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Consumer demand for at-home beauty leads to professional products being offered in-store

By Andrew McDougall , 14-Nov-2011
Last updated on 14-Nov-2011 at 17:55 GMT

Anisa International, a global manufacturer of make-up artistry tools, has announced the consumer launch of its adesign brand as it taps into the at-home beauty trend sweeping the industry.

The Precious Elements collection features three brushes originally designed for professionals and allows consumers to benefit from a professional product at home.

Rachel Pickett, creative marketing director at Anisa, explained that the at-home beauty trend is picking up speed in the industry, such as with electronic devices as well as across other retail categories such as home improvement or technology.

“We see this segment as the 'pro-sumer' - they are educated on the beauty category, heavily invested in products and application and want to continuously strive towards the next improvement or innovation,” she told CosmeticsDesign.com USA.

Embrace the trend

Pickett feels this is an important trend and one which beauty companies should embrace as it can complement existing business. She also made it clear that companies can draw inspiration from the professional beauty industry rather than compete with it.

“There will always be a role for professionals and their ability to create and influence trends in the marketplace that consumers will then want to replicate or tweak a bit for their own use. Additionally, professionals are the educators in terms of how best to use the brushes, application techniques and product pairings.”

The Georgia-based company has been serving the professional beauty market with its make-up brushes since 2006, and drew on the feedback from professionals to launch the consumer extension given the increasing demand in the market.

“Consumers are increasingly more demanding in terms of being able to create a 'pro' look at home, so we wanted to offer the line more broadly,” said Pickett.

Getting the ‘pro’ look at home

“The consumer is looking for something beautiful - that makes [them] feel special when [they] look at it and use it. However, [they] also want it to function really well and have an overall design function. We are always trying to balance that with our new launches and designs,” she added.

The Precious Elements collection is the first product from the newly launched consumer brand collection featuring brushes infused with gold and sterling silver, said to improve appearance and health of the skin.

“The face brush is ideal for bronzers, pressed and loose powders, while the contour cheek brush can be paired with all powder and cream based cheek products and the foundation brush is designed for application with all cream, liquid and powder-based foundations,” explained Shana King, beauty director of adesign.

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