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Making a Color Connection
By: Abby Penning
Posted: April 7, 2011, from the April 2011 issue of GCI Magazine.
page 3 of 4Additionally, a fun innovation can also be a great reason to introduce new color options to a line. DayGlo recently released its Gemini pigments line for cosmetics, which offers dual-tone pearlescent pigments that can shift colors. “The FDA restricts what you can use for eye products, so when we had these approved for the eye area, it was a lot more colorants—blues, greens and violets that pair with gold and charcoal dual tones—that can be very appealing for eye shadows,” DiPietro says.
In color cosmetics, staying consistently appealing is really the name of the game. “We are excited to introduce new colors seasonally as we grow and expand,” Wittenberg comments on Hissyfit’s recent entrance into the color cosmetic offerings market. “Although we have great SPF products and foundations, color is what keeps the brand fun and fresh.”
Of course, color can only stay fun and exciting if it’s based on quality, and there can be challenges in keeping the quality of color cosmetics to a consistent level. For example, “The complexion products are the most challenging because we know how hard it is to find a matching foundation, whether you are fair or dark,” Wittenberg explains. “We test several women with all different skin tones to make sure our complexion shades aren’t too yellow, too red, too ashy and so on.” And Faulkner notes, “The most important factors needed to stand out in the cosmetics market are good batch-to-batch color consistency, fair money value and the availability of the pigments in all the world markets. In today’s extremely fashion-conscious marketplace, spectacular color effects are what consumers want, and therefore, cosmetic companies value.”
Sometimes, the best way to solve problems unique to particular color cosmetic products is with customized solutions. “Customers share their requests and needs with us, and we can create custom shades from that,” says DiPietro. “With the Gemini line, we can make pretty much any combination for dual-tone colors, and that leaves a lot of options for us with custom products. Customized is the wave of the future for us.”
Color the World
Because consumers’ desires when it comes to color cosmetics are a continually moving target, constant attention must be paid in order to correctly connect pigmented products with the right consumers, including often doing product testing and tweaking. “Color is a visual experience. That means displays showing the color properties of the pigment along with samples of cosmetic products into which the pigment has been incorporated need to provide the kind of visual experience [for product development],” Faulkner says.