While 2015 hair trends included the rise of pastel shades and glitter roots for the festive season, the new trend inspiring the looks of SS16 is denim fabrics. Image sharing site Instagram is awash with denim hairstyles, with dark and light blues, lilac and grey tones used to highlight and shade the hair, while also creating a textured effect.

The interest in fashion colours has played a part in the growth of temporary hair colours from 2014-15 as women are drawn to trying dramatic hair looks for a limited period of time, or to test a bolder look before fully committing. As many as a third of UK 16-24 year old women say they are interested in trying pastel hair colours, indicating the denim hair trend has scope to become just as appealing.

Moving into make-up

At London Fashion Week SS16 Mintel analysts spotted primary colours as a recurring trend, in particular blue eye colour which has been given a modern make-over, with blue eyeshadow, eyeliner and mascara all featured on the catwalk. YSL launched the Savage Escape summer beauty campaign featuring Cara Delevingne in June 2016, which features looks including a denim inspired blue eye and temporary tattoos. The hero pieces of the Savage Escape line are said to be the Full Metal eyeshadows, which are available in the denim inspired shades.

But it’s not just YSL seeing blue, a number of other colour cosmetics brands have launched denim inspired products in 2016, indicating the growing popularity of the trend. For example, Catrice launched Denim Divine Liquid Liner in Germany, Une Natural Beauty launched Sfumato Eyes Denim Collection Top 3 Eye Palette in Sweden and Pupa launched Denim Jeans Nail Polish in Italy.

What we think

As fashion and beauty continue to be intrinsically linked, and as styles change season to season, women are inspired to make new purchases in the beauty and personal care markets to replicate beauty trends that are quickly becoming outdated. As denim is set to be the colour trend of the summer season, and blue is expected to be a popular shade for hair and make-up, we will see consumers mimic this trend.

The rise in popularity of fashion colours is a driving force in the temporary hair colourant market, with brands focusing on encouraging women to be more experimental with colour.

Charlotte Libby is Senior Beauty Analyst at Mintel, collating and analysing a wide range of data on the beauty markets, including consumer trends, product sales and new innovations. Charlotte joined Mintel in 2013 as an Analyst across the Beauty & Personal Care and Household sectors and now specialises in Beauty.

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