Lipstick makes a comeback as consumers ditch masks, cranberry pink takes top spot
11 Nov 2021 --- After months of covering lips due to COVID-19 mandatory mask-wearing, consumers are embracing their beauty routines, and UK shoppers are selecting lipstick as their top makeup choice. This is according to a makeup trend report conducted by beauty tech provider Perfect Corp. The report shares insights into consumer makeup trends and color preferences for 2021.
“With the Global BeautyTrends Report, we can provide insights on evolving makeup trends and beauty shopping behaviors as the world emerges from the pandemic,” says Alice Chang, founder and CEO at Perfect Corp.
“Brands can leverage this data to engage their customers better and create impactful digital experiences.”
Analyzing data virtually
The report analyzes big data sourced from Perfect Corp.’s YouCam Makeup app. The YouCam Makeup app features thousands of augmented reality (AR) powered makeup filters that consumers can try on virtually.
The data used in the report was sourced from nine key regions, including the US, UK, France, Germany, Spain, Mexico, Brazil, China and Japan.
The report spotlights global consumers’ shift to digital channels for beauty shopping.
As the COVID-19 pandemic restrictions ease and consumers use makeup more often, makeup trends are reinvigorated and evolving.
The report reveals that lipstick is making a comeback for UK consumers, with sheer lipstick emerging as the most popular lip color finish and cranberry pink taking the top spot as the most popular shade in the UK and globally.
Globally, red and bright pink shades took the second spot. However, UK consumers are leaning toward light pink shades. In this region, the “natural” pink lip color shade – pink salmon – became the second most popular shade in 2021.
A shift from 2020
Perfect Corp. details the results are a contrast to trends witnessed in 2020, where global consumers simplified their beauty routines and shifted their focus to skincare and wellness.
For shoppers who did want to experiment with lipstick, in 2020, they opted for low maintenance formats such as matte, which was the top lipstick texture globally.
According to data from Perfect Corp., from Q1 2021 to Q2 2021, lip gloss try-on increased across all markets. Lip gloss is most prevalent in Japan, where it accounts for 14.2% of total try-ons, followed by China with 13.8%, the US (13.4%), the UK (12.5%) and France (12.5%).
The trend report also highlights beauty consumers have shifted to “digital beauty” and seek virtual product advice and beauty consultations from brands through beauty tech tools such as AI skin diagnostics and virtual makeup try-on experiences.
Lipsticks with light pink shades are growing in popularity in the UK (Credit:Perfect Corp).
In the space of Perfect Corps. AI and AR technologies for beauty, Coty used Perfect Corp.’s AI technology to boost personalization for Covergirl and Kylie Cosmetics. The company also partnered with Avon México to advance the latters’ digital platforms.
Multi-benefit makeup
Perfect Corp.’s data also reveals that globally consumers are showing an increased interest in multi-benefit makeup products.
Products that provide moisture and nourishment to the skin, as well as beauty benefits, are popular. This is further reflected in the increased growth of sheer lipstick and the return of lip gloss. Both products are formulated with higher oil content to ensure hydration and include ingredients with additional benefits such as hyaluronic acid and vitamin E.
This data indicates that the consumer shift toward skincare and wellness that developed during COVID-19 will persist as the world emerges from the pandemic.
Increased interest in skin health is also evidenced in YouCam Makeup data, as YouCam Makeup’s Skin Score diagnostic tool was completed 27 million times at the beginning of 2021.
By Nicole Kerr
