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.

The top three emerging trends driving the global eye makeup market according to the firm’s consumer and retail research analysts, are: customized virtual platforms to enhance the shopping experience; a surge in demand for mineral eye makeup; and use of a 3D makeup printer.

Brijesh Kumar Choubey, a Technavio analyst, notes: “Attractive packaging and the trend of growing consciousness about health and wellness are adding to the growth of the overall color cosmetics market.”