Increasing urbanisation and use of public transport has created a new set of consumer needs, with portability and on-the-go application becoming more and more important. Brands have an opportunity to innovate in portable, multitasking compacts to offer convenience and ease of use.
Make-up on the commute
Consumers are being encouraged to continually monitor and manage their health and fitness, and beauty companies are responding with round-the-clock beauty routines. Meanwhile, urbanisation has seen more consumers around the globe migrate into City centres, resulting in more people using public transport to get around.
To save time in their morning routine, many women are applying make-up on public transport. Debate over whether this is socially acceptable began following reports of a woman in the UK being told off by a man on the tube for applying make-up, which made headlines in the mass media. In Japan, transport operator Tokyu Corporation created a YouTube video designed to dissuade women from applying make-up on the train.
Ultimately, any negativity from individuals or companies regarding make-up application on public transport has been met with backlash from consumers and women are defending their right to apply make-up on-the-go. Therefore opportunity exists for product innovations to make cosmetics application on-the-go simpler and more practical, such as solid formats and products that can be applied one handed and straight from the pack.
Palette focus for millennial consumers
Palettes have boomed in popularity in recent years. Often hyped by beauty bloggers, and responding to the needs of consumers, these are more popular than single items, offering wide variety, mirrors and applicators in one product. Mintel’s Colour Cosmetics UK 2017 Report reveals that one in four UK 16-24 year olds have purchased an eye palette in the last 12 months, compared to just 9% who bought a single eyeshadow. Bespoke palettes customised by users are ideal beauty travel accessories.
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[one_third]trèStique Tint, Moisturize & Blend Face Stick, US: The trèStique collection features multifunctional products designed for travel. This stick contains base make-up, moisturiser and a blending sponge in one. [/one_third][one_third]Inglot Freedom System, Worldwide: The Inglot system allows consumers to create a palette from scratch with products for eyes, face, lips, brows and fragrance.[/one_third][one_third]Pout Case, UK: This mobile phone case that contains a slim, slide-out make-up palette. It can be customised with a choice of seven lipsticks, four foundation/concealers and a lip balm, taking mobile beauty into a new dimension.
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On-the-go compacts
Almost seven in 10 German and Italian women think it is important to check their appearance in the mirror throughout the day. The desire to look good throughout the day has led colour cosmetics brands to explore wider variety in their palettes and products, containing not just make-up but also fragrance, haircare and skincare products to be the ultimate portable beauty accessory. Indeed, the preference for on-the-go products does not necessarily translate to simpler or smaller in size: Millennial consumers especially have developed meticulous make-up routines, and are looking for ways to carry around their whole make-up collection.
Charlotte joined Mintel in 2013 as a UK Beauty Analyst and now focuses on the Global Colour Cosmetics and Fragrance markets. Prior to joining Mintel, Charlotte worked at a Beauty PR agency before moving to publisher Bauer Media to work on their women’s magazine portfolio. Charlotte is experienced in analysing consumer behaviours and identifying trends, and has a BA (Hons) in Public Relations & Communications.
