With no signs of consumers' preference for 'wellbeing' slowing, smart brands are repositioning themselves to capitalise on the increasingly conscious consumer.
Colour cosmetics brands, such as E.l.f., are launching new product lines with skin care benefits. Elsewhere, traditional body and skin care brands are realigning their messaging to highlight the functional benefits of their products, particularly post- exercise, thereby appealing to the 'active' consumer.
With the color cosmetics category slowing down over the last year, these repositioning efforts are an effort to capitalize on the skin-care segment’s comparable success: Prestige skin-care sales grew by 9 percent in 2017, reaching $5.6 billion in sales, according to NPD. Skin care, on the whole, is expected to grow at a rate of roughly 5 percent from now until 2023, when it will be worth around $130.7 billion.