Mineral makeup intros soar into ’08

The mineral-based makeup madness at mass shows no signs of slowing as major beauty players enter the segment in a big way in 2008.

According to research by Mintel, between 2001 and 2006 makeup grew 6 percent in constant prices, reaching $6 billion in sales. Driving some of that growth—mineral-based makeup. Looking ahead, total U.S. sales of makeup are predicted to increase 21 percent at current prices and to increase 4 percent at constant prices through 2011. And it is likely that mineral-based makeup will be a major growth driver of future sales.

“In keeping with the trend toward natural, most mineral makeup is promoted as being free of harsh chemical additives, preservatives, talc and fragrances. Mintel’s proprietary research reveals that 32 percent of those surveyed want mineral-based ingredients in their makeup,” stated Mintel in a 2007 U.S. Color Cosmetics report. “Mineral-based products are increasing in popularity and are expected to gain more attention in the next two years.”

Major manufacturers are jumping on the bandwagon, eager to meet the needs of beauty shoppers looking for more “natural” products. One such example is Maybelline New York, which is launching for 2008 its new Mineral Power line, which it is positioning as its first complete line of mineral makeup for the mass market.

The line consists of an entire beauty regimen from start to finish: liquid foundation, powder foundation with a kabuki brush, liquid concealer, powder blush and finishing veil loose and pressed powder. The key ingredient: micro-minerals that are triple refined for purity and quality.

“We are thrilled to bring our consumers a complete line of mineral products at an affordable price point and look to take a leadership position in this category,” stated Cheryl Vitali, senior vice president for Maybelline New York/Garnier.

Rival beauty companies, however, are not resting on their laurels. Revlon has announced that it will launch for 2008 its first-ever long-wearing minerals collection in the mass market. The ColorStay Minerals collection includes foundation, as well as baked blush, bronzer and eye shadow. According to the beauty company, the products contain a skin-nourishing mineral complex that is combined with its patented ColorStay long-wear technology.

Value cosmetics brand wet n wild, which is made by Markwins North America, is gearing up for the 2008 launch of its new wet n wild Beauty Benefits collection, which it coined as “a new generation of color cosmetics.”

The line, which includes products for eyes, lips and face, is infused with lotus flower extract and marine and earth-derived minerals. According to the company, the complex offers antioxidants that are two times stronger than green tea. It naturally brightens the complexion to counteract dullness and increases moisture by 25 percent for up to eight hours. The collection also includes PETA-approved brushes.

As previously reported by Drug Store News, wet n wild also is launching for 2008 its new Ultimate Minerals Powder Foundation.

Del Laboratories’ N.Y.C. New York Color brand also is entering the mineral segment in 2008—the brand’s 10-year anniversary—with the launch of its Smooth Mineral Collection. The collection includes smooth mineral loose foundation powder with SPF 12; smooth mineral pressed foundation powder with SPF 12; smooth mineral loose blush powder with SPF 12; smooth mineral loose eye powder kit; and smooth mineral starter kit.

The products feature a blend of mineral powders, including mica, which reflects light to minimize the appearance of imperfections and fine lines. The products are free of talc, oil, fragrance or preservatives.

In early December, Del Labs reached an agreement to be acquired by Coty Inc. The deal was expected to close by Dec. 31, after press time of Drug Store News.

Meanwhile, Jane & Co.’s Be Pure mineral makeup collection recently landed a spot on the “Weekly Top 10” list of beauty products on the women’s Web site iVillage.com.

The collection was featured as part of iVillage’s “Au Natural Week” theme for the list. This specific section of iVillage boasts more than 1 million unique visitors a month and more than 30 million average page views.

The mineral makeup collection is talc-free, oil-free, wax-free and fragrance-free. Products in the line include mineral powder, mineral foundation, pillowed and crushed blushes and eye shadows.

Industry observers also believe there is an opportunity when it comes to meeting the makeup needs of women of color, especially Hispanics. According to Mintel, only 56 percent of blacks use makeup compared with 78 percent of Hispanics. Therefore, according to Mintel, it is important to include Hispanic models in advertisements.

“Manufacturers of new makeup aimed at blacks and Hispanics may consider positioning their products as hypoallergenic, all-natural, ecologically friendly or mineral-based, since a greater number of minorities feel these attributes are important,” stated Mintel in its research report.