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Top Beauty Trends for 2010

By: Alisa Marie Beyer
Posted: March 26, 2010, from the April 2010 issue of Skin Inc. magazine.

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After the tumultuous energy of the past two years, consumers are looking to 2010 to be the start of a fresh, new, bright beginning, and eye shadow trends appear to be leading the way. From look-at-me smoky to the ephemerally popular nude, eye makeup is once again big in 2010, and only trending to get bigger. Gone are traditional interpretations of these looks, and in their place are color options that breathe new life into old favorites: funky purples, peacock greens and bold corals give smoky eyes an edge, while shimmering golds, buttercup yellows and spring-fresh lilacs make the nude eye anything but vanilla. And it doesn’t stop there—a renewed focus on brows is also taking shape, with products to groom, fill, shape and even grow brows popping up in every sector.


Glamonomics is here. Trending to be even bigger this year than last, the consumer demand for high quality-yet-affordable beauty indulgences is hot. No longer willing to pay top dollar for every single product in their makeup bags, women are seeking more affordable cosmetic options that can be supplemented with special indulgences from time to time, and beauty brands are bringing their A-game to answer this call. Private label products allow clients to purchase items at a lower price than most skin care lines and allow for the branding of the business at the same time; a win-win situation. Even high-end skin care brands are getting into the game, creating specialty sets and product options that give consumers the indulgence they crave at a more affordable price. No longer can brands presume consumers will stick with their favorite product no matter the cost. In 2010, she’s also going to indulge her inner glamazon in an affordable, fun way.

Advancements and fun

The consumer thirst for increasingly more innovative and exotic beauty products and technology is, by now, well-known to most brands. As the beauty industry continues to recover from the economic turmoil of the past few years, savvy brands will continue to try and stay ahead of this bell curve by leveraging what has worked, what is working, and what needs to be working in order to give consumers the products, services and innovations they seek. The trends for 2010 reflect this outlook, keeping beauty on the move, and in-the-now with unique product offerings, amazing advancements in formulations and flat-out fun.