Beauty Store Business

MAY 2017

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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52 May 2017 | llhedgehogll, istockphoto collection, These eye-enhancing must-haves for lids, brows and lashes will create endless beautiful looks for your customers! by Karen Wilhelmsen M etallics made their sparkling debut in many cosmetic products last year as one of the biggest trends in beauty. And while shimmers aren't going anywhere any time soon, Evelyn Wang, senior vice president of marketing for wet n wild, says that fantastical themes like unicorns and mermaids will continue to influence beauty trends this year. Wang predicts that pressed-powder eyeshadows, espe- cially in matte finishes, will continue to be popular, along with new forms, such as liquid eyeshadows. "Consumers want the same stay-put technology that has innovated the lip color category in their eye color," she says. To predict upcoming trends, wet n wild looks for inspiration everywhere. "It could be a trending hashtag, a YouTube celebrity or, most importantly, requests we get directly from our consumers about what types of products they would like to see from us," she says. When it comes to brow trends, Michael Malinsky, the cofounder of KF Beauty (the makers of WUNDER- BROW), says that more and more people are desiring a "no-makeup, low-maintenance" look. "This means, less pens and more real fibers, as well as a more 'natural' fill," he says. And while super-plucked to bushy, smoky brows and everything in between have been popular over the past five years, Malinsky says that your customers only need to keep one person in mind: themselves. "We think metallic colors, water-resistant and transfer- proof products, and exciting, bold colors will continue to reinvent the eye-makeup category," Malinsky says. "The strength of e-commerce and social discovery means that small, creative companies can really make an impact and get their products noticed, which is great news for the consumer." Let's take a look at these new and best-selling products that will keep your customers up-to-date with all the latest eye-makeup fads.

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