Beauty Store Business

SEP 2018

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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beautystorebusiness.com | September 2018 21 dissatisfaction–and responding. Jequiti Ellas Pin-Up Base Primer Color Adapt calls on advanced technology to adjust saturation based on specific skin hue. Elizabeth Little Lady Luxe All in One Rouge detects dermal moisture levels, then reacts accordingly with the appropriate pop of color. And the Guerlain La Petite Robe Noire Lip & Cheek Universal Tinted Gel comes in a single shade: It interacts with each individual's pH level to produce a pink glow that mimics naturally flushed skin. "Whereas makeup fads were once determined by societal beauty standards of the day, a universal norm no longer exists," Phillips says. "Each user's con- nection and approach to beauty is now based on personal interests and tastes." To thrive, retailers should embrace brands that demonstrate their commitment to inclusivity by being blind to gender, age, body type and sexuality. Shoppers can no longer be distilled into simplistic demo- graphic categories–the experience of being human is far too complex. Individual behavior will take over as the benchmark by which beauty is expressed. This movement is already in motion thanks to groups such as Toun28, a South Korean startup that creates personalized skincare formulas. "The chemical-free, bespoke products are crafted based on facial analysis for different parts of the face, with each batch lasting 28 days," Libby reports. Another trendsetter making news is 70-year-old Park Makrye, otherwise known as Korea Grandma, who's won over hundreds of thousands of fans on YouTube with her unique, tongue-in-cheek approach to fashion and beauty. "As we continue to draw inspiration from each other, especially on social media, we'll keep watching makeup trends evolve," Phillips says. "Consumers want to discover the latest must-have products, then incorporate them into their lives to stand out as individuals." ■ Francesca Moisin is a beauty and haircare writer based in Rockport, MA. FUTURE FORECAST 5 Trends to Watch in 2019 1 AR Apps: Smashbox partnered with ModiFace to launch technology that tracks eye movements and gauges users' stimulation levels, and then prompts the purchase of products that they appear most interested in. 2 Shopping on Instagram: Sephora and Ulta were among 20 companies chosen to initiate Instagram's shoppable platform, which turns browsers into buyers. Users tap purchasable posts to reveal a product's name and price; three more clicks seal the deal. "Looking ahead, the days of social media being purely social will pass, as brands blur lines between platforms and online retail," says Charlotte Libby of Mintel. 3 Analytical Technology: "Heart rate, body language and speech will be important biometric indicators for a more complete assessment of consumer preferences and personality in 2018 and beyond," Libby says. 4 Influencers on the Rise: "Jeffree Star, Laura Lee and James Charles are the hot names to keep in mind," says Nicole Faulkner of Morphe. "All have exciting surprises up their sleeves for the next season." 5 Makeup Artist Brands: "It's no surprise that some of beauty's biggest brands are also top fashion and beauty influencers," says Helen Phillips of Sephora Collection. "Look for Pat McGrath, Natasha Denona and Huda Beauty crafting must-haves for the style-obsessed."

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