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The New Alchemy of Multitasking Makeup

Emily Katz April 2011 issue of Skin Inc. magazine
makeup client at skin care facility

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As a little girl of 3, I recall climbing up to my mother’s vanity and pulling out a beautiful crystal-encrusted lipstick case that a friend had just brought from France. I wanted the lipstick, which smelled of roses, within that case. I’ll never forget it. It was then that I must have realized the power of makeup. Not only did I love applying it to my lips, but the scent also sent me to the moon. A love of makeup was born within me, and it was the harbinger of recognizing that lipstick wasn’t just color—it held a world of magic.

Flash forward decades later … lipstick still captivates me; it is chock full of all kinds of good stuff for your lips and is getting more advanced in staying power and benefits. There’s new magic afoot here.

The quest for efficiency and youth

Currently the quest is for the ultimate in multitasking cosmetics, particularly in a culture obsessed with efficiency and youth. Consumers are seeking a means to get as much done as possible, while wanting to simplify and streamline. In fact, according to a recent NPD Group Inc. report, approximately 86% of makeup-users have used a makeup product that contains a skin care benefit in the past year. This idea culminates in personal care products that are a hybrid of convenience, results and color all in one. Herald the arrival of an amazing array of color treatment combinations and multitasking/multipurpose products, such as powders that finish makeup and act as sunscreens; primers with benefits for aging skin, oil absorption and sebum control; and tinted sunscreens. “[Combining color and skin benefits] is becoming a research and development necessity, and is already a consumer demand with significant point-of-product differentiation,” explains Casi Morris, owner and principle of Casi Morris Consulting, a Los Angeles-based independent consultant, developer and formulator of skin care and beauty products. “The economy has placed a burden on most Americans’ spending, so consumers have chosen to cut back on nonessential personal care products, such as eye shadows, primers and illuminators, and spend on items that necessitate a critical part of their daily regimen.”

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