Few cosmetic categories were harder hit by the pandemic than lip color. Mask mandates made eyes the focus of every beauty routine. But now, marketers and formulators are putting the focus back on lips. In recognition of National Lipstick Day (July 29), Perfect Corp. recently provided consumer insights when it comes to lip color and consumer use.
 
According to Perfect Corp. data, sheer lipstick try-ons have increased +11% year-on-year as consumers shift to more low-maintenance lipstick formats, and a more natural “your lips but better” look coming out of the pandemic.During the pandemic, consumers opted for low-maintenance, simple makeup routines, and lipstick shades that would not stain or stick to face masks, the company notes. Coming out of the pandemic, as consumers begin to wear more color cosmetics and reinstate their beauty routines, these preferences are persisting and consumers are gravitating toward more natural lipstick formats and finishes.
 
What are they applying? Perfect Corp. reports that in the US, as pandemic restrictions are relaxed, bright pink lipstick has increased in popularity, while globally this shade has remained in the same position. With COVID-19 restrictions easing in the US, consumers are going out more and experimenting with brighter lipstick shades again for their events. At the global level, many countries are still enforcing strict lockdowns so the shade has not increased in popularity, according to Perfect Corp.
 
Meanwhile, gloss try-ons increased YOY as consumers seek multi-purpose makeup products with hydrating, caring benefits. According to Perfect Corp. during the pandemic, consumers shifted their focus  to skin care, and invested in quality skincare and self-care products over makeup. Coming out of the pandemic, these preferences and behaviors are still being seen as consumers begin to buy makeup again. Perfect Corp. notes that consumers are seeking out multi-benefit makeup products that provide color and care benefits. In the case of lip gloss, it provides both color and hydration.
 
Despite the good news surrounding makeup usage, the Delta variant has health officials mulling more restrictions and more mask mandates. According to Chang, During the height of the pandemic, data from Perfect Corp.’s Q2 2020 Global Beauty Trend Report (sourced from the YouCam apps database) showed the most popular beauty try-ons involved more intricate techniques like eyebrow shape, highlighter, and false eyelashes. Eye makeup (including eye shadow, eyebrows, mascara, false eyelashes and colored contacts) generated the most try-ons, increasing by nearly 30%. 
 
“We anticipate similar trends would unfold and eye makeup will surely resurge,” observed Chang. 
 
Beyond makeup, data from Perfect Corp.’s 2021 Skincare Trends Report revealed the focus shifted from makeup to skin care during the pandemic.
 
“Skin health would also surely retain its prominent position as we look at consumers’ new pandemic-related beauty behaviors and trends,” Chang concluded.
 
Lockdowns will not be as prevalent or restrictive as they were in 2020. But if mask mandates return, as they have in Los Angeles, forward-thinking formulators and their suppliers should keep their eyes on eye color.