For a multitude of reasons, skincare has overtaken color cosmetics in the minds and wallets of American beauty consumers, young women in particular. There are exceptions to the color cosmetics downturn—collaborations with large social media influencers being one, clean beauty being another—but overall the category is slowing for both mass and prestige brands. Many ways to shop—and a constant emergence of new brands—have made the space incredibly competitive and so, with waning consumer interest, the fight for her wallet is fierce. Product innovation will be key on the go-forward. Here we explore color cosmetics in more detail, offering opportunities and ways to recapture her interest.
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