Pay attention to how makeup changes by changing colors

[China Washing Cosmetics Network Report] The application of color and color of makeup products can greatly touch the emotions of consumers and form a stable consumption relationship. Nowadays, more and more new pigments can be applied to make-up products. Therefore, the possibility and selectivity of a make-up brand that wants to change quickly by changing colors can be greatly improved.

Focusing on the core, target customer groups, reflecting the color of the brand, and the meaning it represents, is the most important factor to consider when making or changing colors.

This is a core substance that exists in the cosmetics series, but when it comes to make-up, many consumers, even some cosmetics owners, will not think of it for the first time. In today's fierce competition, brands are racing to develop elements that fight aging, promote metabolism, and invigorate the skin. This substance may be secondary, but it is still at the heart of every cosmetic line. Cosmetic pigments. Edwin B, Global Manager of SunChemical Cosmetics and Personal Care Products: Faulkner said: “Pigments are actually the soul of the cosmetics industry.” All the bright, pearly sparkling effects and the color effects that cosmetics can create are derived from the product itself. The added pigment.

Maureen Kelly, president and founder of TarteCosmetics, said: "The status of color is crucial. Whether it is the red lip color chosen at the wedding, or the green color chosen only for integration with nature, it can stimulate the emotional response of human beings. "However, how can a cosmetics company use its color to grow its brand and increase its visibility, while still being able to dig new elements and remove the feeling of staleness?"

Make the most of color

Pigments are used in a wide range of cosmetics. “Our products, including lipsticks, nail varnishes, eye products, and liquid make-up products, have added pigments,” says Faulkner. “The purpose of developing them is to fill the color of the industry and meet the increasingly sought-after beauty of consumers. The effect.” Technology is becoming more and more mature, more pigments or derivatives can meet different coloring needs. Tom DiPietro, vice president of research and development at DayGlo Dyes, explained, "We have developed a set of color cosmetics based on the requirements of the US Food and Drug Administration for dyes that are allowed in cosmetics. The use of cosmetic pigments is very strict, so only limited The dyes are available for industrial use. Therefore, we have developed a set of pigments using advanced technology, they are very bright and clean, especially suitable for make-up products. Our first series is DermaGlo, the effect is very good, we will develop more Multiple series."

If you want to assign a specific color palette to a series, it is important to grasp the desires of the target consumers and understand the limits they can accept. “I personally think that to create a new set of colors, the first thing to consider is the acceptance of color.” Kelly analyzed, “Girls want versatile color effects, they want to go to work, go shopping, date or party. Can use the same series, the practical value is very high. This is very important to me, and I also agree with their point of view. We will study the latest fashion show, extract the popular colors, convert them into daily life. The versatile color is put into production."

For the time being, not to mention the color, freshness, brightening and whitening effects of pigments, high-quality pigments have an irreplaceable position in color cosmetics. DiPietro said that the first line of DayGlo pigments has been widely used in a variety of cosmetics, including eye shadow, mascara, lip gloss and lipstick, blush and even disposable hair dye products. Magenta, purple, and pink are generally the best-selling colors. ”

Many consumers will come back to look for these colors for the simple reason that these colors bring them lots of fun, make them feel youthful and energetic, and at the same time, they are also comfortable, showing an exclusive and unique style from the inside out. . Jill Wittenberg, sales manager at Hissyfit Cosmetics, said, “There is nothing more interesting than creating eye shadows, where there is more room to create. You can create a brand new you with brilliant colors, outstanding highlights and deep tones. Let you stand out from the crowd." "Although the color of the eye makeup is colorful and widely used, they are not necessarily limited to the application of eye makeup." When discussing Tarte's LipSurgence lip products, Kelly explained: "In the past we I just want to work hard on the eye makeup, I hope to express these faces by applying these colorful colors in the eyes, become the focus of the whole person, and catch people's eyes. But the same color can also be added to the blush. The color jumps, giving people vitality and showing cute temperament, just like just jogging, the face is rosy and feels very healthy."

Of course, the color of the foundation and concealer is also of great concern to people. To this end, the research work done by cosmetics companies is no less inferior to their investment in eye shadow development. “For the Hissyfit series, we took a different approach. We designed a set of pigments that are more in line with the skin tone of women. This set of pigments is closer to the color of the human skin and can also deepen the complexion,” explains Wittenberg. “Some colors The color will be specially designed according to the requirements of the makeup artist to meet the color coordination of skin color, eye makeup and blush. The introduction of other colors will adjust the color according to the trend requirements and the consumption needs of the Hissyfit consumer group." Improving the intrinsic color of a branded product is as important as developing the basic color of a branded product.

Innovative color

The introduction of more new colors can be said to be another wealth in the beauty industry, because only in this way, products can be fresh, and consumers can have more choices. However, how to grasp the scale of launching new colors and avoid oversaturating the product line? “The laws of nature have told us how long it should change the color of the product,” Kelly said. “We use the season as a dividing point. After the cold winter, we will use the colorful colors of Vientiane to reproduce the spring makeup; The color of summer should be a rainbow that has been raining, and it is full of life and freshness; autumn is the pursuit of fascinating smoke, and in winter it returns to the deep gray series. Of course, crimson, silver and gold are essential for the holiday season. Color. The adoption of each of our colors follows the laws of nature."

Faulkner believes that thoughtful thinking must be taken before new colors are introduced. “The plan for new products is based entirely on historical data, consumer feedback, and industry trends. The specific color to be produced is largely determined by industry trends, which means the most popular. The color is always changing, but the color of the entire industry is cyclical, the main colors include thick and bright, eye-catching, and soft water-like color series."

In addition, breaking through tradition and enhancing the fun of color is another important reason for launching new colors. DayGlo recently launched a set of products called "Gemini", which has the characteristics of pearly two-tone, but has a product without color effect. DiPietro said, “The FDA's product review for the eye is very strict, so once these products are reviewed, the entire industry will add a lot of available pigment components. For example, blue, green and purple with gold, dark gray Two-tone eyeshadow, it must be amazing!"

In the world of make-up, if a company can always produce such eye-catching products, then it is the spokesperson of this industry. “We are very excited to introduce new colors seasonally, because we have been growing and growing,” Wittenenberg commented on Hissyfit’s recent move into the make-up market. “Although we have top-notch sunscreen products and foundations, Only make-up products can make people see the vitality and innovation of a brand."

Cracking color difficulties

If the quality of the product is good, there is no doubt that brilliant colors will bring endless fun to people; but ensuring the consistency of all product quality is a big problem. For example, "Toner is the most difficult product to master, because we all know that it is difficult to find a 100% matching foundation, whether it is white or dark skin." Wittenberg explained: "We found Many women of different skin colours do the tests to make sure our milk is not too yellow, too red, or too gray, etc.” Faulkner also pointed out that “the most critical element of the makeup industry to focus on is to keep The color consistency of each batch of products, high cost performance, and the use of available elements on the market. In the current era of consumers are crazy to pursue the trend, gorgeous colors are pursued by every consumer, is a cosmetics company The best embodiment of the value."

Sometimes the best solution for cosmetic color problems may be to tailor the products they need. “Customers share what they want with us and provide us with enough information to develop products that fit them more accurately,” says DiPietro. “If Gemini can successfully review, the alternative duotone combination will More and more products for consumers. For us, tailoring is the inevitable development direction for the company to have great prospects."

Because consumers' color requirements for make-up products are constantly changing, cosmetics companies must always keep their eyes open and pay close attention to the ideas and needs of the target groups to better seize market opportunities and develop suitable makeup products. Frequent product testing and product adjustment is a good screening method. Faulkner explains, “Color is something that can be experienced through the senses. Therefore, to show the characteristics of the new pigments added to the new product, it is necessary to meet this sensory requirement, in order to achieve the purpose of product development. ”

DiPietro said, “When we work with our customers, we will put different products together with new pigment samples, then the cosmetics company chooses the pigments they need, combines their own recipes, and then gives us feedback, no matter what. Whether it is good or not, we all need this information to adjust the direction of pigment development."

All in all, cosmetics companies must find the right color for their brand. DiPietro said, “To find the color that really suits your brand, you need to work together and work together. Although it takes a long time, in the end, you will find unique and exclusive colors for your consumers.” Discussing Tarte When the brand's iconic colors are green and purple, Kelly said, “They use this to interact emotionally with consumers, because it is very important to resonate with them. Of course, this is also the most perfect.”