Protection & Correction: Facial Cosmetics
The blurring of the line between facial cosmetics and skin care means consumers can mask and correct a wide range of skin issues with multi-benefit formulas.
The typical human body is covered in about 22 square feet of skin, give or take. Yet, just tiny percentage of that comes coming under the greatest scrutiny-the face. Consumers are their own toughest critics when it comes to their appearance, and are often hyper-focused on dark circles under the eye, a breakout on the chin or uneven tone they see in the mirror. The good news is, there is a growing cadre of cosmetics and skin treatments that address issues which can make one feel less than confident. For beauty brands, the facial cosmetics category is ripe with opportunities to sell moisturizers, serums and cosmetics to anxious tweens, menopausal women and everyone in between. And if those products can multi-task, that’s all the better.
Multi-Issue Solutions
Products that answer more than one issue in a single formulation remain popular with consumers who want to do more with fewer products in their daily regimen. Jane Iredale, which bills itself as “The Skincare Makeup,” answers those calls, according to Ami Mallon, director of artistry and education.
“While there is no technical definition of a BB cream, alphabet creams by nature are meant to provide more-more diverse ingredient profiles, coverage, a gorgeous skin-like finish, treatment ingredients. Thus, BB creams were created for a more savvy consumer looking for multitasking formulas that provide coverage in addition to a multitude of other benefits,” said Mallon. In May, the brand rolled out Glow Time Pro BB Cream SPF 25, which Mallon described as “a new and improved modern take on a BB cream.”
“The R&D team reformulated this multi-tasker, which is available in 14 shades, to nourish the complexion while concealing blemishes, sunspots and discoloration. The lightweight, non-greasy formula provides smooth, even coverage and daily SPF protection in one simple step. It minimizes the appearance of pores and fine lines for a smooth, even-looking complexion, and it gently exfoliates, moisturizes and revives dull skin, according to the brand. Key ingredients include grapefruit extract, which brightens and revives dull skin, antioxidant-rich sunflower seed oil that moisturizes skin and soothes irritation, and apple extract to gently exfoliate and refine while maintaining skin’s youthful elasticity.”
“This dry-down formulation goes on smoothly and provides a ‘med-full’ coverage in one fell swoop making it the perfect product for corrective camouflage of skin conditions like acne and rosacea,” Mallon said, adding that the product can be blended with a brush or fingers and will dry-down in about 30 seconds.
Products that deliver a refined face remain a core element for the Jane I red ale line, according to Mallon.
“Complexion products are the heartbeat of the brand. Our foundations are the foundation of our business (pun-intended);’ she quipped.
