Last week, we attended CEW’s Product Demonstration, where hundreds of products and brands showcased their newest innovations. While the sold-out event demonstrated overall themes across beauty categories, such as sustainability, wellness, and personalization, here are some fundamental trends that caught our attention.
Overnight action appears to be the newest step that consumers are adding to their evening routines. Several products on display speak to this growing theme, including GlamGlow’s Good in Bed Passionfruit Softening Night Cream, Mamonde’s Lip Sleeping Mask, Goop’s G.Nite Bedtime Bath Soak, and This Work’s new Sleep Power Nap Spray.
From an ingredient perspective, charcoal is still having a moment across the skin care and hair care categories. Among the products touting this ingredient were GlamGlow’s StarPotion Liquid Charcoal Clarifying Oil, Bioré’s Charcoal Cleansing Micellar Water, Herbal Essence’s new charcoal shampoo, and Freeman’s Polishing Gel Mask + Scrub featuring charcoal and black sugar.
We also observed a heightened number of skin care products offering deep hydration through superfood and unique ingredients. Loli, an indie beauty newcomer, showcases its Plum Elixir, which is an ultra-hydrating serum using plum kernel oil and pomegranate, and Boscia spotlights its Cactus Water moisturizer, featuring a cactus succulent plant from Mexico that helps skin adapt to dry climate conditions and rebound from dehydration.
In makeup, complexion products were the highlight of the event, as a flawless face continues to drive the makeup market. Millennial favorite brands showcase 2018 complexion launches, such as Kylie Cosmetics’ Skin Concealer, Charlotte Tilbury’s Hollywood Flawless Filter, and Cover FX’s Power Play Concealer.
Indie brands innovate in the face makeup category with unique formulae and applicators. Ilia Beauty features its True Skin Serum Foundation, infused with oils and skin-loving serums, while Mineral Air’s airbrush Four-in-One Foundation and Beauty Blender’s Bounce Liquid Whip Long Wear Foundation highlight creative packaging and application.
Skin care brands continue to break into the makeup category as Drunk Elephant’s D-Bronzi Anti-Pollution Sunshine Drops and Glamglow’s Glowpowder aim to treat skin imperfections. Makeup brand Becca also expands into a new category with its Skin Love Glow Elixir designed to be both a primer for makeup and a serum.
Product extensions by brands continue. Harry’s – once an exclusive subscription box – enters the body wash category with its refreshing scent of fresh herbs while Hask introduces the Coconut oil Body wash. Red wine becomes an ingredient of choice for the new launch of Hask’s red wine and rose wine shampoo and leave-in sprays.
These and other new developments will be included in our upcoming Cosmetics & Toiletries USA report, covering the dynamic beauty landscape across 20 product categories. The Top Ten Trends and Highlights in Beauty 2018, a highly visual presentation of the most talked-about trends and developments, is now available, while the report and database will be published over the spring/summer. Furthermore, our Beauty Retailing: U.S. Channel Analysis and Opportunities report is underway, covering all retail channels in matching product categories. Want to see a report sample or a database demo? Contact us!
Written by Dana Kreutzer, Senior Analyst Consumer Products and Alyssa Behrendt, Analyst Consumer Products.