Beauty industry continues to blend lines

This year is bound to be interesting for beauty as the industry is likely to see an increased focus on innovation, blurring of the lines and multi-functionality — a 2014 trend research firm Mintel has coined as “mixologiste.” Yes, these trends have been playing out for some time within the beauty space, but the momentum looks to be gaining a bit more steam.

Is it the result of the economic climate that has given rise to a new, cost-conscious shopper, a more intense retail landscape or a shopper-driven demand for greater product convenience and functionality? Many would argue that it’s all of the above.

To keep in line with such trends, beauty companies are shifting their innovation efforts into high gear to bring new products to market, and retailers — especially drug and mass retailers — are revamping their beauty departments to provide better service and an overall enhanced shopping experience against the backdrop of an intense competitive environment both in-store and online.