“From Cushion to Pocket Liner”… Summer Makeup Competition Intensifies
New Cosmetics in the Second Week of May: Summer Makeup Products
Few fields boast as extraordinary diversity as cosmetics in the consumer market. With countless new products released daily, the market is vibrant, evidenced by the 138,236 items launched by 13,976 cosmetic companies in 2024. As summer approaches, let’s delve into the features of new products leading makeup trends and the main trends in the beauty market.
Key Trends in the Summer Beauty Market
Expansion of Emotional Collaborations Between Brands
Recently, the makeup industry has been actively promoting collaborations that share the unique sensibility and worldviews of brands, beyond mere product releases. Emotional marketing that precisely targets the tastes of the MZ Generation is drawing significant market attention, offering products with high collectible value.
Amorepacific’s Sulwhasoo collaborated with contemporary fashion brand LEJE to launch the ‘Perfecting Cushion Limited’. Incorporating LEJE’s modern sense into the existing elegant mother-of-pearl motif of the Perfecting Cushion, it boasts a unique design akin to a fashion object. The Plum Blossom motif case harmoniously blends traditional Korean beauty with contemporary sensibility, offering consumers a special experience.
LF’s vegan beauty brand Athe collaborated with fashion brand SATUR to unveil a lip collection brimming with American vintage diner vibes. Inspired by cherry soda and sweet desserts, they introduced two new ‘Lip Glossy Balm’ colors alongside various goods like keyrings, ball caps, and mini pouches, gaining attention beyond mere cosmetics by proposing ‘mood consumption’.
Light-Feeling Base Makeup
In the summer base makeup market, ‘lightness’ and ‘blurred skin expression’ have become key keywords. Banila Co. has boldly entered this competitive field with the launch of ‘Covericious Ultimate White Cushion Air’.
This cushion maintains the excellent coverage of the existing white cushion while applying a texture as light as air for a fresher feel. The ‘Micro Airy Powder’, which adheres finely to the skin’s curves, allows for multiple layers without clumping, providing a thin and even finish. It emphasizes a semi-matte finish and pore-blurring effect to meet the expectations of those seeking flawless makeup that lasts through summer.
Enhanced Portability and Diversification of Distribution Channels
Products emphasizing portability and convenience have continuously appeared, especially among the MZ Generation. Merimond transformed its signature ‘Superthin Pen Eyeliner’ into a pocket size, launching the ‘Superthin Pen Eyeliner Pocket’ exclusively for CU convenience stores.
With quick-drying and excellent fixing qualities as its strengths, this pocket liner maximizes portability, making it convenient to use anywhere, anytime — at school, on the go, or during outings. The concept of a ‘pocket-sized beauty item’ piques the interest of Gen Z consumers, highlighting the beauty industry’s current trend of actively expanding distribution networks into lifestyle channels like convenience stores beyond Olive Young.
Function-Expanded Sun Care Solutions
As the summer season approaches, sun care products are evolving beyond simple UV protection to strengthen makeup-related functions. Laneige has introduced the ‘Water Bank Blue Tone-Up Sun Cream’, combining UV protection, tone-up, and skin tone correction functions flawlessly.
The blue-colored formula naturally corrects redness and yellowness, doubling as a base prep function before makeup for increased utility.
Meanwhile, Maxclinic has launched the ‘Sunkill Mineral UV Sun Powder’, which can be applied over makeup without burden. This UV retouch product, combining oil control and pore-correcting functions, is delicately designed to solve both touch-up makeup and UV protection needs concurrently.
It retains a refreshing feeling without stickiness due to its light and snug fit, comfortably maintaining this sensation throughout the day. Even on days with excessive sweat and sebum secretion, it offers comfort as if the skin is breathing. Its small pocket size makes it an essential item for outings, allowing effective skin protection against strong UV rays while taking a break at a cafe or during outdoor activities.
Insights into Market Trends
The recent cosmetics industry has shifted from simple functionality competition to a new competition paradigm that proposes emotional experiences and lifestyles. Not only the excellence of the product itself, but the ’emotional experience’ and ‘lifestyle proposal’ created together with the brand have emerged as increasingly important values.
In line with these changes, collaborations across diverse fields are occurring actively, especially with unique and valuable products that stimulate the desires of the MZ Generation, drawing great interest. Consumers now expect more than just UV protection. There is a strong tendency to consider makeup longevity and natural skin expression together, leading sun care products to rapidly evolve into hybrid forms that integrate base makeup functions.
In Conclusion
The cosmetics market is constantly evolving, quickly responding to changing consumer needs. Accurately understanding the latest trends that pursue both emotional satisfaction and practicality, and presenting differentiated products and innovative marketing strategies in line with them, will be the key to a successful summer season. This dynamic flow will continue to drive the ongoing development of the beauty market.
In such a dynamically changing cosmetics market, brands leading summer makeup trends need meticulous strategies. accurately analyzes these beauty industry flows and supports successful branding with reliable content marketing.
