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Values in clients’ personal lives have changed and that leads to a change in how they consume. People are spending more time with friends and family, and are focusing on what they consider to be the more important things in life. Consuming for the sake of consumption is no longer a way of life. Cosmetic consumers are demanding more quality products with multiple benefits, and what is inside the package will soon become more important than the package itself. Although packaging and presentation will always be very important, it will not be enough to hold a client, and it will not be the foundation upon which to build a business.
To predict how and where mineral makeup will grow in the future, it is important to revisit its history and evolution. Traditional makeup was initially used to add color accents to the face, and after a while, it was used to cover up imperfections. Mineral makeup brought the evolution to not only color and cover, but also to protect and enhance. Mineral makeup today is almost as much about skin care benefits as it is about the color and coverage.
That is not to say that mineral makeup is intended to replace skin care; it is meant to enhance it. The mineral makeup category must continue to offer innovative and exciting formulations in order to lead the cosmetic industry. Currently, most mineral formulas are cosmetic-grade only, but the future could bring drug formulas right into color formulas. The beauty of this is that the consumer is more likely to use color more consistently than skin care. The more a person uses products with beneficial ingredients, the better the results will be.
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