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Multifunctional make-up to boom in U.S. as 2014 sees the Mixologiste trend arrive

By Andrew McDougall+

10-Dec-2013

Multifunctional make-up to boom in U.S. as 2014 sees the Mixologiste trend arrive

The key trend in 2014 will be that of ‘mixologiste’ and will see big growth in multifunctional make-up in the U.S. where it is already gaining popularity, according to market researcher Mintel.

The ever-more common crossovers in skin care, hair care and colour cosmetics will see technology and marketing from more than one category combined, meaning manufacturers can create new combinations with new products, packaging, marketing and merchandise.

“Mixologiste is fast becoming the stand-out trend that spans all beauty and personal care categories,” Jane Henderson, Global President of Mintel’s Beauty and Personal Care Division. “This is a key mega trend, in development for the last year or so, but we are set to see it really accelerating in 2014.”

“While manufacturers have worked with multifunctionality for a number of years, we are now seeing them take inspiration from completely different categories to create new products and marketing messages,” she adds.

Multifunctional make-up in the US is already gaining popularity according to Mintel’s consumer research, with as many as 70% of US female consumers expressing an interest in multifunctional lip products, and 65% showing interest in multifunctional facial coverage products. 

And while saving time and cost are highlighted as the benefits of these products, the research shows how time-poor US consumers perceive time-saving (68%) to be a greater benefit than reduced costs (63%).

“The success of hybrids such as BB creams has inspired manufacturers to explore different ways through which they can bring categories together to create something exciting for consumers,” continues Henderson.

“Instead of cannibalising sales, these products are acting as ‘add on’ products and not simply replacement products.”

Experts look ahead ahead

Looking to 2014, Mintel’s leading beauty and personal care analysts have all taken a look at how Mixologiste has impacted the key areas of hair care, skin care, colour cosmetics and fragrance. Here is a snapshot of what they had to say:

"It's an exciting time for colour cosmetics, which have extended their scope into some unexpected areas. Hair chalks blend make-up with temporary colourants, primers now extend to pre-styling treatments and CC creams have moved beyond facial colour cosmetics in to nail care, lipsticks and even hair care.”

Vivienne Rudd, Director of Insight, Beauty & Personal Care

“Newly launched hair BB creams that promise to protect and reinforce hair fiber are being inspired by the growth of skin BB creams. Recent innovation in hair care has been inspired by make-up products, we see hair style-extender that locks hair style for a longer time and hair foundation for hair touch-up treatments.”

Mohamed Omer, Global Hair care Analyst

“Skin care has an opportunity to cross-over into any number of beauty categories. In the future, we will see targeted skin care delivery systems through fabrics, fragrances and food, and further work on hybrids that bring together skincare, devices and diagnostics.”

Christopher Lindsley, Global Skincare Analyst

“In the fragrance field, there is room to innovate by extending the category to new formats and added benefits. We expect hair fragrances to offer more than scent with targeted and time-release delivery of specific benefits such as antioxidants, vitamins, pigments and UV filters.”

Emmanuelle Moeglin, Global Fragrance Analyst

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