Maintaining a polished look for several hours after make-up application is difficult for consumers to achieve and continues to be a significant unmet need. Shine breaks through or product settles into fine lines resulting in an uneven appearance. Colours smudge or transfer onto clothing and are removed by eating and drinking.
Consequently, long lasting claims has become the ‘holy grail’ of claims, and many are appealing across all make-up sub-categories but frequently fail to live up to women’s expectations. Brands that deliver a breakthrough in preserving a fresh make-up look can expect ongoing consumer loyalty.
Adding to repertoire to prolong make-up life
Dissatisfied when their make-up doesn’t last, women are looking for new routes, beyond touch-ups, to maintain their look all day. Primers have gained popularity in recent years with 16% of US females now regularly using a primer before applying their base make-up.
More recently, make-up fixing mists have emerged as a final step to set and seal make-up in much the same way as a topcoat protects nail colour. Brands should exploit this demand for improved make-up wear by offering an effective finishing spray which also delivers additional beauty benefits.
An early entry to the market was Urban Decay All Nighter Long-lasting Makeup Setting Spray which focuses on long-lasting with patented Temperature Control Technology. This was followed by Barry M Flawless Mist & Fix Dewy Finish which claims to protect skin from dirt and pollution whilst gently fixing make up and which has claims around shine control and contains plant extrats for long-term skin benefits.
In the skincare category, facial spray launches have centered mainly on Asia, notably South Korea, though are now also gaining traction in Europe and the US. Claims are focused on skin hydration with botanical and herbal ingredients featuring heavily. Antioxidant claims are now emerging as brands seek to broaden the product benefits. Natural, food-inspired ingredients are a recurring theme.
Examples of such products are Tony Moly The Chok Chok Green Tea Watery Mist an antioxidant moisturising spray designed to achieve the popular South Korean dewy skin look, Too Cool For School Coconut Milky Mist containing trendy coconut water and claiming to spray as a dense fog for ultimate hydration and Estee Lauder Nutritious Vitality8 Radiant Energy Mist an on-the-go spray for a healthy glow containing antioxidant pomegranate complex.
Extending make-up life with a lightweight barrier
The challenge for brands is to develop a fixing mist that noticeably extends make-up life but is also lightweight and imperceptible on the skin. Delivering long-wear performance without compromising on a natural skin feel will satisfy consumers’ desire for a polished yet ‘no make up’ effect.
Polymers used as film formers in hair styling are already being reapplied to make-up setting sprays. Another route would be to explore natural polymers used as structuring agents in the food industry. This plays on Mintel’s Gastronomia trend, where consumers are reassured to see food ingredients in their beauty care products.
Michelle Strutton is Global Research Manager for Beauty, Personal Care and Household at Mintel. She has over 30 years experience of analysing consumer behaviour and markets at Mintel. Michelle also provides the direction for Mintel’s global analysis and consumer research programme.
