2022 TRENDSETTERS
marketing director Alexandra Shadbolt , told Inside FMCG .
“ We listen to our consumers and to ensure we are giving them what they want and need from a makeup perspective , we are committed to using diverse talent , faces , and partners that represent our consumers across the world , readily suitable for any consumer .”
In 2022 , Maybelline New York will launch the global shade range of its other foundations : Fit Me Dewy + Smooth , expanding from 12 shades to 24 in Australia ; and Superstay Active Wear 30H Foundation , expanding from 21 to 30 shades .
“ At our core , we aim to ensure we are meeting the cosmetic needs of all Australians so when determining the distribution and tiering of shades , the priority for our foundations is to cover the widest range of skin tones ( light , medium , and deep ) and undertone ( cool , neutral , and warm ) across as many online and offline doors as possible ,” Shadbolt said .
Diversity and sustainability will
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insidefmcg . com . au – JAN2022 continue to be key trends for consumers in 2022 , the marketing director says .
“ From a diversity standpoint , consumers will seek products that are tailored to their needs , skin tone and skin type ; while from a sustainability perspective , we are seeing a shift where consumers opt for products with clean and natural formulas ,” she said . “ Consumers are more likely to support brands that have a sustainable production process and packaging whilst maintaining an expectation for high levels of product efficacy .”
And after many months spent on video calls , Shadbolt said , consumers are intending to wear more makeup than ever before .
“ We will continue to see momentum in the ‘ salon at home ’ trend , allowing them to achieve salon look and service themselves at home ( nails , brows , lashextending mascaras replacing expensive lash extensions , etc .),” she explained . “ Longwear is another trend that emerged out of 2021 to head into 2022 . Consumers expect their makeup to last all day , amplified by the wearing of masks .”
Centring darker shades Meanwhile , smaller brands are also working hard to make beauty more diverse . Inclusive makeup brand All Shades Matter is flipping the script , launching with four shades , ranging from medium , to medium-dark , to dark-deep , to deep , rather than starting out with lighter colours first , like most major brands . It plans to add more medium and dark shades over the next few months , before moving into lighter shades in future .
“ We want to be known as a brand for people of colour when it comes to foundation ,” Shaanti Wallbridge , one of the co-founders of All Shades Matter , told Inside FMCG . “ As we expand and grow , our range will grow from that point .”
Wallbridge started All Shades Matter this year with her longtime friend Tali Mason . Both women are from India and adopted by Australian parents . They have always struggled to find foundations that match their skin colour .
“ Sadly , [ people of colour ] are the afterthought of every other brand ,” Wallbridge said .
“ They ’ ll put in one product to make it look like they ’ ve got a shade range , which is just to tick the box , or there ’ s a person of colour in their imagery , but their shade range doesn ’ t even cover that person , so it ’ s not really aligned .”
In the past , retailers often put this down to a lack of demand or shelf space – reasons that are now being called out as either ignorant or downright racist . And growing public pressure is starting to lead to change . Wallbridge and Mason say they ’ ve already been approached by a retailer keen to stock their brand .
“ We need to be mindful that it ’ s not just for look . We need to make sure they actually care about our brand , not just what they get out of it ,” Wallbridge said . “ In saying that , it ’ s an amazing opportunity . Never say never .”
The first priority for the co-founders is to gauge demand . They ’ re currently taking orders online and plan to dispatch in the new year . If all goes well , they ’ ll leave their day jobs and start working on All Shades Matter full time .
“ We have a lot of ideas for expansion ,” Wallbridge said . “ Ideally , we ’ d love to have a bricks-and-mortar flagship store .” t
Additional reporting by Heather McIlvaine