Define the eyes during COVID-19

The cosmetics industry is familiar with the ‘lipstick index’ and women’s tendency to spend more on lipsticks when times are tough. But what will consumers do when the tough times have forced us to wear masks? Karen Maier, head of performance materials at Merck South Africa, explores accentuated eyes as a solution to shift the attention from the lips.

Instead of despairing that half of the face is hidden behind a mask, the most recent market research shows that accentuating the eyes has become a priority for consumers. Eyeliners, eyeshadows, eyebrow makeup and mascara are making a huge comeback. Liquid liners are applied in elaborate and often geometric shapes, while full brows are boldly accentuated. A quick search of the internet will reveal countless online tutorials by beauty bloggers and influencers guiding users on how to achieve perfect and often unexpected shapes around the eyes.

It’s important for the makeup industry to sit up and take notice of this trend, to ensure we do not miss the opportunity so unexpectedly brought our way. Understanding what is trendy and how to translate this into your own brand is key to success right now.

Black will always be a popular staple in many makeup bags, but there should be options. A modern pigment such as Ronastar Black Allure can provide the perfect matte black finish in a liner or an eyeshadow, which will glide seamlessly onto the delicate area around the eyes, enabling a dramatic movie star-look of days gone by or achieving a perfect square or straight line for the modern girl. Accomplishing a sparkly black is just as easy with Ronastar Diamond BlackIQ. This pigment will add a unique and elegant gloss to any black product. It has a very low heavy metal-content, which is perfect for the sensitive area around the eyes. Alternatively, for truly bold eyes, you could incorporate an interference pigment in a contrasting colour to achieve the desired sparkle.

DAZZLING METALLICS AND BRIGHT

COLOURS

In the current spirit of boldness, we are not confined to black liners – instead there is a rainbow of colours from which to choose. Trendy teals and shades of blue are complemented by lilacs and pinks. Iridescence and achieving the ethereal mermaid-look remain popular.

For those who embrace metallics, the choices are endless. Particularly popular is the patinated appearance of liquid eyeliners or eyeshadow gels-in gradations of old gold; slightly greenish, rustic tints that look fabulouson eyes and brows. These shades are easy to achieve by blending different combinations of Ronastar Golden Lights and Ronastar Dazzling Lights withRonastar Diamond Black. Copper and bronze shades are truly timeless and keep on coming back in vogue. Their richness and jewelled appearance give a sense of luxury and elegance women simply cannot resist. Teaming up a truly intense copper eyeshadow witha dramatic matte black liner makes an unforgettable statement.

For the young, or young at heart, eyesthat pop in primary colours is an exciting trend. While the traditional cat’s eye will always have its place, graphic lines andgeometric shapes in bold colours are exactly what eyes need to stand out when wearing a mask.

TEXTURE AND ADDED BENEFITS

It is not just about lines and colours, consumers want more: innovative textures and color cosmetics that provide proven added benefits. Once again current market research guides us here – many consumers are apathetic and unmotivated to spend time and money on cosmetics as a result of the impact of the pandemic and subsequent lockdown. You can entice consumers to use your offering by giving them pampering products with additional, well-supported claims. Think of applications that save time and provide not only a beautiful appearance, but also address skin care issues while imparting a sense of luxury through unique or unexpected textures.

Soft-pressed powder eyeshadows will benefit from the addition of functional fillers such as the Ronaflair Boroneige range for sensually smooth application and skin-feel as well as the added advantage of a soft focus, or an instant anti-ageing effect.

Creamy eyeshadows and eyeshadow gels or mousse formulations allow the formulator to take the humble eyeshadow up a notch. Not only can they achieve beautiful colours but also luxurious textures. These formulations allow for the easy incorporation of active ingredients such RonaCare Bisabolol for its soothing properties, RonaCare Poppy SE to address dark circles and under-eye bags, or RonaCare AP for its long-lasting antioxidant and anti-pollution properties.

The eyes are said to be the windows to the soul and with masks covering our faces, our eyes need to express so much more to truly connect with others. It is up to the beauty industry to give the eyes maximum impact with innovative, functional and on-trend products that will entice shoppers to overcome their reluctance to spend money on themselves. •

Merck – www.merckgroup.com