For spas and clients alike, beauty trends are an exciting glimpse at what many love about the beauty industry—the innovations, the breakthroughs and the flat-out amazing discoveries that work to make women and men even more beautiful. In 2010, the biggest beauty trends prove that where beauty is concerned, a little of the old can be as trendy as a lot of the new, and clients are eager to kick-start this new decade of beauty with fun; a goal you can help them achieve by working with the following trends.
The tools of the road
Tools are fascinating, and nowhere are they garnering more attention than in the beauty world. And although clients aren’t going to go so far as to forsake their estheticians, for today’s beauty trendster, do-it-yourself (DIY) beauty tools are an increasingly popular skin care bridge between spa visits. Hair removal, extreme exfoliation, laser line reversal and even at-home light therapy for hyperpigmentation all are becoming more and more mainstream, and savvy beauty companies are jumping on board. From prestige to mass, the trend for DIY at-home beauty is only just beginning to reach its full potential as a building block to spa services.
The little antioxidant that could
Antioxidants have made a name for themselves in the beauty world that few ingredients can match. Given their prevalence in every type of skin care product and treatment, it might be presumed that the antioxidant’s time in the sun had passed—however, it hasn’t. Antioxidants are here to stay, and now their anti-aging and overall well-being benefits are being added to more items than just skin care. Makeup brands are embracing the power of antioxidants in eye shadow, lipstick, foundation, and even mascara and eye liner. In addition to protecting the skin from environmental damage, many antioxidant makeup products also boast anti-aging and wrinkle-reversing properties, as well. For today’s typical über-busy woman, the multibenefit aspect of antioxidant makeup is not only a hot trend; it’s a smart trend, as well, so it is your job as a spa professional to educate clients about the importance of antioxidants.
In the tween of things
Teenagers, it may seem, spend a good deal of their time feeling entitled, but perhaps they are onto something. The tween and teen skin care trend is one area where young adults might just have every reason to feel entitled. Faced with record levels of stress, responsibility and opportunity, today’s teenagers also deal with growing numbers of acne outbreaks, skin problems and unprecedented exposure to environmental damage. Although not necessarily a new trend in 2010, the need for skin care that is formulated to expressly meet the needs of this unique group of individuals is one of the most exciting trends that continues to gain momentum. These days, brands aren’t just paying lip service to this category, either. Today’s suppliers have made advancements in ingredients, formulation, delivery methods and even packaging that truly provide a benefit to young skin, and help prep these beauty newbies for long-term skin care success. Not yet ready for their mother’s favorite products, yet definitely in need of more than soap and water, skin care and cosmetic lines that offer carefully edited products specifically tailored to benefit young skin are timely, effective and here to stay.
Technology for wow
Another exciting trend that is poised to be hot in 2010 is the rise of unique applicator systems for color cosmetics. Not content to merely offer consumers the same old options as in the past, today’s cosmetics brands are rolling out technologically advanced applicators and formulas that promise photo-finish application and precision; and high-definition results never seen before. Sound too good to be true? Maybe not. Some brands are beginning to offer products with unique features, such as a futuristic paint-roller applicator that seamlessly applies makeup to the skin or a roller-ball applicator for an antioxidant-enriched formula designed to minimize fine lines, wrinkles and age spots. Foundation isn’t the only product to sport such cutting-edge technology. A new mascara on the market features an oscillating wand that provides an application so precise that the results are said to rival the lush appearance of false lashes. Photo-finish results for everyday wear are on trend and on time.
The rise of the eyes
After the tumultuous energy of the past two years, consumers are looking to 2010 to be the start of a fresh, new, bright beginning, and eye shadow trends appear to be leading the way. From look-at-me smoky to the ephemerally popular nude, eye makeup is once again big in 2010, and only trending to get bigger. Gone are traditional interpretations of these looks, and in their place are color options that breathe new life into old favorites: funky purples, peacock greens and bold corals give smoky eyes an edge, while shimmering golds, buttercup yellows and spring-fresh lilacs make the nude eye anything but vanilla. And it doesn’t stop there—a renewed focus on brows is also taking shape, with products to groom, fill, shape and even grow brows popping up in every sector.
Glam-for-less
Glamonomics is here. Trending to be even bigger this year than last, the consumer demand for high quality-yet-affordable beauty indulgences is hot. No longer willing to pay top dollar for every single product in their makeup bags, women are seeking more affordable cosmetic options that can be supplemented with special indulgences from time to time, and beauty brands are bringing their A-game to answer this call. Private label products allow clients to purchase items at a lower price than most skin care lines and allow for the branding of the business at the same time; a win-win situation. Even high-end skin care brands are getting into the game, creating specialty sets and product options that give consumers the indulgence they crave at a more affordable price. No longer can brands presume consumers will stick with their favorite product no matter the cost. In 2010, she’s also going to indulge her inner glamazon in an affordable, fun way.
Advancements and fun
The consumer thirst for increasingly more innovative and exotic beauty products and technology is, by now, well-known to most brands. As the beauty industry continues to recover from the economic turmoil of the past few years, savvy brands will continue to try and stay ahead of this bell curve by leveraging what has worked, what is working, and what needs to be working in order to give consumers the products, services and innovations they seek. The trends for 2010 reflect this outlook, keeping beauty on the move, and in-the-now with unique product offerings, amazing advancements in formulations and flat-out fun.
Tuesday, October 26, 2010
Natural and Organic
Malie Organics is spreading its roots in organic personal care products with the reformulation of its Pikake personal care collection.
During the past 20 years or so, many personal care formulations have evolved from synthetic to natural to organic. But the creators of the Malie line have reduced that evolution cycle to only a couple of years—make that 18 months. After just a year and a half of research, the company has rolled out an organic version of its Pikake personal care collection.
And to think, it all started with a quality of life issue.
After their kids were born, Dana and Shaun Roberts wanted to get them away from the “shopping-center mentality” that dominates the U.S. mainland. Their quest for a less consumer-centric lifestyle led them to Hawaii and the founding of Malie (pronounced: Mah-lee-ay, which means “calm serene tranquil”), a personal care company that utilizes the natural ingredients indigenous to the archipelago.
“Using the worldwide web, we were inspired by the nature and plants that were here,” recalled Dana.
At first, Malie offered linen mists, room sprays and hand soaps, but since its founding in 2004, the company’s product line has grown to include anti-aging creams, body washes, butters, soaps and many other grooming staples.
“We learned pretty quickly, say in the first six months or so, that the boutiques wanted body creams and related products. It didn’t take long before we realized that we were in the spa niche,” Dana said.
Once they had found their niche, Dana and Shaun wanted to create products that were organic too. But they found out that their options were limited.
“Six years ago, we couldn’t find organic ingredients,” said Dana. “So we launched the company using natural ingredients. But we realized that we should be on the forefront of organic movement and moved from natural to organic ingredients.”
That decision has put some stress on its supplier base, but Malie relies on a network of 20 suppliers who earn their living on the Islands.
Just last month, the company announced the completion of a three-year transition from natural to organic beauty with the relaunch of Malie Organics’ Pikake Collection. The Pikake Flower is a Hawaiian jasmine. Malie Organics captures the essence of Pikake by distilling the flowers into Hawaiian Hydrosols for a beautiful collection of products.
According to Dana, Malie’s Hawaiian Hydrosols utilize Pikake’s botanical benefits at the molecular level, capturing the true essence and very soul of the flower.
The Pikake collection includes an organic body cream, organic body wash, organic body polish, organic luxe butter soap, organic mist, organic liquid hand soap, soy candle and island ambiance reed diffuser.
A Big Year
While some company executives would have killed for a 6% sales gain in a recession-plagued 2009, Dana says she was disappointed in those results, noting that many retailers were “ultra conservative” in their game plans. But, so far, 2010 results are promising, with sales increasing 24%, due in large part to big gains in Japan. No wonder why Dana is confident about the future, insisting that there will be no double dip and pointing to the fact that her lead times have doubled as the economy has improved. At the same time, she’s confident that Malie Organics will continue to grow.
“For companies where the owners are involved and the products are unique, those brands are growing,” she insisted.
Now, Malie Organics is developing products based on orchid distillation. The company has teamed up with researchers at the University of Hawaii to create new scents based on flower essences.
The Next Big Thing?
Another unique idea whose time has come is KonaRed Coffee Fruit, a new venture developed by Shaun and manufactured and marketed through KonaRed Coffee Fruit & Sandwich Isles Trading Co. This ingredient, a byproduct from the harvest of Kona coffee on the Big Island, is rich in antioxidants. Three raw materials are available to formulators: whole powder (available in 14, 40, 80 and 100 mesh), freeze dried powder (100% water soluble) and liquid extract (100% water soluble).
According to the company, KonaRed polyphenols contain properties that:
• Help fight inflammation;
• Neutralize toxic free radicals that cause aging and disease;
• Fight free radical damage;
• Provide exceptional nutrition;
• Provide anti-viral and anti-bacterial benefits;
• Help protect against systemic oxidative stress;
• Help resist sun damage;
• Boost mood and energy;
• Curb the appetite;
• Help reduce the incidence of oxidative pathologies such as coronary heart disease, inflammation and possibly even certain cancers; and
• Provide health benefits associated with glucose management, Type 2 diabetes and metabolic syndrome, depression and anxiety and oral health.
In fact, KonaRed Coffee Fruit has an ORAC score of 407,600 per 100 grams—a score that is significantly higher than any known plant product, including blueberry and açai.
With a firm commitment to organic materials and an eye on novel ingredients, Dana and Shaun Roberts are confident in their company and their futures.
“We’re growing faster than we can supply product,” observed Dana. “Next year will be a strong year, too.”
During the past 20 years or so, many personal care formulations have evolved from synthetic to natural to organic. But the creators of the Malie line have reduced that evolution cycle to only a couple of years—make that 18 months. After just a year and a half of research, the company has rolled out an organic version of its Pikake personal care collection.
And to think, it all started with a quality of life issue.
After their kids were born, Dana and Shaun Roberts wanted to get them away from the “shopping-center mentality” that dominates the U.S. mainland. Their quest for a less consumer-centric lifestyle led them to Hawaii and the founding of Malie (pronounced: Mah-lee-ay, which means “calm serene tranquil”), a personal care company that utilizes the natural ingredients indigenous to the archipelago.
“Using the worldwide web, we were inspired by the nature and plants that were here,” recalled Dana.
At first, Malie offered linen mists, room sprays and hand soaps, but since its founding in 2004, the company’s product line has grown to include anti-aging creams, body washes, butters, soaps and many other grooming staples.
“We learned pretty quickly, say in the first six months or so, that the boutiques wanted body creams and related products. It didn’t take long before we realized that we were in the spa niche,” Dana said.
Once they had found their niche, Dana and Shaun wanted to create products that were organic too. But they found out that their options were limited.
“Six years ago, we couldn’t find organic ingredients,” said Dana. “So we launched the company using natural ingredients. But we realized that we should be on the forefront of organic movement and moved from natural to organic ingredients.”
That decision has put some stress on its supplier base, but Malie relies on a network of 20 suppliers who earn their living on the Islands.
Just last month, the company announced the completion of a three-year transition from natural to organic beauty with the relaunch of Malie Organics’ Pikake Collection. The Pikake Flower is a Hawaiian jasmine. Malie Organics captures the essence of Pikake by distilling the flowers into Hawaiian Hydrosols for a beautiful collection of products.
According to Dana, Malie’s Hawaiian Hydrosols utilize Pikake’s botanical benefits at the molecular level, capturing the true essence and very soul of the flower.
The Pikake collection includes an organic body cream, organic body wash, organic body polish, organic luxe butter soap, organic mist, organic liquid hand soap, soy candle and island ambiance reed diffuser.
A Big Year
While some company executives would have killed for a 6% sales gain in a recession-plagued 2009, Dana says she was disappointed in those results, noting that many retailers were “ultra conservative” in their game plans. But, so far, 2010 results are promising, with sales increasing 24%, due in large part to big gains in Japan. No wonder why Dana is confident about the future, insisting that there will be no double dip and pointing to the fact that her lead times have doubled as the economy has improved. At the same time, she’s confident that Malie Organics will continue to grow.
“For companies where the owners are involved and the products are unique, those brands are growing,” she insisted.
Now, Malie Organics is developing products based on orchid distillation. The company has teamed up with researchers at the University of Hawaii to create new scents based on flower essences.
The Next Big Thing?
Another unique idea whose time has come is KonaRed Coffee Fruit, a new venture developed by Shaun and manufactured and marketed through KonaRed Coffee Fruit & Sandwich Isles Trading Co. This ingredient, a byproduct from the harvest of Kona coffee on the Big Island, is rich in antioxidants. Three raw materials are available to formulators: whole powder (available in 14, 40, 80 and 100 mesh), freeze dried powder (100% water soluble) and liquid extract (100% water soluble).
According to the company, KonaRed polyphenols contain properties that:
• Help fight inflammation;
• Neutralize toxic free radicals that cause aging and disease;
• Fight free radical damage;
• Provide exceptional nutrition;
• Provide anti-viral and anti-bacterial benefits;
• Help protect against systemic oxidative stress;
• Help resist sun damage;
• Boost mood and energy;
• Curb the appetite;
• Help reduce the incidence of oxidative pathologies such as coronary heart disease, inflammation and possibly even certain cancers; and
• Provide health benefits associated with glucose management, Type 2 diabetes and metabolic syndrome, depression and anxiety and oral health.
In fact, KonaRed Coffee Fruit has an ORAC score of 407,600 per 100 grams—a score that is significantly higher than any known plant product, including blueberry and açai.
With a firm commitment to organic materials and an eye on novel ingredients, Dana and Shaun Roberts are confident in their company and their futures.
“We’re growing faster than we can supply product,” observed Dana. “Next year will be a strong year, too.”
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