Jamie Matusow, Editor-in-Chief06.04.18
When it comes to cosmetic applicators, product delivery remains the top priority, but the tools beauty consumers once paid little attention to, have taken on new importance and visibility with the rise of social media.
According to Mintel’s Beauty and Personal Care analyst, Alison Gaither, consumer engagement in color cosmetics and cosmetic applicators is evolving as a result of the effect social media influencers and beauty bloggers have on the beauty looks consumers want to create. Gaither tells Beauty Packaging: “Today’s consumers can learn more about makeup brushes and sponges by simply watching a YouTube video or blog post.” She says Mintel data shows that more than half of younger consumers aged 18-22 use one of these resources to learn about beauty looks.
“As consumers attempt to create more complex looks, brands are creating tools that allow for easier application, such as eyeshadow shields that prevent shadow fallout,” says Gaither, adding that consumers are also now able to buy high-quality tools at lower price points, making this category more accessible than before.
While applicators are pr
According to Mintel’s Beauty and Personal Care analyst, Alison Gaither, consumer engagement in color cosmetics and cosmetic applicators is evolving as a result of the effect social media influencers and beauty bloggers have on the beauty looks consumers want to create. Gaither tells Beauty Packaging: “Today’s consumers can learn more about makeup brushes and sponges by simply watching a YouTube video or blog post.” She says Mintel data shows that more than half of younger consumers aged 18-22 use one of these resources to learn about beauty looks.
“As consumers attempt to create more complex looks, brands are creating tools that allow for easier application, such as eyeshadow shields that prevent shadow fallout,” says Gaither, adding that consumers are also now able to buy high-quality tools at lower price points, making this category more accessible than before.
While applicators are pr
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