Today’s beauty brands have a new audience to win over when debuting their products: the ever-growing group of skin-care and makeup junkies that is burgeoning online. But with that has come increased competition, as these customers are surfing through social platforms crowded by other brands and influencers, who are all hoping to entice the same group of customers.
To solve for this, companies have started focusing on what’s trending online from the get-go, altering both their product formulations and outside packaging to better catch the scrolling eye.
The result is an uptick in products that emphasise texture, viscosity, light and colour, often with special effects like glitter or foam added in. Products with unique application processes, like those utilising water droppers and sponges, and all manner of masks, are also popular.
“This is a huge trend — we talk about it every single day,” said Rinat Aruh, the co-founder and CEO of Aruliden, a branding and product design consultancy that works with brands including Maybelline and Kiehl’s. Now, these brands are spending thousands more on product development, she said, thanks to a longer list of requirements for success…
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