When it comes to cosmetic sales, the eyes have it. Market researcher Technavio’s latest report on the global eye makeup market analyzes the trends that are expected to impact the category from 2016-2020. (Technavio defines an emerging trend as a factor that has the potential to significantly impact the market and contribute to its growth or decline.)
 
Among the top findings, according to Technavio: Customized virtual platforms will enhance the shopping experience to drive the global eye makeup market through 2020.
 
Brijesh Kumar Choubey, a Technavio analyst who specializes in research on the cosmetics and toiletry sector, says, “Despite the economic slowdown in several countries, consumers treat these products as an affordable luxury. For instance, despite the slowing economic conditions, consumers in Brazil continue to spend on color cosmetics. Attractive packaging and the trend of growing consciousness about health and wellness are adding to the growth of the overall color cosmetics market.”
 
The top 3 emerging trends driving the global eye makeup market according to Technavio consumer and retail research analysts are:
 
—Customized virtual platforms to enhance shopping experience
—Surge in demand for mineral eye makeup
—3D makeup printer

 
According to Technavio, brands are crafting and focusing their presence in the digital arena and are also investing increasingly in digital solutions to engage Millennials and Generation Z. Millennials are twice as likely to be early adopters of technology than the previous generations. Almost 70%-75% of women belonging to this particular population segment believe that looking beautiful is important in comparison to approximately 50%-55% of the women in the baby boomer generation.
 
Thus, the Millennials are driving the shift of the color cosmetics products’ retail toward the online platform. For instance, US-based virtual makeover technology solution provider Taaz teamed up with Estée Lauder, Laura Mercier, Revlon, and Aveda in 2013 to create virtual try-on packages. This helped end-users sample the products and customize them as per their needs. The technology allows the consumer to upload a picture and then try out different makeup ranges from various brands. Another example is Estée Lauder ‘s Let’s Play Makeover widget that lets the consumers test and try its entire cosmetic line, including eye makeup, before purchasing the product online or in store.
 
Surge in demand for mineral eye makeup
 
Mineral eye makeup is growing in popularity as it is natural and has inorganic substances that contain no carbon. The majority of regular makeup contains ingredients that are potential irritants to the skin. Mineral eye makeup is mostly fragrance-free and excludes most chemicals, dyes, and preservatives. It also reflects light and obscures the appearance of lines and wrinkles. Some mineral makeup companies also have cruelty-free, vegan, and gluten-free products. Everyday Minerals, MAC, BareMinerals, and Orglamix are some examples of vendors that manufacture mineral makeup.
 
3D makeup printer
 
Technological advancements have been aiding in the customization of products. For instance, the Mink 3D printer helps in printing color makeup. The user needs to pick a color, either from a picture found online, a clicked photo, or a color in image editing software like Paint or Photoshop. This allows users to print and wear makeup in any color rather than being restricted to a limited color palette. The 3D makeup applies the same FDA-approved ingredients used by popular makeup brands. The printer is targeted at users in the 13-21 years’ age group.