The cosmetic-skincare hybrid category is, according to Nica Lewis, director of beauty innovation at market researcher Mintel, a new class of products in the prestige beauty sector that combine color cosmetics with skincare functions.
The number of color cosmetics with an anti-aging claim is on the rise, and 1189 such products were launched globally in 2009 alone. With more than 52 such launches so far in 2010, this trend looks set to continue.
Convenience and results fueling demand
According to Lewis, what is largely fueling the growth for products that have more than one function is both a desire for convenience and a demand for products that deliver results.
Moving beyond infusing foundations and lipsticks with anti-aging ingredients, some companies have developed color-cosmetics with anti-aging properties that are targeted for use in the eye area.
“To a large extent, innovation in the beauty industry has been about trying to pack in new product claims, and these new launches are just the latest way the industry is trying to do that,” Lewis told CosmeticsDesign.
Anti-aging color cosmetics target eye area
Last year Avon Anew launched its Smoothing Eyeliner in Portugal, which comes with a sponge applicator and contains retinol, a popular ingredient in skincare known to reduce the appearance of lines and wrinkles.
Continuing to target the eyes with anti-wrinkle color-cosmetics was Alva Naturkosmetik’s Coleur mascara. The product is formulated with Wellmune, a patented active ingredient that is claimed to boost the skin’s immune response as well as giving an anti-aging effect.
Similarly, Elizabeth Arden Ceramide, a concealer that contains anti-aging ceramide technology to reduce the appearance of fine lines, reduce dark circles and even out skin tone, is designed to target under eye skin, helping to firm its appearance and reduce puffiness.