Blurring the boundaries between skincare and make-up.
According to a 2016 survey by UK pharmacy Superdrug, women used 27 different cosmetics and tools and took an average of 40 minutes to complete their make-up. So for beauty brands to succeed, time poverty among consumers is something they’ll have to face up to.
Maybe that’s why product development is increasingly crossing into skincare with tinted primers, BB (blemish balm) and CC (colour corrector) creams, combined with multi-tasking anti-ageing and moisturising boosters.
“Products now need to do a double duty: to go on and work instantly by taking some of the steps out [of the application process],” according to Lori Taylor, lead artist at cult US cosmetics brand Smashbox.
After all life’s too short to spend in front of a mirror.