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Making a Color Connection

By: Abby Penning
Posted: April 7, 2011, from the April 2011 issue of GCI Magazine.

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And no matter the hue, its vividness, paleness, saturation or sheerness, a quality pigment is always important in color cosmetics. DiPietro explains DayGlo’s cosmetic pigments have been used in all types of cosmetics, including eye shadows, mascaras, lip glosses and lipsticks, blushes and even as an element in a temporary hair color hair spray product. “The range of colors you can use is wide and varied—everything from yellow to purple. The magentas, purples and pinks always seem to be best sellers, though,” he notes.

Consumers keep coming back for more of these colors because they inspire fun, youthfulness, vibrancy, comfort, empowerment and even ingenuity. As Jill Wittenberg, marketing manager for Hissyfit Cosmetics, says, “Nothing is more fun than creating gorgeous shadows because there is more room for creativity, where you can get away with high shimmer, vibrant colors and deeper hues.” And though eye makeup might feature the widest range of wearable colors, Kelly explains that the rainbow of hues doesn’t have to be limited to just eye makeup. Discussing Tarte’s LipSurgence lip stain products, she says, “We wanted to make sure these were really colorful to draw the eye and give you something to focus on.” She also notes the bright pops of color on the cheeks that can come via blush, saying, “Blush colors need to give you that pop of vitality and prettiness. It can evoke that feeling of being healthy, like you just went out for a jog.”

Of course, some of the most overlooked colors of color cosmetics are those in foundations and concealers, though just as much work needs to go into those shades. “We’ve taken a different approach to color at Hissyfit by introducing palettes that are designed to suit a woman’s skin tone in a system of shades for fair to deep complexions,” says Wittenberg. “Some of our shades were developed with our makeup artist, who coordinates palettes so that all eye and cheek shades will suit a woman’s skin. Other shades will be introduced based on trends and what the Hissyfit woman is asking for.” And being able to evolve product colors for a brand is almost as important as having quality pigments to begin with.

Changing Colors

The introduction of new and additional color offerings is one of the beauty industry’s greatest assets, as it keeps products fresh and offers new selections for consumers to buy. But knowing how to not oversaturate a line with new colors is important, too. “Nature plays a role in how often we change colors,” says Kelly. “We think in terms of seasons—breaking out of the bleak winter with bright spring pastels, blooming and fresh colors for the summer, a more dramatic, smoky look in the fall, and winter featuring more charcoals, deep plums and silvers and golds for the holidays. Our color decisions often flow with nature.”

Faulkner also acknowledges the importance of taking a studied approach to offering new pigment options. “Planning is done thorough an integration of historical data, customer input and forecasting based on knowledge of industry trends,” he says. “The decision on which colors to produce is driven by the fashion trends of the industry, which means the most popular pigments are always changing. The industry goes through cyclical phases, chiefly represented by bright bold colors, frosted-sparkle effects and muted colors.”