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The Biggest Claim in Color Right Now

Posted: June 13, 2014

Targeting the hottest trends in color cosmetics and the beauty industry, Mintel beauty analyst and expert Shannon Romanowski shared the blog post “Five new US products that exemplify the most popular product claim in color cosmetics.”

According to Romanowksi, “The color cosmetics industry grew to an estimated $9.3 billion in sales last year, with Mintel forecasting 2-3% growth over the next five years. As tracked by Mintel’s GNPD (Global New Products Database), ‘long-lasting’ is one of the most frequently used category claims, as women want makeup to stay put and last throughout the day.”

Additionally, Romanowksi points out how this trend is extending itself through products. “Long-lasting has expanded to include more specific claims such as ‘creaseless’ or ‘crease proof,’ as evidenced by past launches from Benefit, Tarte, and Neutrogena,” she writes. “This claim may be particularly appealing to older women, who are more likely to experience makeup settling into fine lines and wrinkles, creating a ‘cakey’ and unnatural look.

With this in mind, Romanowski chose five recent examples of the long-lasting claim in color cosmetic products from products in the U.S.