This year has brought about many changes, particularly in the cosmetic category as consumers navigate DIY beauty routines and adjust their makeup habits as masks become commonplace. Elle x Tmall Makeup Week released its list of trends as we finish up the year.
Further reading: Building a Cult Brand in a Pandemic-stricken Influencer Economy
- Homemade skin care routines is leading trend
- Consumers pursuing a foundation with higher coverage appeal while wearing a mask
- Consumers no longer impulse buying and seek added values in products while asking themselves: How practical is the product? Is it versatile? Is there any added value besides the makeup effect? Does the brand care about environmental protection?
- Consumers are focusing more on hair styles as we continue to wear masks, with hair mask products as a priority as well as salon services at home that allow for creativity
In accordance with the above mentioned trends, Elle x Tmall Makeup Week announced the products that are leading the way in their respective categories:
- Estee Lauder
- Kiss ME
- L'oreal Paris
- Tom Ford
- Bobbi Brown
Top recommendations list:
- Perfect Diary
- Sisley Paris
- Little Ondine