand Partner of the Year Award from Macy’s
    • L’Oréal Wins Legal Battle Over “Paris” Product Labels
    View Breaking News >
    CURRENT ISSUE

    March 2023

    • Why Beauty Sticks Are Here to Stay: Packaging Report
    • 'Green' Packaging for Haircare, Bath and Sun Products
    • Color Cosmetics Packaging Lures Consumers Post-Covid
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Kemin Human Nutrition & Health Acquires Oral Health Ingredient
    Wiley Eliminates Outer Carton From Packaging to Reduce Waste
    ACG Expands as Vantage Nutrition Acquires ComboCap and its Dual-Chamber Capsule Technology
    Coatings World

    Latest Breaking News From Coatings World

    PPG Names Rodolfo Ramirez GM, Packaging Coatings
    Sherwin-Williams Unveils High Performance Interior Marine Decking Systems
    AkzoNobel Appoints Ricardo Rosso as Pontiac Site Manager
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    FDA Approves Abbott's Epic Max Tissue Valve for Aortic Valve Disease
    Aural Analytics' Speech Analytics Software for ALS Gains Breakthrough Status
    Bigfoot Biomedical Acquires Insulin Titration Algorithm from McGill
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Thermo Fisher, Arsenal Biosciences Partner to Manufacture Autologous T-Cell Therapies
    Aquestive Therapeutics Expands Libervant License/Supply Agreement with Pharmanovia
    OncoVent, Orient EuroPharma Enter License Agreement for Oregovomab
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    GK Launches Vegan Hair Styling Range
    Sexual Wellness Brand Playground Recruits Christina Aguilera
    Buttah Skin Founder Wins Emerging Brand Partner of the Year Award from Macy’s
    Happi

    Latest Breaking News From Happi

    Kao Launches Space Shampoo Sheet for Haircare
    Procter & Gamble Brings Tide Relief Project to Mississippi Tornado Victims
    Cleaning Industry Leaders Head To Capitol Hill on March 29
    Ink World

    Latest Breaking News From Ink World

    INX International Makes Investment in Gooten
    Videojet Launches 1580 C Soft-Pigmented Contrast Printer
    Epson to Showcase Textile, Signage and Aqueous Printers at ISA 2023
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    AWA announces first International Linerless Label Conference
    Apex partners with MicroDynamics for anilox quality control
    Industrias Omega adds Durst Tau RSC E
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Toray Awarded for Nanodesign Technology
    SharpCell Launches Plastic-free Airlaid Material for Premium Napkins
    Suominen Offers Biolace Ultrasoft
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Collagen Matrix Rebrands to Regenity Biosciences
    OsteoBoost Study Yields Positive Results
    Conventus Flower Ortho Appoints Jeff Culhane as COO
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Universal Display Sponsors, Presents at ICDT 2023
    Miron Washington Joins Impinj Board of Directors
    All-Time High for Global 300MM Semiconductor Capacity in 2026: SEMI

    Copyright © 2023 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login