A roundup of predicted trends from beauty brands such as Wet ‘n' Wild and Rimmel reveals next year will be a vibrant year for mass market cosmetics.
While a recent report by The NPD Group hailed 2011 as one of the most successful for prestige beauty, with brands including Lancôme, Chanel and Estée Lauder driving sales in the US, a report in WWD December 15 examined how mass market brands will emulate high end beauty looks for 2012.
“The buzz for Spring includes rich colors and improved formulations to satisfy shoppers trading down from prestige,” reports the publication.
Rimmel has remarked on the success of its eye products in 2012, notably mascaras, and so will launch its biggest lash brush to date in spring 2012, calling it Volume Flash ScandalEyes Mascara.
US buyers told WWD they are also excited about Sally Hansen’s new Gem Crush Nail Color, as the collection offers glitter polishes in spring’s biggest shades such as pink, coral, blue and purple.
These shades were particularly popular on nails and lips at designers' Spring 2012 shows including Prabal Gurung, Jason Wu and Betsey Johnson.
A representative for Wet ‘n’ Wild added consumers can look forward to “a great deal more product innovation” in 2012.
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