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Sales of make-up set to soar in 201802 May 2018Global sales of colour cosmetics are expected to reach US$48.3bn in 2018, up 6% from 2017, according to new research from Mintel. The market intelligence agency predicts that the top five colour cosmetics markets in 2018 will be the US, Japan, China, the UK and South Korea.Mintel’s Global Colour Cosmetics Analyst, Charlotte Libby, has identified the hottest macro-trends in the category: social media, sustainability, transparency and hybridisation.Says Libby: “The success of social media influencers has shown that people buy the personality and not simply the products. It has become more important for brands to have a personality, to showcase their founders, and tell their story to be relatable for consumers. Social media gives brands a way to give customers behind-the-scenes access to their culture.“As fashions change, new ‘selfie-friendly’ zones of the face are receiving more attention. Eye make-up is moving away from the lids, with the brow bone and inner eye corners growing in popularity as focus points for bright and bold colours. Meanwhile, the YouTube-born ‘boy beat’ complexion trend is catching on, encouraging make-up users to switch to sheer bases and embrace so-called flaws such as freckles, pigmentation or dark circles.” Libby believes that the beauty industry’s shift towards natural and organic products will have a unique impact on colour cosmetics, leading to increased attention on product origin and quality of ingredients. She continues: “Brands will be expected to demonstrate their ethical policies and consideration of resources and alternatives. For instance, many glitters found in colour cosmetics contain non-biodegradable microplastics. As consumer awareness around the negatives of microplastics grows, glitter in make-up will be subject to more scrutiny.“Consumers are drawn to brands that act responsibly. Attempting to reduce the carbon footprint by tackling waste is an area in which colour cosmetics brands can innovate. Alternative materials like bamboo, coconut husk and rice bran have been a growing trend in packaging.”She goes on to state that in terms of transparency (something that millennials seek), as global politics becomes more divisive, consumers want to be sure the companies and brands they buy from align with their personal views. “As a result, an increasing number of brands are making their political views known and embarking on more action-led initiatives, such as charitable donations. This trend is expected to become more prevalent in 2018. Rather than just offering products, brands need to offer a way to support the world.”Regarding the last macro-trend, namely hybridisation, Libby specifies ‘make-up meet skincare’. She continues: “As consumer demand for make-up with skincare benefits increases, there is more opportunity for brands to develop hybridisation between categories. “Due to growing concerns around pollution, face make-up can act as another layer of protection. Hence, it is important that colour cosmetics incorporate skincare benefits such as hydration and UV protection. Probiotics also have a chance to grow; a prominent trend in skincare, connecting good bacteria to healthy skin, they are increasingly being used in colour cosmetics too.” For more information log on to http://www.mintel.com/press-centre/beauty-and-personal-care/global-colour-cosmetics-sales-to-exceed-us-48bn-as-mintel-identifies-4-growth-areas