Would you rather buy a skincare product produced by a makeup brand or a skincare company? According to The Guardian’s resident beauty expert, Sali Hughes, we’d head to the makeup aisle.
Some of the largest skincare brands have seen marginal sales growth this year, which is in stark contrast to the figures makeup companies are seeing in their own skincare sectors.
“One would expect women to gravitate towards expertise, clinical trials and specialism in the area of skincare,” Hughes writes in her The Guardian column. “But when you consider the impatient, selfie-obsessed culture in which we live, perhaps we should have seen this coming.”
Charlotte Tilbury’s Magic Cream is the perfect example. Promising to stimulate collagen production and lift tired skin in an instant, this ‘treat and transform’ product is a consumer favourite and recently won Refinery29’s Beauty Innovator Award.
“Consumers want instant gratification,” writes Hughes. “They’re less interested in waiting three months for retinol to take effect when they could slap on a blurring balm and see instantly smoother skin.”
She admits that it’s unlikely she’d turn to makeup brands for active skincare, howver applying one of their illuminating creams before making up her face is a certainty.
“These moisturises are as comforting as the regular versions, only with the added light reflecting particles to give complexions glow.”
Besides the added bonus of makeup-friendly elements, this new style of skincare has plenty to offer in the way of convenience. Being able to purchase your cosmetics and the skincare to compliment it in the one location caters to today’s fast-paced consumer.
Napoleon Perdis, Becca Cosmetics and Nude by Nature are just some of the Australian cosmetics brands that are reaping the benefits of a branded skincare line. Specialist skincare is certainly not in decline, but this new method of buying will definitely up the stakes.