By Adrienne NewsomMineral makeup is not a new product in the marketplace, but it has recently been gaining momentum as the next big star in cosmetics. The idea was pioneered in the 1970s by Diane Granger, founder of Bare Escentuals, the company that started it all. Bare Escentuals remains the leader in mineral makeup, and the inspiration for other companies to follow suit.
In recent years, many competing cosmetic companies have developed assortments of mineral makeup of their own, ranging from high end cosmetic lines, to specialty brands, and most recently to major US companies like Maybelline and Revlon. Being touted as the new “green” alternative to chemical based cosmetics, consumers are jumping on the mineral mine cart, causing mineral based cosmetics to leap in front of the classic competitors.
Research done in a US Color Cosmetics report by Mintel, a market research firm, showed that 32 percent of persons surveyed want mineral based ingredients in their cosmetics. Maybelline New York has launched its new Mineral Power line this year, which it is positioning as it s first complete line of mineral makeup for the mass market. Also this year, Revlon, know for its “long-wearing” color lines, has launched its ColorStay Minerals collection including foundation, blush, bronzer and eye shadow. Drugstore News, a reputable pharmacy publication, says “At the risk of sounding like a broken record, let it be on the record that mineral makeup is a trend to keep on the ‘you must know’ list.” Their research has shown that consumers are aware and concerned with not only what they put in their bodies, but what they put on their skin. Mineral makeup offers a more natural, seemingly healthier approach to beauty.
Mineral makeup not only offers a more natural cosmetic, it also caters to users with problem skin, allergies, sun sensitivity, and sensitive skin. In fact, WebMD says “many consumers say they are initially drawn to mineral makeup because of skin health claims.” However, it remains to be seen whether these claims are substantial or not. There also can be a wide variation between brands, regarding their ingredients. Consumers may not realize that simply because something is made from mineral based ingredients doesn’t mean the product itself is “from the earth” so to speak. Colette Bouchez of WebMD says “Since there is no set regulation for what constitutes a “mineral” makeup, any product containing minerals as a primary ingredient can be marketed as such – even if it contains a whole lot of other “less natural” ingredients.”
Bare Escentuals’ original recipe has not changed, but what about their competitors? Brands like Wet n’ Wild who are known as a value brand is introducing a new line “infused with a Lotus Marine Minerals complex.” NYC New York, another value brand is following suit, releasing its Smooth Mineral collection this year. Is it possible for these lower priced, lower quality brands to produce a mineral makeup equivalent to the high-end brands, or is it all just marketing hype? Just about every article in existence urges the consumer to read product labels before purchase, to assure the quality of the product.
In recent years, many competing cosmetic companies have developed assortments of mineral makeup of their own, ranging from high end cosmetic lines, to specialty brands, and most recently to major US companies like Maybelline and Revlon. Being touted as the new “green” alternative to chemical based cosmetics, consumers are jumping on the mineral mine cart, causing mineral based cosmetics to leap in front of the classic competitors.
Research done in a US Color Cosmetics report by Mintel, a market research firm, showed that 32 percent of persons surveyed want mineral based ingredients in their cosmetics. Maybelline New York has launched its new Mineral Power line this year, which it is positioning as it s first complete line of mineral makeup for the mass market. Also this year, Revlon, know for its “long-wearing” color lines, has launched its ColorStay Minerals collection including foundation, blush, bronzer and eye shadow. Drugstore News, a reputable pharmacy publication, says “At the risk of sounding like a broken record, let it be on the record that mineral makeup is a trend to keep on the ‘you must know’ list.” Their research has shown that consumers are aware and concerned with not only what they put in their bodies, but what they put on their skin. Mineral makeup offers a more natural, seemingly healthier approach to beauty.Mineral makeup not only offers a more natural cosmetic, it also caters to users with problem skin, allergies, sun sensitivity, and sensitive skin. In fact, WebMD says “many consumers say they are initially drawn to mineral makeup because of skin health claims.” However, it remains to be seen whether these claims are substantial or not. There also can be a wide variation between brands, regarding their ingredients. Consumers may not realize that simply because something is made from mineral based ingredients doesn’t mean the product itself is “from the earth” so to speak. Colette Bouchez of WebMD says “Since there is no set regulation for what constitutes a “mineral” makeup, any product containing minerals as a primary ingredient can be marketed as such – even if it contains a whole lot of other “less natural” ingredients.”
Bare Escentuals’ original recipe has not changed, but what about their competitors? Brands like Wet n’ Wild who are known as a value brand is introducing a new line “infused with a Lotus Marine Minerals complex.” NYC New York, another value brand is following suit, releasing its Smooth Mineral collection this year. Is it possible for these lower priced, lower quality brands to produce a mineral makeup equivalent to the high-end brands, or is it all just marketing hype? Just about every article in existence urges the consumer to read product labels before purchase, to assure the quality of the product.
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