Multi-functional Beauty for 2014
According to recent research from Mintel, the biggest trend in beauty to hit the UK in 2014 will be ‘Mixologiste’. Sounds a bit fancy, but what they are actually talking about are multi-functional products. BB creams, dual action primers, lipsticks with benefits – all of these beauty products and more will be on the rise next year.
Blurred lines between beauty technology are becoming increasingly common, with overlaps between skincare, hair care and colour cosmetics, according to Mintel.
“Mixologiste is fast becoming the stand-out trend that spans all beauty and personal care categories. This is a key mega trend, in development for the last year or so, but we are set to see it really accelerating in 2014,” said Jane Henderson, Global President of Mintel’s Beauty and Personal Care Division. “While manufacturers have worked with multifunctionality for a number of years, we are now seeing them take inspiration from completely different categories to create new products and marketing messages. The huge success of BB creams has led manufacturers to think about how they can build on their existing portfolios and add excitement to sometimes saturated sectors. New combinations will continue to evolve, resulting in new products, packaging, marketing and merchandising. This will add a new sense of excitement to the market and will drive innovation in the year ahead.”
Multi-functional proucts are, however, not as popular in the UK as other parts of the globe. In the USA, as many as 70% of US female consumers express an interest in multifunctional lip products, and 65% show interest in multifunctional facial coverage products, for example those which combine the benefits of foundation and concealer. In China, almost half (46%) of Chinese make-up users express an interest in trying new products with multifunctionality (such as 2-in-1 eye shadow and blusher), while almost one in three (29%) agree that multifunctional products (eg BB cream) perform as well as products designed for single purpose.
But in the UK, just a quarter (25%) of women say they are interested in products which have cosmetic benefits as as well as care for the skin, such as BB cream and tinted lip balm.
But we may well have to embrace this trend like it or not in 2014 with things like hair BB creams, hair perfumes, EE creams and more set to hit our shores!
In the meantime, here are three of our favourite multi-functional products out there just now.
l-r: The Body Shop All-in-One BB Cream, £12, thebodyshop.co.uk – gogeous BB cream which transforms from a white cream to suit your skin tone. Pigment-filled capsules burst when applied to the skin, releasing the colour inside. Hydrates, helps blemishes, and conceals.
Clinique Even Better Compact Makeup, £27,50, clinique.co.uk – this is much more than just a foundation. Buy one for your correct skintone, it helps brighten the skin, and reduce dark spots as well as giving great coverage.
Origins Smarty Plants CC SPF20, £28, origins.co.uk – one of our favourite products of this year. This brilliant CC cream isn’t drying, minimizes oil, perfects appearance of pores, smoothes fine lines, and has an SPF 20. It’s an excellent multifunctional product.
