Mass market readies for contouring
Last June, Sephora’s CEO Calvin McDonald praised the success of contouring products in the specialty chain. He credited the uptick in interest to a Sephora app that taught women how to achieve the look made popular by Kim Kardashian.
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Contouring is a long-used trick of makeup artists to sculpture faces through optical illusions, but the app, combined with myriad how-to YouTube videos, opened the floodgates for demand for facial contouring makeup for non-professionals.
According to Sarah Jindal, senior innovation and insights analyst for beauty and personal care at Mintel, social media exposure ignited a 90% rise in the number of contouring items on the market. However, the majority of products — such as Clinique Chubby Sticks used for contouring, Smashbox Contour Stick Trip and Lancôme Le Duo — were relegated to prestige channels.
“The only mass options right now,” said one top chain drug store buyer, “are imports without a major brand name.”
But that’s about to change, and retailers are anticipating a sales bonanza.
Among the mass entries are:
Physicians Formula Super BB InstaReady Contour Trio Stick Blush or Bronzer that will roll out a stick with three shades in it, so a user can swipe the product. Retailers rank it one of the most promising;
L’Oréal’s entry called Infallible Pro Contour Palette in light, medium or dark;
Maybelline is rolling out Face Studio Master Contouring in two shades;
Revlon is readying its Highlight Palette;
e.l.f. offers a Contour Palette under its Studio logo;
Milani currently offers Matte Rose Powder Blush, which helps contour; and
Wet ‘n Wild will bring a value offer with its Mega Glow Contouring Kit.
While contouring is expected to remain a vibrant category, Ulta Beauty’s Julie Tomasi said the trend will be joined by highlighting and illuminating products, which are especially flattering for mature women. “Women today have access to more information and learn how to do these looks,” Tomasi said. “Highlighting works well to hide fine lines.”
And for those who need help mastering the tricks of the trade, such retailers as ShopRite are offering courses. At the newly opened ShopRite in Newark, N.J., beauty consultant Shanelle Smith said she’s planning educational sessions in contouring.
An added benefit of contouring: the process requires multiple items, especially the right brushes. Most makeup gurus recommend up to three brushes to accomplish perfect contouring — a cheek brush, a mid-size brush for eyes and a smaller brush for the nose.