Lip balms are now being marketed as having lip-plumping ingredients and effects
Trend - As lip-plumping glosses and lipsticks continue to be popular, some brands are releasing simpler lip-plumping products in the form of lip balms. These balms are designed to enhance the natural shape of lips without being too heavy or visible.
Insight - Pandemic-induced mask-wearing made consumers more likely to wear lightweight makeup rather than a full face, and that trend has continued post-pandemic restrictions. Now, lighter coverage and natural finishes are popular among shoppers who prioritize more convenient cosmetic enhancements, and they're turning to brands that prioritize this "clean" makeup look.
Insight - Pandemic-induced mask-wearing made consumers more likely to wear lightweight makeup rather than a full face, and that trend has continued post-pandemic restrictions. Now, lighter coverage and natural finishes are popular among shoppers who prioritize more convenient cosmetic enhancements, and they're turning to brands that prioritize this "clean" makeup look.
Workshop Question - How is your brand evolving with consumers' changing habits and preferences?
Trend Themes
1. Clean Makeup Look - The pandemic-induced trend of wearing lightweight makeup rather than a full face is continuing post-pandemic restrictions, leading to a surge in popularity of lip balms marketed as clean cosmetic enhancements.
2. Multifunctional Products - The increasing demand for convenience and practicality among consumers is driving the trend of manufacturing multifunctional lip balms that offer not only hydration but also skincare, priming, plumping, and skincare benefits.
3. Sensory Experience - The use of cooling and warming ingredients in lip balms is gaining popularity as consumers seek a more experiential and enjoyable sensory experience through the tingling, stinging or cooling sensation they give.
Industry Implications
1. Clean Cosmetics Industry - The trend toward a clean makeup look among consumers presents a major disruptive innovation opportunity for brands that prioritize natural and lightweight cosmetic enhancements.
2. Skincare Industry - The multifunctional trend in lip balms presents a disruptive innovation opportunity for skincare brands to create products that not only offer hydration and lip care but also skincare benefits such as anti-aging, sun protection, and skin barrier improvement.
3. Personal Care Industry - The sensory experience trend presents a significant opportunity for personal care brands to develop products that offer unique sensory experiences, such as cooling, warming, or tingling sensations, in their lip balms or other products.
